A some what simplifie model based on the identical principle fo sequential stages of consumer action is known as Aida Model stands for
A – attracting attention
I – rousing interest
D – building desire
A – obtaining Action
Advertising as a communication medium can in most cases effectively perform the first three functions.
Attention: The layout is the most important factor that directs attention to an advertisement. Typography and colors used in the layout can rivet us. The size of the advertisement also compels us to get attracted to it. Contrast by white space is a attention getter. Movement is a vital element for getting attention. Movement can be physical or emotional. The position of the advertisement also adds to its attention value. Celebrities in the advertisement, dramatizations, model selection, illustration all this contribute to attention.
Interest: Most people see the illustrations and do not read the copy. Here illustrations have to work hard. They should together with headlines provoke further reading. The selection of the illustration and its integration to life are thus very important. Even copy format is important for interest creation. Some people get worked on by a scientific copy and some by a humorous copy. Here there is a dilemma for a copywriter. He has to satisfy maximum number of people so he has to search for a common denominator of interest.
Desire: The basic purpose of advertising is to create a desire for the product or service being advertised. It is the function of appeals used for the motivation of people. Vivid description or copy always helps. Buying motives, physiological as well as Psychological, make people purchase products. The copy of the advertisement must kindle these motives. There are certain barriers here – certain reservations in the mind of customers. We have to overcome them. We have to convince by giving, evidence, testimonials, endorsements, facts and figures. On arousal, people become prone to buy the product.
Action: the logical end of the desire aroused is to buy the product.
- Products are associated with the company
- The message is repeated
- Certain immediate action appeals are used
The attention stage is the cognitive stage. In this stage, the target audience is exposed to the message, which when received by them causes a cognitive response awareness. The interest and desire stage are the affective stages which affect the attitudes and bring about an intention to buy. The final action stage is the behavior stage. In practice all the ad copies do not lead the consumer through awarenesss to purchase.