IMC Objectives of Advertisement

Most of the major brands across the globe spend millions of Rupees of the money on the
advertisement of their brand or the promotion of their services to the potential customers. By
doing so they have different agenda in their mind i.e each and every commercial advertisement
that is being presented to us have a particular objective behind it which the marketer wants to
achieve. Such objectives have been discussed below.

AIDA Model

AIDA Model in marketing defines the stages which a consumer goes through while making a
purchase decision about a particular product of taking any kind of service. The AIDA stands for
Awareness, Interest, Desire and actions.

Figure AIDA Model

The four states in of the product purchase behavioral of the customers in his mind have been
given below:

1.Attraction: this is the initial stage of the purchasing behavior of a customer in which she or he
feels attracted to the product.

For Example: In footwear industry a sandals is being placed at the window of the showroom of
the retail store in a market where footfall is high to increase the visibility of those sandals to the
customers.

2. Interest: Now in this stage of the consumer behavior when the customer is already attracted to
the brand. Hence there are high chances of an interest being generated in the mind of consumer
about the product.

Example: The same customers who had seen those footwear in the market ( placed at window of
the showroom) seen its advertisement in the newspapers which is providing information about
those sandals.

3.Desire: If the customer is already felt attracted to the product and an interest has already been
generated in the product or service. The desire to purchase in the mind of customer about that
product or service.

Example: The person who had watched that footwear product on the retail store window and
then got the information about it in the advertisement in the newspaper, went to showroom to to
know more about it from sales person.

4. Action: Once all the above steps has been taken place in the mind of customers and desire to
purchase that particular product or service has been generated the final stage includes changing
that desire to take action that is purchase.

Example: The example of this stage of the consumer behavior would be the person who walked
in the retail store to seek information about the footwares decided to purchase it and pays the
money to the brand.
 Advertisement 1

Uber Eats- For your Tinda dates

In the given advertisement, A young couple is been shown in a relationship. The lady comes
from office and it was found out Tinda was prepared for the dinner meal which they were
reluctant to have and they order food through uber eats.
The Advertisement is clearly targeting the I of the AIDA model that is attraction, basically with
this advertisement the brand unber eats aims is spreading awareness about the brand, Uber eats.
It can also be understood from the last scene in the advertisement in which couple agree to order
food from the uber eats, it got delivered at their door step and they were seem enjoying their
tasty dinner.

The who 45 sec advertisement was filmed around the concept that both the character in the
advertisement were aware about the existence of the service of the Uber eats and this
advertisement is providing reasons of when and how to use to it.

Both the character in the Advertisement, Alia Bhatt, who is a very popular bollywood actress and
Dhruv is also a famous personality on the youtube platforms. The reason behind their casting in
this given advertisement campaign is because of their huge fan following among youth. Young
generation people can easily connect with then and when both the star says your tinda moment
they didn’t particularly meant to target tinda only but it was meant to focus the traditional food
prepared at home which the young working professionals doesn’t like to have nowdays.

Hence it can easily conclude that the given advertisement campaign focusing on the interest level
of the AIDA model especially in the last part when Alia Bhatt is seem ordering the food and at
the end the couple were enjoying their meals, this conclude that the marketer is providing
information about when to use the uber eats.

In my opinion the advertisement campaign failed to achieve its objective of providing the
information like when a customer can use Uber eats service because the public took it in a wrong
way. They thought that the brand is trolling the traditional food prepared at home, which may not
be as tasty as the fast food of the restaurants but traditional food fulfills the daily nutritionals
needs hence it is healthy.
 Advertisement 2

Uber eats : Respect every Delivery

Uber easts lauched an advertisment campaign named respect every delkkvery in which a dively
boy faced various difficulties which delivering an order at the doorstep for example slow service
from the resturnet, poor weather conditions( it was raining ) and because it he got late bu 10 min
and the family refused the order but later on accept it when their guest forced them.
The given advertisement campaign focused on the A of the AIDA model that is attention, with
this advertisement marketer of this ad that is uber eats was trying to put some lights on the other
dimension of the food delivery service that is delivery boy and how this job is important to them
(in the advertisement the guy is a college student who is doing this job at night time to fund his
education)

Hence with this advertisement the marketer ( Uber eats) trying to raise awareness about the life
of delivery services and various aspect of it like your order may be delayed because of some
unavoidable circumstances

In my opinion the advertisement perfectly able to achieve its objective as the public agree to
what has been mentioned in the advertisement. The guy casted for this advertisement was not
any celebrity figure may be that why the audience were able to made a connect to him as
someone from lower middleclass family
 Advertisement 3: Swiggy

The Advertisement display one of the common situation faced by Indian woman while preparing
meal for the family that is each family member have their different demand and they want
completely different kind of food item to eat. The problem is being solved by the woman of the
house by order the request of both father and son with the swiggy after which the food got
delivered at doorstep.

The given advertisement is targeting the Interest aspect of the AIDA model as it is showing
information about how ( he lady is placing an order on the smartphone) and in which situation
one can use the service of swiggy

Once the order got placed a delivery boy from the swiggy delivers the food the at the doorstep of
the customer. The whole family seem to be happy as all got what they want just only few touch
on the mobile phone.

Hence it is proved that the marketer of this advertisement campaign is trying to focus on the
providing information about the brand in this case it was when we can use it because this kind of
situation is faced by almost every housewife in the Indian family.
The market were successfully able to achieve it advertisement objective because the message got
communicated with the targeted audience and most of them were able to connect the situation in
the advertisement shown in the advertisement with Sunday situation when every family member
have different demands.

Advertisement 4

Swiggy what a delivery

What a delivery campaign was launched by swiggy last year during the ICC cricket world cup
2019. In this advertisement campaign a father was enjoying eating ice cream and watching the
cricket world cup when suddenly her daughter came and give her look in such a way that she too
want to have ice cream after which he ordered the ice cream.

The advertisement campaign named what a delivery was focusing on the A of the AIDA model
that is the objective of the advertisement campaign was to give attention to the brand, With this
advertisement the brand was try to raise awareness about the brands and its existence in the
market to the potential customers.

The message in this advertisement was very simple that you can get food whatever you want
from the swiggy, no information related to how to book an order and how it will get delivered we
mentioned it Cleary shows that the market only want to highlights the existence of the brand in
the market and their objective was to let people know about the service.

The brand was successful able to deliver its objective as it was the time of world cup and most of
the audience was watching the games and they were already aware about how to use the service
of swiggy and all.

It also need to note that the previous advertisement campaign also played an important role in the
success of what a delivery ad campaign.

Advertisement 5
 Zomato : Language of love

In given advertisement a young couple went to a restaurant to meet the chef there, The boy was
dump and the girl was using hand language to communicate with the chef of the restaurant. The
boy told that he use to liked the girl a lot but didn’t knew how to communicate it to her but then
he used the food to comminucate the message as she is also found of good food.
The given advertisement campaign was focused on the desire as of the AIDA model. It is
because the marketer of the brand tries to make an emotional connection with the targeted
audience in this message.

In this given advertisement the emotion of love is being used by the brand in order to make a
connect with the target audience which is young people in the market and zomato tries to make a
room for themselves between the bond between couple via food because couple knows the
importance of food dates.

In my opinion the marketer imagined and planed a beautiful theme and tried well to make an
emotional connect with it audience but it failed to do so.

It was because the length of the advertimenst was too much ( around 2 min and 30 sec) and it is
difficult to hold your audience for such long period of time. That is also the reason why this
advertisement doesn’t gained much popularity compared to other advertisement of the same
brand in the market.
 Advertisement 6

Zomato: Icha maat mar

In the given advertisement an employee was seemed to unhappy with the his lunch meal he had
and wanted to eat something more tasty but was worried about his pocket. They he see the offers
at zomato mobile able and changed it mind decided to order his favorite food in his office place
only which sooner got delivered
With the given advertisement campaign the zomato was forced on the interest part of the ADIA
model because it was already assumed in the advertisement that the character of the flim are
aware about the existence of the brand.

The various offered were used to develop the interest of the potential customer base which in this
case was working professional and the tagline was used to attract them “Mat karichhha control,
Zomato khol” in order to generate the interest of the potential customer that their need can be
satisfied without spending a lot of money.

In my opinion the advertisement was perfectly able to archive its objective of gaining interest
among the potential customers and indeed the brand after such advertisement campaign got
recogonisation and an interest was generated among the its potential customer about the offering
of zomato.

This was not the only advertisement that was launched by zomato under the campaign named
xyz but many more advertisement were launched and played on various platforms like television
and other internet form like youtube etc. This advertisement campaign was the reason why the
awareness of the zomato went to interest level.
 Advertisement 7

Uber eats

In this advertisement a student was attending a lecture and she seemed to hungry. So she decided
to order the food from the clarion only and while ordering food various item likes Chinese,
mughal etc were shown to her out of which she decided to go for chemise food. After few
moments thee delivery boy delivered the food to her.
This was very first advertisement launched by the Uber eats and it can be clearly understood that
the brand is focusing on the A of the AIDA model that is the objective of the brand is to get
attention of the potential customers.

This ad was lauch in the year 2017 ( at the time of introduction of the uber eats) and the
objective of the brand was to spread awareness about the product that is the reason why the
student in this advertisement was going through the every step of ordering food and continued
till she get her food delivered.

The female student casted for this advertisement was a famous model which has previously
worked for dairy milk advertisement. For that advertisement campaign she got the popularity
specially among the young people.

In my opinion the advertisement campaign successfully able to achieve its objective of spreading
awareness about the brand and the best part about this advertisement campaign was that all of
this was done within the time frame of 1 minute. Hence it can be said that the brand was
successfully able to communicate with the market.
 Advertisement 8

Swiggy Game night

Swiggy Game night advertisement campaign was launched, in which few football fans were
cheering their favorite football team in the midnight and they hey ordered food with swiggy
which got delivered at the doorstep, those guys received the food and keep supporting their team
without disturbing the game.
This is the case of D in the AIDA model that is Desire, the objective of the advertisement
campaign was to make an emotional connect with potential customer in the marker which in this
case was football supporting fans.

There is a huge craze of European football clubs among Indian market, the matches of those
European football team broadcast in India around midnight and many fans stay awake to watch
those matches. Swiggy tries to make a conncet with those fans by creating room for the brand by
offering their special food at doorstep.

In my opinion the brand was successfully able to achieve its objective of making an emotional
connect with the targeted audience as any football fan can relegate to the situation mentioned in
the case of football night games.

Moreover the whole emotional message was delivered to the potential customer in less than 30
seconds which means the objective of the message was achieved effectively and efficiently as
well and connecting the potential customer with this concept was unique in this industry and
achieved perfectly.