Anticipating consumer needs

Question 1

AIDA

Answer 1

AIDA is a promotional model applied specifically to advertising. (I.e. TV adverts and leaflets).

• Attention
• interest
• Desire
• Action

It represents the steps which the viewer/ consumer of the material must travel through if the marketing department is to convince them to buy their product service.

Question 2

How does AIDA work

Answer 2

• it is used to plan advertisements as it considers the impact of each element of AIDA on the person being exposed to the material.

• The theory is that if the cycle is broken at any point, the advertisement will not result in a purchase. For example, if the advert fails to generate a desire to purchase it.

Question 3

Limitations of AIDA

Answer 3

• amusing or interesting promotional activities may stimulate interest in the advertisement, but not the product / service itself.
• customer may be unable to act on the desire. Therefore, the business may need to carefully segment the market when choosing who to aim the advert at.

Question 4

Explain how the marketing modle AIDA is used

Answer 4

The marketing model AIDA is used as a way of evaluating the usefulness of a advertisement and evaluating how likely a customer is to purchase the product. There are four different stages they evaluate wether the product gains their attention on the product, is their interest maintained until they find out about the product/service, the likelihood that they will investigate into the product/service and finally how likely the customer is to purchase the product. If the cycle is broken at any stage, it is likely that the marketing campaign wont be successful.

Question 5

DAGMAR

Answer 5

• Defining advertising goals for measured advertising results .
• its purpose is to formulate a strategy for a promotional campaign.

Question 6

DAGMAR step by step

Answer 6

• (DAG) business needs to decide what the goals for the campaign are. E.g.informing customers about the benefits of a product.
• (for) business ensures that the promotional campaign is planned with these goals i mind, so that the customer gains the required understanding.
• (MAR) the business measures the success against previous set criteria. E.g. increased market share.

Question 7

Explain the meaning of the acronym that DAGMAR represents (4)

Answer 7

The acronym DAGMAR stands for Defining Advertising Goals for Measured Advertising Results and its purpose is to formulate a strategy for a promotional campaign. The DAG stage of it is for conducting a plan for the businesses campaign, the for is the advertisement itself, and finally the MAR is the evaluation of how the promotion went and seeing if it completed the businesses marketing objective.

Question 8

Usefulness of AIDA

Answer 8

-specific on how to plan advert

Question 9

Limitations of AIDA

Answer 9

• dismisses the advert based on action

Question 10

Usefulness of DAGMAR

Answer 10

• ## focused on the message of the advert

Question 11

Limitations of DAGMAR

Answer 11

• less usable than AIDA as it is less specific on how to plan advert