Know-How Exchange : Student Questions

Creating demand in general can involve 4 steps of the AIDA model you mentioned, though each particular company's situation may only require that they work on one or more parts of it.

Attention - marketing can be used to bring up a problem that others weren't aware of (In the U.S., there recently was a drug company that said if you go to the bathroom 8 or more times a day, you may have some problem - this is an example bringing attention to the problem)

Interest - marketers can make the person interested in solving the problem (the phara company's ad then talked about their solution for this urination problem, raising interest from affected people to solving the problem)

Desire - make you desire a particular solution (all those ads showing lots of women all over the guy drinking the soft drink are examples of this - buy their product and you can be just like them!).

Action - make you buy the product (using point of purchase displays to make you buy that candy while you wait in the checkout if example of this)

Does creating 'demand' relate to the 'interest' part of AIDA or the whole AIDA formula?

The job of Marketing is also maintain, position, satisfy, develop Customers and partner with them, not only create demand.

AIDA clue is used in advertising and communication, but remember the other P's, C´s, R´s (Product, Place, Prize, Public Relations, Customer Retention, Referrals, Service Recovery, Relations development,...).

In AIDA, like in the majority of things, it is important the balance. If you don't gain the customer attention, it is impossible to produce interest, and so on.


Bye,

Juan Carlos