...Attention-Interest-Desire-Action model of persuasive communication for advertising and promotion. It all started back in 1899 from Elias St. Elmo Lewis, an American sales and advertising pioneer who spoke about the advertising as a means of catching the eye of the reader, informing him and to eventually making him a customer. This thought went on for a number of years until it evolved to be as a means of attracting attention, awaking interest, persuading and convincing. And this is not close to what is internationally known today as the AIDA model. Henceforth, the three principles of Lewis includes; the mission of the advert that is to attract the reader; the advert must be interesting so as for the reader to become more interested in the product; and lastly, the advert should convince the reader to believe in the product. Lewis believed that if an advert contained these three qualities, then it would be an effective advertisement. The acronym AIDA stands for Attention, Interest, Desire, Action, and it is one of the founding principles of most modern-day marketing and advertising. This model is famous for assisting marketing managers in developing effective communication strategies for them to communicate with consumers in a way that better responds to their needs and desires. Starting from ‘A’, it is for Awareness which goes by assuming that consumers will find the product or service as interesting as the client does; however this is rarely the case. Unfortunately, a large number...
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...306 -an email to sort out an order error, exercise #6; pg. 307 -promoting the state of Kentucky for business, exercise #12, pg. 308-309. Read over your options and choose carefully. All the options are relatively equal regarding difficulty and time requirements; don’t let the varying length of the assignments fool you. Additionally, don’t forget that if you have a “real life” alternative to any of the above choices, feel free to use it instead. However, don’t forget to clear it with me well before the due date. Format Requirements: The format required for this assignment will vary depending upon the option you choose. Be careful to follow the instructions in the textbook for the option you choose. Remember to follow the AIDA model and use the persuasive message checklist (pg. 288). Document must be typed. What follows is a rubric for the assignment. Rubric: This assignment is worth 50 total points. _____ 35 Content. Information is clearly expressed in paragraphs and is relevant. Follows conventions of a persuasive message. _____ 5 Document is in proper format. _____ 10 Document is free of major errors in...
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...Srednja ekonomska škola, Sarajevo GRUPNI RAD Tema: Strateško planiranje kompanije Sarajevo, novembar 2013 Radili: Kereš Nermin Grabovića Nuđejna Šačić Nerina Jamakosmanović Nejra Kuhinja Medina Salčin Aida Razred: II – 1 O KOMPANIJI McDONALD'S Misija McDonald's-a Misija preduzeća je najznačajniji element strateškog planiranja i prvi koji mora biti precizno definisan. To je u suštini opis biznisa u kojem preduzeće želi da bude i ono što ga diferencira od konkurencije. Ukoliko se misija dobro osmisli, menadžment preduzeća može na bazi toga donositi svoje strateške odluke, alocirati resurse i ostvariti profit u dugom roku. Radi se, dakle, o osnovnoj orjentaciji, odnosno „kompasu“ za strateško planiranje i planiranje marketinga. Menađerima svih nivoa u preduzeću je mnogo lakše upravljati ako je misija tako definisana da zadovoljava sljedeće zahtjeve: a. Da sadrži formulaciju ciljeva preduzeća koji su mjerljivi u smislu ocjene napredovanja prema njima. b. Da misija omogućava razlikovanje preduzeća od ostalih konkurenata. c. Da se jasno vidi biznis u kojem preduzeće želi da bude. d. Da održava interese potrošača, dobavljača, javnosti, dioničara i zaposlenih u preduzeću. e. Da misija predstavlja inspiraciju i izazov za sve koji je moraju ostvariti. Misija McDonaldsa - "Pružiti brzu hranu kupcima diljem svijeta pripremljenu sa...
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...We represent Aida Casalinova in the appeal of her NYCHA decision and also, her current Housing Court matter as Respondent/Tenant to the Petitioner NYCHA, under Index # LT-014253/16. Reference is made, to the Affirmation in Opposition, dated May 18, 2016, received from Stephanie Jones, Esq., Of Counsel to David I. Farber. Said Opposition was submitted two (2) months after the filing of the initial request for an appeal. Moreover, it asserts that our client has not established an excusable default, nor, does she have a meritorious defense. We believe Ms. Casalinova indeed has addressed in detail, the substance or essentials of the said appeal by merely advising her non receipt of the notice dated December 14, 2015. Counsel, has not attached...
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...Use AIDA model • Attention: Kelly Staffing can provide you with all the different types of workers that you need. We can manage pay and benefits effectively and we’ll have onsite inspectors monitoring the care and safety of the workers. http://www.kellyservices.com/Global/About-Us/Company_Overview/ • Interest: Kelly agency will assume responsibility for all workers and aspects of the workers. They will pay, manage, and care for the workers Walmart will only have a relationship with Kelly Services, so if something happens then Walmart is not responsible. • Desire: We want to prove to Walmart that we are their long term solution to their temporary employment needs. We want to prove to them that this is a viable alternative to operational tempo fluxes and that we can fill that need. • Action: Kelly Services will impress Walmart and will prove to Walmart that we are all you need for temporary staffing and all things associated with such. Maintain legal and ethical standards, demonstrate your awareness by writing a tailored message for your business. • Kelly Services provides employment to 560,000 employees annually. • Kelly Services is currently ranked 441 in the Fortune 500 list of America’s largest companies • Kelly Services has been recognized for its quality processes, management practices, supplier diversity, and community involvement with the awarding of Intel Corporation’s Certified Supplier Quality Award, Johnson & Johnson’s Supplier Diversity Partnership Award,...
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...AIDA – CONSUMER DECISION MAKING AIDA is an acronym used in marketing that describes a common list of events that may be undergone when a person is selling a product or service. * A - Attention (Awareness): attract the attention of the consumer. * I - Interest: raise consumer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). * D - Desire: convince consumers that they want and desire the product or service and that it will satisfy their expectations. * A - Action: lead consumers towards taking action, that is deciding to purchase. AIDA Marketing has been around for a long time. The idea is that a customer goes through these four independent stages before making a purchase. Let’s describe these steps further: The AIDA model consists of 4 different phases that aims the consumer to make the decision to buy a product or service. Attention Attention is the 1st phase that will spark the interest of a consumer. What sparks attention is usually by its unique design, pricing, and marketing. In our media-filled world, you need to be quick and direct to grab people's attention. Use powerful words, or a picture that will catch the reader's eye and make them stop and read what you have to say next. With most office workers suffering from e-mail overload, action-seeking e-mails need subject lines that will encourage recipients to open them and read the contents. For example, to encourage...
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...The AIDA model has been used. They have grabbed the viewers’ attention with the big bold text and the rhetorical question, people want to get fit quickly. The interest In this commercial is the spokes person, Kylie Minogue, this section attracts the interest of those who see Kylie Minogue as an inspiration and who admire her. Desire is the next technique, people who idolise Kylie Minogue, desire to have her healthy lifestyle, and they want the same success with the products as the celebrity. The last thing used is action, they have put certain elements on the commercial that encourage potential customers to take action. Some of these include, the bright blue button that says ‘but now’. They are urging for direct action with some incentives;...
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...AIDA objective management Ultimately, the goals and objectives of any promotional campaign culminate in the purchase of goods or services by the target market. The classic model for outlining promotional goals and achieving this ultimate outcome is the AIDA model—attention, interest, desire, and action. Awareness Firms cannot sell products if the members of the target market do not know they exist. As a result, the first major goal of any promotional campaign is to attract the attention of potential customers. FreeCigs will use three forms of advertising (TV, Billboards, and online Social media to promote brand awareness. The strategies and objectives of the brand awareness are the following. Objective: Increase brand awareness by up to 80% within 2 months of the campaign among 20 to 35 years ABC1. Communication mediums Event Sponsorship Mass-communication and non-personal elements, such as advertising and sponsorships tend to be used more heavily to stimulate awareness and lead to brand exposure and brand recognition. This happens due to their efficiency in reaching large numbers of potential customers. Freedomciggs will be sponsoring events such as extreme sports, rally races, and fashion shows where one of the main audience is the young target market and where fashion, exuberance, and self-expression are the main theme. Booths will be set up in each event accompanied by interactive visual displays showing the slique design and packaging of the e-ciagretts. Also, on...
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...ABSTRACT This paper will select on model and it will discuss how the commercials of different products are designed to impact various stages of the responses process. It will also evaluate how effectively the commercials impact each stage of the responses process, citing specific examples to support the responses. It will determine if the three commercials are an effective way to communicate with early digital adopters. Everything will be evaluated using the model of communication process presented in chapter 5. Assignment 2: Advertisement Assessment In order to discuss how commercials are designed to impact various stages of the response process, this paper will examine them using the AIDA model. The AIDA model was developed to represent the stages a salesperson must take a customer through in the personal-selling process. This model depicts the buyers passing successively through attention, interest a, desire and action. (Belch & Belch, 2012) Kindle Fire, "Placing the things you love at your fingertips." In this commercial we can appreciate the following Attention Attention is the 1st phase that will spark the interest of a consumer. What sparks attention is usually by its unique design, pricing, and marketing. With amazon.com's commercial it gives a quick "spark" that the Kindle Fire is a product from the unique and familiar amazon.com. Therefore it gives the sense of trustworthy and special attention to their new product. "it says: for years...
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...peer way into the distance at the rippling horizon. There is a black spot. It’s a person . . . The Young Man’s eyes widen. From the wasteland a figure appears. It is a man standing very straight with his chin thrust forward . . . He is DR. IVAN HOOD, D.O., a tall, well-built, 32-year-old man with sandy windblown hair. He wears the dirty white jumpsuit of an astronaut. On his breast is written "NASA, PROBE MISSION." Beside Dr. Hood is the mission leader, CAPTAIN CHARLES “CHUCK” BURKE, a tall muscular, chiseled-faced man that looks just like an astronaut ought to. The second in command is CAPTAIN KELLY LANAHAN, a striking woman with short blonde hair, a tough streak and a somewhat goofy smile. Next is 2nd LT. AIDA MUNOZ, an short intense Latina woman with an...
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...* Persuasive Message Types Persuasive messages have a tendency to utilize the indirect approach. This is because you usually have to lead your reader into your proposition, and hopefully along the way get them to see things your way. As a result, various indirect models have been created to write persuasive messages. One of which is the AIDA Model. This model organizes messages into four stages, namely, attention, interest, desire and action. * The A.I.D.A. model Attention | First, you must catch the reader’s attention and get them to engage so they want to hear about your main idea. These first few seconds are when they will listen the most and decide if to continue to dedicate their attention to you.Tips to get attention: * Use a strong sentence that not only establishes common ground between you and the reader so you can build a case but also is compelling enough to reel them in. * Images are also very effective in grabbing attention. * Avoid a hard sell, this may make your audience think you are pushy and aggressive | Interest | Gaining the reader's interest is a deeper process than grabbing their attention. They will give you a little more time to do it, but you must stay focused on their needs. Tips to get interest: * Pick out the messages that are relevant to them quickly. * Use bullets and subheadings, and break up the text to make your points stand out. | Desire | Here is where the “you-attitude” comes out the most. In this stage is where you...
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...IMC and Customer Satisfaction Katherine Clay Marketing Management May 28, 2012 Dr. Eva M. Ananiewicz Strayer University Abstract This paper will discuss the IMC (Integrated Marketing Communication) and Customer Satisfaction. The paper will also deal with advertising strategies and the correlation with our marketing goals and the effectiveness of the advertisement utilized. We will also look at promotional strategies utilized in addition to the advertisement. The paper will measure customer satisfaction regarding our product/service(s) that we provide in addition to determining how gaps in customer expectations and experiences need addressing. Advertising Strategy Alignment with Marketing Goals Our advertising strategy is geared toward consumers/customers who have a need for our product/services either short term or long term. The marketing goal has always been to deliver quality products/services to our customer. Our main activity is renting items to consumers who have a need, whether the item is a PC, furniture, entertainment system, moving truck, or appliance/furniture dolly. The need can be long term if a theft of the PC or lap top has occurred or it can be a short-term rental due to repair or intent to own the product. Both item and need deals with behavior of consumers and often the goal is repeat business, loyalty to the product and service offered. Determining Advertising Effectiveness ...
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...of factors. Different marketing experts adopt a wide range of approaches towards achieving the desired outcome of an advertisement. Lamb, 2008 explains outlines that the crucial goal of every promotion is to get clients buying whichever the product or service (p. 407). He further suggests that there must be a systematic order in which a prospective consumer is carried through the promotional message. The AIDA concept Though several approaches exist, the most common and effective formulas are the acronym AIDA. This acronym stands for Attention; Interest; Desire; and Action. The AIDA concept was first introduced by a scholar named Elias Lewis in 1898 (Janoschka, 2004, p. 06). This concept best describes the ultimate goal of every advertisement; that the client gets to buy a product. This model posits the buying process as a cognitive, feeling and a conative sequence of things. In this regard, the model illustrates that the marketer must develop a thought in the mind of a consumer, develop a need, and finally an action through purchasing the product. The four steps of the AIDA process clearly explain the promotional approach. The first step is attention, this posits that an advertisement must gather the attention of the consumer; create an awareness that the product exists. Simple awareness of the product may not suffice to change the mind of a consumer; therefore Interest comes as the second stage; here, the marketer demonstrates how unique the brand is. After awareness and...
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...Quiz #10 (Chapter 15) Total Grade: 96 (of possible 100 points) Question 1 of 25 Score: 4 (of possible 4 points) Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response. True False Answer Key: True Question 2 of 25 Score: 4 (of possible 4 points) Black & Mild FT are the only cigars on the market made with “a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness.” This feature creates a competitive advantage for the product. True False Answer Key: True Question 3 of 25 Score: 4 (of possible 4 points) A U.S. manager is working with some Indonesians who do not speak English. In attempting to exchange information, they are using symbols to assign meanings to the facts the manager hopes to convey. This is an example of communication. True False Answer Key: True Question 4 of 25 Score: 4 (of possible 4 points) Nature Valley uses popular magazines, radio, and cable television to promote its brand of trail mix. Nature Valley uses mass communication. True False Answer Key: True Question 5 of 25 Score: 4 (of possible 4 points) One way of conveying a message that the receiver will hear properly is to use abstract words and pictures. True False Answer Key: False Feedback Concrete words and pictures should...
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...AC1- HUM16 Reporters: Platino, Sermae Tan, Cesalyn M. “BREAD OF SALT” By: NVM Gonzales Usually I was in bed by ten and up by five and thus was ready for one more day of my day of my fourteenth year. Unless Grandmother had forgotten, the fifteen centavos for the baker down Progreso Street – and how I enjoyed jingling those coin in my pocket! – would be in the empty fruit jar in the cupboard. I would remember then that rolls were that Grandmother wanted because recently she had lost three molars. Foy young people like my cousins and myself, she had always said that the kind called pan de sal ought to be quite all right. The bread of salt! How did it get that name? From where did its flavor come, through what secret action of flour and yeast? At the risk of being jostled from the counter by early buyers, I would push my way into the shop so that I might watch the men who, stripped to the waist, worked their long flat wooden spades in and out of the glowing maw of the oven. Why did the bread come nut-brown and the size of my little fist? And why did it have a pair of lips convulsed into a painful frown? In the half light of the street, and hurrying, the paper bag pressed to my chest, I felt curiosity a little gratified by the oven-fresh warmth of the bread I was proudly bringing home for breakfast. Well I knew how Grandmother would not mind if I nibbled away at one piece; perhaps, I might even eat two, to be charged later against my share at the table. But that would be betraying...
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