Is AIDA Still Alive?

Students of advertising and marketing will be mightily familiar with AIDA – she whose initials could catch your eye, inflame your desire and then coax you into action.  But is the concept of ATTENTION-INTEREST-DESIRE-ACTION still alive… and should advertising copywriters and marketing strategists still pay heed to it? In a marketing world where eyeball-grabbing has become ever-more challenging, there are probably hundreds of copywriting techniques that could capture your audience’s attention – if they would only eye-ball you back. Social media has given consumers the power to deflect attention-seeking marketing techniques.  Call it cynicism if you will, but a total awareness of the tricks that admen have in their locker enable your average consumer to brush aside an overwhelming majority of suitors who are trying to steal their heart – and their cash – in the name of AIDA. No-one can blame consumers.  We’re bombarded daily by thousands of advertising images wherever we look – in the media, by the roadside, and all over the online world.  Whoever said advertising had gone away?  Whoever said that ‘online’ had taken over? The reality is: ‘online’ is just one more tool for ‘advertising’ to exploit.  What is slightly uncomfortable is the way consumers are expected to make choices.  ‘Branding’ is everywhere; ‘celebrity endorsement’ is never far behind; and neither are the spoils of sponsorship in sport, major events and in ‘TV placement’ opportunities. Branding is a major way to attract ‘Attention’.  Standalone ads seem almost puny by comparison.  Even co-ordinated ad campaigns are crying out for the strategic support of other major players in the marketing mix – sponsorship, endorsement and... Read more...