AIDA (marketing)
The common thread among all hierarchical models is that advertising operates as a stimulus (S) and the purchase decision is a response (R).
A number of hierarchical models can be found in the literature including Lavidge's hierarchy of effects, DAGMAR and variants of AIDA.
Thus the hierarchy of effects models all include Cognition (C)- Affect (A)- Behaviour (B) as the core steps in the underlying behavioral sequence.
[11] In addition, an extensive review of the literature surrounding advertising effects, carried out by Vakratsas and Ambler found little empirical support for the hierarchical models.
[12] Indeed, some research suggests that consumers process promotional information via dual pathways, namely both cognitive (thinking) and affective (feeling) simultaneously.
"[23] In fact, the formula with three steps appeared anonymously in the February 9, 1898, issue of Printers' Ink: "The mission of an advertisement is to sell goods.
Even that primitive attempt to place advertising art under tribute to formula aroused the ire of the anointed ones of ten years ago, and we had to undergo a good deal of more or less good-natured chaffing.
But we don't hear so much about that sort of thing now; some of the "upstart youngsters" of ten years ago are now getting big salaries making that simple formula work.
In 1893, Richards wrote an advertisement for his business containing virtually all steps from the AIDA model, but without hierarchically ordering the individual elements: How to attract attention to what is said in your advertisement; how to hold it until the news is told; how to inspire confidence in the truth of what you are saying; how to whet the appetite for further information; how to make that information reinforce the first impression and lead to a purchase; how to do all these, – Ah, that's telling, business news telling, and that's my business.
[26]Between December 1899 and February 1900, the Bissell Carpet Sweeper Company organized a contest for the best written advertisement.
[28] The first instance of the AIDA acronym was in an article by C. P. Russell in 1921 where he wrote: An easy way to remember this formula is to call in the "law of association," which is the old reliable among memory aids.
[1] In spite of that criticism, some authors have argued that hierarchical models continue to dominate theory, especially in the area of marketing communications and advertising.
Firstly, they are all linear, sequential models built on an assumption that consumers move through a series of steps or stages involving cognitive, affective and behavioral responses that culminate in a purchase.
[37] In the AISDALSLove model,[20] new phases are 'Search' (after Interest), the phase when consumers actively searching information about brand/ product, 'Like/dislike' (after Action) as one of elements in the post-purchase phase, then continued with 'Share' (consumers will share their experiences about brand to other consumers) and the last is 'Love/hate' (a deep feeling towards branded product, that can become the long-term effect of advertising) which new elements such as Search, Like/dislike (evaluation), Share and Love/hate as long-term effects have also been added.
In the film Glengarry Glen Ross by David Mamet, the character Blake (played by Alec Baldwin) makes a speech where the AIDA model is visible on a chalkboard in the scene.
