AIDA concept – a model that outlines the process for achieving promotional

goals in terms of stages of consumer involvement with the message; the

acronym stands for attention, interest, desire and action (Lamb, Hair and
McDaniel, 2013, 259).

ADVERTISMENT ONE: DOVE

Figure 1: Dove

The advertiser must first gain the attention of the target market. A firm
cannot sell something if the market does not know that the good or service
exists (Lamb, Hair and McDaniel, 2013, 258). We all know the Dove soap;
many of the other ads featured the image of cream being poured into the
Dove bar to emphasize its moisturizing quality. Dove knows their
advertisement must grab more attention of the consumers so they featured
ads by using natural women instead of famous actresses to help build the
message. It focused on the conception that Dove is all about healthy body
image and helping remind women that they are beautiful in their own way.
Simple awareness of the brand seldom leads to sales. The next step is to
create interest in the product (Lamb, Hair and McDaniel, 2013, 259). Dove is
all about women’s skin and a health care company and has created a new
approach to their advertisement. In order to recreate the image of the
“women”, Dove came up with a creation known as Dove’s Campaign for Real
Beauty. Dove has challenged the media by taking average, everyday women
and making them the model for the products. Women with all different sizes,
colors, young and old are making a statement that you don’t have to be a
Hollywood model/actress to be beautiful.
Third, Dove marketers find what their consumers desire. Convincing
consumers that they wants and desires Dove product because it will satisfy
their needs by developing a positive relationship with beauty, helping raise
self-esteem and thereby enabling them to realize their full potential.

Finally, Dove encourages consumers to take action by purchasing the

product. In order to withstand success, Dove must continue to foster the
strong bond that customers have developed with the brand. Dove needs to
continue listening to customers to determine what issues they feel most
strongly about. Then present this issue to the general public in a way that
interesting, thought provoking and sparks discussion.

Advertisement TWO: AAMI Insurance

LINK: http://www.youtube.com/watch?v=85ubtVs5n6A

AAMI is Australia’s largest insurance company and it must have the ability to
attract the attention of the customers. In order to do that, AAMI has created
TV ad. Rhoda is an everyday woman (customers tend to care about
characters that we can relate to) who represents what its like to be the one of
AAMI’s safe driver. It has a subtle use of humor, Rhonda referring to her Bali
trip as exotic and her interpretation of Katut’s “You look so hot today,
Rhonda” line as flirting, when obviously referring to her badly sunburnt skin
makes it funny and real. It’s a move away from typical car insurance and
creates attention for the ad. Next step is to create an interest in the products.
While the ad is funny, they’d like to sell you an insurance policy and AAMI
makes a simple awareness about safe driving customers with a discount on
their insurance.
Create desire; AAMI has taken a straightforward car insurance and shown
the benefits of the saving in terms of lifestyle and turning it into something
more aspirational.
 Advertisement THREE: Magnum

Figure 3: Magnum

Magnum is identified for its distinctive luxuries smooth brown and gold color
with unique slogan of “Pleasure Comes In Six Flavours”. The bar themselves
comes in gold metallic wrapper that enhance the sensation of the ice cream.
Magnum’s packaging is in line with the theme of luxury; a notion that sets
itself apart from other competitors and this grabs the attention of the
customers.

In order to create awareness, Magnum used print media, as it is the

traditional way of advertising. This way they are able to reach to a vast
amount of audience. They have a long life that can be kept for some time
and can be passed around to more than 1 people. This print ad needs to
portray Magnum as being luxuriant and pleasurable. Using words such a
“Pleasure” represent the image and this way its creating interest.

Potential customers have a desire to be with a luxury brand. Consumers

then can buy into the brand associated with products; luxury, creamy and
satisfying taste transports you to world of pleasure and fantasy by taking
 action and purchasing the product. In another words, consumers associate
themselves with the benefits of Magnum to seek to deliver, mainly to feel
luxury and pleasure in them as they consume the product.

Advertisement Four: RED BULL

Figure 4: Red Bull

Red Bull and the slogan “Red Bull Gives You Wings” has been engraved into
the minds of consumers around the globe. Knowing to many of coffee
substitutes, Red Bull is able to give its buyers that extra push or burst of
energy to keep their day going due to increase amounts of caffeine without
that nasty taste of coffee.

Red Bull being one of the leading energy drinks and needs to have the ability
to attract the attention of the consumers. Best known is advertising, this type
of promotion usually delivers to a wide audience using the press, television,
radio and the Internet. This type of promotion gives Red Bull increase
awareness amongst consumers. Red Bull takes other approaches as well; it
creates and organizes its own events around the world. These events
provide a platform for talented athletes to showcase their skills. Sporting
events includes Red Bull X-Fighters and Red Bull Air Race, where top FXM
riders and pilots perform world-class flips, turns and tricks. These events
helps to establish the brand value and also begins the AIDA process with the
participants and audiences for these events, creating awareness and
interests in Red Bull products.

This advertisement should convince consumers that they want and desire
the product because it will satisfy their needs. A social desire for example is
where ‘humans have a social need for belonging’. Wanting to belonging to a
group satisfies this need. A group could be people with the same interest e.g.
extreme sports. Red Bull associates itself with energy, danger and youth
culture. It markets its product through sponsoring youth culture event and
extreme sports. Consumers who drink Red Bull are ‘automatically’ introduced
to the Red Bull culture, in this way their social need is thus
satisfied. Individual desire may need for concentration or self – expression
and this could be inhibited by fatigue or weariness. Red Bull realized that it
could satisfy the needs by energizing and stimulating the mind.

Sponsorship is particular suited to image enhancement. Second, in many

situations sponsorship may offer opportunities for a company to establish a
more intimate and emotionally involved relationship with its target audience
(Crompton 1996, 199).
By motivating customers to take action to buy, Red Bull will stay in position
as the market leaders and to be the brand icon within extreme icon. Red Bull
will continue investing into the future and using athletes, sports to achieve
brand loyalty and to continue advertise the sleek, blue and silver can so
whenever customers think about energy drink they will think about Red Bull.
 Advertisement Five: NIKE

Figure 5:

Nike

To gain the
attention of the
customers Nike
associates with star athletes and motivational slogans “Just Do It” to
emphasize fitness, competition and sportsmanship. Consumers then identify
their purchase with the prospect of achieving greatness. Nike runs the
advertisement in the most popular forms of media; television, newspaper,
magazine and radio.
In order to gain interest, since its name and trademark swoosh are measured
to represent one of the most recognized brands in the world, Nike signs top
athletes of every sport from across the world so that the athletes can wear
and represent Nike to the fullest. Nike wants to be seen more like a symbol
of strength, dedication, hard work, sweat and a desire to succeed so allowing
athletes as role models have extreme power over potential customers.
Nike satisfies desire section by telling potential customers they can be
winners as well. The Nike advertisement allows the viewers to associate with
one of the best in their favorite sport, and possibly be like them by simply
buying the same product. Most of Nike’s customers buy their products
because of the image that Nike gives, the image is dependable globally and
further advertisement of these kinds of ads will satisfy the action section
where it can motivate customers to take action.

Reference

Crompton, John L. 1996. “The potential contributions of sports sponsorship

in impacting the product adoption process”. Managing Leisure (1): 199. doi:
1080/136067196376302.

Lamb, C., J. Hair. & C. McDaniel. 2013. MKTG7. USA: South- Western.