06/09/2021 ADVERISING LESSON 2: AIDA MODEL

 SOURCE: AIDA Model EXPLAINED with EXAMPLES | B2U | Business-to-you.com

Attention

The first level of response is the cognitive stage of customers. This is the act of thinking about the product. At this stage, customers are becoming aware of the product and start to develop some knowledge of the product’s attributes and benefits. The Attention stage is usually triggered through advertising. All products or brands that customers are aware of, are part of the so called ‘awareness set‘. This is a smaller portion of the ‘total set‘ of products and brand that are available within a certain product category.

Interest

After the cognitive stage, customers enter the affective stage. At this level customers have gone beyond mere knowledge of the product and have actually begun to develop attitudes, preferences and perhaps even interest in the product. All products or brands that customers have interest in, are likely to become part of the so called ‘consideration set‘. This means that customers are seriously considering purchasing the product eventually. However before taking action, customers will need to go through two more stages.

Desire

The Desire step of the AIDA Model is still part of the cognitive stage of customers. However, the interest customers initially had, has developed even more into an actual need. Customers are already imagining themselves with the product.

Action

The final stage is the behavioural stage. This is where the customers take action. This could vary from visiting a retailer to see a product demonstration or writing an email to a shop owner for more information on the product. Of course, ultimately these actions should hopefully lead to the purchase of the product. Consequently, products or brands that made it to this stage are part of the ‘choice set‘ or ‘purchase set‘.