Author Topic: Interesting article on the AIDA in marketing!  (Read 2647 times)

sally crocker

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Interesting article on the AIDA in marketing!
« on: May 07, 2014, 05:43:34 pm »
Here's a quick article that summarizes the AIDA model in marketing very well!

From the Houston Chronicle online:


A.I.D.A Model in Marketing Communication
by Chris Joseph, Demand Media

If you've ever been motivated to take action due to an advertisement, you've likely been influenced by a technique called A.I.D.A, which stands for "attention, interest, desire, action." This process is used by many marketers in their communications to entice prospects to make a purchase or take a desired action. The technique is commonly used in advertising vehicles such as television commercials and direct mail pieces.


The attention portion of the marketing message occurs at the beginning and is designed to give the prospects a reason to take notice. Presenting a shocking fact or statistic that identifies a problem which can be solved by the product or service is one common method of gaining attention. Other methods can include asking a thought-provoking question or using the element of surprise. The purpose is to give the prospects a reason for wanting to learn more.


Once you've gained the prospects' attention, the next step is to maintain interest in your product or service to keep the recipients engaged. Explain to the recipients how the problem you've identified in the attention step is adversely affecting their lives. A demonstration or illustration can help the recipients to further identify with the problem and want to actively seek possible solutions. By personalizing the problem, you're making it hit closer to home.


In the desire stage, your objective is to show the prospects how your product or service can solve their problem. Explain the features of the product or service and the related benefits and demonstrate how the benefits fulfill the need. A common advertising process is the "before and after" technique, such as when a cleaning product makes a soiled item look brand new. If done effectively, the prospects should now have the desire to make a purchase.


Now that you've created the desire to make a purchase, the final step is to persuade the prospects to take immediate action. In a one-on-one sales process, this is the time to ask for the sale. In the advertising world, techniques involve creating sense of urgency by extending an offer for a limited time or including a bonus of special gift to those who act within a specific time frame. Without a specific call to action, the prospect may simply forget about your offer and move on.