AIDA model was presented by Elmo Lewis to explain how personal selling works.

It shows a set of stair-step stages which describe the process leading a potentialcustomer 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 behavior research.

Reliance India Mobile campaign can be used to explain this model better.
Awareness- the elaborate advertisement where Mukesh Ambani spoke about the new project being introduced on his fathers 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 4star 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

e answered if consumers are to achieve the step of brand knowledge.

Liking:
If target members know the product, how do they feel about it? If the audience looks unfavourably towards the product to communicator has to find out why. If the unfavorable view is based on real problems, a communication campaigns alone cannot do the job. For productproblem it is necessary to first fix the problem and only then can you communicate its renewed quality.

Preference:
The target audience might like the product but not prefer it to others. In this case, the communicator must try to build consumer preference by promoting quality, value, performance and other features. The communicator can check the campaigns success by measuring audience preference before and after the campaign.

Conviction:

A target audience might prefer a particular product but not develop a conviction about buying it. The communicators job is to build conviction among the target audience.

Purchase:
Finally, some members of the target audience might have conviction but not quite get around to making the purchase. They may wait for more information or plan to act later. The communicator must need these consumers to take the final step, perhaps by offering the product at a low price, offering a premium, or letting consumers tried out. This is where consumers make a move to actually search out information or purchase. Thus advertising is thought to work and follow a certain sequence whereby the prospect is moved through a series of stages in succession from unawareness to the purchase of the product. Advertising cannot induce immediate behavioural response, rather a series of mental effects must occur with the fulfillment at each stage before progress to the next stage is possible.

Selection of an advertising Agency

An advertising agency may be a full-service agency or part-service agency. Each has a different outlook and advertising activities. The selection of advertising agenciesdepends on whether one wants a fullservice agency or a part-time agency. The selection is also made on the basis of compatibility of the agency team, agency stability, services, credibility and the agencys problem solving approach.

Full service agency or part- time agency

The full-service agency is involved completely in the advertising functions. It has a large number of expert employees. The organization is typically useful for performing advertising agencies. It looks upon customers as key clients. It communicates with the prospective purchasers. The distinguishing characteristics of the various agencies lie in the creative skills of the personnel of each organization and in the philosophy of advertising. Larger agencies offer better services. The part-time agency offers service on free of cost or project basis. These agencies perform various outside activities and co-ordinate the activities of the advertiser and media men. Clients have greater control over advertising campaigns. Advertisers research agencies generally perform job of part-agencies. The selection of a particular agency depends on its size, its services, knowledge and growth

Compatibility
the selection of an advertising agency depends on the compatibility of the agency. The needs of the company determine the fitness of the agency. The advertiser visits several agencies and chooses the best agency on the basis of its merits, demerits, accreditation, its methods of handling the accounts and using the available opportunities.

Agency Team
This includes management specialists, market researchers, copywriters, media experts, production managers and art directors. The attitude, thinking, experience and personalities of the team members have positive effects on the selection process.

Agency Stability
An agency, which has been long in existence generally, performs efficiently and effectively. The greater the investment in the agency, the more vital the contribution of the agency to the advertising activities. The personnel, finance, management and credit are examined before selecting a suitable advertising agency.

Services
The services rendered by the agency are evaluated with a view to choosing the best advertising agency. Cost accounting, general agreements, project estimates, selling attitudes and other services performed by the advertising agencies are considered to evaluate their efficiency and credibility in performing advertising jobs. The greater the range of an agencys services, the more fully it can serve the clients needs. The agency can serve the clients by its potential capacity for advertising, sales promotion, media placement, public relations, market research, sales training and distribution channels.

Creativity
Creativity is the main element in advertising. If the advertising agency is capable of great creative efforts, it is selected for the purpose. Style, clarity, impact, memorability and action- these are taken into account while evaluating creativity.

Problem-solving approach
The agency which has a problem solving approach is considered to be superior and useful. The importance of choosing the right agency cannot be ignored. Caliber, compatibility, balanced

services, responsiveness, talent an equitable compensation-these are important factors in selecting an advertising agency.

innovation-adoption model
Definition
noun

a model that shows the stages in the adoption process for a new productby a consumer, which are: awareness, interest, evaluation, trial, andadoption