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AIDA

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13 diapositives · 434 Views · Jul 10, 2014

AIDA. http:// www.youtube.com/watch?v=KYuxmtS8y8E&feature=related. Hierarchy of Effects Model. These models describe the stages individuals go through when making a purchase decision Promotional activities are designed to move a potential buyer through the stages

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AIDA
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  1. AIDA http://www.youtube.com/watch?v=KYuxmtS8y8E&feature=related

  2. Hierarchy of Effects Model • These models describe the stages individuals go through when making a purchase decision • Promotional activities are designed to move a potential buyer through the stages • The models provide a means of analysing promotional activities

  3. AIDA • Is an acronym for the role of advertising and other forms of promotion

  4. AIDA • One of the models to analyse the customers journey from ignorance to purchase • A persuasive sequence used in promotion • Describes the process a sales person must lead the customer through from first learning about the product to an eventual sale

  5. AIDA • Is a sequential model showing steps that marketing communications should lead potential buyers through • Promotion seeks to: • ATTRACT ATTENTION • CREATE INTEREST • DEVELOP DESIRE • PROMPT ACTION

  6. Attention • Grab the attention of the audience • Inform potential buyers about the product • Establish customer awareness of the product • At this stage advertising is the key ingredient of the promotional mix • The promotional objective is to get the product seen and talked about

  7. Interest • Create and stimulate buyer interest • This is achieved by understanding the product in relation to the needs of the customer • The promotional message focuses on how the product meets those needs • Move the buyer from passive awareness to an active consideration of the products merits

  8. Desire • Create a desire • Induce a favourable attitude to the product • Induce a favourable desire in relation to competitors products

  9. Action • To prompt customer action • Action is sought for customer to buy the product • Induce the purchase by stressing the immediate desirability of the product • Personal selling and sales promotion play a major role at this time

  10. AIDA & the promotional mix • Grab the attention by means of publicity and advertising • Excite interest by advertising • Develop an interest by sales promotion and selling • Prompt action – by personal selling & point of sale • Customers wont buy unless marketers grab their attention, gain interest & make the product desirable

  11. AIDA & the promotional tasks • A – create awareness • I – gain interest • D – stimulate desire • A – action – induce a sale through personal selling

  12. What is the idea? • Awareness • Knowledge • Liking • Preference • Conviction • Purchase • http://www.youtube.com/watch?v=VGuSKKbBRlg