Marketers are spending more than ever on print advertising, yet relatively few companies make a dedicated effort to comprehensively assess and improve their print campaigns. Print advertisements and television commercials face the hurdle of, "Breaking through clutter," hold people’s attention and communicate memorably and persuasively. Print advertisements have a pre-determined space (perhaps a single page or a spread) and the reader determines how long he or she chooses to spend with the ad as against television commercials that have a pre-determined length of time (perhaps 15 or 30 seconds) and a beginning, middle and end. In print, the reader 1s fully in control of how the ad is considered. Thus, it becomes of utmost importance to understand the reasons why a consumer would look at the advertisement and assess what it says and form an opinion regarding a brand based on his perception. If the messages designed in the advertisements are such that they directly target his motivation centers, then the chance of an action on his part either to make a buy or catapult a brand to his evaluation set from his consideration set becomes high. It would be worth understanding why an advertising message was not memorable even after showing it consistently or why the message was missed out by the reader while skimming an advertisement. This research aims at unearthing and analyzing the deeper motivations of a consumer embedded in his subconscious mind. This research would enable the process of designing strategies to create advertisements that would induce the consumer to make conscious decisions based on his correct motivation being tapped in that advertisement. Intensive Consumer psychology and behavioural studies of over 2000 respondents have been conducted and only then have the subconscious motivators come to surface for the purpose of this study. These responses have helped in framing the groundwork for designing print advertisements that could gain a better attention span of the target audiences.
