AIDA MODEL

IMPLEMENTATION
MODELS IN MARKETING
STRATEGY
COGNITIVE STAGE
The cognitive component deals with
cognition or knowledge: it is the
power of knowing, perceiving or
conceiving ideas about the product. It
is dealing with the basic information
that a consumer needs to know. A
customer needs to be exposed to the
product and understand its usage
before he actually purchases it
AFFECTIVE STAGE

The effective component deals with the

affections/emotions. For example, feelings of likes
or dislike towards objects are dealt on the
effective plan. It is at this stage that the consumer
will either have preference or liking towards the
product or he/she will develop a dislike. This stage
shows his/her attitude towards the product,
whether he is for or against the product.
BEHAVIOUR STAGE

This stage is the stage when customer

decide whether he/she will do the
purchase or not. Of course after they
consider about the utility of the
products and whether they like or
dislike the product itself.
AIDA FORMULA
ATTENTION

• Most campaign rely on a mix of a visual stimuli

: typography, color, layout, size, celebrity,
model, etc.
• Text is then employed to further grab attention,
enticing the reader to continue reading in
search for more information. That is why the
first sentence needs to be the strongest : Have
you ever… ? Are you noticing..? Can you see..
?
• Presenting a shocking fact or statistic that
identifies a problem.
INTEREST
• Raise customer interest by focusing on and
demonstrating advantages and benefits.
• Keep them engaged.
• Establish a need, create a bond.
• Being able to establish a need in the mind of a
consumer is the cornerstone of an effective ad
campaign.
• Being able to establish a need in the mind of a
consumer is the cornerstone of an effective ad
campaign.
• A demonstration or illustration can help the recipients
to further identify with the problem and want to seek
possible solutions.
• Hinting at something special to keep their interest in
what you have to say.
DESIRE

• This is the stage where you stoke the flames

of their desire until they are absolutely certain
they have to have what you are selling.
• Convince customers that they want and desire
the product or service and it will satisfy their
needs.
• This is often accomplished through the
problem-solution technique.
• Desire is like a fire, and can be stoked by
many methods.
• We have to convince the customers by giving
them evidence, testimonials, endorsements
and facts.
ACTION

• You’ve attracted their attention, built their

interest and fanned desire.
• Lead customers towards taking action
and/or purchasing.
• A call to action should be in every single ad,
regardless of format. Whether it is a special
offer, a free gift or time-limited discount.
• Whether it’s going to your website, picking
up the phone or sending an order, the last
section of advertisement needs to contain a
powerfull call to action.
EXAMPLE: FILM INDUSTRY
• Before the films are to be released they start airing
their promos on television. Later on they use the
outdoor media and the press to create more
AWARENESS AND ATTENTION. The producers bank on
the star cast, music, locations and the crew of the film
to catch the eyes of the public.
• To create INTEREST among the consumers, they then
release the music and also introduce the theme of the
film.
• Later at the DESIRE stage, along with the continuous
promos on television, they have promotions through
contests and movie tickets as prizes.
• After all these promos and activities, if the film is
succesfull in creating interest and desire among the
people, there will be immidiate ACTION which is seen
through purchases of tickets.