![]() ![]() Of those suspects who have developed an interest in the product will be a further subset who, following their exploration of the product, develop a desire for it. They could, for example, look at technical specifications on a manufacturers website to learn more about a piece of technology. However, more usually, interested prospects use their own energy to search out more information about the product. Some levels of detail can be included within advertisement. This development of interest can be fostered in several different ways. ![]() They want to develope an understanding of its specifics and how it could fit into their lives. Following awareness, they become interested in learning about the product. Individuals who are interested in the product, good or service are known as suspects. There’s something about it, or the message associated with it, that appeals to them. Of those who have been made aware of the product, a smaller subset of individuals will become interested in it. Organizations are constantly vying for a slice of our attention and awareness. For example, this trend has seen the rise of social media “influencers” over the last few decades. Obviously, as new forms of media arise, such as social media, new methods of creating awareness are used. This is done across whatever mediums are thought to be best for potential customers, while also taking into consideration the cost of advertising. This is usually achieved by advertising the product widely. The objective at this stage is to make as many people aware of the product, good or brand as possible. The first stage of this model is focused on awareness. ![]() We look at each stage of the model below. The model is shown as a funnel, representing the reducing number of people expected to progress to each stage. It starts by developing awareness (Cognition) then desire (Affect) before stimulating action (Behavior). It’s a hierarchy of effects model that follows the CAB process. Its four stages are: awareness, interest, desire and action. See also dagmar three orders model.The AIDA model is a framework for persuasive communication from the world of marketing. This leads to the final stage, action, where consumers actually get up, go out, actively seek the product, and buy it. So, this phase of advertising has to both show consumers that there is a product available which will satisfy their needs, and show them that they can satisfy that need by purchasing the product in question. Advertising rarely makes the sale on its own. Portraying a product in an attractive manner that stimulates interest in consumers is the easier part it is more difficult to persuade consumers to buy it. This is often the most difficult aspect of advertising design. It does this by successfully connecting the benefits of the product with the consumer's needs and wants. If the response is favourable and the advertisement is successful in awakening interest, it then attempts to create in the consumer's mind a desire to purchase. For example, what special features or benefits does the product have? What special needs does it address? How might it satisfy any one of the needs and wants that the consumer might have? During this stage the consumer develops a reaction to the product, usually either favourable or unfavourable. If the seller can successfully gain the consumer's attention, then the next stage is to stimulate interest in the product. Later theories distinguished the role of marketing as moving the consumer to action from that of advertising, whose main purpose was to move the consumer through the sequence towards action. This is also fundamental to the understanding of the hierarchy of effects theory. The action stage became the ultimate goal of all marketing and all advertising. Lewis believed that the fourth stage, Action, would come as a natural result of movement through the first three stages.Īlthough Lewis's work was primarily focused on helping the personal selling process, it was avidly taken up by marketing and advertising theorists over the next half-century. ![]() In order to be motivated to actually make a purchase, customers must progress from being aware of a product's existence to being interested enough to pay attention to the product's benefits and advantages, to having a desire to benefit from the product. The stages, Attention, Interest, Desire, and Action, form a linear hierarchy. The model laid out a sequence that describes the process a salesperson must lead a potential customer through in order to achieve a sale. The model was developed in 1898 by St Elmo Lewis in an attempt to explain how personal selling works. The AIDA model is simple, which partly explains its longevity and widespread use. One of many models that analyse and measure the customer's journey from ignorance to purchase. ![]()
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