How Advertising Helps Marketers to Achieve Aida

How Advertising helps marketers to achieve AIDA

1.0 Attracting Attention

Before persuading the audience, you need to grab their attention. Every firm is thriving hard to make their products more attractive in comparison to its competitive brands and only those products which adopt effective strategies in grabbing prospects' eyes can fully survive. Competitors, Coke and Pepsi are fighting with each other to stay in the consumer's mind throughout. Coke is trying to convince people the effect of a bottle of coke on people's lives through continuous advertisements, while Pepsi tries to advertise by sponsoring cricket, soccer and the pop industry overtime. (Refer Appendix 03)

It is likely that at times, the simplest of ideas make the best advertisements. For instance, the Priorin shampoo ad that is shown in Appendix 04. A picture says a thousand words. The easiest way of building attention is simply by placing the brand's name along with a picture. Attention is also created with the help of key features such as celebrities, slogans, quotes, catchy music, and locations. Such ads are known to be more eye catching and influential than the usual ads.

It is also important to choose the most appropriate form of media for the products as it will have a substantial impact on the level of attention the consumer will obtain. The tendency of grabbing the advertisement is greater when it is expressed through the television as it combines both sound and vision when conveying the message on the consumer's mind. It also enables the marketer to cover a wider audience through a single ad.

1.2 Arousing Interest

Being innovative is the key for an advertisement to grab the consumer's attention as well as build interest. As much as it is hard to obtain attention, it is a tough job to gain the interest of the customer. For this, the advertiser should think like a consumer. (articlesphere)

An advertisement can also convince the customer by showing that it will satisfy a special need of him, hence building interest towards it. For instance, most of the products that are targeted at women are driving an interest on them in different ways. The Ponds age miracle ad is a classic example for this. Moreover, the billboard magazine ads regarding perfumes, clothes and shoes also arouse a massive interest level on the woman's mind as they show that all ladies will be admired by men if they wear those products. (Appendix 05)

Products that signify a particular status would also create interest in people. For instance, the BMW and Audi ads persuade the high class, rich consumers to end up buying the product as it resembles a superior and a luxury lifestyle within the consumers' mind. (kiwicreative) (Refer Appendix 06)