Aida

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IRC’S INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH IN SOCIAL & MANAGEMENT SCIENCES
ISSN: 2320 – 8236
ISSUE:1, VOLUME:1
JAN.-MARCH 2013
WWW.IRCJOURNALS.ORG

AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps
Ms. Priyanka Rawal
Assistant Professor
SIRTS
Sagar Group of Institutions
Bhopal (M.P.)

ABSTRACT:
An advertisement would be effective only if the media audience accepts that message and is motivated to take the requisite action. The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; which will then interest him, so that he will continue to read it; then to persuade him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.
Television is still the most effective form of mass media vehicle and can be persuasive, provided marketers find a way to convince viewers to pay attention to them. In the era of interactive communications one might assume that the old one-way broadcast channels must be declining in effectiveness. Not only are campaigns that use TV advertising more effective, but TV is actually becoming more effective over time. Several models have been developed which have specifically identified the sequence of events, which must take place between receipt of the message and desired action. AIDA is an acronym that is used by marketers and advertisers to develop a marketing communication strategy and explains a four stage process for the sale to happen. The article talks about how AIDA can aid in creating a purchase if properly implemented through Television as an advertising media.
Keywords: AIDA, Television Advertising, Marketing communication, Mass media &
persuasive.…...

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