Response Hierarchy models of advertisement, AIDA Model (A&BM 10Sept2020)

 Response Hierarchy models of advertisement

 

One of the main goals of advertising and marketing is to craft and deliver convincing messages to targeted markets. The best way to deliver these messages can depend on the situation, the audience and the type of business from which it originates. Advertising models, or theory-based outlines for delivering messages, can be helpful as you craft your business's marketing communication plan.

Response Hierarchy models provide clarity pertaining to the response that is elicited from a customer at different stages of his journey right from lack of awareness to purchasing the product.

These are five Response Hierarchy models that substantiate the behavior of consumers across three stages of awareness namely;

1. Cognitive Stage,

2. Affective Stage and

3. Behavioral Stage.

 

The five Response Hierarchy models are:

1. AIDA Model

2. Hierarchy of Effect Models

3. Innovation Adoption Model

4. Information Processing Model

5. Operational Model

 

1. AIDA Model

AIDA is similar to the DAGMAR (Define Advertising Goal for Measuring Advertising Results) model in that it focuses on the buying and selling process. AIDA stands for attention, interest, desire and action, which are the four phases of the psychological process people pass through as they decide whether or not to buy something. In later versions of this model, which has been around since the late 1800s, a fifth element, "permanent Satisfaction" was sometimes added to the list, as it looks to the importance of repeating sales with prior customers.

The AIDA Model is one of the most established models among the Response Hierarchy models. Organizations use AIDA Model is to know the required response from targeted customers through Advertisement. AIDA Model can be effectively used to stimulate different emotions of customers.

 

Attention / Awareness: The model substantiates that attracting the attention of the customer acts as the first point in the response eliciting process from customers.

 

Interest: Raising the interest levels of consumers once they are attracted towards a product or service is the next logical step in eliciting response from them

 

Desire: Convincing the customers to buy the products or services being advertised is the next step. It is during this phase that a customer feel convinced that the products or services being advertised will be useful for them and shows a desire to buy the product.

 

Action:Taking the final purchase decision and buying the product that is being advertised is the final step in the process of customer response.

 

As per the AIDA Model, attracting the attention of customers takes place in the Cognitive Stage. Kindling the interest of customers and making them realize their desire to go in for the product which happens in the Affective Stage and the action of buying the products and services happens in the third stage which is termed as Behavioral Stage.