Traditional Response Hierarchy Models

A Number of models have been developed to depict the stages a consumer may pass through in
moving from a state of not being aware of the company,product,or brand to actual purchase
behavior.

Response Hierarchy Models have three stages

Cognitive stage, Affective stage, Behavior stage

AIDA model

AIDA stands for attention, Interest, Desire And action.

The AIDA model is used in marketing that illustrate the stages a buyer goes through in process
of purchasing a product. The model was developed by American businessman,E.St.Elmo
Lewis,in 1898 and has utilized since the late 19th century. The primary goal was to optimize the
communication between seller and buyer concerning the product.

Can let us look at each of these components of Aida Model briefly.

Attract Attention:- Catching customers attention is a crucial step for any company as it initiates
its very first interaction. This is done by using marketing elements such as images , colour,
design ,typography,size, celebrity,association,etc.

Maintain Interest:- In the first stage, the attentiveness of potential customers is scattered. The
major goal here is to arouse their interest in the company’s offerings.

The consumers are given detailed information about the product,for example the information
about the product on a website, a product brochure or flyer,picture , etc.

Create desire:-W he the customers develop an interest, it then become the marketer’s
responsilbility to further convince the customers to own their product. In the best situation , the
promotional campaign or the product itself is so attractive that it by default generates the desire
to purchase.

Take action: When customers develop a desire to purchase the product,it should be converted
into the action ,which is the actual purchase.

Dove Real Beauty Sketches advertisement.

Motive : You’re more beautiful than you think

https://www.youtube.com/watch?v=XpaOjMXyJGk
The video of the campaign carries a very clear empowering and awareness-raising key. In
particular, the video under discussion uses the self-esteem boosting message for the female
viewers and does it in a very touching manner so that the viewers not only become impressed by
the video but also feel the need to share it with their friends.

The initial goals of The Real Beauty Sketches campaign by Dove were to appeal to the strong
emotion of the female audience of all ages and offer a touching message about the uniqueness
and beauty of each woman as a technique to persuade the viewers that the brand cares about their
wellbeing and happiness. Goals were achieved by Dove because the video went viral very soon
after being released, earned over 50 million views during the first few weeks, and then doubled
this result in a couple of months. The popularity of the campaign indicates that the viewers were
touched by it and wanted to share it with others.

As a result, it is possible to conclude that two of the elements of the AIDA Model are pursued –
attention and interest. ... This was the strategy chosen by Dove; and according to its result, the
marketers were very successful.

Results

 The most watched online ad ever, according to Unilever, with over 163 million views
globally
 4.6 billion media impressions; reached 275,000 followers on Google+
 #1 on the Cannes YouTube Ads Leaderboard and won Titanium Grand Prix at 2013
Cannes Lions International Festival of Creativity