Unit 9

The AIDA model is a marketing framework that stands for Attention, Interest, Desire, and Action. It
describes the stages a consumer goes through when making a purchasing decision.

Attention: Attracting the consumer's attention to the product or service.

Interest: Generating interest in the product or service by highlighting its features and benefits.
Desire: Creating desire or a want for the product or service by emphasizing its value and relevance to
the consumer's needs or desires.
Action: Encouraging the consumer to take action, such as making a purchase, signing up for a
newsletter, or requesting more information.

The AIDA model consists of several key concepts:

Attention: Grabbing the audience's attention through compelling headlines, visuals, or other attention-
grabbing techniques.

Interest: Once attention is captured, the next step is to generate interest by providing relevant
information, benefits, or solutions to the audience's needs or problems.

Desire: Creating a desire or want for the product or service by showcasing its unique selling points,
advantages, or how it fulfils the audience's desires or aspirations.
Action: Prompting the audience to take action, such as making a purchase, signing up for a newsletter,
requesting a demo, or any other desired outcome.

These concepts form the foundation of the AIDA model and are used by marketers to guide their
communication strategies and campaigns to effectively engage and persuade their target audience.

Q Explain AIDA Model?

The AIDA model is a classic framework used in advertising and marketing to understand the stages a
consumer goes through when encountering an advertisement.
AIDA stands for:
 • Attention: Attracting the attention of the target audience through captivating headlines, striking
visuals, or other attention-grabbing elements to make them notice the advertisement.
• Interest: Once attention is captured, the advertisement should generate interest by highlighting
the benefits or features of the product or service, addressing the audience's needs or desires,
and creating curiosity.
• Desire: The advertisement aims to stimulate desire or desire for the product or service by
emphasizing its unique selling points, advantages over competitors, or how it can fulfil the
audience's wants or aspirations.
• Action: Finally, the advertisement encourages the audience to take action, such as making a
purchase, requesting more information, visiting a website, or signing up for a newsletter,
thereby converting interest and desire into a tangible outcome.
The AIDA model helps advertisers structure their messaging and creative elements to guide
consumers through the stages of awareness, interest, desire, and action, ultimately leading to the
desired response or conversion.

Advertising management concepts and cases" refers to a comprehensive study of the principles,
strategies, and practices involved in managing advertising campaigns effectively. It typically covers
topics such as campaign planning, budgeting, creative strategy, media selection, audience targeting,
and campaign evaluation. Additionally, "cases" often refers to real-world examples or scenarios that
illustrate key concepts and challenges in advertising management, allowing students or practitioners
to apply theoretical knowledge to practical situations.

Advertising management concepts encompass a range of principles and strategies used to effectively
plan, implement, and evaluate advertising campaigns.
Some key concepts include:
• Target Audience Identification: Understanding the demographics, psychographics, and
behaviours of the audience the advertising aims to reach.
• Marketing Objectives: Aligning advertising goals with broader marketing objectives such as
increasing brand awareness, driving sales, or changing consumer perceptions.
• Creative Strategy: Developing compelling and relevant messaging, visuals, and storytelling that
resonate with the target audience and communicate the brand's value proposition.
 • Media Planning and Buying: Selecting the most appropriate media channels (e.g., TV, digital,
print) and allocating budget effectively to reach the target audience with the right frequency
and timing.
• Message Testing and Optimization: Conducting research to evaluate the effectiveness of
advertising messages and refining them based on feedback and performance data.
• Integrated Marketing Communications (IMC): Coordinating advertising efforts with other
marketing communication channels such as public relations, sales promotions, and direct
marketing to ensure a consistent brand message.
• Budgeting and Resource Allocation: Determining the financial resources required for
advertising activities and allocating budgets strategically across various campaigns and
channels.
• Performance Measurement and Evaluation: Establishing key performance indicators (KPIs) to
assess the success of advertising campaigns, tracking metrics such as reach, engagement,
conversions, and return on investment (ROI).By understanding and applying these advertising
management concepts, organizations can develop more effective advertising strategies and
campaigns to achieve their marketing objectives.

Caselet:
A start up is launching a new fitness app targeting busy professionals who struggle to find time for
exercise. The app offers personalized workout plans, nutritional guidance, and progress tracking
features.
The marketing team wants to implement the DAGMAR approach to effectively promote the app and
achieve measurable advertising goals.
Explain DAGMAR Approach for the New Fitness AppBackground.

DAGMAR Approach: The DAGMAR (Defining Advertising Goals for Measured Advertising
Results) approach emphasizes setting clear and measurable objectives for advertising campaigns. It
involves four stages: awareness, comprehension, conviction, and action.
Stage 1: Awareness: Objective: To create awareness about the new fitness app among the target
audience.
Strategies: Launch a teaser campaign on social media platforms highlighting the app's key features
and benefits. Collaborate with fitness influencers to endorse the app and reach a wider audience. Place
ads on health and lifestyle websites and mobile apps frequented by the target demographic. Utilize
search engine optimization (SEO) techniques to ensure the app appears in relevant search results.
Stage 2: Comprehension: Objective: To ensure that the target audience understands the value
proposition of the fitness app.
Strategies: Produce informative content such as blog posts, infographics, and videos explaining how
the app works and its benefits.
Conduct webinars or virtual workshops demonstrating the app's functionality and offering tips for
incorporating fitness into a busy lifestyle. Encourage user reviews and testimonials to provide social
proof and build credibility.
Stage 3: Conviction: Objective: To persuade potential users of the app's effectiveness and suitability
for their needs.
Strategies: Offer free trials or discounted subscriptions to encourage trial and adoption. Showcase
success stories and before-and-after transformations of app users. Highlight any certifications or
endorsements from fitness professionals or organizations. Address common objections or barriers to
adoption through targeted messaging and FAQs.
Stage 4: Action: Objective: To motivate the target audience to download the app and commit to using
it regularly.
Strategies: Create a sense of urgency with limited-time offers or incentives for early adopters.
Implement referral programs to encourage existing users to refer friends and colleagues. Provide on
boarding support and tutorials to help new users get started and establish a habit. Continuously
monitor and analyse app downloads, user engagement, and retention rates to evaluate the
effectiveness of advertising efforts.
Conclusion: By following the DAGMAR approach and implementing targeted strategies at each stage
of the advertising process, the start-up can effectively promote its new fitness app, attract users, and
ultimately achieve its business objectives. Regular monitoring and adjustment of advertising tactics
based on performance metrics will be essential for optimizing campaign success.