The document summarizes the AIDA and DAGMAR models for understanding customer behavior and advertising effectiveness. The AIDA model presents a stair-step process showing how customers move from awareness to interest to desire to action when making a purchase. Later versions added satisfaction to create the AIDAS model. DAGMAR model suggests advertising should move customers through four levels - from unawareness to awareness, comprehension, conviction, and finally action. Both models provide simple frameworks for explaining how personal selling and advertising can influence a customer throughout the purchase process.

1. AIDA MODEL &
DAGMAR MODEL
SACHIN PATEL
B.TECH+MBA 9TH SEM

2.  What is AIDA Model:AIDA model is initiatory and
simplest. AIDA model was presented
by Elmo Lewis in 1898 to explain
how personal selling works. It shows
a set of stair-step stages which
describe the process leading a
potential customer to purchase.

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4.  A – Attention (Awareness):• attract the attention of the customer.
• Establish customer awareness .
• Inform customers about the product.
I – Interest:•
•
raise customer interest by focusing on and
demonstrating advantages and benefits.
Create buyer interest. Stimulate interest in
product.

5. D – Desire:• convince customers that they want and
desire the product or service and that it
will satisfy their needs.
• Induce favorable attitude especially in
relation to competing product.
 A – Action:
• lead customers towards taking action
and/or purchasing.
• Sell the product. induce purchase by
stressing the immediat desirability of the
product.

6.  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.

7. Reliance India
Mobile
campaign can
be used to
explain this
model better.
• Awareness:-The elaborate advertisement where Mukesh Ambani spoke
about the new project being introduced on his father’s 70th birthday.
• Interest:- Was generated as the company spokesperson featured in the
ad, as a representative 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, 5Rs./day, Lifetime validity and various coupons etc.
• Action:- In the last stage people are moved to action in the form of
buying product/Service etc.

8.  Advantages:•
Simplest-
•
Explain how Personal Selling works-
•
A set of stair-step stages-
•
Describe the process leading a potential
customer to purchase-

9.  DAGMAR Model:• Russell Colley (1961) developed a model for
setting advertising objectives and
measuring the results. This model was
entitled ‘Defining Advertising Goals for
Measured Advertising Results- DAGMAR.’
• DAGMAR model suggests that the ultimate
objective of advertising must carry a
consumer through four levels of
understanding.

10. • From unawareness to Awareness—the
consumer must first be aware of a brand or
company .
• Comprehension—he or she must have a
comprehension of what the product is and
its benefits.
• Conviction—he or she must arrive at the
mental disposition or conviction to buys the
brand.
• Action—finally, he or she actually buy that
product.

11.  Advantages:• Define advertising objectives and
measuring the results• unawareness to Awareness• Easy to Understand-

12.  challenges to the Dagmar
approach :•
•
•
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•
Sales Goal
Practicability
Measurement Problem
Noise in the System
Inhibiting the Great Idea

13. THANK
YOU…..