AIDA Model

Unit 1

The latest Airtel Internet TV advertisement with great

jingle 'Jo Mera Hai, Wo Tera Hai' with its catchy music
and lyrics is on every youths mind as it has been highly
successful in creating the impact the brand wanted to.
The mission of an ad is to attract a reader, so that he

will look at it and start to read which would then

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.

AIDA describes what happens when a consumer

engages with an advertisement.

In marketing, grabbing the attention of potential

customers or clients is imperative to gaining interest

in the product. Once the marketer has the attention
of the consumer, they must craft their interest
through product demonstrations, information and
ads. Companies must then build desire by focusing
on creating a want for their specific brand, and
lastly,

consumer

action

through

promotions,

discounts and calling out of features or benefits.

AIDA MODEL
This is one of the oldest and most popular models of

marketing communications. This hierarchical model was

first proposed by Elmo Lewis in 1900 for personal selling
with stages: attract attention, maintain interest, create
desire and get the consumer to act.
The design and development of advertising follows the

AIDA formula. The effectiveness of advertising depends

upon to what extent the advertising message is received
and

accepted

by

the

target

audience.

1. Attention : The essential element of an

advertisement

campaign

is

to

attract

attention of the consumers. It is because

of this fact that the advertiser will use
various devices like the use of attractive
colors,

headlines

display

and

overall

layout, celebrity and models etc.

2. A marketer needs 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

Attracting Attention
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, One week seminar on feedback".

2. Interest :
An advertisement is designed to create interest for the

goods or services of the advertiser, interest is closely

related to attention. An advertiser should consider
these two aspects while developing an advertisement.
Advertising aims at stimulating primary demands for a

new product. To build a need in the mind of the

customer is the cornerstone of any ad campaign. It is
also used to remind the consumers about their needs.
A good advertisement should arouse interest of the

prospects in the advertised product.

Secure Interest
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.

3. Desire : A good advertisement should be able

to create desire in the minds of the readers
about the product. It is not enough for a good
advertisement

to

attract

attention

create

interest but also arouse desire in the heart of

the

prospect

to

have

the

product.

The

advertiser should make use of proper appeals

and selling points while creating desire for the
product. Hitting at the time of strong need is
the best strategy to create the desire.

Build Desire For The Product

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.
So,

rather than simply saying "Our lunchtime

seminar will teach you feedback skills", explain to

the audience what's in it for them: "Get what you
need from other people, and save time and
frustration, by learning how to give them good
feedback."

4. Action : This is an important stage where the advertiser can study

the impact of his advertisement. If the advertisement has attracted
attention, aroused interest, created desire, then the advertisement
should appeal the prospect to act i.e., to come forward for making
purchases.
The advertiser should tell the prospect about the product,
their main features, how they can be consumed and where
they are available.
For example, the prospect who wants to book new scooter should get
such information in the advertisement as: place of display, place and
date of booking. Every advertisement normally carries such basic
information to guide the prospective buyers. this stage plays a
decisive role in generating the sale of the advertisers product.

Using Aida Model Effectively

Grab the potential client's or customer's attention. Whether

the

advertising

involves

commercials,

posters

or

billboards, the ad should be attention-grabbing. Catchy

audio visuals or interesting pictures are often used.
Arouse the potential customer's interest by using visuals

that relate to him. This will require obtaining information

about potential clients or consumers. Businesses can take
surveys or even just ask questions to gain information
about what interests potential clients or customers, and
then use these cues in advertising formats.

Contd
Give the customer a desire for the product or service. A

business should show how the product or services will

benefit her. A customer should have a clear image of what
the product or service will provide that she needs and wants.
Invite the customers to purchase the product or service.
Often, encouraging the customers to act quickly can make
the difference between success and failure in marketing.
Offering sales or discounts with time limitations is one way
of making customers act quickly.

Storytelling style through an ad commercial using

emotional appeals by a superstar can create the

desired interest in the viewers which makes them
watch the full advertisement. A very good example
is that of Chotu Maggi where bollywood star Mr.
Amitabh Bachchan sits under a tree in a village
narrating story of a village boy. Amitabh ends by
saying "5 rupaye mein chotu Maggi ne kaise
khushiya banai". Before he starts eating his Maggi,
Amitabh says, "Agar aapke saath bhi kuch aisa hua,
toh likh ke bhejiye na bhai".

AIDA and the Promotional Mix

Attention

Interest

Desire

Action

Advertising

Very Effective

Very Effective

Somewhat
Effective

Not Effective

Public Relations

Very Effective

Very Effective

Very Effective

Not Effective

Sales Promotion

Somewhat
Effective

Somewhat
Effective

Very Effective

Somewhat
Effective

Personal Selling

Somewhat
Effective

Very Effective

Very Effective

Very Effective

THANK YOU