AIDA Marketing

A2 Media AIDA Analysis

1. AIDA MARKETING What are the different aspects of AIDA marketing?

2. The three stages of buying behaviour

3. The cognitive component deals with cognition, or knowledge; it is the power of knowing, perceiving or conceiving ideas about the product. It is dealing with the basic information that a consumer needs to know. A customer needs to be exposed to the product and understand its usage before he actually purchases it.

4. The effective component deals with the affections/emotions. For example, feelings of likes or dislike towards objects are dealt on the effective plane. It is at this stage that the consumer will either have preference or liking towards the product or he will develop a dislike. This stage shows his attitude towards the product, whether he is for or against the product.

5. The Behaviour stage is when the consumer, after having the knowledge and developing the liking or disliking towards the product, will ultimately lead into a purchase of the product or rejection of the product. He would first try the product and develop loyalty towards it or he is completely convinced that the product is good and would purchase the product.

6. Research has identified that an advertisement to be effective has to A ttract A ttention Secure I nterest Build D esire for the product and finally Obtain A ction.

7. Most campaigns rely on a mix of visual stimuli Typography Color Layout Text is then used to further grab attention, enticing the reader to continue reading in search of more information. That is why the first paragraph of a sales letter, direct mail piece or ad needs to be the strongest. Presenting a shocking fact or statistic that identifies a problem is very effective Size Celebrity model etc. ATTRACT

8. Raise customer interest by focusing on and demonstrating advantages and benefits Keep them engaged Establish a need, create a bond Being able to establish a need in the mind of a consumer is the cornerstone of an effective ad campaign A demonstration or illustration can help the recipients to further identify with the problem and want to actively seek possible solutions Hinting at something special to keep their interest in what you have to say. INTEREST

9. This is the stage where you put the audience under the idea that they need this product Convince customers that they want and desire the product or service and that it will satisfy their needs This is often accomplished through the problem solving technique Giving evidence Testimonials Endorsements Facts and figures Will convince them that they need the product DESIRE

10. ACTION We now have their attention, and the interest has built up to desire of wanting the product. Now leading customers towards taking action will hopefully result in a sale. A call to action should be everywhere, whether it is a special offer, a free gift or time-limited discount Whether it's going on a website, picking up the phone or sending an order, the last section of advertisement needs to contain a powerful call to action.

11. AIDA Marketing is a very important technique that can be very effective when selling products. In my production I will analyse my front cover and billboard poster to try and make sure that I cover each area of AIDA in order for my magazine to be even more effective.