Create a new advertising message for a company of your choice using Attention, Interest, Desire, and Action (AIDA). Determine the fundamental manner in which you will measure the effectiveness of the advertising message and how it aligns with corporate strategy© BrainMass Inc. brainmass.com December 24, 2021, 11:38 pm ad1c9bdddf
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Create a new advertising message for a company of your choice using Attention, Interest, Desire, and Action (AIDA). Determine the fundamental manner in which you will measure the effectiveness of the advertising message and how it aligns with corporate strategy
AIDA is an acronym that takes you through the process that a person engages in , when seeing an advertisement. Elmo Lewis was the sales expert, who first coined the term. AIDA stands for Attention, Interest, Desire and Action. A good advertisement should have the ability to first gain interest of the consumer. This is especially true today, with advertisers vying with each other for the consumer's attention. Once the consumer starts watching or reading the advertisement , there should be enough interest created so the consumer continues to engage with the advertisement till the very end and notes the salient features such as the brand name, the product, the message and so on. Once the consumer has taken interest in the advertisement, there is a need for the advertisement to take the next step, that is, create a desire to buy the product or service. The last step in the process is action that is the actual purchase of the product or service.
This is a newspaper advertisement created for a mobile phone:
As already indicated, the first thing the advertisement should do is grab the attention of the viewer. If this does not happen, all the subsequent steps do not get an opportunity. This can be done by, for example, offering a clear benefit, by using celebrities or locating the advertisement in a prominent place or time slot. Catchy audio, visuals or interesting copy also can be used. Whether it is a television commercial, print ad., or billboard, appropriate techniques can be used to grab attention.
Our print ad. will have the following features, which draws the attention of the viewer:
1. Will appear in a leading daily newspaper as a half page ad , on the back page
2. A beautiful, sharp and attractive smart phone image which is running a sky diving video, with all its clarity, displaying on the phone. The ad. Is dominated by the Mobile phone being held in the hand
3. The words : AMAZING PHONE .AMAZING PRICE - displayed on the top of the image
Once the viewer is paying attention, you need to create an interest in your product or service. Building interest should use emotions to address the fact that the purchase is right, a good bargain and a sound decision. It can also let the viewer know what will happen if he/she does not make the purchase. The visuals should relate to him/her. This will require profiling the target consumer, through research. The cues obtained through this information should be incorporated in the ad.
The following features in our advertisement will stimulate the interest of the viewer:
1. $20,000 - (slashed ) NOW STARTING AT ONLY $5000
2. Over 200 service centers across the country
3. The Company logo and brand name are displayed on the top ( This is a very prominent company with high brand equity)
There is a huge difference between being interested in something and desiring it. The viewer can have an interest, which means something, but only a desire to buy the product /service will propel him/her to action. The advertisement has to generate a strong need in the viewer's mind which will motivate him/her enough to buy. The need may not have been felt until that moment and can be attributed to the strong appeal of the advertisement. The benefits of the product or service should be portrayed clearly and the potential consumer should have a clear mental image of what the product or service will provide that he/she needs and wants.
In our advertisement, the desire will be created with the following attributes:
1. The economic appeal ( low price )
2. The visual appeal ( video quality)
3. The service appeal ( availability of service centers country wide )
The advertisement should finally propel the viewer to do something based on the advertisement. This could mean feeling curious enough to know more by asking for more information or going and buying the product/service. Even if the advertisement is attractive and appealing, if the brand is not well positioned in the mind of the consumer, this step may not happen. A strong impact is created by highlighting the benefits of the product/service. The ad. invites the consumer to purchase the product or service. A good ad. encourages him/her to act quickly. Action will also happen when the consumer feels that an attractive offer or discount is available only for a limited period, or there is a convenient shopping option.
Our advertisement will have the following attributes that propel action:
1. LIMITED STOCK AVAILABLE - will be mentioned prominently
2. Additional 10% cash back if purchased with XXX debit or credit card between 12th and 18th of August
3. Exclusively on XXX.com - The Online Megastore
4. Shop from anywhere using XXXX Mobile App
5. Use coupon no.xxxxxxxx for additional 6% discount.
Measuring effectiveness of the Advertising Message:
The effectiveness of the Ad. can be measures by :
1. Sales increase
2. Analyzing stock movement of the advertised brand with retailers
3. Measuring the number of purchases made with the said coupon no. mentioned in the advertisement.
4. Measuring Ad. recall through surveys.
Alignment with Corporate Strategy :
The company is reputed with an international presence and high brand value. However the brands have been expensive and high priced, but of high quality and durability. The company has been losing market share to cheaper models in the market. This particular ad. launches a low priced variant but with the same high quality standards that the company stands for. Considering the falling market share, the company now is on a growth strategy through new product launches and extension of the product line in the lower price categories. This ad. is in keeping with this growth strategy with cost leadership.