Aida model

Introduction

Globalization has opened a lot of market opportunities for many organizations which has also increased the levels of competition in the market. To compete favorably, information is essential to give an organization competitive advantage as it plays a crucial role in decision making.? Marketing is a social and managerial process that is used by organizations to get what they need by creating value and exchanging products with others (Cramphorn, 2006).? Successful marketing is a complex process that involves critical and in-depth analysis of the market forces and the behavior of the target consumers.? To help in the analysis and establishment of efficient marketing plans, different models for marketing have been developed. AIDA marketing model is one of the marketing models used by marketers to grab the attention of the target audience and take them through the desired content. In marketing, the organization seeks to establish a customer relationship to improve their performance. Therefore, the main aim of this essay is to evaluate and describe the AIDA marketing model in the modern business environment.

AIDA Model

The AIDA marketing model is a modern marketing theory that stands for Attention, Interest, Desire, Action, and Satisfaction. It is an abbreviation of different prospects used in marketing and advertisements and is used to describe different incidences that take place when potential customers are involved in a certain advertisement (Rawal, 2013). The model is made up of customer awareness or customer attention, enhancing the interest of the customers by focusing on the benefits, convincing the potential consumers that the product can meet their needs, and finally, the potential customers making a purchase (Cramphorn, 2006). According to this model, the primary purpose of marketing is to attract the attention of potential customers with the aim of increasing their interest and desire to purchase the product as described below.

Attention

One of the first factors that the marketer should consider is attracting the attention of the customers.? Therefore, the advertisement should be designed to give the target audience a good reason to notice the advertisement.? For example, the marketer can begin with powerful words that will make people get interested in the following message (Wijaya, 2015). However, it should contain meaningful, believable and distinctive information.

Interest

After gaining the attention of the target audience, the next phase is maintaining their interest in the products and services and keeping them engaged. This involves building the interest of the readers by giving them hope or a solution to their problems which is done by explaining the benefits and features of the product.

Desire

At this stage, the main objective of the marketer is to show the target audience how the product being advertised will meet their needs. This step is essential for the marketer as it provides them with an opportunity to provide the right solution as they have successfully created the motivation for people to own the product (Rawal, 2013). This involves providing more details for the features and the related benefits and how the benefits an meet the needs.

Action

After successfully creating the desire to purchase the product, the marketer should focus on convincing the prospects to make the actual purchase.? Directing the audience to make a purchase requires significant action from the marketer to inform them of the price of the products and services and the steps of making a purchase.

Conclusion

The success of marketing activity and advertisements will ultimately depend on the ability of the viewer to notice the message and understand it. Therefore, the AIDA model plays an important role in helping the marketer present the elements of advertisements in a format that allows the target audience to read and understands it easily.

References

Cramphorn, S. (2006). How to use advertising to build brands: In search of the philosopher's stone. International Journal of Market Research, 48(3), 255-275.

Rawal, P. (2013). AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps. International Journal of Multidisciplinary research in social & management sciences, 1(1), 37-44.

Wijaya, B. S. (2015). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1).

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