SACHIN PATEL

B.TECH+MBA 9TH SEM

AIDA MODEL & DAGMAR MODEL

AIDA model is initiatory and simplest. AIDA model was presented by Elmo Lewis in 1898 to explain how personal selling works. It shows a set of stair-step stages which describe the process leading a potential customer to purchase.

What is AIDA Model:-

ATTENTION

DESIRE

INTEREST

ACTION

A – Attention (Awareness):-

• attract the attention of the customer.• Establish customer awareness .• Inform customers about the product.

I – Interest:-

• raise customer interest by focusing on and demonstrating advantages and benefits.

• Create buyer interest. Stimulate interest in product.

D – Desire:-• convince customers that they want and

desire the product or service and that it will satisfy their needs.

• Induce favorable attitude especially in relation to competing product.

A – Action: • lead customers towards taking action

and/or purchasing.• Sell the product. induce purchase by

stressing the immediat desirability of the product.

Later versions of the theory have edited the AIDA steps. New phases such as satisfaction (AIDAS) and confidence (AIDCAS) have been added.

S - Satisfaction :–

• satisfies the customer so they become a repeat customer and give referrals to a product.

Reliance India Mobile campaign can be used to explain this model better.

• Awareness:-The elaborate advertisement where Mukesh Ambani spoke about the new project being introduced on his father’s 70th birthday.

• Interest:- Was generated as the company spokesperson featured in the ad, as a representative of the company image and also spoke about introducing a new technology – CDMA.

• Desire:- was created with various offers like free SMS, 40paise STD calls, 5Rs./day, Lifetime validity and various coupons etc.

• Action:- In the last stage people are moved to action in the form of buying product/Service etc.

Advantages:-

• Simplest-

• Explain how Personal Selling works-

• A set of stair-step stages-

• Describe the process leading a potential customer to purchase-

DAGMAR Model:-

• Russell Colley (1961) developed a model for setting advertising objectives and measuring the results. This model was entitled ‘Defining Advertising Goals for Measured Advertising Results- DAGMAR.’

• DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding.

• From unawareness to Awareness—the consumer must first be aware of a brand or company .

• Comprehension—he or she must have a comprehension of what the product is and its benefits.

• Conviction—he or she must arrive at the mental disposition or conviction to buys the brand.

• Action—finally, he or she actually buy that product.

Advantages:-

• Define advertising objectives and measuring the results-

• unawareness to Awareness-

• Easy to Understand-

challenges to the Dagmar approach :-

• Sales Goal• Practicability• Measurement Problem• Noise in the System• Inhibiting the Great Idea

THANK YOU…..