DesireĪfter a person is interested to know more about your product, you must make sure that the person will desire to own it and make the product theirs. Make it short and comprehensive and show it in an interesting or creative manner to create interest on the advertisement. Relevance can make a big impact on selling a product. If your message is something they can relate to, they will be interested and listen to what you have to say. Time is previous and people have better things to do if they aren’t interested in knowing more.Ĭite this article as: Shraddha Bajracharya, "AIDA Model," in Businesstopia, January 6, 2018. When people see it, they do not give their attention for more than a few seconds. Viewers must have interest in the advertisement even after they notice it and give their attention for a short span of time. People spend millions just to make advertisements attractive and attention grabbing. When people want to get more information on it by just having a glance on the advertisement, it is taken to be successful in the first step of AIDA model. Using powerful words or using it creatively or in an unexpected way.To beautify the advertisement, professional models can also be used.Using famous personalities and celebrities as people are interested when famous people are involved.Using images, colors, backgrounds, themes, typography, layouts, etc.People get a reason to notice when advertisements are made so that it can attract attention.Īdvertisements as a means of communication and marketing must grab attention of consumers by using many techniques like The steps involved in AIDA Mode are: Attention Thus, the producer will be able to entice the consumer and profit from the advertisement. When interest is invoked, the advertisement should be able to create a desire to own the thing or use the service.Īfter wanting to acquire it, the person must make a move to go and buy it. Then, the person should be interested in it and think that it might be important to him/her. Process in AIDA ModelĪccording to Lewis, advertisement, be it written or visual, must attract attention of consumers firstly. There are very few people who take action. The funnel is known as purchase/marketing funnel. He also referred to it as “law of association”.ĪIDA is illustrated in a funnel diagram since 1960 which shows how many people are aware about it, among them some get interested, and number of people keep decreasing. Russell played an important role in bringing the AIDA acronym popular by using it in an article. Frank Hutchinson Dukesmith was the one to publish it in the form of a model with attention, interest, desire and conviction in 1904. Fred Macey, another advertising expert, was a judge for the best written advertisement competition organized by Bissell Carpet Sweeper Company, for which the criteria were attention, interest, desire creation and decision making.Joseph Addison Richards, who was a New York advertising agent, used these steps practically and made an advertisement for his own business.If an advertisement contains these three qualities of success, it is a successful advertisement.” Elmo 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. Elmo Lewis, an advertising pioneer, created the model in 1890s through his publication on advertising which he published anonymously in a magazine Printer’s Ink.According to St. The AIDA model came to be through the efforts of many individuals
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