AIDA model: The most effective method of writing and analyzing advertisements.
The AIDA model is one of the most prestigious marketing models, especially in writing and analyzing advertisements. As it describes the steps a customer goes through during their purchasing journey.
For clarification, the journey begins with developing brand awareness, gaining interest, desire. Which eventually leads to the final step that is the purchase of the product.
What is the AIDA Model?
AIDA is an acronym that refers to the advertising effect model that describes the four stages a customer experiences during their purchasing process.
AIDA represents Awareness, Interest, Desire, and Action.
The stages of the AIDA Model:
The AIDA model relies on four sequential stages. In which the targeted client moves according to that order until he/she makes the purchasing decision.
1- Attention
This is the first step in the AIDA model, which sometimes gets overlooked by marketers and advertising agencies.
To clarify, some marketers might assume that their products will grab the attention of their targeted market. Which results in neglecting the first step on which the remaining steps -interest, desire, action- rely.
In short, you must work on a strategy to attract the attention of your target customers towards your product. For example, advertising using creative materials (attractive title or design). Or applying creative marketing strategies like guerrilla marketing.
2- Interest
The next step in the AIDA model after grabbing the attention of the customers would be gaining their interest in your products or services.
This step is a bit difficult because some products/services are simply not interesting. Therefore, you must put more effort into promoting your product creatively.
For example, provide detailed information on your product creatively either through illustrations, the product description on your website, or a guidance video.
3- Desire
The third step in the AIDA model is building desire in the customers and conveying them to make the purchasing decision.
In this step, you will need to demonstrate to your customers the benefits of your product/service, how does it improve their lives?
To clarify, firstly, you will need to understand the “needs” of your customers.
Secondly, you will promote your product by addressing their needs and then demonstrating how it gives a solution that meets their specific needs.
Thirdly, you need to focus on explaining the benefits of your product ideally as if it was made especially for this customer, which makes them want the product even more.
Finally and most importantly, all of this must be demonstrated simply and creatively.
4- Action
The final step in the AIDA model is “action”. Once the customer develops a desire for your product, this desire must be converted into action quickly.
The advertisement must include a call-to-action that urges the target customers to take a quick decision and finalize the process by making the decision and purchasing the product at last.
To sum up, successful advertising should give the customers a call-to-action that encourages them to make a quick response and purchase the product without hesitation, for example, limited offers like buy one and get one free.
How do you benefit from the AIDA model?
The AIDA model provides a rough analysis of the effectiveness of advertising messages. You can rely on this simple four-phase equation either for advertising analysis and quality verification, public relations planning, or campaign effectiveness analysis.
For example:
In E-commerce, you can simply analyze the effectiveness of the product display in your online store using the four aspects of the AIDA formula.
As well as when writing content for ads, you can follow these stages in each version you write. After that, analyze their quality based on the elements of the model in order.
In summary,
The AIDA model can help you increase your sales and profits. How?
By improving how you display and present your advertising based on the targeted client’s way of thinking.
Tell us, have you ever tried the AIDA model?
If you would like to learn more about other models like the SWOT analysis, Boston Matrix, SMART marketing goals, and more interesting topics… Check our blog from here.
