You’ve put effort into crafting product marketing copy, but sales haven’t significantly increased. In such cases, applying the AIDA marketing model can help. But do you know what AIDA marketing is? This article introduces you to an effective marketing model that can boost product sales. It will detail how the AIDA framework analyzes consumer behavior at each stage to encourage them to purchase products. Additionally, it will use the well-known company McDonald’s 40th-anniversary advertisement as an example to explain how they use the AIDA model to evoke purchase desire.
What is AIDA Marketing?
AIDA Marketing is an advertising strategy that analyzes consumer psychological behavior during product purchases. Marketers take different actions at each stage to influence consumer behavior and thoughts, moving consumers from “wanting” a product to “needing” it, thereby increasing purchase desire. The AIDA model was proposed by international marketing expert Heinz M. Goldmann in 1898 and is one of the earliest marketing models in marketing. Commonly seen extensions of the AIDA model, such as AIDMA and AISAS, are all derived from the AIDA model.
How does the AIDA model guide consumers to complete purchases?
The AIDA model divides consumer purchasing behavior into four key stages: Attention, Interest, Desire, and Action. The following details how the AIDA model guides consumers through these four stages to complete purchases.
Attention
The first stage of the AIDA model is to attract consumer attention. This can be achieved through eye-catching headlines, images, and videos, or by creating engaging advertisements, carefully designed websites, etc., to make your brand stand out among competitors, prompting potential customers to start paying attention to your brand and products.
Interest
The second stage of the AIDA model is to generate interest in your product. At this stage, marketers can provide product or service-related information, showcasing its powerful features or service quality. They can also use case studies or customer experience sharing to make potential customers believe that your product or service can meet their needs or solve their problems.
Desire
The third stage of the AIDA model is to persuade consumers to desire your product or service. This is achieved by showcasing the product’s features and explaining advantages that other brands lack, such as product innovation, unique features, high cost-effectiveness, or stable service quality, making potential customers believe that your product and service best meet their needs compared to other brands.
Action
The fourth stage of the AIDA model is to prompt consumers to make a purchase. This can be done by explaining the simple and quick purchase process or offering time-limited discounts to urge action, guiding potential customers to think, “It would be a pity not to buy now,” thereby stimulating them to take immediate purchasing action.
Case Study of AIDA Model Usage by Major Corporations
Many well-known corporations’ advertising campaigns conform to the AIDA framework, such as Nike’s electronic billboard promotional videos and Apple’s product introductions on their website. Through the AIDA marketing model, they can deeply analyze consumer behavior and develop corresponding marketing strategies. These strategies not only attract consumer attention but also arouse their interest. Even McDonald’s 40th-anniversary advertisement is no exception. The following elaborates on how McDonald’s applies the AIDA model in creating its 40th-anniversary advertisement.
Attention Stage
McDonald’s 40th-anniversary advertisement begins with a street scene from 1984, accompanied by the simple phrase “McDonald’s Presents.” These techniques pique consumers’ curiosity. Why does a retro street scene appear in a 2024 advertisement? What is McDonald’s offering? To find answers to these questions, consumers continue watching the advertisement, fulfilling the first stage of the AIDA model.
Interest Stage
McDonald’s enlisted Jolin Tsai as their endorser and utilized storytelling to promote products such as Happy Meals, McNuggets, Big Macs, and fries. This aligns with the second stage of the AIDA model. Jolin Tsai, a well-known pop singer, enhances the visibility and impact of McDonald’s advertisements. Furthermore, storytelling creates vivid and engaging advertisement effects, integrating products into the narrative to resonate with consumers and arouse their interest in purchasing.
Desire Stage
The advertisement’s storyline depicts a young girl facing emotional challenges throughout her growth journey. Jolin Tsai comforts and encourages her by offering McDonald’s products. This aligns with the third stage of the AIDA model. Whether it’s learning to ride a bicycle, facing parental scolding, nervousness during a confession, or encountering work difficulties, all situations improve with McDonald’s products, indirectly demonstrating how McDonald’s can accompany consumers through life’s challenges. Additionally, the final scene of a group celebrating a birthday joyfully while enjoying McDonald’s products emphasizes the joy and happiness brought by McDonald’s, stirring consumers’ desire to purchase.
Action Stage
The advertisement concludes with McDonald’s iconic slogan “i’m lovin’ it,” aligning with the fourth stage of the AIDA marketing model. “i’m lovin’ it” expresses consumers’ love for McDonald’s products. This slogan has been used since 2003, making consumers often associate it with the deliciousness of McDonald’s products, urging them to take action and make an immediate purchase.
Case Study of AIDA Model Utilization by Taiwanese Enterprises
In addition to international brands, even Taiwanese enterprises are employing the AIDA marketing model. One notable example is GenApe, a Chinese AI-generated website developed by Taiwanese engineers. GenApe offers various AI templates for tasks such as article writing, ad generation, e-commerce product descriptions, and AI-generated graphics. GenApe effectively boosts product and service sales through its website carousel using the AIDA model. Below is an introduction to GenApe’s AIDA usage:
- Attention: Titles are phrased as questions to capture potential customers’ attention and directly address their concerns.
- Interest: Below the titles, simple descriptions outline how the product can assist potential customers, directly conveying the ability to help users easily establish brand identity.
- Desire: Phrases like “Let your brand shine” showcase how the product can provide distinctive brand copy, stirring potential customers’ desire to purchase.
- Action: Buttons are provided at the end for potential customers to click directly, enhancing the convenience of purchasing the product. The “Take Action Now” call encourages potential customers to act immediately.
Experience AI-generated product copy for free now: https://app.genape.ai/
Automatic Generation of AIDA Marketing Framework
Before creating advertising campaigns, establishing the AIDA marketing framework is crucial. However, sometimes inspiration may be lacking. In such cases, AI tools can assist. Here, we recommend the GenApe website for automatically generating AIDA marketing frameworks. Simply input the product name and description, and GenApe will utilize AI to generate an AIDA advertising framework, producing compelling ad copy that attracts consumers to purchase your product. This achieves the most effective advertising results. Click the button below to experience the most powerful AI marketing assistant immediately.
