The document discusses AIDA marketing, which stands for Attract, Interest, Desire, and Action. It explains the three stages of the buying behavior process - the cognitive, effective, and behavioral stages. It then outlines the four aspects of AIDA marketing - attracting attention, securing interest, building desire, and obtaining action. For each aspect, it provides examples of techniques to engage customers at each stage of the marketing and buying process. The conclusion states that AIDA marketing is an important technique that can be effective for selling products when each stage is addressed.
5. 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.
6. 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.
7. 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.
8. Research has identified that an
advertisement to be effective has to
• Attract Attention
• Secure Interest
• Build Desire for the product and
finally
• Obtain Action.
9. Most campaigns rely on a mix of visual stimuli
• Typography
• Color
• Layout
• Size
• Celebrity
• model etc.
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
ATTRACT
10. INTEREST
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.
11. 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
12. 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.
13. 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.
