AIDAS MODEL

This is one of the oldest and most popular models of marketing communications.This hierarchical model was first proposed by St. Elmo Lewis in 1900 for personal selling with stages: attract attention,maintain interest,create desire and get the consumer to act.In 1911,Arthur Fredrick Sheldon revised the model by changing the first step to 'favourable attention' and adding a fifth step ,'permanent satisfaction'.The revised model was called AIDAS -favourable Attention,Interest,Desire,Action and permanent Satisfaction.The various stages in the buying process of the AIDAS model are:

1) ATTENTION: To get the attention of the target customer.

2) INTEREST: To create interest in the product by giving product information(or special features) and how it can help satisfy the needs and wants of the individual.

3) OUTCOME: Whether the potential buyer develops a favourable or unfavourable opinionabout the product.

4) DESIRE: Create a desire in the customer to possess the product.This is done by emphasizing the benefits of the product and how it will satisfy the needs and wants.

5) ACTION: Demand action from the customer i.e. convince them to make a purchase.A simple method to get action from the customer is to provide a toll free number or contact person for more information.

6) SATISFACTION: The customer is satisfied after the purchase.

EXAMPLE: Air Deccan used this model of marketing communication successsfully in it's marketing campaign.