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    Tuesday, 21 May 2013

    MBA Notes - AIDA Concept


    Question - Discuss the AIDA Concept? How it is related to promotional mix?

    Answer
    AIDA Model is a selling concept presented by Elmo Lewis to explain how personal selling works. AIDA Model outlines the processes for achieving promotional goals in terms of stages of consumer involvement with the message. The Stages are Attention, Interest, Desire, and Action.

    Attention
    In this media filled world, advertisers need to be quick and direct to grab audience attention. Ads are required to be eye catchy which can make audience stop and read or watch what advertiser have to say next. Powerful words and pictures are used in ads to make them attractive.

    Interest
    After getting attention of a chunk of the targeted audience, it is required to keep them engaged with the ad to make them understand the message in more detail. Gaining the reader's or audience interest is more difficult process than grabbing their attention. To gain audience interest the advertisers must stay focused on audience needs.

    Desire
    The Interest and Desire parts of AIDA goes hand-in-hand. As advertiser builds the audience interest, he also need to help them understand how what he is offering can help them in a real way. The way of doing this is by appealing to their personal needs and wants.

    A good way of building the reader's desire for advertiser offering is to link features and benefits. Hopefully, the significant features of the offering have been designed to give a specific benefit to members of the target market.

    Action
    Finally,  advertiser need to be very clear about what action he want the audience to take- trial, purchase, repurchase, or other.

    AIDA and the Promotional Mix


    Attention
    Interest
    Desire
    Action
    Advertising
    Very Effective
    Very Effective
    Somewhat Effective
    Not Effective
    Public Relations
    Very Effective
    Very Effective
    Very Effective
    Not Effective
    Sales Promotion
    Somewhat Effective
    Somewhat Effective
    Very Effective
    Somewhat Effective
    Personal Selling
    Somewhat Effective
    Very Effective
    Very Effective
    Very Effective
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