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Consumer Awareness of Promotion: The AIDA Acronym

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  • 1:13 The AIDA Model
  • 1:55 Attention
  • 2:54 Interest
  • 4:10 Desire
  • 5:17 Action
  • 5:59 Lesson Summary
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Lesson Transcript
Instructor: Jennifer Lombardo
Have you ever sampled foods in a grocery store? This is one of the techniques marketing companies use to draw your business. In this lesson, you'll learn about how consumers become engaged in a promotional message. Discover the AIDA concept and understand how consumers respond to a marketing message.

Marketing Mix: Promotion

Do you have a favorite television ad? Is there a certain radio jingle that has caught your interest lately? Marketers are constantly searching for promotional ways to gain your attention. You should remember that promotion is one of the elements of the marketing mix, or the Four Ps from our previous lesson.

The promotional mix is made up of advertising, sales promotion, personal selling and public relations. The ultimate goal of promotion is to have the consumer purchase a product or service. If the business is a non -profit, then the main goal would be to convince the consumer to make a donation or take action.

The four components of the AIDA marketing model
AIDA Model Diagram

A model exists concerning how a marketer can attain a promotional goal. This model is called the AIDA concept. The acronym stands for Attention, Interest, Desire and Action. These are the various stages that a consumer moves through when confronted with a promotional message.

The AIDA Model

The main thrust of the model is that consumers respond to a promotional message via cognitive (thinking), affective (feeling) and conative (doing) methods. Let's take you through an example based on a ninja consumer out for a day at the boardwalk. The first way a marketer can get the ninja's attention is through, perhaps, a delicious smell, a vivid sign or loud music. Then, the marketer should have an excellent salesperson ready to demonstrate or explain the product. Lastly, a good advertisement should target the ninja to create desire for the marketer's Ninja Hot Cake Bars. We can take this example and further break it down into the AIDA model.

The AIDA Model: Attention

If the consumer does not know that the marketer's product exists, then they will never consider purchasing the item. The marketer must gain the target market's attention.

Many companies use teaser ads to get consumers to pay attention, such as Infiniti automobiles. When the car company first launched, they broadcasted a series of ads that did not show any cars. The ads were of gorgeous outdoor images and beautiful music. Many consumers stopped what they were doing and viewed these ads because it caught their attention. Another example of getting a consumer's attention would be how large warehouse clubs and supermarkets use their fresh bakery smells to stimulate purchases by getting the consumers attracted to the product through their sense of smell. Lastly, many retailers use large visual images and ads to invite consumers to come into their store to shop. Once the consumer is now aware of the product, the next challenge for the marketer is to create interest.

Ways consumers respond to promotional messages
AIDA Consumer Responses

The AIDA Model: Interest

A consumer that is aware of a product does not always necessarily go ahead and purchase the product. The marketer needs to get the consumer interested enough to desire to purchase the product. One key way a marketer can generate interest would be for the consumer to get hands on experience with the product through demonstrations. The ninja could have a product taste sample of the Hot Cake Bars. They are attracted to the store from the smell. Now, they need to taste the sample.

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