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AIDA AND ITS IMPLICATION IN MARKETING:

The AIDA model is an approach used by advertisers to describe the different


phases of consumer engagement with an advertisement Several advertising
formulas are in existence today but one of the most commonly used is the acronym
AIDA Attention, Interest, Desire and Action. This refers to specific techniques
necessary to implement when creating an ad. Correctly combine these four
components in an ad campaign, and you can accomplish your advertising and
marketing objectives
Looking at the traditional AIDA model inverted is all about thinking more about
what you want customers to do and how to be more involved with your brand and
use all channels in an innovative way to drive action, which will lead to awareness.

AIDA stands for attention, interest, desire, and action. It is an acronym used in
marketing and advertising, which helps marketing managers develop effective
communication strategies and communicate with customers in a way that better
responds to their needs and desires. AIDA describes a common list of events that

occur when a consumer views an advertisement. Each letter in the acronym stands
for the following:

Attention
The attention portion of the marketing message occurs at the beginning and is designed to give
the prospects a reason to take notice. Presenting a shocking fact or statistic that identifies a
problem which can be solved by the product or service is one common method of gaining
attention. Other methods can include asking a thought-provoking question or using the element
of surprise. The purpose is to give the prospects a reason for wanting to learn more.

Interest
Once you've gained the prospects' attention, the next step is to maintain interest in your product
or service to keep the recipients engaged. Explain to the recipients how the problem you've
identified in the attention step is adversely affecting their lives. A demonstration or illustration
can help the recipients to further identify with the problem and want to actively seek possible
solutions. By personalizing the problem, you're making it hit closer to home.

Desire
In the desire stage, your objective is to show the prospects how your product or service can solve
their problem. Explain the features of the product or service and the related benefits and
demonstrate how the benefits fulfill the need. A common advertising process is the "before and
after" technique, such as when a cleaning product makes a soiled item look brand new. If done
effectively, the prospects should now have the desire to make a purchase.

Action
Now that you've created the desire to make a purchase, the final step is to persuade the prospects
to take immediate action. In a one-on-one sales process, this is the time to ask for the sale. In the
advertising world, techniques involve creating sense of urgency by extending an offer for a
limited time or including a bonus of special gift to those who act within a specific time frame.
Without a specific call to action, the prospect may simply forget about your offer and move on.

EXAMPLE OF AUTOMOBILE INDUSTRY:


Car advertisements are prime examples of results stemming from the use of the AIDA model to
narrow the target market . Marketers in the automotive industry know their advertisements must
grab the attention of consumers, so they use colors, backgrounds, and themes that would appeal
to them. Next, automotive marketers pique interest by showing the advantages of owning the car.

In the case of the Mini-Cooper, for instance, marketers imply that a small car can get the
consumer to open spaces and to fun.

Third, automotive marketers find what their consumers desire. For Mini-Cooper drivers, it's the
"fun" of driving, while for Prius consumers it may be the fuel economy or the environmentally
friendliness. Only after evaluating consumer desires are marketers able to create effective
campaigns. Lastly, marketers encourage consumers to take action by purchasing the product or
service.

MOBILE INDUSTRY:
Many marketers and businesses have realized the value of mobile and have declared
their brands and companies as mobile first. Marketers are beginning to increase
their mobile spend allocation, with some marketers way ahead of the pack. There is
no doubt companies that continue to spend to the one percent level will be left behind
and, eventually, will be forced to play catch-up, similar to what happened in the
1990s with the rise of the Internet.
For the marketers that have realized the power of mobile, there has been a shift from
the whyto the how? How can marketers better integrate mobile as indispensible to
their marketing mix? Some are even one step further and are focused on how they
effectively integrate the myriad mobile vehicles to achieve their marketing objectives
across the purchasing funnel.

During the 20th century, marketers employed mass-market media channels TV,
radio, print, outdoor and collateral. The result was that brands created marketing
messages that, out of necessity, had to appeal to a broad spectrum of consumers. For
the most part, marketers were pleased with the results, even though they could never
directly measure the effectiveness of their campaigns. As John Wannamaker famously
pointed out, they knew that 50% of their advertising was working, just not which
50%.
Times have changed and consumer expectation and media consumption behavior have
shifted dramatically. Consumers are moving away from traditional media and the path
from awareness to interest to desire to action (AIDA) now has a great deal to do with
their adoption of multiple screens, especially the smartphone and the tablet. In fact,
the new nomenclature replacing AIDA is Path to Purchase.
A survey conducted by comScore and Millennial Media indicates that more than half
(52%) of respondents use their mobile phones to determine if they need a product.
42% stated that they use their phones to conduct deeper research about a product and
a staggering 38% use a mobile device when making a purchase.