THE AIDA MODEL

O F A D V E RT I S E M E N T
 ADVERTISEMENT
An advertisement, is the promotion of a product, brand or service to a viewership in
order to attract interest, engagement and sales. Advertisements come in many
forms, from copy to interactive video, and have evolved to become a crucial feature
of the app marketplace.
An advertisement is different from other types of marketing because it is paid for,
and because the creator of an advert has total control over the content and
message.
Advertisements are a guaranteed method of reaching an audience. By creating an
engaging ad, and spending enough to reach many users, advertisements can have an
immediate impact on business. This effect could be seen in improved trade or
boosted brand recognition, among many different metrics.
THE
AIDA
MODEL
Definition:
The basic principles behind every advertisement remain the same i.e. to attract
attention and persuade the customers to the particular brand. The marketing manager
has various alternatives and he/she has to make the decision, to decide the overall
communication mix to grab attention.
The AIDA model consisting of the ATTENTION, INTREST, DESIRE, ACTION gives us
the general understanding of how to target the market effectively.
The model describes the various steps that occur from when a person enters
the Awareness stage of your marketing funnel to when they ultimately make a decision.
The model was originally used to help explain how ads and marketing
communications manage to become engaging to prospects and how customers discern
between brands to make an ultimate buying decision.
You can use AIDA for all types of digital marketing and offline advertising
materials. These include web pages, emails, paid advertisements, direct mail pieces, and
even radio and TV ads.
COMMUNICATION MODEL BASED ON THE
THREE STAGES OF BUYING BEHAVIOUR
o COGNITIVE STAGE: The cognitive component deals with cognition or knowledge;
it is the power of knowing, perceiving or conceiving ideas about the product. It is
dealing with the basic information that a customer needs to know. A customer
needs to be exposed to the product and understand its usage before he actually
purchases it.

o AFFECTIVE STAGE: The effective component deals with the affection/emotion.

For example, feelings of likes and dislikes towards objects are dealt on the
effective plane. It is at this stage that the consumer will either have preference
or liking toward the product or he will develop a dislike. This stage shows his
attitude towards the product, whether he is for or against the project.

o BEHAVIOUR STAGE: This is the stage when the consumer, after having the
knowledge and developing the liking or disliking towards the product, will ultimately
lead into a purchase of the product or rejection of the product. He would first try
the product and develop loyalty towards it or he is completely convinced that the
product is good and would purchase the product.
ATTENTION
: problem.
Figure out the targeted
audience.
Make use of visual content
marketing.
Generate catchy headline,
tagline and titles etc.
Solve noted issues.
DESIRE:
For your product or service
through an emotional
connection, showing the
brand personality.
Move the consumer from
‘‘Liking it’’ to ‘‘Wanting it’’
INTEREST:
Listen to their problems.
Determine reasons causing them
Effective
Demonstrate things clearly, not just
telling.
use of
Getting them actively involved.
Use information, persuasion techniques
as well as social proof.
AIDA
ACTION:
Move the buyer to interacting
with your company and taking
the next step i.e. downloading a
Model:
brochure, making the phone
call, joining newsletters,
engaging live chat.
The ultimate goal is to drive the
receiver of the marketing
campaign to initiate action and
purchase the product or service.
HOW EFFECTIVE IS AIDA MODEL TODAY
Advertising must stand out, be appropriate for the target group, and stay in consumers’ minds. In that respect, the
AIDA model remains apt today. But how effective is it still these days, when it’s no longer just about simply
mapping old basics? After all, our consumer and advertising consumption behavior has changed dramatically
since the AIDA model was created in 1898. In terms of its applicability to daily digital business, critics of the
AIDA model fault the following, among other aspects:

With the AIDA model, advertisements act as stimuli that are meant to trigger a purchasing decision
in customers as a response. This way of viewing the purchasing decision process as a stimulus–
response model is deemed outdated by many critics. An important reason behind this is that the
customer journey has become increasingly complex amid the growing digital shift. Purchasing
decision processes are rarely so linear. The sequence of advertising effects also varies sometimes.
For example, “interest” doesn’t always result from “attention”, but actually often comes before it in
the case of specific ads, such as those displayed after entering a search query in Google and other
search engines.
Nowadays, advertising is consumed in a much larger volume and often in the
background. However, even ads that are not taken in with full attention can have a
positive effect on the perception of a brand.

 With the AIDA model, the purchasing decision process ends when the product or service
being advertised is bought or used. It leaves subsequent factors out of the equation, such
as the satisfaction of customers, how they rate the brand, repeat purchases, and
recommendations. However, for a company to build strong customer bond, those aspects
matter the most. They are part and parcel of a complete model.

 To date, there is a lack of empirical evidence for the effectiveness of the AIDA model.
The kind of process and methods that work on customers of a brand can vary. For that
reason, it is essential to focus first and foremost on the target group and design processes
that are tailored to it.
SLIDE TITE
BRANDS USING
A.I.D.A MODEL
 Before the films are to be released, they start with airing their
promos on TV. Later they use the outdoor and the press to create
more AWARENESS & ATTENTION. The producers bank on the
star cast, music, locations and the crew of the film to catch the
eyes of the public.

 To create INTREST among the consumers, they then release the

music and also introduce the theme of the film. Releasing teaser of
upcoming movies, making the movies easily premier on OTT
platforms like YouTube, Disney Hot star.

 Later at the DESIRE stage, along with continuous promos on the

TV, press and hoardings, they have promotions through contents
and the movie tickets as prizes. They also have interactive
programs like the star cast of the film visiting different music
shops and creating desire among the audience.

 After all these promos and activities, if the film is successful in

creating interest and desire among the people, there is immediate
ACTION which is seen through purchases of tickets at movie halls.
 They announced that they will be launching something new, a
product no one had seen before. This developed the
awareness for the new product and expectations from
Apple.

 Then Steve Jobs took the stage to create Interest. He

explained what the product was and what are its salient
features. This developed the interest among the customers.

 The desire stage was created when Steve Jobs explained to

the customers how it would solve the problems they have
with existing phones. Some problems or difficulties were
that people wanted phones with no stylus, phones that
ignored unintended touches, phones that were more
accurate.

 The action part was strengthened when Jobs showed and

used the phone on stage. This showed the customers that it
was real and would actually benefit them. This also set
iPhone apart from its competitors.

To create awareness Netflix went the traditional way of
outdoor advertising by placing huge posters of shows like The
Office, Friends, Breaking bad etc. They also had a few original
shows under their banner like Sacred Games, Delhi crimes, Kota
factory, Little things which they promoted.


Interest was created by focusing on the youth population of
India. Customers would see the 1 monthly free trial on their
website which would create curiosity about other shows that were
being featured on Netflix.


After experiencing Netflix for a month, the desire to continue
with Netflix would become stronger with the original
documentaries, shows, multiple original web series, a large
Hollywood and Bollywood movie collection, features like support
for any device, personalized recommendations based on watching
habits of viewers, high-resolution videos and much more.


 The action step would be achieved when Netflix offered
multiple plans for subscriptions depending upon the pocket of the
customer. The customer at this point is hooked to all that is being
offered and converting the customer here becomes easier.
 The main motive here is to show people how “cool” it is to own
Adidas. To create AWARENESS about their new product, they
collaborate with famous people, especially with top-ranked athletes.
The fan following of these athletes combined with the brand name
Adidas is enough to create buzz around the new product and direct
them to their website.

 To create INTEREST, the website has words, phrases that are

equally curiosity generating. Simple phrases like “see possibilities
and Impossible is Nothing ” to check new products work wonders as
it connects the audience to the brand even more deeply. The brand
also uses headings like “save up to 50%” and ” new” to attracts the
customer’s interest. 

 The celebrities and behind-the-scenes photos of the launch event

are some things that keep the curiosity going. The exclusivity that
the brand showcases is what the customer DESIRES.

 Making a sale then becomes simpler for Adidas because of the

superior quality and features of the product combined with the
promotion of the idea “to be like your idols, Adidas is the right
choice” fulfills the ACTION.
 Many customers were unaware of CRED. CRED was founded in 2018 but
people started recognizing it in 2021 when they made small advertisements
with icons from the 90s. The most famous one was the one with Rahul
Dravid and his famous ad “Indiranagar ka Gunda”.

 In all the advertisements shown by CRED they had a very simple message-
“Download CRED and get a reward for paying your bills.” They spoke about
their product and conveyed that rewards will be given if you pay your
credit card bills. This simple message created a buzz and ensured that
consumers went on to read about CRED and what all the app offered.

 CRED offers cred coins that can be used to earn rewards and cashback.
They also use the tagline- “It pays to be good.” This creates the desire to
download the app as the customers are now understanding how exactly
CRED will benefit them and what they will get here which they will not get
anywhere else.

 In the case of CRED, the customer is convinced that they will benefit from
paying their credit cards bills on time if they do it through CRED. This is
when they will download the app or register themselves. In general terms,
brands may offer discounts or early bird offers to customers to expedite
or confirm the buying process.
The End.