The Marketing

Model
• AIDA is an acronym used in marketing and
advertising that describes a common list of events
that may occur when a consumer engages with an
advertisement.
• A - Attention (Awareness): attract the attention of
the customer.
• I - Interest: raise customer interest by focusing on
and demonstrating advantages and benefits (instead
of focusing on features, as in traditional
advertising).
• D - Desire: convince customers that they want
and desire the product or service and that it will
satisfy their needs.
• A - Action: lead customers towards taking action
• One of a number of models that analyse the
customer journey from ignorance to
purchase.
• A pursuasive sequence used in promotion
• Developed in 1898 by St. Elmo Lewis
• It describes the process a salesperson
must lead the potential customer through
from ignorance of the product to
eventual purchase.
• AIDA is a sequencial model showing steps
that marketing communications should lead
• Promotion seeks to-
• attract attention
• Create interest
• Develop desire
and
• Prompt action
ATTENTION (AWARENESS)
• Attention is the 1st phase that
will spark the interest of a
consumer. What sparks attention
is usually by its unique design,
pricing, and marketing policy and
other factors that divert our
attention towards this product.
N
I TEREST
• Interest is the 2nd phase that can
create a desire for the product. A
consumer will want to know more
about the product, its functions
and features.
DESIRE
• Desire is the 3rd phase that
stimulates an action to buy. After
comparing the pros and cons of the
product/service and cross
referencing with multiple sources,
desire may grow which will lead to
the purchase of the product/service.
ACTION
• Action is the 4th phase and the last
of the AIDA. The consumer will
purchase the product/service after
completing the 3 phases. Desire
triggers action, and the consumer
will buy it when the product/service
can fulfill his/her desire.
• Every day we're bombarded with headlines like these
that are designed to grab our attention. In a world full
of advertising and information – delivered in all sorts
of media from print to websites, billboards to radio,
and TV to text messages – every message has to work
extremely hard to get noticed.
• And it's not just advertising messages that have to
work hard; every report you write, presentation you
deliver, or email you send is competing for your
audience's attention.
• As the world of advertising becomes more and more
competitive, advertising becomes more and more
sophisticated. Yet the basic principles behind
advertising copy remain – that it must attract
attention and persuade someone to take action
And this idea remains true simply because human
nature doesn't really change. Sure, we become
increasingly discerning (judgmental), but to
persuade people to do something, you still need to
grab their attention, interest them in how your
product or service can help them, and then
persuade them to take the action you want them
to take, such as buying your product or visiting
your website
These are the four steps you need to take
your audience through if you want them to
buy your product or visit your website.
 DAGMAR

Defining advertising goals for

measured advertising
results
 Defining advertising goals for measured advertising results by Mr. Russell  Colley in 1961

Objectives of advertising in DAGMAR

Concrete and measurable tasks – The tasks need to be a precise statement of what the
advertiser wants to achieve through the communication. Does he want to strengthen
the brand image, maximise the brand presence, penetrate new markets or increase overall
sales?

Define the target audience – Before the communication task commences, the target

audience needs to be defined as precisely as possible. Are you targeting youngsters, adults,
elderly? Any of the various forms of segmentation can be used to define the target audience.

Degree of change sought – What level of perception, attitude or awareness of the customer

do you want to change? If a customer is aware of the product, do you want his negative
attitude to change to positive? Or if the market is completely unaware, do you want the
whole market to be aware or only partially the target group itself? These degrees of change
which are going to be the objective of the communication task need to be defined in advance.

Time period – To achieve the objectives of the communication tasks, how much time are
you ready to allot. If you think that in a month, the product can create awareness in the
complete market, then you are very wrong. That’s why major advertisers try to introduce the
product for 3 months, and then communicate the features and benefits in the next 3 months
so that the brand recall is high and the brand acceptance is high as well. A defined time
period gives better measurability.
Colley in 1961
• Developed for the measurement of advertising effectiveness
• Maps out the state of mind through which consumers pass
• Promotion is used to move the consumer through the spectrum
COMPARISON OF MODELS
AIDA DAGMAR
ATTENTION Defining
INTEREST advertising
goals for
DESIRE
measured
ACTION advertising
results
The objectives of advertising in DAGMAR
Concrete and measurable tasks – The tasks need to be a precise statement of what the advertiser wants to
achieve through the communication. Does he want to strengthen the brand image, maximise the brand
presence, penetrate new markets or increase overall sales?
Define the target audience – Before the communication task commences, the target audience needs to be
defined as precisely as possible. Are you targeting youngsters, adults, elderly? Any of the various forms
of segmentation can be used to define the target audience.
Degree of change sought – What level of perception, attitude or awareness of the customer do you want to
change? If a customer is aware of the product, do you want his negative attitude to change to positive? Or if
the market is completely unaware, do you want the whole market to be aware or only partially the target
group itself? These degrees of change which are going to be the objective of the communication task need to
be defined in advance.
Time period – To achieve the objectives of the communication tasks, how much time are you ready to allot. If
you think that in a month, the product can create awareness in the complete market, then you are very
wrong. That’s why major advertisers try to introduce the product for 3 months, and then communicate the
features and benefits in the next 3 months so that the brand recall is high and the brand acceptance is high
as well. A defined time period gives better measurability.