The AIDA model is the foundation of modern marketing and advertising practice. It outlines the fourbasic steps that can be used to persuade potential customers to make a purchase. The first three steps liein creating attention (A) , developing interest (I) , and building desire ( D) for the product, before thefourth step--the “call to action”( A)--tells them exactly how and where to buy. AIDA can channel thecustomer's feelings through each stage of the communication process toward reaching a sale.
Attracting the customers attention is the first challenge, and this may be achieved by using anattractive phrase, offering a discount or something for free, or demonstrating how a problem can besolved. Once someone's attention has been seized, it must be turned into real interest. This is best doneby providing a brief description of the product's benefits to the consumer, rather than simply listing theproduct's main features. Problem-solving claims, or results-based advice can be used to create desire.before finally laying out a simple way for that desire to be met--the means to buy. On websiteadvertising, this might be a direct link; on TV or print, it may be a website or telephone number.
In the movie industry, the stages of AIDA are used to great effect. Movie studios often begin theirmarketing campaigns months in advance with giant posters to attract attention to the new movie. Shortattractive previews follow, which develop interest by offering an attractive glimpse of the movie withoutgiving too much away. Desire is inspired by the release of the full preview, which is carefully designedto show the exciting moments of the movie , from special effects to humorous lines of dialogue. On theopening weekend, advertisements in newspapers and on television focus on the movie's release , invitingthe consumer to go and buy a ticket.
52. What is the .purpose of creating the AIDA model?
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