AIDA (2).pdf
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The document explains the AIDA model developed by E. St. Elmo Lewis, which outlines the four stages of a consumer's journey: Attention, Interest, Desire, and Action. It describes how successful marketing campaigns, such as those by Apple, Nike, and Amazon, effectively capture attention, generate interest, and create desire leading to consumer action. The document emphasizes the importance of these steps in driving action-oriented marketing strategies.
AIDA (2).pdf
- 1. How To Drive Action- Oriented Marketing
- 2. Developed by American advertising and sales pioneer E. St. Elmo Lewis, the AIDA model stands for Attention, Interest, Desire, and Action. It represents the sequential steps in a consumer's journey from first becoming aware of a product or service to eventually taking action, such as making a purchase. AIDA Model Attention Interest Desire Action How To Drive Action-Oriented Marketing
- 3. Grabbing the consumer's attention is the first step in any marketing campaign. This can be achieved through eye-catching ads, headlines, or compelling content. Once attention is captured, the goal is to pique the consumer's interest by highlighting the product's benefits and value. Building desire involves convincing the consumer that the product or service will fulfill their needs or solve their problems. Finally, the aim is to prompt the consumer to take action, such as making a purchase, signing up, or requesting more information. HOW IT HELPS Attention Interest Desire Action
- 4. Apple generated buzz and attention with ads and product teasers. Detailed product features, sleek design, and new technology generated interest. Apple positioned the iPhone as a must- have gadget, creating desire among consumers. Customers were encouraged to pre-order or visit Apple stores for purchase. EXAMPLE: IPHONE LAUNCH Attention Interest Desire Action
- 5. The iconic slogan and powerful athletes garnered attention Nike showcased athletes' stories and determination, building interest. Consumers aspired to be like the athletes they admired. Customers purchased Nike products to embrace the brand's values. EXAMPLE: NIKE'S "JUST DO IT" Attention Interest Desire Action
- 6. Amazon promoted Prime Day with extensive advertising. Exclusive deals, limited-time offers and End-of-Day sales piqued interest. The urgency to grab discounted items created desire among consumers. Customers were prompted to sign up for Prime memberships and make purchases. EXAMPLE: AMAZON'S PRIME DAY EVENT Attention Interest Desire Action
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