AIDA model

AIDA model shows how the impact of advertising on consumers. It also presents and explains the psychological basis of its actions. Advertising should attract the attention of a potential customer, who should notice it among others ads or sources of information. Then, consumer should take interest in the product and focus on its main aspects (features, benefits from use, etc.). The last elements of the AIDA model is influencing the customer's desire to own the product and cause that he will react on advertising and purchase.

This formula was established in 1925 by EK Strong, and is today used as a basic model, according to which advertising is developed. A (Attention) - attract attention I (interest) - arouse interest D (desire) - create the desire to have the product A (action) - incline to purchase An example of the splitting of a 30-second TV spot according do the mode: A (5 sec) attract attention, I (10 sec.) dramatization / presentation, D (10 sec.) message indicating benefits, A (5 sec.) slogan / source of additional information about purchase.

Consumer reactions

AIDA model assumes four consecutive reactions of the consumer, whose first letters are indicated by the acronym AIDA:

• A - Attention

The first stage of the reaction of the recipient of the marketing message is to draw attention to the product or offering. Effective advertising message is therefore geared primarily to stick in the minds of consumers and then to attract interest of the largest possible number of them influencing move to the next stage. Marketers must guess the needs and interests of the potential consumer and build the marketing message according to it.

• I - Interest

The next step is to arouse interest in the product, its properties and benefits to be achieved through the purchase. The potential customer is ready to make efforts to find additional information about the interesting product which allow marketer to create the desire of ownership in the mind of the customer.

Fig. 1. AIDA model

• D - desire

Generating the desire to take advantage of the offer presented in the marketing communication is the next step in the AIDA model. The consumer receiving the message has to be convinced that only this product best meets his need. When this desire arises, then the customer will look for ways to implement it (satisfy his needs).

• A - Action

Final action taken by the recipient of marketing message in response to effective communication. Convincing consumers to purchase a product or service and his determination to achieve his felt desire is crucial to the succes.

Enhanced AIDA model

AIDA model can be enhanced by two additional stages, and take form of AIDACS model. These two additional stages take place after the action stage (purchase of product or service). They are:

• C - Conviction

This stage involves creating the customer belief that he made the right choice and made the right decision by buying the product offered. Thanks to this, consumer is convinced that the chosen product will satisfy his needs and matches his preferences.

• S - Satisfaction

The induction of long-term customer satisfaction is a key element to avoid possible dissonance felt after purchasing the product. Satisfaction contribute to additional purchase or recommending of advertised product to friends and family thanks to the so-called. word of mouth marketing or whisper marketing.

See also:

• EBK model
• Bettman model
• Nicosia model of consumer behaviour
• Howard Sheth model of consumer behaviour
• Consumer decision making process

Examples of AIDA model

• A television advertisement for a new car shows the vehicle driving through a vibrant cityscape, with a voiceover that explains the car's features and advantages. The advertisement is designed to capture the viewer's attention and pique their interest in the car, inspiring them to take action and purchase it.
• A billboard for a new type of toothpaste shows an attractive model with a perfect smile, with a caption that reads "Get your perfect smile with our new toothpaste!". The advertisement is designed to grab the viewer's attention and draw their interest in the product, inspiring them to take action and buy it.
• A radio commercial for a new phone features a high-energy song that emphasizes the phone's features and benefits. The advertisement is designed to capture the listener's attention, pique their interest in the phone, and motivate them to take action and purchase it.

Advantages of AIDA model

The AIDA model is a popular marketing tool that provides advantages to businesses in their advertising efforts. The advantages of the AIDA model include:

• Attention: By focusing on the attention of potential customers, businesses can better target their audience with their advertising and increase the chances of effectively reaching potential customers.
• Interest: By creating interest in their products or services, businesses are more likely to engage potential customers and increase their chances of making a sale.
• Desire: By creating desire for a product or service, businesses can better motivate potential customers to make a purchase.
• Action: By creating a sense of urgency and creating a call to action, businesses can better encourage potential customers to take action and make a purchase.

Limitations of AIDA model

AIDA model, which is used to explain the impact of advertising on consumers, has several limitations. These are:

• It does not consider the role of emotion. Emotions are important for making decisions and can even override rational thoughts. AIDA model does not take into account how emotions, such as fear or joy, can affect a customer’s reaction to an advertisement.
• It does not consider the customer’s individual needs and preferences. Even if the customer is aware of the product and feels interested in it, he may still not purchase it due to different individual factors, such as personal values, needs, lifestyle and budget.
• It does not take into account the customer’s prior knowledge and attitude. AIDA model assumes that the customer is completely unfamiliar with the product, while it is often not the case. If the customer already has an opinion about the product, he may not be influenced by the advertising.
• It does not include the customer’s social context. Advertising may work differently depending on the customer’s social environment, such as family, friends, and colleagues.

Other approaches related to AIDA model

In addition to the AIDA model, there are several other approaches that can be used to understand how advertising affects consumers. These include:

• The Hierarchy of Effects Model which proposes that consumers go through a sequence of stages, from awareness to knowledge, attitude, and ultimately purchase. At each stage, advertising should be used to inform and persuade the consumer.
• The Stimulus-Response Model which suggests that consumers respond to certain stimuli from an advertisement. For example, an ad might use vivid images to trigger an emotional response.
• The Cognitive-Affective Model which focuses on how consumers process and remember information from ads in order to make decisions. This model suggests that consumers are active in their decision-making process, and that they may be influenced by their feelings and beliefs.

In summary, the AIDA model provides a framework for understanding how advertising affects consumers, but there are several other approaches that may also be useful in understanding consumer behavior.

AIDA model — recommended articles

Hierarchy of effects model — Nicosia model — Relationship selling — Consumer sovereignty — Warm Calling — Factors influencing consumer behaviour — Consumer decision making process — Customer equity — Post-purchase dissonance — Sources of new ideas

References

• Engel J.F., Kollat D.T., Blackwell R.D., Consumer Behaviour, Holt, Reinhart & Winston, New York 1968, p. 32.
• Ghirvu, A. I. (2013). The AIDA model for AdverGames. The USV Annals of Economics and Public Administration, 13(1 (17)), 90-98.
• Foxall, G. R., Oliveira-Castro, J. M., James, V. K., & Schrezenmaier, T. C. (2011). Consumer behaviour analysis and the behavioural perspective model. Management Online Review (MORE).
• Kandasamy, C. (2015). Models of Consumer Behaviour - a Study. Asia Pacific Journal of Research Vol: I. Issue XXIX.
• Kollat, D. T., Engel J. F., & Blackwell, R. D. (1970). Current problems in consumer behavior research. Journal of Marketing Research, 327-332.

Author: Krzysztof Wozniak