Transcript Ian_Moore
NEW AIDA The Secret of Effective Marketing Communications Ian Moore NEW AIDA Published February 2005: positive feedback from practitioners in UK, USA, Australia, Hong Kong NEW AIDA Applies a salesman’s approach to marketing communications Personal experience • • • • First moved from sales to marketing Dismay at lack of method Inability of marketers to evaluate To explain why something would work, or why it was wrong • This did not tally with sales experience • Explanation was the norm Creativity? Crazytivity “The act of being different for its own sake, and thinking it equals creativity” Edward de Bono “True creativity… … must end with a value” The challenge for marketing… … to stop crazytivity from killing effectiveness Crazytivity Showmanship Salesmanship “Never forget that Marketing is just Sales on a stick” … sales is personal, one-to-one; marketing happens at a distance from the seller The customer’s mind works in just the same way … and it’s the salesman who gets closest to that mind Salesmanship… … is quite simply ‘knowing’ how the customer’s mind responds when it meets marketing NEW AIDA… … putting salesmanship back into marketing communications Copywriters and Salesmen • Claude Hopkins, 1866-1932 • John Caples, 1900-1990 • David Ogilvy, 1911-1999 • Giants of advertising… began as doorto-door and mail-order salesmen AIDA Hierarchy of effects model AttentionInterestDesireAction Attention-Interest-Desire-Action The origins of AIDA • E.K. Strong, 1925 – The Psychology of Selling & Advertising • E.St Elmo Lewis, 1898 – Advertising lecture • Howard & Sheth, 1967 – AIDA the acronym AIDA today • Most widely quoted model – American, British, French & Spanish • Simple – Easy to remember • Intuitively makes sense – Easy to understand AIDA … but it doesn’t really work!