Advertising - Aida Model

1.

I think such models could be useful to think about some key aspects when making an ad.

As a simple model I think AIDA may be a good start to help advertisers to formulate better advertising goals, to precise objectives they may already have in mind. That’s why the Hierarchy of Effects models, with 3 more stages than AIDA, may be more useful because it allows advertisers to formulate goals even more accurate.

But such models where consumers are supposed to meticulously go through determined stages are too rational and simplistic and can’t be considered as the absolute path, the perfect model that fits every situation for every single buyer… The AIDA model is too simplistic while the Rossiter-Percy Grid one is too complex. These models forget about many crucial variables that make ads good ones.

Consumers don’t follow every single stage of the model in the rational linear way they’re supposed to do it. They may not have the same expectations, they may be compulsive buyers, rational ones, they may be in a good mood to buy specific things and the next day in another mood…

According to Weilbacher those models consider advertising as the only factor that may lead to sales without thinking about the other marketing aspects which usually are essential. He also thinks that according to these models, ads should all have identical specific effects but knowing the huge amount of ads consumers are exposed to every day, it can’t be possible

Those models are too strict and forget about a crucial part of what make a good ad: creativity!

I would have concerns working with such models because even if it’s important to formulate goals and to think about your consumers when making an ad, it’s impossible to have the very perfect ‘advertiser manual’. I would use these models as a checklist that could help me to improve my objectives.

2.

Buyers’ behaviour makes me think about the Dirichlet Model. It tells us about 4 keys aspects about buyers’ behaviour:

• People buy very infrequently. In fact, buyers are mostly non or light ones. We have to consider very carefully light buyers when making an ad because they represent most of the buyers.
• They buy randomly, whatever their previous purchases
• They are multi-brand buyers
• They don’t have the same preferences: heterogeneity

When differencing the type of decision creating two involvement levels and when differencing the type of motivation, the Rossiter-Percy Grid may consider the ‘heterogeneity’ aspect. The brand choice is considered here which means this model also considers the ‘multi-brand’ aspect.

The ‘randomly’ and ‘infrequently’ aspects are not considered by those models.

Those models also suggest that the more loyal our consumers are, the bigger our brand is going to be, which is false. When making an ad you have to think about how to improve your brand penetration more than how to improve your purchase frequency because that’s how a brand grows. You must think about how your ad would interest new buyers.