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04 Aida

The document discusses the AIDA model, which stands for Attention, Interest, Desire, and Action. It is used to improve marketing communications by considering how people progress through different stages - from initial awareness to taking action like purchasing a product. The model is presented as an inverted triangle, with the effect of communications declining as people move closer to taking action. The document provides templates to help define promotional objectives, target audiences, and determine the appropriate promotional tools to use at each stage of the AIDA process.

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Shourjya Sengupta
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31 views5 pages

04 Aida

The document discusses the AIDA model, which stands for Attention, Interest, Desire, and Action. It is used to improve marketing communications by considering how people progress through different stages - from initial awareness to taking action like purchasing a product. The model is presented as an inverted triangle, with the effect of communications declining as people move closer to taking action. The document provides templates to help define promotional objectives, target audiences, and determine the appropriate promotional tools to use at each stage of the AIDA process.

Uploaded by

Shourjya Sengupta
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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Chapter Four

AIDA
Paul Hague
A business model for improving marketing
communications
Use this model to improve your
communication with your target audience
Communications programs have different objectives.
Some are aimed at building awareness or a strong brand
position. Others are geared to selling products. Think
through the objectives of your communications
programme and use the model to determine its
effectiveness.

The percentages shown on the left-hand side of the


inverted triangle indicate how the effect of the
communication declines as it gets closer to driving
action. The model presupposes that a decision to buy a
product follows a number of steps – first people need to
be aware of what you are selling, then they need to be
interested, then they need to have desire until finally
they take action.
Your promotional objectives
Start by stating your promotional objectives. What is the purpose of your promotion? Once the
promotional objectives are determined, you will move on to defining your target audience.

Product name: Rank in


importance
Now write the objectives of
Build awareness of the brand
your promotional campaign
Influence people’s attitudes to the brand in no more than 25 words

Communicate a specific marketing message _________________________________


_________________________________
Drive people to ask for more information on the product _________________________________
_________________________________
Drive people towards your website _________________________________
_________________________________
Sell more products _________________________________

Other promotional objectives…


Your target market
Once you have decided upon the objectives of your communications programme, define your target audience.
Some suggestions as to how an audience can be defined are provided in this worksheet. You may also want to
consider building a persona that represents your target market (see an alternative toolkit).

Complete these boxes


What type of customers are the most likely targets for your
product?
Who are the different people in the decision-making unit?
Who are the key decision-makers in the DMU and what
drives their choice?
What are their demographics, their behaviours, their
attitudes and their psychographic profiles?
What drives their choice of supplier/product?
How would they be described as a segment?
Consider the tools available
Promotional campaigns use a mix of different media. Each plays to its strength and should be supportive of other parts of
the campaign. This is the promotional mix. It could be helpful to complete the following grid and consider the roles and
impact of the different promotional tools. The right-hand column provides space to propose a budget for each of the
components of the mix.
Rank the importance of the promotional tools used at each stage of the promotional journey
Promotional tools Awareness Interest Desire Action Budget
Ads in newspapers, magazines
Ads in TV, radio
Billboards and street furniture
Point of sale displays
Direct mail
Exhibitions and seminars
Sales calls (telephone)
Sales calls (visits)
Press releases
Website
Social media
Other

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