AIDA

AIDA is the original sales training acronym, dating back as early as 1898, and describes a common list of events that a sales person can follow when selling a product or service. The AIDA model is attributed to American advertising and sales pioneer E. St. Elmo Lewis. AIDA describes the basic process for motivating people to act on an external stimulus (such as a new idea or product), which includes the way successful selling happens and sales are made. Here is the acronym broken down: A I D A Attention Interest Desire Action

This AIDA model can also be applied, and has been successfully over many years, to advertising and marketing literature aimed at generating a response, making it a useful and reliable template.

AIDCA
AIDCA stands for A I D C A Attention Interest Desire Conviction Action

AIDCA is how to bring out the message in our sales letters/brochures: This is how it works: 1) Get our readers attention Create an attractive headline
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2) Subtitle Get them interested, this should be done by getting straight to the point, for example: Learn how we can drive traffic to your website 3) Desire the reader needs to have a desire to read our sales letter or brochure the reader wants to know one thing: whats in it for me? 4) Conviction This is where the key points to our marketing message should appear. 5) Action - This is where we are calling our reader to take action. We need to be very clear and straight forward, for example: Sign up now and get the Rs.20 discount today!

PACT
In 1982, twenty-one of the major U.S. advertising agencies issued a public statement called PACT (Positioning Advertising Copy Testing). PACT represented their consensus on the fundamental principles underlying a good copy testing system. These principles provide a foundation for understanding the use of advertising research. Principle 1: A good copy testing system provides measurements which are relevant to the objectives of the advertising. Principle 2: A good copy testing system is one which requires agreement about how the results will be used in advance of each specific test. Principle 3: A good copy testing system provides multiple measurements, because single measurements are generally inadequate to assess the performance of an advertisement. Principle 4: A good copy testing system is based on a model of human response to communications; the reception of a stimulus, the comprehension of the stimulus, and the response to the stimulus. Principle 5: A good copy testing system allows for consideration of whether the advertising stimulus should be exposed more than once.
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Principle 6: A good copy testing system recognizes that the more finished a piece of copy is the more soundly it can be evaluated and requires, as a minimum, that alternative executions be tested in the same degree of finish. Principle 7: A good copy testing system provides controls to avoid the biasing effects of exposure context. Principle 8: A good copy testing system is one that takes into account basic considerations of sample definition. Principle 9: A good copy testing system is one that can demonstrate reliability and validity.

DAGMAR
Russell Colley (1961) developed a model for setting advertising objectives and measuring the results. This model was entitled Defining Advertising Goals for Measured Advertising Results- DAGMAR. DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awarenessthe consumer must first be aware of a brand or company Comprehensionhe or she must have a comprehension of what the product is and its benefits; Convictionhe or she must arrive at the mental disposition or conviction to buys the brand; Actionfinally, he or she actually buy that product.

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