Marketers and creatives in the advertising industry use different approaches to create effective campaigns and communicate their offerings to their potential customers.
The AIDA model is one such tool that helps marketing professionals understand the stages of the consumer’s purchasing journey. The AIDA advertising examples in this guide will help you better understand the stages in the model and how they work in advertising.
AIDA (Attention-Interest-Desire-Action) model describes the consumer’s cycle of response to an advertising campaign. It includes the stages an individual goes through before making a purchase. An understanding of the four stages helps the advertiser better reach and convince their audience to take a desired action.
What is the AIDA Model?
AIDA is an advertising model that professionals use to mimic the thought processes a potential customer experiences when deciding to make a purchase. The critical stages of this model are:
Attention (or awareness)
This is the AIDA model’s first stage, occupying the top of the purchase funnel. It is the stage where the potential customer becomes aware of the product.
It is wrong to assume that because the brand exists, people already know about it. The company must take a critical approach to create brand awareness and attract customers. Brands can grab customers’ attention by any of the following:
- Using enticing commercials.
- Targeted social media messaging.
- Advertisement placement in unexpected places and situations.
This is the second stage of the model, where a connection is established between the prospect and the product. The advertising message and information about the product and services should be on point.
It should compel the consumer to research the product to learn more about it. Everything in the advertising message should tell the consumer how a brand will fulfill their needs.
Businesses can get customers interested in their products by using these strategies.
- Using a compelling story in their advertising.
- Displaying the product’s features.
- Promoting the product’s positive reviews
The third stage of the model is where the customer’s interest moves from a need to a want.
Once they are satisfied with the information they receive about the product, they begin to desire it and create mental pictures of it.
It’s up to the company to make the customer realize why they need the product/service. The brand must highlight the benefits or unique selling proposition of the product or service to reinforce the desire.
Brands can get customers to want their products or service by:
- Displaying how their product can solve the pain points of the customer.
- Associating values like happiness with a product.
- Showcasing a brand personality.
The final stage of the AIDA model is where the customer takes the initiative to purchase the product or take a specified action.
The customer has a positive impression of the brand and is convinced that the product/service will benefit them. This action could be signing up for a newsletter, taking a survey, or engaging in a live chat.
Brands may use strategic techniques to encourage the customer to take action, such as:
- Offering free shipping.
- Encouraging customers to engage in live chat.
- Making the process of signing up for a newsletter easy.
Retention involves keeping existing customers and maintaining their relationship with the company for future profitability. Some marketing and advertising professionals consider this stage in the AIDA model. The retention stage is essential for a company that requires repeat purchases or renewals to earn a profit.
AIDA Advertising Examples: Brands that Successfully Used the Model
Here are some AIDA advertising examples to give you insights into how to use the model to sell your product or service effectively.
When Netflix arrived in India, they discovered that Indians were already getting free and continuous content on different platforms. The brand had to make an appeal to a new market and convince them to get on board. Netflix used the AIDA model for advertising and marketing purposes to create a distinct massive effect. Here’s how they used it.
- Attention (Awareness). Netflix did the traditional outdoor advertising by putting out huge posters of shows like Narcos and Friends. They also promoted a few original shows like Sacred Games. This advertisement drove users to visit their landing pages.
- Interest: The brand created interest, by focusing on the population’s youth. They offered a one-month free trial to allow customers to explore shows they loved and get hooked on the content.
- Desire: After an experience with Netflix for a month, the customers became curious and desired to see other shows featured on the platform. Features like personalized recommendations, high-resolution videos, and support for any device created a stronger desire.
- Action: Netflix offers multiple subscription plans, allowing customers to choose what they can offer. The customer is already hooked at this point and is compelled to take action.
Apple used the AIDA model when introducing iPhone to the market. Here’s how they used the model to gain successful results.
- Awareness: Apple announced the launch of a new product that no one had ever seen. This announcement created awareness of the new product and drew customers’ attention to the brand.
- Interest: By explaining the fantastic features of the new product, Apple created a lot of intrigue and interest. This generated more hype around the latest product, which developed more purchasing intent.
- Desire. The marketing of the new product with its capabilities, including extreme levels of the technology, created a lot of need to purchase this product. The brand explained to its audience how the new product would solve problems their existing phones couldn’t.
- Action: The excitement created by the product, combined with the brand’s strong image, generated a lot of intent to purchase the product. The action part was strengthened when someone used the phone on stage. This showed potential customers that it would truly benefit them.
Adidas also uses the AIDA model in its marketing and advertising strategy. Here’s how they used this model.
- Awareness. Adidas creates awareness about a new product by using famous people, primarily top-ranked athletes, to endorse its products. The brand’s strong image, combined with these athletes’ fan base, creates buzz and excitement about the new product and directs audience to the website.
- Interest. The brand’s websites use phrases and words that are interest-generating. Phrases like “see possibilities” used to check new products help the brand connect to its audience deeply. They also use catchy discount headings like “save up to 50%” to excite the audience.
- Desire. Adidas creates a desire in its audience by putting out captivating photos from the launch of the product. These photos let the audience know the product’s features, value, and benefits.
- Action. It becomes easier for the audience to make a purchase decision with the unique features and superior quality displayed.
To Wrap Up
The AIDA model is used by marketing and advertising professionals to kick-start an effective campaign. The model comprises four steps: Attention, Interest, Desire, and Action.
With an understanding of the model, it is possible to create an advertisement that has greater success in compelling customers to make a purchase.
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