The AIDA Model : The Cognitive Stages Of The Aida Model

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The AIDA model which was developed by Elias St Elmo Lewis, demonstrates a ‘purchasing funnel’ for consumerism. It describes the cognitive stages which may happen when a consumer engages with a piece of advertisement. AIDA is an acronym for: Awareness, Interest, Desire and Action. Each part of the funnel gets increasingly smaller, as the stages get harder as they go through the funnel. The prospect of the AIDA Model is based on the stages in which a salesman would take through a sale, which eventually became the ‘bread and butter’ of advertising. This is in turn what Chris and Amy Hackley described as “the promotional model which maps easily onto the classical information processing model of communication because of its linearity and its cognitive focus”

There are many versions of the purchasing model. One of these includes: Awareness, Knowledge, Liking, Preference, Conviction and Action; this is the generalised hierarchy of effects sequence. This version doesn’t just look at the process of advertising, but why we consume the way we do.

The awareness for the advert is colossal as it has aired on prime time UK television, meaning a high amount of absorption has taken place. The advert has not only looped on television, but also on social media as well. Additionally, there was also a lot of third-party sources sharing the advertisement (for example the ‘Peter Kay Fans’ page on Facebook). Warburtons also included moving advertisements at bus stops to grab the attention of
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