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.

INTEREST

• 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.

The Marketing ModelAIDA

• 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 and/or purchasing.

• 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 potential buyers through-

• Promotion seeks to-• attract attention• Create interest • Develop desire and• Prompt action

• 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.

HISTORY OF AIDA• The term and approach are commonly attributed to

American advertising and sales pioneer, E. St. Elmo Lewis. In one of his publications on advertising, Lewis postulated at least three principles to which an advertisement should conform:

• According to Lewis:The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.

• These priciples were 1st highlighted in the February 9, 1898 issue of Printers' Ink.

• Prior to Lewis was Joseph Addison Richards (1859–1928), an advertising agent from New York City who succeeded his father in the direction of one of the oldest advertising agencies in the United States. In 1893, Richards wrote an advertisement for his business containing virtually all steps from the AIDA model

• The first published instance of the general concept, however, was in an article by Frank Hutchinson Dukesmith in 1904. Dukesmith's four steps were attention, interest, desire, and conviction.

ATTENTION(AWARENESS)• In our media-filled world, you need to be quick and

direct to grab people's attention. Use powerful words, or a picture that will catch the reader's eye and make them stop and read what you have to say next.

• With most office workers suffering from e-mail overload, action-seeking e-mails need subject lines that will encourage recipients to open them and read the contents. For example, to encourage people to attend a company training session on giving feedback, the email headline, "How effective is YOUR feedback?" is more likely to grab attention than the purely factual one of, "This week's seminar on feedback".

• Grab the attention of the audience• Inform potential buyers about the

product• Establish customer awareness of the

product• At this stage advertising is the key

ingredient in the promotional mix• The promotional objective at this stage is

to get the product seen and talked about.

INTEREST• This is one of the most challenging stages: You've got

the attention of a chunk of your target audience, but can you engage with them enough so that they'll want to spend their precious time understanding your message in more detail?

• Gaining the reader's interest is a deeper process than grabbing their attention. They will give you a little more time to do it, but you must stay focused on their needs. This means helping them to pick out the messages that are relevant to them quickly. So use bullets and subheadings, and break up the text to make your points stand out.

• Create and stimulate buyer interest • This is achieved of the benefits of the

products in relation to the need of the customer• At this stage the promotional message

focuses on how the product meets these needs• Move the potential buyer from passive

awareness to a more active consideration of the product’s merits.

DESIRE• The Interest and Desire parts of AIDA go hand-in-

hand: As you're building the reader's interest, you also need to help them understand how what you're offering can help them in a real way. The main way of doing this is by appealing to their personal needs and wants.

• So, rather than simply saying "Our lunchtime seminar will teach you feedback skills", explain to the audience what's in it for them OR What’s in it for you.

• Create desire• Induce a favourable attitude to

competing products• Arouse a desire for the products

above any desire for competitor products.

ACTION• Finally, be very clear about what action you want

your readers to take; for example, "Visit www.mindtools.com now for more information" rather than just leaving people to work out what to do for themselves.

• You should be specific about what you want from the customer.

• To prompt customer action • The action sought is for the customer

to purchase the product• Induce a purchase by stressing the

immediate desirability of the product• Personal selling and sales promotion

play a major role at this stage.

Those PRODUCTS that followed AIDA • Example no. 1- iphone , I mean THE IPHONE

• TVS Apache RTR Series(racing DNA unleashed)

• HONDA CBR Series (TO know the UNKNOWN)

• MARUTI SWIFT AND ALTO 800 -

ANYQUESTIONS

Lavidge and Steiner’s Heirarchy of Effective Model

• Awareness-potential customers become aware of the existence of the product

• Knowledge-information about the features and benefits of the product

• Liking-the development of a favourable attitude towards the products

• Preference-the product is now the preferred choice of the customer

• Conviction-the customer is now convinced their preferred choice is right

• Purchase-the above 2pts translated into action

THE LAVIDGE AND STEINER MODEL• Lavidge and Steiner believed that advertising had

long term effects rather than immediate effect.• But to move people to the action stage there had to

be shorter term action to build conviction• The 1st two stages are cognitive –they involve

thinking• The next 3 are effective-they are about feelings• The last is conative-it is about action.

DAGMAR

• Defining advertising goals for measured advertising results

• A model of marketing communications developed by 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 modelsAIDA

ATTENTIONINTEREST

DESIREACTION

Lavidge and Steiner

AWARENESSKNOWLEDGE

LIKING PREFERENCEPURCHASE

DAGMAR

UNAWARENESSAWARENESS

COMPREHENSIONCONVICTION

ACTION

FINALLY THANK YOU