Page 244 - (DK) The Business Book
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ATTENTION,
INTEREST,
DESIRE, ACTION
THE AIDA MODEL
he AIDA model is the be used to create desire, before
IN CONTEXT foundation of modern finally laying out a simple way for
T marketing and advertising that desire to be met—the means
FOCUS
practice. It outlines the four basic to buy. On website advertising, this
Marketing models
steps that can be used to persuade might be a direct link; on TV, print,
KEY DATES potential customers to make a or billboards it may be a website,
1898 E. St. Elmo Lewis purchase. The first three steps lie store name, or telephone number.
describes the principle that in creating attention (A), developing
would become AIDA. interest (I), and building desire (D) Commercial potential
for the product, before the fourth In the movie industry, the stages of
1925 US psychologist Edward
step—the “call to action” (A)—tells AIDA are used to great effect. Movie
Kellogg Strong Jr. refers to them exactly how and where to buy. studios often begin their marketing
AIDA in The Psychology of AIDA is often expressed as campaigns months in advance with
Selling and Advertising. a funnel, because it channels the giant billboard posters to attract
customer’s feelings through each attention to the new movie. Short
1949 US marketing executive
stage of the communication process “teaser” trailers follow, which provoke
Arthur F. Peterson expresses
toward reaching a sale. interest by offering a tantalizing
AIDA as a sales funnel, in
glimpse of the movie without
Pharmaceutical Selling,
AIDA in practice giving too much away. Desire is
Detailing and Sales Training.
Attracting the customer’s attention instilled by the release of the full
1967 US professors Charles is the first challenge, and this may trailer, which is carefully crafted to
Sanclage and Vernon be achieved by using an arresting show the highlights of the movie,
Fryburger propose the EPIA catchphrase, offering a discount or from big explosions and special
model: Exposure, Perception, something for free, or demonstrating effects to witty lines of dialogue.
Integration, Action. how a problem can be solved. Once On the opening weekend,
someone’s attention has been advertisements in newspapers and
1979 US academics Robert
seized, it must be turned into on television spotlight the movie’s
L. Anderson and Thomas
genuine interest. This is best done release, provoking action by
E. Barry propose adding
by providing a succinct assessment inviting the consumer to go and
brand loyalty to the various of the product’s benefits to the buy a ticket.
hierarchy of effects models consumer, rather than simply One of the movie hits of 1999,
based on AIDA. listing the product’s main features. The Blair Witch Project, had an
Problem-solving claims, results- innovative approach to AIDA that
based advice, or testimonials can made use of new viral marketing
