Aida - Model For An Advertising Agency

An ad agency or advertising agency is a business or service dedicated to planning,
handling and creating advertising for clients. These agencies are independent of clients
and provide their skills and views to sell client’s services or products.
Advertising agencies can also manage branding strategies, marketing and sales
promotions for its clients.
For an advertising agency, it is very important to realize that they can increase sales with
their effort. Truly speaking, advertising agencies are minds working on the other side of
the internet to increase sales. For a person working as an advertising agent, it is very
important to know about the buyer’s psychology.
Those who are working in an advertising agency should know about the various thought
processes that go in the mind of a reader or a viewer, a potential buyer. This will
definitely help to build your business better.
There are sample of theories to explain the process that goes in the buyer’s mind when
heshe goes to purchase anything, the process is not the same for each buyer and it is
se!uential.
"ne of the popular features followed by ad agencies is A#$A. The term and approach are
commonly attributed to American advertising and sales pioneer, %. &t. %lmo 'ewis.
The A#$A model states that advertising agency should know how to draw attention of a
buyer to get the customer interested by exhibiting its advantages, benefits and features.
#nterest is followed by desire. #t is advertising agency’s duty to create a desire in a buyer
to buy a specific product. All three steps of the A#$A policy will help you to stimulate the
action towards the purchase of a product. A#$A theory guides and leads you to build a
better advertising business. (#) (’s of advertising world have followed A#$A to
generate good advertisement campaigns.
AIDA is an acronym stands for:
A – Attention (Awareness): attract the attention of the customer.
*ou must first capture the viewer’s attention + an essential component of any ad
campaign. ,ost campaigns rely on a mix of visual stimuli to accomplish this, using
images to help an ad stand out and create a lasting impression. Text is then employed to
further grab attention, enticing the reader to continue reading in search of more
information. That is why the first paragraph of a sales letter, direct mail piece or ad needs
to be the strongest.
)ood openers address their problems and begin with such as-
. Have you ever...?
. Are you noticing...?
. Can you see...?
(ad openers give them something to ob/ect to, demonstrate your disrespect, or /ust bore
them to tears, and may begin with such as-
. I've got just the thing you want...?
. I just dropped by so that I might...?
. I was only wondered whether you could...?
I – Interest: raise customer interest by focusing on and demonstrating advantages and
benefits 0instead of focusing on features, as in traditional advertising1.
2ow that you have their attention, you need to keep them reading. This is accomplished a
few different ways. %stablish a need, create a bond and let them know they are about to
learn something very special. 3onsumers don4t actually need most of the products they
buy but think they do. (eing able to establish a need in the mind of a consumer is the
cornerstone of an effective ad campaign. 3reating a personal link helps build trust5
hinting at something special to come cements their interest in what you have to say.
6atch out for the boredom factor. *ou may be able to get someone interested, but you
cannot expect to keep their attention for ever. #f you want to come back some day, you
should leave them wanting more, at least of your company.
D – Desire: convince customers that they want and desire the product or service and that
it will satisfy their needs.
*ou4ve got your reader this far, and they think they may need your product but are not
sure. This is the stage where you stoke the flames of their desire until they are absolutely
certain they have to have what you are selling. This is often accomplished through the
problem7solution techni!ue. *our consumer has a problem + you have the solution. The
solution is so amazing5 they simply cannot live without it. This phase also covers another
vital facet in any advertising campaign + what4s in it for them. This will build the desire
you need them to feel to make that decision.
$esire is like a fire, and can be stoked by many methods, such as-
. &howing them how the item to be desired will not be available for long 0&carcity
principle1.
. &howing how other people approve of the item and have ac!uired it for themselves.
. &howing them how what you have to offer will solve some of their problems.
A – Action: lead customers towards taking action andor purchasing.
*ou4ve attracted their attention, built their interest and fanned their desire. 2ow it4s time
to get them to take action. A call to action should be in every single ad, regardless of
format. 6hether it is a special offer, a free gift or time7limited discount, you need your
customer to act and act now. 6hether it4s going to your website, picking up the phone or
sending an order, the last section of your advertisement needs to contain a powerful call
to action.
'isten to the signals they are sending. Are they asking you about when you can deliver or
what after7sales support you give8
&ummarize the problem you are solving for them and how what you are proposing solves
that problem.
'ater versions of the theory have edited the A#$A steps. 2ew phases such as satisfaction
0A#$A&1 and confidence 0A#$3A&1 have been added.
 S - Satisfaction - satisfies the customer so they become a repeat customer and
give referrals to a product.
"ne significant modification of the model was its reduction to three steps 03A(1-
 Cognition - 0Awareness or learning1
 Affect - 0Feeling, interest or desire1
 Beavior - 0Action1.
Reliance India Mobile campaign
can be used to explain this
model better:
Awareness: !he elaborate advertisement where ,ukesh Ambani spoke about the new
pro/ect being introduced on his father’s 9:
th
birthday.
Interest: 6as generated as the company spokesperson featured in the ad, as a
representative of the company image and also spoke about introducing a new technology
; 3$,A.
Desire: "as created with various offers like free &,&, <:paise &T$ calls, easy payment
schemes, and discount coupons worth =s. > lakh.
Action- $hirubhai Ambani ?ioneer offers induced people to go for the product.
Also te model can #e a$$lied to mar%eting movies: 6here in the initial
stage awareness may be created with attention by airing the promos on television.
Attention is created with the help of key features like star caste, music, locations, etc.
Interest is then created with the release of the music and by introducing the theme and
sales of audiocassettes and 3$s indicate the same.
Desire is created with hoardings of the movie and also with the help of several contests
and free prizes and attractions like stars visiting the music shops.
#n the last stage people are moved to action in the form of buying tickets as a result of the
ratings given to the movies in the dailies, etc
!o ill&strate one s&c movie tro&g te AIDA model is:
'B()D I! *I+( B(C+,AM-
A - ?romos had $avid (eckham and Football.
I - #ntroduced ,usic and $ialogues of film. Also the tag7line- @6ho wants to cook Aloo
)obi when you can bend a ball like (eckham8A
D - A fresh movie with a different theme. The film also talked about the success of film
overseas
A - )ot B; and <;star ratings and publicized that in promos.
C.I!ICISM
Cierarchy of effects model has been criticized on some points, such as that people do not
exactly follow these se!uences
?eople in all the cases may not strictly follow a series of stages as are explained in
the hierarchy of effects model. They may in certain situations, directly /ump to a
particular stage, not following the stages in a logical pattern.
For e/g/ a child accompanying mother to a grocery store is likely to demand a
product without indulging in stages like becoming aware about it, being interested
by it and then buying it. Ce may /ust be lured by the display.