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Recruitment and Selection

Introduction

Any sort of advertisements affects a reader on multiple levels and the perception the reader gathers from an advertisement has been advocated by many marketing practitioners and theorists. The pioneer of sales and advertising in America, E. St. Elmo Lewis (Moore, 2005), proposed three principles for creation and development of writing for marketing and sales. The first principle stressed on the advertisement stimulation attraction in the eyes of the reader so that he gets attracted to read. The second was to gain his interest so that he continues to read. The third and final principle was to convince the reader that what he reads is true. Over the years many scholar extended the theories and put forward revised versions of the principles (Egan, 2007). The Attention, Interest, Desire and Action (AIDA) principles were published in an article in 1921. The article was written by C.P. Russell. The principles state that the first and foremost job of the advertisement is to attract attention of the reader. The second objective of the advertisement is to develop the interest of the reader and compel him to read on. The third principle advocates the advertisement should stimulate desire in the reader and should convince him that the requirement in the advertisement is intended for him. The fourth principles instills a customer to take a decision of buying the product and put his desire of the acquiring the product into action. We will be evaluating two job advertisements published online and in newspapers. We will be reviewing them in the context of the AIDA principles and measure their effectiveness.

Discussion

Analysis of Appendix 1 (The Poor Advertisement) (see Appendix 1)

Attention

The advertisement after mentioning the job title, starts bombarding the requirements of the job. The fonts and formatting used in the advertisement is also very worse and have little attraction to the reader. The advertisement is also not very catchy and will attract a person who is looking for job aggressively and might fail to attract good human resource (Larson, 2009).

Interest

The advertisement also creates information overloads and provides too much information and presents lists of requirements which must be carried out by the candidate. Due to too much information since starts, the reader will not be able develop interest in the advertisement and will not continue to retain the advertisement even if the finishes reading.

Desire

The advertisement does mentions the compensation package with details about the health and insurance plan and might make the reader to desire for the job but it doesn't provide any details about the company and by the word count it appears that the company is not a big company. It might put off the reader to the desire for the company.

Action

The advertisement does provide details for contacting the company but it doesn't invite the candidate to explore or pursue his/her career at the prestigious organization. In order to compel the candidate towards the action process of the job advertisement, the advertisement must attract the customer ...