No, at this point we do not recommend a cruise with a luxury steamer. Instead, we explain the advertising effectiveness principle AIDA. This theory is used in marketing and describes the four phases that the viewer of an advertisement goes through – or should go through if it is implemented correctly.
The 4 phases of the AIDA model
The letters AIDA stand for:
Attention
interests
desire and
actions.
In the first step, we have to draw the attention of potential customers to us. Then, once they’ve looked at our ads, we need to be able to arouse their interest. With that hooked to them, our ad should evoke a craving in them, “I have to have this!” This then leads directly to the next phase, the action. The ad must therefore make it clear how the advertised product can be purchased.
The model acts like a funnel. While we probably manage to win a large number of viewers for our ad, the number of potential customers decreases in the further steps. This increases the likelihood of purchase.
The AIDA principle using an example
As an example, let’s actually sell a cruise on a luxury liner:
Attention: Our advertisement shows a dreamlike beach in the Caribbean, complete with palm trees and colorful fish in the water. Who isn’t looking?
Interest: It is more difficult to keep the customers interested. This could be a slogan, for example: “Your ticket to the Caribbean with a 50% discount”. Since cruises are known to be very expensive, this bargain is particularly interesting for customers.
Desire: The final desire to buy could then be sparked by naming the prominent brand or listing the stopovers.
Action: The crucial step is the purchase motivation itself. With a call-to-action like “Save now quickly!” we encourage the viewer to take action. To do this, of course, we have to show them how they can book their cruise in the next step. The naming of the website or a hotline should not be missing. A link should definitely be integrated into online advertising.
And now all you have to do is cast off!
The use of the AIDA model
The AIDA principle was developed in 1898 and is still taught in schools and universities. It is considered the most well-known principle of advertising psychology and is now used by most marketing departments as a checklist when planning and evaluating advertising campaigns. But sales talks or company presentations can also be optimized with this model.
Of course, there are also critics who consider the linear model of digital advertising to be outdated these days. Because marketing doesn’t stop with the purchase of a product. In popular customer loyalty management, it is about ensuring customer satisfaction in the long term and thus turning them into regular customers. For this reason, further models have been developed from the AIDA principle, which also include the phases after purchase. For example the AIDAS model, where the S stands for satisfaction. In our cruise example, this could be ensured by a voucher for the next vacation.
A video for your individual AIDA funnel!
As marketing captains, we have internalized the AIDA formula. Let us advise you on your next video project!
