It is interesting how people use the same model in different ways. Take for example the AIDA marketing approach (Structuring communications on the basis of Attention, Interest, Desire and Action).
One approach is that AIDA four headings are the basis of all communicatios: letters, emails and advertisements. Examples
ATTENTION
Would you like your whites whiter than white?
Do you spend hours and pounds trying to get their clothes clean?
Are you bored of diets that don’t work?
INTEREST
New Acme Product Name with its scientific formula will…
Have you heard about the latest celebrity fashion…
Discover the secrets of…
DESIRE
You can have this for…
We are offering….
This is your chance to…
ACTION
Go to your shop…
Subscribe here…
Call us…
Another approach suggests that AIDA four headings are a buying cycle. We need to be made aware of something before we can become interested. Sufficient interest will lead to desire and that to action (buying). Raising awareness is the biggest challenge as information overload increases exponentially. The intial communications effort is all about what’s needed to raise awareness (integrated campaign – burst and drip – push and pull – above and below the line).
Please use the comments box below to let me know, what you think, and how you feel about this?
Tim Rogers
Mobile - +44 7797 762051
Skype - timhjrogers
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