Aida Advertising

AIDA

An advertising agency is a business or service dedicated to planning, handling and creating advertising for clients. These agencies are independent of clients and provide their skills and views to sell client’s services or products.
Advertising agencies can also manage branding strategies, marketing and sales promotions for its clients. For an advertising agency, it is very important to realize that they can increase sales with their effort. Truly speaking, advertising agencies are minds working on the other side of the internet to increase sales. For a person working as an advertising agent, it is very important to know about the buyer’s psychology.
Those who are working in an advertising agency should know about the various thought processes that go in the mind of a reader or a viewer, a potential buyer. This will definitely help to build your business better.
There are ample of theories to explain the process that goes in the buyer’s mind when he/she goes to purchase anything. The process is not the same for each buyer and it is sequential.
There are three goals of advertising. These goals are to: Inform, Persuade, and Remind.

One of the popular features followed by ad agencies is AIDA. AIDA is a acronym stands for:

AIDA is a simple acronym that was devised a long time ago as a reminder of four stages of the sales process (Strong, 1925). AIDA stands for Attention, Interest, Desire, Action.
It is, in modern terms, a fairly simplistic model. This does not mean that it is no longer of value--it simply means that it is not the whole story. The bottom line is that it is useful to use it as a checklist and guideline, but not as the only checklist or guideline.
Nowadays some have added another letter to form AIDA(S):
• S - Satisfaction - satisfy the customer so they become a repeat customer and give referrals to a product.
The traditional conceptual model for creating any advertising or marketing communications message is the AIDA Model: get Attention, hold Interest, arouse Desire, and then obtain Action. The AIDA Model
John Caples, one of the greatest copywriters of all time, provides us the following principles (although he was talking about direct response marketing--more about that later--the wisdom is directly relevant to all forms advertising) when it comes to communicating an advertising message:
Caples' Principles:
 Get attention
 Hold attention
 Create desire
 Make it believable
 Prove it’s a bargain
 Make it easy to buy
 Give a reason to buy now

Attention:
THE FIRST THING YOU HAVE TO DO IS GRAB THEIR ATTENTION! Only if you are able to do that quickly will you be able to get possible customers interested in what you have to sell. Conversely, if you fail to grab their attention they will never see what it is you are offering because of the headlines, stories and full-page ads you are competing against. So you must first grab their attention.
Here are some examples:
1. "Amazing Techniques Relieve Back Pain Immediately!"
2. "Make Your Computer As Easy To Use As A Telephone!"
3. "Save 50 Percent On Office Supplies — Today Only!"
4. "The Lazy Man's Guide to Riches!"
When writing your attention-grabbing headline, remember that the benefits most likely to get attention are saving money, saving time, making money and better health.
Interest and Desire:
Once you have gotten the reader's attention, you use the body of the ad to sell them. You do so by making a compelling offer that describes as many benefits as possible in simple and interesting terms. Explain how what you are offering solves a problem the customer has. The body of your ad needs to be well written and clearly explain the benefits of the product while keeping the reader's attention.
INTEREST
Now, after getting your reader’s attention, you should follow-up with enough information to encourage people to continue reading.
This part of your ad should either persuade, inform or both.
It should follow logically from your headline. It should expand the idea or message of your headline. It could provide more details or supporting information. Or it could help demonstrate your expertise and therefore build your credibility in the eyes of the reader.
One of the best ways to develop interest from your reader or listener is to tell them what you can do for them. Talk in terms of their needs and how they might benefit from doing business with you.
The content for this part of your ad or marketing piece will come from your marketing message developed using the four steps outlined in Part One of this article (See our March 2004 newsletter).
The most important thing to remember is that at this stage, you need to give them a good reason to continue reading or listening. Make it worth their time.

DESIRE
Once you have your reader's or listener's attention and they are interested in your business, then you need to give them a reason to want to contact you. This is the DESIRE stage.
Some ways to generate desire:
-Demonstrate your credibility
-Offer a bonus or incentive
-Lower the buyer’s risk of doing business with you
-Offer a testimonial or case study of results
-Show how your product or service might help them
Think of why your current or past customers have done business with you. What was it that “sealed the deal”, that made them call or stop by? If you're not sure, ask them!
Give your prospect something to make them want to call you rather than “the other guys”. Think about your strengths as we defined them in Part One of this article (see our March 2004 newsletter).
Your strengths are what enable you to offer something no one else does. By communicating this to potential customers you give them a good reason to do business with you rather than someone else.
Action:
Finally, you need a call to action – you must ask for the order. Give customers reasons to buy now, and make it easy for them to do so. It might be a coupon, a toll-free number, an e-mail address, an on-line order form, a fax order line or some other method that makes it easy and simple to order. You can take the fear out of the purchase by offering guarantees, testimonials and otherwise showing the customer that he is going to lose if he doesn't order NOW!
A common call to action is a time-limited offer. Or you could offer a bonus if they “call today”. The simplest call to action is just “Call 952-555-1212 today”.
If your business uses informational tools such as reports or free classes, then a call to action might be “Call for more information” or “Call to register for a free seminar”.
Some businesses use coupons for their call to action.