AIDA Marketing Essay Example
Creativity is a factor that makes advertising more impressive to the audience. Jingles, colorful images, and repetitions uplift individuals to buy more without hesitation. "Creative advertising may establish a positive impression of the brand and encourage individuals to make an immediate decision to support or buy the advertised product or service." (Lavidge & Steiner, 1961). Memory is crucial because it impacts the effectiveness, as advertised brands can profoundly influence the audience's attitude towards the purchase; AIDA is an acronym that represents the engagement method of advertising, known as Attention, Interest, Desire, and Action. ( Chua et al., 2009; Flavell, 1979; Nelson, 1984). Shen directly defines AIDA: Attention; capturing the audience's attention, Interest; raising the audience's attraction and curiosity by highlighting the features and benefits of the products. Desire; stimulating desire and demonstrating how the product is superior to competitors, and Action: implementing calls to action toward purchasing the product. The use of AIDA in advertising can encourage an individual to impulse shop (Shein 1).
Supplements such as weight loss gummies are an example of AIDA in marketing. The supplements are targeted towards individuals that want a faster way to lose weight. The color scheme of the gummies catches the appeal of the consumer, an example of attraction. Along with it, the gummies promote an easy to obtain perfect body. This desire for the outcome leads the consumer to take action and purchase the product. The individual notices the supplement and purchases the product because of the use of AIDA, which has created ideas that any weight loss supplements are the catalyst for weight loss. A single promotion of a product also demonstrates that psychology influenced the use of AIDA to understand human desire. AIDA is used in advertisements because it is psychologically useful for promotions. Both psychology and advertisements are two different concepts, but there are benefits of psychology in advertising and became clear when a news commercial psychologist named Ditche stated that the purpose of advertising is to manipulate human desires and to develop the goods with which the public has at one time been unfamiliar-perhaps even un-desirous of purchasing.( Wu133). The advertisement does not have to only have to be memorable, as well targeted. When an advertisement is used towards an targeted audience, increase the likelihood to be purchased A product is memorable, when an advertisement uses AIDA and is hinted towards a targeted audience through unmet needs and wants.
For advertising, insight denotes the campaign process of successfully connecting consumers’ “inner truths” with the good qualities of the advertised product and thus can provide a depth of understanding “into the way people think, feel and behave in relation to brands. ( Parker 2018).
To test the correlation between a brand and an individual’s needs. A study conducted by Ishikawa Toshinima and Mogi, in which participants saw an obscure caption of an object and degrading images of real life. Participants had the task to interpret the meaning of the images and objects. The study concluded that advertisement is impactful, because the audience is able to correlate the advertisement with their perspective and unmet need. In the study the participants were able to recognize. Despite the study focusing on the regionation and interpretation, it was shown that the use of recognition and perspective; this demonstrates that advertisement is not information about the product, but rather the self actualization of individuals shown within the product. An advertisement that is more creative by capturing the audience's attention using AIDA is able to make their products more memorable, which increases the chances to be purchased. “ To conclude, existing data indicate that creative advertisements, when compared with standard advertisements, show a memory advantage, being more easily stored and maintained in long-term memory." (Smith and Chen, 2008 ).
A memorable and creative advertisement makes the individuals more likely to order the product. All of the business industries, such as the health industry, food, self-care, and fashion, notice the advantages within the profits and apply AIDA to gain the public’s attention. Businesses take advantage and promote or sell their products. This technique became so effective that businesses have created competition among each other to make their advertisements the most appealing. Competition among business only increased with the invention of the media.
The innovation of technology made AIDA become part of a technique for competition.The invention of all types of media captured millions of people within a single speech or advertisment and within split seconds. The first inventions of the media were the radio, television and propaganda. These inventions obtain the attention of thousands individuals world wide, and many advertisers use the media and promote their product within a single message that can be replayed. All of the business industry knew the benefits and created more competition among themselves, on which company can make their advertisements the most impactful while retaining the audience's attention;
all future claimants would have to mold themselves as an alternative to TV,with profound consequences for those in the new technologies, the attention economy, and the necessarily for most Americans.
The most impactful use of AIDA was when the television was accessible towards the public. When the invention of the television was first introduced, millions of American families would gather together to watch television. This is especially during huge events such as sporting events like the Super Bowl. This is due as American viewers rethought their schedules to gather as a family and watch television. When a program was on a one minute break, commercials would appear to send a message. The invention of television changed the market industry and created a limited time for advertisement to promote their products and applied AIDA more than ever. One minute advertisements were also promoted when shows were on a five minute break. This became a direct opportunity for advertisers to promote their products or messages to millions of homes at the same time, as everyone was gathered together watching the same screen. The effects of TV would subquest the market’s attention. Advertisements began to use AIDA to make commercials more memorable, as they were repeated often on the television.
AIDA is not only applied to television, there has been a shift of the marketing industry as the technology industry shifts. The invention of the mobile phone has led many people to pay attention towards the cell phone. This also became an opportunity for Advertisements to apply AIDA to their commercials, but have the thirty second opportunity to attain individual attention and share the message.
The innovation of new technology has made advertisers apply AIDA to their commercials during the one minute to thirty seconds break. The use of AIDA has proven to have beneficial impact towards individuals and purchase habits, due to the psychological use and understatement of the human desire. The use of AIDA and the shift of inventions of technology has challenged and changed the marketing industry.
