![]() ![]() This is true for all types of models that academic or practitioners use. The problem with the AIDA model is that it assumes we live in a linear world, where people take deliberate steps before completing a transaction. The salespeople can trigger action by using several psychological levers, like scarcity, price, or else. That is when the transaction gets completed, and the sale happens. This phase is critical, as the salesperson has to be able to bridge the gap between action and interest before it could close a deal. Once attention is captured, and interest is maintained, the salesperson has to generate excitement. Maintaining the level of interest in the prospect is another critical step in the AIDA model. A salesperson knows that before a sale could be closed, attention must be kept, by understanding what motivates the other part. In the AIDA model, the second step or phase is interest. Any good salesperson knows this is the first step to take before it would be even possible to introduce the perspective of a sale.Īdvertisers first, and marketers, later on, have learned how to grab the attention of potential customers, before they could be presented with the option of completing a sale. Since the dome of mass media, advertisers have fought for the conquest of a scarce asset: people’s attention. ![]() What makes up a basic AIDA model? Primarily four phases: Digital Business Models Podcast by FourWeekMBA.Business Strategy Book Bundle By FourWeekMBA.An Entire MBA In Four Weeks By FourWeekMBA.100+ Business Models Book By FourWeekMBA.However, it is nearly always the case that only a small proportion of people who are aware of and interested in a product actually go ahead and buy it. These proportions will vary depending on the product and market. The percentages shown on the left-hand side of the inverted triangle indicate how the effect of the communication declines as it gets closer to driving action. However, there may be occasions when the model seeks to prompt a visit to a website or request a brochure. In most cases it is hoped that the product will be purchased. The customer must be moved to really wanting to acquire the product.Īction: this sales model aims to result in a transaction. ![]() The offer has to be portrayed in a really appealing way by featuring the customer value proposition (CVP).ĭesire: interest is warm but desire is hot. Interest: sufficient interest has to be built by the promotion to generate action. ![]() The prompted awareness figure is always a lot higher than the unprompted figure - and it is the unprompted level that really matters. When testing awareness in surveys it is normal to make a distinction between prompted and unprompted awareness. If people are not aware of a product they cannot be interested in it and no action can be taken. The four steps in the AIDA model are as follows:Īwareness: this is the starting point of all effective communications. The AIDA model is tried and tested and helps us understand how we need to move through different levels of communication to achieve action. All these are useful frameworks and they fit within the overarching AIDA model. The value proposition canvas will help us work out what we should be saying about our offer. We can use the tipping point for targeting messages. We can use the bull's-eye framework to figure out the essence of our brand. Market research can help us fine-tune a promotional message. It's a hackneyed saying but there is a lot of truth in it that half the money we spend on advertising is wasted the trouble is we don't know which half. Making sure that communications have impact is one of the most difficult tasks of marketers. ![]()
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