NEW AIDA

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NEW AIDA

• The Secret of Effective
• Marketing Communications
• Ian Moore

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NEW AIDA

• Published February 2005
• positive feedback from practitioners in UK, USA,
  Australia, Hong Kong

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NEW AIDA

• Applies a salesmans approach to marketing
  communications

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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

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Creativity?
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Crazytivity

• The act of being different for its own sake, and
  thinking it equals creativity
• Edward de Bono

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True creativity

• must end with a value

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The challenge for marketing

• to stop crazytivity from killing effectiveness

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Crazytivity
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Showmanship
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Salesmanship
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Never forget that Marketing is just Sales on a
stick

• sales is personal, one-to-one marketing
  happens at a distance from the seller

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The customers mind works in just the same way

• and its the salesman who gets closest to that
  mind

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Salesmanship

• is quite simply knowing how the customers
  mind responds when it meets marketing

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NEW AIDA

• putting salesmanship back into marketing
  communications

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Copywriters and Salesmen

• Claude Hopkins, 1866-1932
• John Caples, 1900-1990
• David Ogilvy, 1911-1999
• Giants of advertising began as door-to-door and
  mail-order salesmen

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AIDA

• Hierarchy of effects model
• Attention?Interest?Desire?Action

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Attention-Interest-Desire-Action
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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

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AIDA today

• Most widely quoted model
• American, British, French Spanish
• Simple
• Easy to remember
• Intuitively makes sense
• Easy to understand

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AIDA

• but it doesnt really work!