Communication

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model

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Lesson plan:
• Aims: Be able to understand the use of
AIDA communication model and analyse its
Strengths and weaknesses.

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What is AIDA
 AIDA stands for Attention, Interest, Desire & Action.
 AIDA is a model of marketing communication process in
which the potential buyer moves from a state of

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‘unawareness’ of the product to its eventual purchase.
 AIDA model suggests that when making purchases
customers go through the above 4 stages.
 AIDA helps marketing managers to decide how to get
customers attention, get them to be interested in the
product and finally get the customers to buy the product.
 The model is commonly used in designing advertising and
promotions and advertisers try to develop material that
stimulates many of the ‘stages’ as possible in response to a
single advertisement. 3
Stages of AIDA

ATTENTION of the potential buyer has to be gained

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before attempting anything else.
INTEREST & DESIRE are the stages in which the
communicator seeks to develop a positive attitude
towards the product.
ACTION is the purchase of a product by a consumer.

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Use of AIDA
• Each element of the ‘communication mix’ (i.e.
advertising, sales promotions, public relation, personal

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selling) can be used to move customers from Attention
to Action.
• Attention- Advertising for example on TV & bill boards is
useful in moving people from a state of unawareness of
the product to awareness.
• Interest- Print based advertising such as newspapers
magazines & posters can be used to create interest in
the product.
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• Desire- Sales promotions such as giving out samples,

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special offers, coupons or discounts can be used to
develop a desire to purchase the product.
• Action-Merchandising at point of sale will move the
customer to buy the product. E.g. displays at the store.

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Top UK adverts
• http://www.youtube.com/watch?v=TnzFRV1LwIo – Cadbury’s
• http://www.youtube.com/watch?v=sbFmK4zZ9Ys - Nike

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• http://www.youtube.com/watch?v=cQJPYgl5aoY - Honda

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Strengths and weaknesses of AIDA
• Strengths
• It guides designers and
planners to design effective
advertising and ensure that
the advert leads to action.
• It helps to evaluate the
effectiveness of both past and
present advertising of the
firm and compare them with
competitor advertising.
• It will enable the firm to
decide which stage in the
advert if at all that needs to
be changed.
• Weaknesses
• It is only a guide for
advertising designers to
stimulate their thinking, it
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does not provide the creative
idea.
• Having to ensure the advert
conform to the model may
restrict creative thinking.
• Even if the advert conforms
to the AIDA model, it does
not guarantee that it will lead
to successful sales. Other
factors such as the product
itself, competitor products
etc. may affect sales.
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True or False?
1. AIDA model suggests that when making purchases
customers go through 4 stages.
TRUE!

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2. The model is used for analysing the market position
of a product.
FALSE! (It’s used in designing advertising and
promotions.)
3. Having to ensure the advert conform to the model
may restrict creative thinking.
TRUE! (this is a disadvantage of the model)
4. Using the AIDA model during planning stage will
guarantee sales.
FALSE! (It is only a guide for planners) 9