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Advertising Using the AIDA Approach

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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

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Solution Summary

The solution briefly discusses the AIDA approach to formulating advertising content and goes on to describe an example of an advertising message which incorporates the AIDA concept. Attached in Word.

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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
Introduction
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:
Attention :
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 ...

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