Define the different phases in the AIDA model
- Define the different phases in the AIDA model. Give an example of how you might accomplish each of the steps in the AIDA model when presenting a marketing message.
The AID model is an acronym which stands for attention, interest, desire and action. This model is used in marketing to describe the steps that customers go through while purchasing a product. The first phase in this model is attracting attention. The product ought to attract the attention of the consumers. This can be done through the advertising materials and trade promotions. I can achieve this by putting an advert about the product in newspapers and other mass media. The second phase is interest. After the consumers get attention about the product, their interest in the product or service should be aroused. For instance, this could be done by providing product description and how it can be used through a website, photos or video clips.
Creating desire is the third phase of AID. After the interest of the consumer on the product is aroused, the seller should persuade the customer that they should have the product. The design of the advertisement or the product itself will create desire. For instance, the seller should offer clear examples of the merits of the product or service. The fourth and the last phase of AID involve taking action. After arousing the desire to purchase the product, the seller should now ensure that the consumer purchases the product. For instance, in case of online retailing, they should engage the consumers in a constant conversation about purchasing the product.