In Columbia, a guerilla war has been dragging on for decades. Then the deputy minister of defense thought that maybe advertising could be used to “sell” guerillas on the idea of ending the war and coming home. This CBS News story, “Advertising to Sell Peace, Not Products” and accompanying video interviews the man who developed and implemented the program, advertising executive Jose Miguel Sokoloff. Be sure to watch the three sample ads embedded in the article. Also, notice the references to research insights that guided their advertising.
What did research tell them might appeal to the target market (guerilla fighters). How do you see AIDA operating in this campaign – describe examples from this campaign of how the advertising gets attention, holds interest, arouses desire, and obtains action.