Semester# 5

Assignment# 2

Introduction to HRM (B)

Topic:

Application of AIDA model on a job ad

Submitted By:

Muhammad Arslan Hashmi L1S18BBAM0003

Hafiz Umar Ikram L1S18BBAM0004

Haider Baig L1S18BBAM0005

Muhammad Mohsin Waqar L1S18BBAM0007

Aleena Hayat Malik L1F17MBAM0017

Submitted To:

Ms. Quratulain Muqarab

Date of Submission:

14th April, 2020

AIDA Model
It is a technique used to check the effectiveness of an ad and whether the ad is up to the
mark or not. There are four components of this model and each one should be used in an effective
manner to design a fruitful advertisement. We would first apply AIDA model on a job ad and
check whether all the components of this technique are being fulfilled or not and if yes then how.
Below is the job ad on which the AIDA model would be applied:

So, we would now apply this model on above job ad and check for its components. The four
components of AIDA model are being mentioned below after applying them on this ad.

1. Attention

First of all, a job ad should be designed in a way that it should grab the viewer’s attention,
otherwise it would of no value. In the above ad they have used the words “WE ARE HIRING” for
the attention. Though the reader’s attention is grabbed, but the statement should be more
convincing. Moreover, the logo of the company is in the bottom of the ad which is not appropriate.
 2. Interest

After getting attention, there should be something of interest to the viewer. Mention of the job
title/position could be something of interest to the person. Salary package is the most important
factors for interest. No details or statement about salary is mentioned in the job ad, which is a big
flaw. Other than this, the experience and qualifications of the applicant is mentioned clearly. The
statements for the required skills are quite long and should be precise and effective.

3. Desire

Desire is the benefits a person expects from the job. There is no such mention in the ad. The
element of desire are missing.

4. Action

At last the person is to take an action. The details for applying the job are mentioned. The
statement of “SEND YOUR RESUME AT” calls for a person who is interested to send their
resume at the specified email. Other than this the website of the company and its location is also
mentioned in case a person is called for an interview. But, there is no mention of any mobile
number for contact or any query. Moreover, the mentioned details are scattered and not at one
place.

Though it is a quite good and effective job ad, it could be made better and we have tried to
make some changes and some additions. Below are being mentioned the changes mentioned in
each component.

 Attention

We have changed the stamen of “WE ARE HIRING” to “ARE YOU COMPETITIVE”
because this is something challenging to the applicant and grabs his attention more easily and
would be more effective. Another statement used for this purpose is “WE ARE PRVIDING
CAREER OPPORTUNITY.” Apart from this the logo of the company is shifted to the top because
that is the place a person firstly looks at and the logo tells the name of the company the person is
applying in.
  Interest

A fixed figure for salary package of 50k is mentioned. Required experience has been changed
to 3-4 years to attract more people and to have a bigger pool of CVs. Previously, the job was gender
specified, but as it is against EEO, we have eliminated this condition. Moreover, all the skills are
being mentioned in a clear and precise manner.

 Desire

The statement of “WE ARE OFFERING” tells the benefits provided to the selected employee.
The benefits include commissions, pick and drop service, insurance and better working conditions.
Previously, there was no mention of any element related to desire.

 Action

Other than the previously specified details, a mobile number has been added in case of queries
or if a person wants to contact urgently. Moreover, the details like mobile number, email, website
name and address are mentioned at a single place.

We have tried our best to make the ad more attractive and effective. Job ad after making
changes is on the next page.
Job ad after changes