广告学概论。
注意（attention）有两种：目标驱动的注意（有意注意）和刺激捕抓的注意（无意注意）。
为了引起受众注意，广告信息应该做到：
（1）与受众利益相关；
（2）容易阅读、容易理解；
（3）表现方式具有新颖性、创新性；
兴趣（Interest ）
与受众利益相关的信息才会引起受众兴趣。为此，广告承诺的利益必须是明确的，与目标受众需要密切相关。
欲望（Desire ）
欲望不仅是一种情感，而且是行动前的心理准备（readiness to take action），即行动 意向（intention to take action）。
引起兴趣的利益信息在可信的（credible）时候才会引起购买欲望。为了促进购买欲望，可以在广告中：（1）显示你的可信度，（2）提供优惠刺激，（3）提供证言，（4）降低与你交易的风险。
行动（Action ）
为了促进购买行动，常使用一种有时间限制的提供（a time-limited offer）。
USP理论
这个理论主张每个广告要提出一个独特的销售提议（Unique selling proposition）。
This concept was developed by Rosser Reeves, one of the founders of Ted Bates Advertising Agency, which says that advertising must offer the consumer a logical reason for buying a product that separates the product from its competitors.
Three basic tenets to the concept:
According to this concept, all successful advertising campaigns are based on a product's unique selling proposition. There are three basic tenets to the concept:
(1) each advertisement or commercial must offer a specific benefit to the consumer;
(2) the benefit must be unique to the advertised brand (something the competition does not offer);
and (3) the benefit must be strong enough to pull customers toward the brand.
USP理论主张：
(1) 每一个广告必须提供一个特别的利益给消费者；
(2) 这个利益必须是广告的品牌独特的或者是其他品牌虽有但还没有宣传的；
(3) 这个利益必须强烈到能够吸引消费者。
In Reality in Advertising (, pp. 46–48) Reeves laments that the U.S.P. is widely misunderstood and gives a precise definition in three parts:
Each advertisement must make a proposition to the consumer. Not just words, not just product , not just show-window advertising. Each advertisement must say to each reader: "Buy this product, and you will get this specific benefit."
The proposition must be one that the competition either cannot, or does not, offer. It must be
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