Advertising: AIDA Model, Ad Copy & Influencer Marketing

• Advertising influences consumer decision-making

AIDA Model

• Attention involves grabbing the audience's attention using visuals, headlines, or unique messages
• Interest involves keeping the audience interested by providing engaging and relevant information
• Desire involves creating an emotional connection to make consumers want the product
• Action involves encouraging the customer to take action, like buying the product

Ad Copy

• Text in an advertisement persuades people to take action
• It should be clear, concise, and appealing
• Nike's 'Just Do It' is a powerful and simple ad copy example

Ad Agency & Top Agencies

• Ad agencies create, plan, and manage advertisements for brands
• Structure includes creative teams, media buyers, strategists, and account managers
• Top agencies include Ogilvy, McCann, Leo Burnett, DDB, and Grey Advertising

Influencer Marketing

• Involves promoting products through social media influencers
• Influencers impact purchasing decisions
• A tech influencer reviewing a smartphone can boost sales

Appeals in Advertising

• Approach is used to attract consumers

• Emotional: Connects with feelings (fear, love, happiness)

• Rational: Uses logic, facts, and benefits

• Humor: Uses comedy to grab attention such as with Amul ads

Ehrenberg Model

• States advertising reinforces brand loyalty rather than attracting new customers
• Coke and Pepsi ads keep existing customers loyal

Corporate Advertising

• Promotes the company's image rather than a product
• Tata's 'Leadership with Trust' campaign promotes the brand's values

Brand

• Unique identity of a company or product
• Includes name, logo, tagline, and customer perception
• Apple exemplifies innovation and premium quality

E-Advertising

• Advertising is done through digital platforms like social media, search engines, and emails
• Includes banner ads, pop-ups, and sponsored posts

In-house vs. Hired Agency

• In-house agencies operate within the company, offering better control and lower costs
• Hired agencies are external experts providing creativity and market expertise

Organic & Inorganic Digital Advertising

• Organic advertising uses free methods like SEO and social media marketing
• Inorganic advertising uses paid methods like Google Ads and Facebook Ads

OOH (Out-of-Home) Advertising

• Advertising in public spaces
• Includes billboards, posters, and transit ads (buses, metros, taxis)

Lasswell's Model

• Communication model answering
• Who (communicator)
• Says what (message)
• In which channel (medium)
• To whom (audience)
• With what effect (impact)

Print, TV, Radio Ads

• Print ads are found in newspapers and magazines
• TV ads are shown on television with visuals and audio
• Radio ads are audio-only advertisements broadcasted on radio channels

Mobile Advertising

• Advertising designed for mobile devices, including SMS marketing
• In-app advertisements and mobile search ads

AI in Advertising

• Artificial Intelligence personalize ads, automate placements, and engage with chatbots

Digital Advertising Trends

• Programmatic Advertising (AI-driven ad placements)
• Influencer Marketing
• Interactive Ads
• Voice Search Optimization

B2B, B2C, C2C

• B2B (Business-to-Business) Microsoft selling software to companies
• B2C (Business-to-Consumer) Amazon selling products to people
• C2C (Consumer-to-Consumer) Customers selling to each other (OLX, eBay)

Creative Boutiques

• Small agencies that focus only on creative aspects of advertising
• Some may specialize in video ads only

DAGMAR Model

• Defining Advertising Goals for Measured Advertising Results (DAGMAR)
• Awareness involves making customers aware of the product
• Comprehension involves educating customers about benefits
• Conviction involves persuading customers to buy
• Action involves getting customers to purchase

VIPS Model

• VIPS stands for
• Visibility requires a standout advertisement
• Identity requires clear branding
• Promise requires an ad to offer a clear benefit
• Service requires customer satisfaction to be ensured