AIDA: Advertising

Attention, Interest, Desire, Action

A: Get the consumer’s attention! Most advertisers use on a mix of visual elements to accomplish this and create a long-term impression. Large text is also used to grab attention. This makes the reader want to search for more information.

I: Do you have their attention? Good. Now you need to keep them reading and/or researching about your product(s) and/or services. This can be done in a few different ways. Create a need and a bond with consumers to let them know that they are about to get something really special. The ability to establish a need in the mind of a consumer is the highlight of an effective ad campaign. You can also build personal trust by creating a personal link.

D: They are reading and learning more about your product(s) and/or services? Great! Hopefully they also think that they might need your product. If they’re not quite sure, then you have to encourage their desire until they 100% know that they have to have what you are selling. This is usually accomplished through the “problem-solution technique”. Your consumer has a problem and you are the one with the solution. Your assistance with their problem is so wonderful that they simply must have it. This is also the time to let them know what they are going to get out of the deal. Tell them what is in it for them. This will build desire towards making a decision.

A: Attention? Check. Interest? Check. Desire? Check! This is when you have to get them to take action. You should always call your customers to action in every single ad.  Using special offers, free gifts, and limited time only discounts, for example, you need your customer to act and act fast. Whether it's visiting your website, picking up the phone, or sending an order, the last part of your advertisement needs to have a strong call to action.


See also: Infomercials! (w/NPR teacher lesson plan)