AIDCA Model

The AIDCA model is based on AIDA model, which proposes that advertising works through a
hierarchy of effects, suggesting that consumers pass through stages that eventually ends with a
purchase (Ugonna et al., 2014). Compared to the AIDA model, which stands for Attention,
Interest, Desire, Action, AIDCA model has an added stage – conviction – wherein advertising
must be able to persuade the customer of the brand’s superiority and desirable benefits over its
competitors before the final stage of action can be reached (Ugonna et al., 2014; Weilbacher,
2001).

According to the studies of Ugonna et al. (2014) and Weilbacher (2001), AIDCA stands for the
following:

Attention: An advertisement must be attention-grabbing so that a consumer will be aware of the

brand's existence in the marketplace.
Interest: Once brand awareness has been created, an advertisement should have a relatable
visual to arouse interest so the consumer can learn more about the brand. To be able to
execute a good visual, the company must conduct research to gain information on the
consumer’s interests and preferences and incorporate the findings in their advertising formats.
Desire: When interest is being aroused, the consumers should be able to develop an
appreciation of the brand and its product. To spark a desire from the customer, the brand should
present the benefits and features of the product being advertised.
Conviction: The advertisement must convince the consumers that the brand and/or product
promoted is authentic and more desirable than its competitors.
Action: Once the consumer has been convinced of the satisfaction that he will derive from
product, the consumer will then take action by making a purchase.

An advertisement has to be designed in a way that the customer would have to pass the five
stages of the AIDCA model so that it can contribute to a product’s success (Ugonna et al.,
2017). Moreover, models of consumer behavior, such as the AIDCA theory, imply that an
advertisement should have compelling messages that would motivate consumers to act in a
certain way (Brierley, 2002).

Media Advertisements

Research most preferred medium in the Philippines

Alcohol in the Philippines

In the Filipino culture, drinking has become something that shows sense of belongingness,
friendship, and camaraderie (Philippine Primer, 2016). This is why even when there is no
significant event, many Filipinos still get-together for a couple of drinks in the streets and in front
of their houses, especially in low income communities (Valbuena, 2001). According to the WHO
Global Status Report on Alcohol and Health 2014, spirits or hard liquor was the most consumed
alcoholic beverage by Filipinos (ABS-CBN News, 2018). Moreover, according to a survey in
2019, binge-drinking, the consumption of four or more standard drinks in a row, is increasing
among the adult population in the country with a 64.4% binge-drinking Filipino males and 31%
binge-drinking Filipino females (Ronda, 2019).

In 2019, a report from the International Wine and Spirits Research (IWSR) group identified the
Philippines as one of the fastest growing alcohol markets in the world given the growth of legal
drinking age populations and economy of this developing nation (Ichimura, 2019). According to
Ichimura (2019) IWSR forecasts that the Philippines will hold 1.4 percent of the global alcohol
market by 2023.

Alcohol and Media

Advertising has deeply established the need for alcoholic beverages among Filipinos. It is
through advertising that the industry achieves its high level of sales. Beer and Liquor
companies spend more than $12 million on advertising. For every beer Filipinos buy, 80 per
cent of the amount we pay is spent on advertising.

Alcohol advertisements present a direct link between alcohol and happiness, sexual
conquest, success, and excitement. Alcohol drinkers are portrayed as heroic, attractive,
athletic, or successful.

Alcohol appears in the media as part of the day-to-day lives of the Filipinos – as portrayed
in soap operas, comedy shows, basketball league games, music video channels, etc.

Television ads still reign supreme as most effective advertising medium in the Philippines, but
with video-on-demand (VOD) advertisements in social media and other online platforms
increasingly supplementing TV’s effectivity, a recent study from Nielsen reported.

Eighty-five percent of online Filipino consumers said they could view VOD at a time that is most
convenient for them. (Angeles-Giongco, 2016)
https://www.manilatimes.net/2016/04/01/business/tv-ads-dominate-in-ph-nielsen-study/253477/

References

ABS-CBN News. (2018). Alcohol consumption among Filipinos. Retrieved from

https://news.abs-cbn.com/focus/multimedia/infographic/01/02/18/alcohol-consumption-among-
filipinos

Brierley, S. (2002) The Advertising Handbook, Routledge, London: UK.

Ichimura, A. (2019). The PH alcohol market leads as one of the fastest growing in the world.
F&B Report. Retrieved from http://fnbreport.ph/news/the-ph-alcohol-market-leads-as-one-of-the-
fastest-growing-in-the-world-anrii-20190604/

Philippine Primer. (2016). Filipino Drinking Culture. Retrieved from

https://primer.com.ph/blog/2016/12/11/filipino-drinking-culture/

Ronda, R. A. (2019). Survey: More than half of Pinoy adults are binge drinkers. The Philippine
Star. Retrieved from https://www.philstar.com/headlines/2019/08/27/1946753/survey-more-half-
pinoy-adults-are-binge-drinkers

Ugonna, I. A., Ndubisi, E. C., Otugo, N. E., Eze, P. C., & Akabogu, O. C. (2014). Anatomical
effects of billboard advertising on consumers’ purchase intent of beer. International Journal of
Innovative Research in Management, 7, 14-24.
Ugonna, I. A., Okolo, V. O., Millicent, O., Sylvanus, N., & Oranusi, I. N. (2017). Effects of media
advertising on consumers’ purchase intent in Awka, Anambra State: A study of hero beer. IOSR
Journal of Business and Management (IOSR-JBM), 19(4), 50-60.

Valbuena, J. (2001). Alcohol and media: The situation in the Philippines. Health Action
Information Network. Retrieved from
http://apapaonline.org/data/National_Data/Philippines/Alcohol_Media_Philippines.pdf

Weilbacher, W. M. (2001). Point of view: Does advertising cause a ‘hierarchy of

effects’?. Journal of Advertising Research, 41(6), 19-26.

Angeles-Giongco, M.L. (2016). TV ads dominate in PH – Nielsen study. Manila Times.

Retrieved from https://www.manilatimes.net/2016/04/01/business/tv-ads-dominate-in-ph-
nielsen-study/253477/

Arcangel, X. (2017). TV still preferred by Filipinos, says survey. CNN Philippines. Retrieved
from https://cnnphilippines.com/news/2017/03/02/TV-filipino-survey-Internet-social-media.html

Tritama, H. B., & Tarigan, R. E. (2016). The effect of social media to the brand awareness of a
product of a company. CommIT (Communication and Information Technology) Journal, 10(1), 9-
14.