A somewhat simplified model based on the identical principle of sequential stages of consumer action is known as AIDA model.
Advertising as a communication medium can in most cases effectively perform the first three functions. In the case of direct-action advertising, it also must translate the desire into action, unaided by any other promotional instruments. In the case of indirect-action advertising, however, the action can be aided at the time of purchase by two-way communication between the intending buyer and the sales staff.
Let us examine the attention, interest, desire and action components in more detail.
Attention: The layout is the most important factor that directs attention to an advertisement. Typography and colors used in the layout can rivet us. The size of the advertisement also compels us to get attracted to it. Contrast by white space is a good attention-getter. Movement is a vital element for getting attention. Movement can be physical or emotional. The position of the advertisement also adds to its attention value. Celebrities in the advertisement, dramatization; model selection, illustration all this contribute to attention.
Interest: Ad seen does not mean ad read. Mostly people see the illustrations and do not read the copy. Here illustrations have to work hard. They should, together with headlines must provoke further reading. The selection of the illustrations and its integration to life are thus very important. Even copy format is important for interest creation. A humorous copy works some people on by a scientific copy, and some. Here there is a dilemma for a copywriter. He has to satisfy maximum number of people so he has to search for a common denominator of interest.
Desire: The basic purpose of advertising is to create a desire for the product or service being advertised. It is a function of appeals used for the motivation of people. Vivid description or copy always helps. Buying motives, physiological as well as psychological, make people purchase products. The copy of the advertisement must kindle these motives. There are certain barriers here – certain reservations in the mind of customers. We have to overcome them. We have to convince by giving evidence, testimonials, endorsements, and facts and figures. On arousal, people become prone to buy the product.
Action: The logical end of the desire aroused is to buy the product.
1. Products are associated with company.
2. The message is repeated.
3. Certain immediate action appeals are used.