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Aida and Ethics

The document discusses advertising, defining it as paid persuasive communication that uses non-personal mass media to connect an identified sponsor with a target audience. It outlines the basic functions and key concepts of advertising, including informing, persuading, and reminding consumers. The document also introduces the AIDA model, which holds that effective advertising should generate attention, interest, desire, and action among consumers.

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Aadheesh Sood
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57 views24 pages

Aida and Ethics

The document discusses advertising, defining it as paid persuasive communication that uses non-personal mass media to connect an identified sponsor with a target audience. It outlines the basic functions and key concepts of advertising, including informing, persuading, and reminding consumers. The document also introduces the AIDA model, which holds that effective advertising should generate attention, interest, desire, and action among consumers.

Uploaded by

Aadheesh Sood
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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AIDA and ETHICS

Defining Modern Advertising


• Advertising is paid persuasive communication

• Uses non-personal mass media to reach broad audiences


to connect an identified sponsor with a target audience.
• According to American Marketing Association:
 “Advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified
sponsor.”

2
• Advertising includes the name
of a product or service and
how that product or service
could benefit the consumer, to
persuade potential customers
to purchase or to consume
that particular BRAND.
• Modern
advertising developed with
the rise of mass production in
the late 19th and early 20th
centuries.
3
Four basic
components:
1. Sponsor is identified
2. Tries to persuade or
influence
3. Reaches a large
audience
4. Conveyed through
impersonal mass
media

4
Basic Functions Of Advertising:
1. Inform Function
2. Persuasive Function
3. Reminder Function

The Functions of Advertising


1. Builds awareness of products and brands
2. Creates a brand image
3. Provides product and brand information
4. Persuades people
5. Provides incentives to take action
6. Provides brand reminders
7. Reinforces past purchases and brand
experiences
5
Key Concepts of Advertising

• Strategy • The logic and planning behind the ad

• Creative idea • Advertisers develop ads to meet


objectives
• Execution • Advertisers direct ads to identified
• Media audiences

• Advertisers create messages that speak


to the audience’s concerns

• Advertisers run ads in the most


effective media
6
Key Concepts of Advertising

• Strategy • The central idea that grabs the

• Creative idea consumer’s attention

• Creativity drives the entire field of


• Execution advertising

• Media

7
Key Concepts of Advertising

• Strategy • Effective ads adhere to the highest

• Creative idea production values in the industry

• Clients demand the best production the


• Execution budget allows

• Media

8
Key Concepts of Advertising

• Strategy • Communication channels that reach a

• Creative idea broad audience

• How to deliver the message is just as


• Execution important coming up with the creative

• Media idea of the message

9
Roles of Advertising

• Marketing • The process a business uses


• Communication to satisfy consumer needs by

• Economic providing goods and


services
• Societal
– Product category

– Target market

– Marketing mix

– Brand
10
Roles of Advertising

• Marketing • Can reach a mass audience


• Communication • Introduces products
• Economic • Explains important
• Societal changes
• Reminds and
reinforces
• Persuades
11
Roles of Advertising

• Marketing • Moves from being


informational to creating
• Communication
demand
• Economic
• Advertising is an objective
• Societal means for providing price-
value information,
thereby creating a more
rational economy

12
Roles of Advertising

• Marketing • Informs consumers about


innovations and issues
• Communication
• Mirrors fashion and
• Economic design trends
• Societal • Teaches consumers about new
products
• Helps shape consumer self-
image
• Perpetuates self-expression
13
A I DA
AIDA MODEL
MEANING
AIDA stands for attention, interest, desire and
action
It is an acronym used in marketing and
advertising, which helps marketing managers
develop effective communication strategies and
communicate with customers in a way that better
responds to their needs and desires.
•The "A" represents attention or awareness, and the ability to
attract the attention of the consumers.
•The "I" is interest and points to the ability to raise the interest of
consumers by focusing on and demonstrating advantages and
benefits (instead of focusing on features, as in traditional
advertising).
•The "D" represents desire. The advertisement persuade consumers
that they want and desire the products or services because it will
satisfy their needs.
• The "A" is action,which leads consumers toward taking action by
purchasing the product or service
How to use the
AIDA model
 Awareness: How do we make buyers aware of our products
or services?
 What is our outreach strategy? What is our brand
awareness campaign? Which tools or platforms do we use?
What should the messages be?

 Interest: How will we gain their interest? What is our

content strategy? Social proof available to back up our

reputation? How do we make this information available and

where ? ie. on website, via videos, customer ratings,


Desire: What makes our product or service
desirable? How do we interact personally to
make an emotional connection?
Online chat?
Immediate response to Twitter feed? Share tips
and advice?

Action: What are the call to actions and where


do we place them?
Is it easy for consumers to connect and where would
they expect to find it?
Think about which marketing channel/platform you
are using and how to engage ie. across emails,
website, landing pages, inbound phone calls etc.
An Example of AIDA MODEL
Here is a case study from our Marketing Models Guide showing how
an award- winning hairdressing company,Francesco Group used the
model to launch their new salon.

•1. Awareness: Run a PR campaign four months prior to launch,


promoting award, stylists, qualifications etc. and was reinforced
through a DM campaign to targeted customer groups.

•2. Interest: Executed a direct mail campaign to offer a free


consultation or hair cut and finish. They used research to support that
this would
•3. Desire: Close to the opening of the new salon, they
ran exclusive local launch events which was advertised
through local press and social media. This created a
local buzz for 'people wanting an invite' and excited to
see the new salon.

•4. Action: Clear CTAS were positioned on the Facebook


site (call to reserve), the website (call to book) and
local advertising (call in to receive discount or the offer.

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