Page 245 - (DK) The Business Book

SUCCESSFUL SELLING 243

See also: Stand out in the market 28–31 ■ Creating a brand 258–63 ■ Who invented AIDA?
Promotions and incentives 271 ■ Why advertise? 272–73 ■ Generating buzz 274–75
Management expert Philip
Kotler references Edward
techniques. Before the movie’s first moviegoers were urged to buy
Kellogg Strong Jr.’s book The
showing, the filmmakers created a tickets before those few showings
Psychology of Selling and
website that offered an intriguing sold out. The movie cost just $35,000
Advertising (1925) as the
insight into the background to the to make, but generated revenues of
source of AIDA. However,
movie. It presented snippets of more than $280 million worldwide. Strong’s book gives credit for
movie as “found film footage,” and the idea to advertising pioneer
left viewers wondering whether E-marketing and AIDA Elias St. Elmo Lewis (1872–
the story of the movie was fiction The advent of e-commerce prompted 1948), maintaining that Lewis
or reality. The website grabbed award-winning UK copywriter Ian formulated the slogan “Attract
attention, and continued to gain Moore to suggest NEWAIDA as a attention, maintain interest,
interest as more video clips and more relevant model for e-marketing: create desire” in 1898 and
audio files were added. The buzz AIDA preceded by navigation, ease, that he later added the fourth
around the “myth” of the Blair Witch and wording. It seems that as term “get action.”
The first use of the AIDA
grew, creating further desire to see markets have become more complex,
acronym is commonly
the movie. The call to action came marketers require ever-clearer ways
attributed to C. P. Russell’s
in the form of a very limited release; of perceiving the customer journey. ■
article “How to Write a
Sales-Marketing Letter,”
published in the US advertising
The AIDA model trade magazine Printers’ Ink in
1921—Russell was also one of
its editorial staff. He outlined
ATTENTION the basis of the four-step
Make the customer aware of the product or service using an process and pointed out that
eye-catching advertisement or an arresting offer. “reading downward, the first
letters of these words spell the
opera Aida.” He advised,
INTEREST
“When you start a letter ... say
Hold the customer’s interest by providing infomation
‘AIDA’ to yourself and you
about the advantages of the product or service and
won’t go far wrong ...”
its benefits to the customer.
DESIRE
Generate the customer’s desire to buy
by convincing them that the service
or product will meet their needs.

ACTION
In practice, few messages
Make it as easy as
possible for the take the consumer all the way
customer to make from awareness to purchase,
the purchase. but the AIDA framework
suggests the qualities of
a good message.
Philip Kotler
US marketing guru (1931–)

SALE