AIDA Model
AIDA is an acronym for Awareness, Interest, Desire and Action. It was introduced by advertising guru Elias St. Elmo Lewis in 1898. It is a marketing blueprint that has been used over 100 years and helps consumers pass through the purchasing funnel. It's a process that tracks methods of making the unaware, aware of a brand or product, as well as the time it takes them to purchase.
Step 1 Awareness -
The cognitive stage where brands create awareness through the use of visual or written tools or media. They may do this through imagery, colour, jingles, themes, music, celeb endorsements etc. For adverts to work properly it is assumed, immediate impact that catches the consumers attention right away should be used.
Step 2 Interest -
The affective stage that helps the consumers become engaged with what the brand is doing. It is said we will only let our eyes wander if our brain tells us it is something we are interested in. The messages in advertisements are designed to connect with the target audience.
Step 3 Desire -
Consumers interest begins to build and develop and brands now have to explain how consumers can benefit from buying the product. Brands appeal to needs and wants of the consumer, however consumers can be skeptical of claims that are made in adverts, so the brand has to work to gain the trust and go deeper into the benefits. This stage builds a desire for the product by the consumer and they feel left out if they don't have the product.
Step 4 Action -
Known as the behavioural stage, consumer feels a sense of urgency to act now and buy the product . The brand has successfully demonstrated that the consumer needs the product and convinced them that life with it would be better, so consumer then purchases the product. Action stage is the stage consumers feel most pleasure as they feel satisfied with their purchase.
Stella McCartney AIDA -
Attention
SS18 campaign - uses of emotional manipulation to manipulate audience into thinking a buying into this product is a good idea. Eg, Plastic bottles in the ocean surrounding the model has been chosen as it is a current problem, meaning they have used this problem to their advantage. Consumers of the advert may become interested in this and feel if they buy Stella’s products, they are not just owning a great product, but helping to save the planet.
Interest
The consumer will only be interested in something they think is aimed at them. In Stella’s Winter 2017 campaign, there is a distinctive song throughout the entire film. It is catchy and entices the audience into watching it. In this stage, consumers will stop and watch the video if the messages have connected with them. This means that the advertising has worked! Stella’s campaigns all have diverse models - brand becomes inclusive to everyone.
Desire
By appealing to the needs and wants, brands continue attempting to build trust and reliability with consumers. For a new customer, this is much harder as they are unsure of what they might be buying into. Trying to prove the brand is 100% sustainable and explaining the benefits of the products, Stella ensures that customers will feel like they might need the product, creating desire.
Action
As consumers, everyone has an urgency to buy everything now. So, when brands create a desire to want, consumers will buy the product as a sense of feeling like everything will be better by purchasing. In Stella’s case, the customer will feel as though they have helped the planet. Consumers who feel the brand is honest and loyal, will more than likely buy again
