AIDA Model
AIDA model was presented by Strong in 1925 to explain how personal selling works. It shows a set of
stair-step stages which describe the process leading a potential customer to purchase.
The stages, Attention, Interest, Desire, and Action, form a linear hierarchy.
· It demonstrates that consumers must be aware of a product's existence,
· Be interested enough to pay attention to the product's features/benefits, and
· Have a desire to benefit from the product's offerings.
· Action, the fourth stage, would come as a natural result of movement through the first three stages.
Although this idea was rudimentary, it led to the later emerging field of consumer behaviour
research.
Reliance India Mobile campaign can be used to explain this model better.
Attention- the elaborate advertisement where Mukesh Ambani spoke about the new project being
introduced on his father’s 70th
birthday.
Interest- was generated as the
company spokesperson featured in
the ad, as a representative of the
company image and also spoke
about introducing a new technology
– CDMA.
Desire- was created with various
offers like free SMS, 40paise STD
calls, easy payment schemes, and discount coupons worth Rs. 1 lakh.
Action- Dhirubhai Ambani Pioneer offers induced people to go for the product.
Also the model can be applied to marketing movies:
Where in the initial stage awareness may be created with attention by airing the promos on television.
Attention is created with the help of key features like starcaste, music, locations, etc.
Interest is then created with the release of the music and by introducing the theme and sales of
audiocassettes and CDs indicate the same.
Desire is created with hoardings of the movie and also with the help of several contests and free prizes
and attractions like stars visiting the music shops.
In the last stage people are moved to action in the form of buying tickets as a result of the ratings given to
the movies in the dailies, etc
To illustrate one such movie through the AIDA model is
BEND IT LIKE BECKHAM
A - Promos had David Beckham and Football
I - Introduced Music and Dialogues of film. Also the tag-line: “Who wants to cook Aloo Gobi when you
can bend a ball like Beckham.”
D - A fresh movie with a different theme. The film also talked about the success of film overseas
A - Got 3– and 4–star ratings and publicized that in promos.
CRITICISM
Hierarchy of effects model has been criticized on some points, such as that people do not exactly follow
these sequences
People in all the cases may not strictly follow a series of stages as are explained in the hierarchy of
effects model. They may in certain situations, directly jump to a particular stage, not following the
stages in a logical pattern.
For e.g. a child accompanying mother to a grocery store is likely to demand a product without
indulging in stages like becoming aware about it, being interested by it and then buying it. He may
just be lured by the display
ADVERTISING MODELS: AIDA AND DAGMAR
Models help in simplify concepts. AIDA and DAGMAR are two very important models of
Advertising which help in understanding the steps for creating effective advertising. We
will study both those models with the help of various examples for easy comprehension
What are advertising Models?
Advertising models help in delivering messages and crafting an effective marketing strategy.
Models help in understanding the concepts, create discussions, enhance explanations and
provide representations of concepts.
AIDA MODEL:
AIDA Model is considered essential for the success of Marketing, implementation of the four
steps specified in the model results in effective advertising strategy. The model identified the
steps that an individual goes through while making a purchasing decision. It is essential that
advertisers and marketers ensure that all four steps of the model are followed for successful
results.
AIDA the acronym stands for:
Attention: To attract the attention of the
consumer or creating awareness about the
product or service, sometimes the best way
to generate attention is by disruption.
Attention of the consumers usually can be
attained by placing ads on prominent
location or shock factor, there are various
innovative ways, for instance-AIRCEL-Save
the Tiger Campaign
Guerrilla Marketing for Attention. Image Credits:
GoogleImages
Instantly generated awareness amongst people.
Interest- the attention in the product or
service has been generated, now you need to
keep their interest. To encourage interest in the
consumers you will highlight the benefit being
offered or anything additional which will lead
the consumer to further research about the
[Link]:Googl
eImages
product. It is difficult to generate interest in the
product particularly when your product isn’t
interesting. For example- Insurance, Banking,
Furniture, Housing ads. For instance- The Policy Bazar Health
InsuranceadvertisementfeaturingPankajTripathihilariouslyportraysthebenefit
sof insurance
Desire- Generate desire by
offering a benefit that no other
competitor is giving or by
creating an emotional bond
with the consumer, show your
brand personality, the
consumer should want your
product. The preference shifts
from liking to wanting it.
Highlight what your consumers ImageCredits:GoogleImag
will miss if they don’t buy the
product or
services. For example- tempting images of food items being offered at
affordable price packages or one plus one offers
Action: This is the final step which influences the target audience to take
action; the action can be in the form of the consumer downloading the
brochure searching further for the product.
This model is implemented by the tele caller brands which first grab your attention
with the product then they interest you with the benefits being offered followed by
offering some freebies with the main product and then generates action by setting a
timer and constantly reminding about the benefits of the product. The model is not
limited to just advertising, it is
a marketing model being used in various spheres. It is used by Movie Producers to pique
interest in their movies and generate action
KAHAANI:AIDA MODEL
Kahaani(2012) starring Vidya Balan was a Hindi film mystery movie, the movie
generated lot of interest because of the promotions, let us understand it through the frame
of AIDA model:
Attention: The poster was
released on social media followed by
trailer of the movie where a pregnant
woman is searching for her husband,
the script looked fresh and generated
curiosity
Interest: Vidya Balan used to
attend all press conferences, public
appearances, events with a baby
bump. Everyone was intrigued by
the baby bump.
Desire: Vidya Balan used to go
to every event and highlight that the
mystery will be revealed on the date
of movie release. Besides, the
producer kept sharing on grand
ImageCredits:GoogleImag
es snippet from the movie
Action: Naturally the audience
was hooked, they awaited the
release and the movie was worth
the hype.