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  1. 1. Aida - Model For An Advertising AgencyAn ad agency or advertising agency is a business or service dedicated to planning,handling and creating advertising for clients. These agencies are independent of clientsand provide their skills and views to sell client’s services or products.Advertising agencies can also manage branding strategies, marketing and salespromotions for its clients.For an advertising agency, it is very important to realize that they can increase sales withtheir effort. Truly speaking, advertising agencies are minds working on the other side ofthe internet to increase sales. For a person working as an advertising agent, it is veryimportant to know about the buyer’s psychology.Those who are working in an advertising agency should know about the various thoughtprocesses that go in the mind of a reader or a viewer, a potential buyer. This willdefinitely help to build your business better.There are sample of theories to explain the process that goes in the buyer’s mind whenhe/she goes to purchase anything, the process is not the same for each buyer and it issequential.One of the popular features followed by ad agencies is AIDA. The term and approach arecommonly attributed to American advertising and sales pioneer, E. St. Elmo Lewis.The AIDA model states that advertising agency should know how to draw attention of abuyer to get the customer interested by exhibiting its advantages, benefits and features.Interest is followed by desire. It is advertising agency’s duty to create a desire in a buyerto buy a specific product. All three steps of the AIDA policy will help you to stimulatethe action towards the purchase of a product. AIDA theory guides and leads you to build
  2. 2. a better advertising business. BIG B’s of advertising world have followed AIDA togenerate good advertisement campaigns.AIDA is an acronym stands for:A – Attention (Awareness): attract the attention of the customer.You must first capture the viewer’s attention — an essential component of any adcampaign. Most campaigns rely on a mix of visual stimuli to accomplish this, usingimages to help an ad stand out and create a lasting impression. Text is then employed tofurther grab attention, enticing the reader to continue reading in search of moreinformation. That is why the first paragraph of a sales letter, direct mail piece or ad needsto be the strongest.Good openers address their problems and begin with such as:· Have you ever...?· Are you noticing...?· Can you see...?Bad openers give them something to object to, demonstrate your disrespect, or just borethem to tears, and may begin with such as:· Ive got just the thing you want...?· I just dropped by so that I might...?· I was only wondered whether you could...?I – Interest: raise customer interest by focusing on and demonstrating advantages andbenefits (instead of focusing on features, as in traditional advertising).Now that you have their attention, you need to keep them reading. This is accomplished afew different ways. Establish a need, create a bond and let them know they are about tolearn something very special. Consumers dont actually need most of the products theybuy but think they do. Being able to establish a need in the mind of a consumer is the
  3. 3. cornerstone of an effective ad campaign. Creating a personal link helps build trust;hinting at something special to come cements their interest in what you have to say.Watch out for the boredom factor. You may be able to get someone interested, but youcannot expect to keep their attention for ever. If you want to come back some day, youshould leave them wanting more, at least of your company.D – Desire: convince customers that they want and desire the product or service and thatit will satisfy their needs.Youve got your reader this far, and they think they may need your product but are notsure. This is the stage where you stoke the flames of their desire until they are absolutelycertain they have to have what you are selling. This is often accomplished through theproblem-solution technique. Your consumer has a problem — you have the solution. Thesolution is so amazing; they simply cannot live without it. This phase also covers anothervital facet in any advertising campaign — whats in it for them. This will build the desireyou need them to feel to make that decision.Desire is like a fire, and can be stoked by many methods, such as:· Showing them how the item to be desired will not be available for long (Scarcityprinciple).· Showing how other people approve of the item and have acquired it for themselves.· Showing them how what you have to offer will solve some of their problems.A – Action: lead customers towards taking action and/or purchasing.Youve attracted their attention, built their interest and fanned their desire. Now its timeto get them to take action. A call to action should be in every single ad, regardless offormat. Whether it is a special offer, a free gift or time-limited discount, you need yourcustomer to act and act now. Whether its going to your website, picking up the phone orsending an order, the last section of your advertisement needs to contain a powerful callto action.
  4. 4. Listen to the signals they are sending. Are they asking you about when you can deliver orwhat after-sales support you give?Summarize the problem you are solving for them and how what you are proposing solvesthat problem.Later versions of the theory have edited the AIDA steps. New phases such as satisfaction(AIDAS) and confidence (AIDCAS) have been added. S - Satisfaction - satisfies the customer so they become a repeat customer and give referrals to a product.One significant modification of the model was its reduction to three steps (CAB): Cognition - (Awareness or learning) Affect - (Feeling, interest or desire) Behavior - (Action).
  5. 5. Reliance India Mobile campaign can be used to explain this model better:Awareness: The elaborate advertisement where Mukesh Ambani spoke about the newproject being introduced on his father’s 70th birthday.Interest: Was generated as the company spokesperson featured in the ad, as arepresentative of the company image and also spoke about introducing a new technology– CDMA.Desire: Was created with various offers like free SMS, 40paise STD calls, easy paymentschemes, and discount coupons worth Rs. 1 lakh.Action: Dhirubhai Ambani Pioneer offers induced people to go for the product.Also the model can be applied to marketing movies: Where in the initialstage awareness may be created with attention by airing the promos on television.Attention is created with the help of key features like star caste, music, locations, etc.Interest is then created with the release of the music and by introducing the theme andsales of audiocassettes and CDs indicate the same.Desire is created with hoardings of the movie and also with the help of several contestsand free prizes and attractions like stars visiting the music shops.In the last stage people are moved to action in the form of buying tickets as a result of theratings given to the movies in the dailies, etcTo illustrate one such movie through the AIDA model is:“BEND IT LIKE BECKHAM”A - Promos had David Beckham and Football.I - Introduced Music and Dialogues of film. Also the tag-line: “Who wants to cook Aloo Gobi when you can bend a ball like Beckham?”D - A fresh movie with a different theme. The film also talked about the success of filmoverseas
  6. 6. A - Got 3– and 4–star ratings and publicized that in promos.CRITICISMHierarchy of effects model has been criticized on some points, such as that people do notexactly follow these sequencesPeople in all the cases may not strictly follow a series of stages as are explained inthe hierarchy of effects model. They may in certain situations, directly jump to aparticular stage, not following the stages in a logical pattern.For e.g. a child accompanying mother to a grocery store is likely to demand aproduct without indulging in stages like becoming aware about it, being interestedby it and then buying it. He may just be lured by the display.