The AIDA-Concept


This document is a transcript of a video discussing the AIDA concept in advertising. The AIDA concept stands for Attention, Interest, Desire, and Action, and is a guideline for creating effective advertisements. The video provides examples of how the concept can be applied to IKEA advertisements, and also addresses criticism of the concept in the digital marketing world. The speaker concludes that while the concept may be seen as outdated by some, the basic principles of grabbing attention, creating interest and desire, and providing information for action remain relevant in advertising.

Watch the Video

What is up, guys? This is Levin Vonester from the TBA block slash TBA agency. And today we are going to talk about the IDA concept. I’m going to break down what the other concept is all about. I’m also going to elaborate what the criticism for the IDA concept is. What the critics have to say about the AIDA concept.

Later on I will break down the AIDA concept on some advertisement examples. And then you will also see that there is always sort of a blurry line between the different phases of the AIDA concept and the advertisment. So it’s always a point of discussion and where we can argue about the purpose of each element. So it’s always just about the overall advertisement, how it works and if it really catches the the pedestrians or the viewer’s attention.

First things first.
What’s are funnels?

So the funnel of catching the pedestrians, the viewers attention and then the end of the funnel is sort of the finished sale or the pre-sale. It really depends on what funnel you are looking at and what the purpose of the funnel is all about. So when you talk about the heater concept, we talk about the concept of first getting the attention to creating the the final action towards the purchase of the product.

Our advertisement, our poster, our campaign are imagery now needs to address those different phases. The AIDA concept tells us the customer goes through, so we need to create something that grabs the customer’s attention. We need to create something that evokes interest, creates desire, and something that can create an action. So with can create an action. So that’s mainly providing name, providing a company, providing the name of the product, the name of the company, the website, a QR code whatsoever the price of the product.

So providing all these information, all the small, detailed information like a prize, I don’t necessarily need the price of the product, but depending on the product, it is important for my target group to see the price because it’s a very important parameter for them to consider purchasing a product of another product. So there are critics that argue that the Aida concept is outdated because of the of the of the way the marketing world evolves primarily in the digital domain.

But I would argue that the concept how we perceive objects, how we perceive how we communicate visually and verbally, has hasn’t changed and won’t change in the future. So the idea of us first paying attention to something, then being interested in something, then having the desire towards taking action and then taking the action. It’s a very normal process that really is applied by supply above 50 years ago and is still applicable now and will be applied in 100 years from now.

Course, we won’t change our psyche, won’t change. But really what I find interesting is that there is this criticism that the concept Aida concept is maybe to too narrow, to too inflexible for the online marketing world. And obviously, I can argue against for that because I don’t have that much information about the online marketing world and what the criticisms of the Aida concept may not work in certain situations or maybe in vogue in certain situations.

So if you guys want, I can run down that rabbit hole for you and make a whole nother video about why the Aida concept does work in certain situations. For example, real world advertisement. And maybe it doesn’t work in some situations for online marketing. So if you guys want, please comment under the video that I should go down that rabbit hole or not.

I would love to hear your opinion on that. So let’s break down and the either concepts for a few advertisements. So to make two to to emphasize what the concept is about and what what the different advertisements do to take of the different phases of the AIDA concept and also what sort of creative operation and creative pattern is using those advertisements in order to really capture the interest and the attention of the pedestrian on or of the one who actually sees to the billboard or on the the poster.

Real-Life Examples

So first we have our IKEA advertisement. And as you see in this picture right here, IKEA played with the ah, first of all, the whole premise of the campaign was to to advertise the and this the shoe cabin in order to organize your shoes better. So obviously the target group were people who had many shoes and who didn’t organize them or who had too many shoes to organize them properly and who had problems organizing them properly.

Um, and there we also maybe can talk about the demographic that is small directed towards women than men, because most of the time women have more shoes than men. Or at least that’s my experience. So the creative operation used in this ad is addition and combination. So they are adding the old shoe inside the very new, maybe lightly purchased shoe, and also using the creative operation of combining those.

So those are basically two operations that are very prominently used in this ad and the creative pattern. They are also using this acceleration in slice of life acceleration in that sense that there are so many shoes that there’s no other possibility than to to stack them. And so the person has to actually slip them into each other and and try to to find fitting pairs for her, for her shoes or for for her shoes.

Um, so the creative patterns are addition and combination of two very familiar elements, and the patterns are exaggeration. We have this big contrast between these old crazy, dirty shoes and this and these new high heels. Also two different styles. We have RAF all dirty vans, and we have high fashion, high heels, newly purchased versus very old and and we maybe have these have the size of life pattern that is applied here.

And so when we come to the AIDA concept, we have the attention grabbing colors, right? So there are very prominent colors used in that picture, contrasted with the very blue or maybe black of the vans shoe in the middle of the poster. So we have a very attention grabbing imagery, the interest phase of the of the idea concept when the customer or how the when the when the customer has paid attention to the ad, when we have grabbed the attention of the customer.

Now we have to focus interest. And the main reason why this ad creates interest is because it’s creative. It’s a very creative solution. It’s also very because it’s exaggerating. It’s also a very controversial solution to put old dirty shoes inside of new high heels. So it’s exaggerating and playing with with familiarity with those shoes, with with old greasy, dirty shoes and new just purchased shoes and how we all always try to take care of our new shoes so that they don’t get dirty by this person.

Obviously, the person who slipped their old dirty shoes into their new just purchased shoes has so many shoes that this person maybe doesn’t even care or this person has no other opportunity to organize them, then just doing just doing that. So it really grabs the people’s attention because they ask themself what’s going on here? And would I do the same?

Wouldn’t I do the same? Do I have the same problem and whatsoever? So that’s a very attention grabbing theme, overarching theme here. And then we come to the get to the desire part. So after my attention is grabbed, I’m either the person who has that problem in their lives or the person who does them. I’m personally the person who doesn’t have that problem because I don’t have many shoes.

Um, I just have one pair of shoes and that’s all. And two pair of shoes for sports and for everyday, everyday shoes. But there’s some maybe who who have more shoes, so maybe this ad applies to them. So maybe they also have the problem of organizing their shoes. Maybe they also have the problem of doing exactly what is what is displayed here in the image.

Um, and this is where the design is created. So either you know, the person who is, who’s spoken to and has the same problem or you’re not. And then we have the action. So we have to take line at the bottom. I need space question mark. And then we have the advertisement of the mess chair And this cabin for 284 T.l I don’t know which currency that is.

I don’t think it’s €250 or dollars would be way too much for a for IKEA. So I don’t know which currency this is in, but obviously we have three H and we have the product information. We also have the information how expensive it is, because when you are purchasing in IKEA, maybe the price is a fact that you pay attention to.

This is what I do. I always pay attention to to the prices of furniture that I purchase. I don’t purchase a lot of furniture, but when I do, I do pay attention to the process. That’s why I also go to IKEA. But obviously higher higher class in high class furniture or fresher whatsoever prices. Not that not not as important as for other brands where price plays a very, very or primarily role in that business model because that’s why IKEA exists.

It’s cheap and it’s a clever solution. And so we have the attention grabbing imagery by the bright colors, by the simplicity of the of the poster. That also is very important. We have the interest that is captured by the very creative concept and overarching theme of the poster. We have the desire that is either created or not created depending on which group of people you are or what type of person you are.

And then we have the information at the bottom of the net in order to create or to, to, to, um, to enable me to take action towards purchasing the product solves the problem that is presented in the set. So the second advertisement we are going to speak about is the also an IKEA ad I like IKEA. IKEA is because them.

So they are very creative. IKEA is out there. And so when we look at this, obviously the objective was to market blanket and we play with a very interesting pattern of replacement and slice of life. You obviously the creative operation here is replacement. So replacing the cream or whatever was in that bottle bottle. How do you call that bottle?

Little? So this IKEA ad, we see skin cream or skin gel that is meant for anti-aging purposes. But on the second plans, we see that the containing substance is not skin cream. Make up whatsoever about a blanket blanket that is sold, sold by IKEA. So we are playing with the correct operator of replacement, sorry, replacing the inside of the object with a blanket and with the creative pattern of pharmacy similar clarity.

So we are playing with the similarity of cream and a blanket. We are having when we jump to the idea concept, a very attention or an attention grabbing image. The image at first glance seems very normal, but at the second glance has a very creative impact on the pedestrian, on The view. By having that that moment and then you have that moment of, Oh, oh, okay, that’s that’s what it means.

That’s what what it depicts, not what I first assumed it depicts. So we are breaking a pattern of assumption, right? Because seeing that type of imagery, we are assuming it is makeup or jet or skin cream or whatsoever in there. But then we are recognizing the blanket. So our pattern are a pattern of assumption now is broken and we see that, oh, we we can call that very creative momentum.

That is very, extremely creating interest in our attention first and then interest in the product or in the advertisement itself. And the desire also, again, only created if you if this applies to you. So obviously for me, for example, anti-aging creams, I don’t actually care about that topic that much, but also obviously I care about sleep, I care about good sleep.

But if my attention and interest would be grabbed before the second glance is questionable and so the desire is this is created. So the desire in a person that is interesting and anti-aging cream or anti-aging solutions is created. So now after the after the attention interest and desire, the desire is created, we need the third of the information to take action.

And here in this ad, we see the price of the product. We see the naming of the product. We also have a tagline tomorrow starts tonight, which is also very brilliant tagline. By the way, because it emphasizes the the the importance of sleep and that the new day, the new life we can maybe create starts right now and are in the evening.

So it’s actually very cool. Cool tagline. Um, so that’s one of the second IKEA I wanted to show you, which emphasizes the, the idea concept not to emphasize the concept and to hopefully explain to you guys something about creative concept and creative operations are creative patterns and creative operations that can really lead to creating well crafted.

Lürzer’s Archive

So now I have an issue of Lürzer’s Archive in which I have also found three IKEA ads of the same campaign, the same concept I find very, very interesting.

The objective here was to sell furniture of IKEA as masterpieces so as as well-crafted with sort of well-designed pieces that never break but last for eternity. And what they’ve done here is actually very genius into the creative concept, obviously. And this is what I assume those pictures are real pictures that exist, that were painted, that were just certain elements in the pictures replaced with the IKEA furniture.

But I’m not not entirely sure about that because I couldn’t find out what those paintings originally were. I assume it’s the either addition of IKEA furniture in those picture to be creative operation is either addition or replacement creative patterns. We have exaggeration because we are Accenture narrating the meaning of the furniture, the craft craftsmanship of the furniture of IKEA by placing it into masterpieces of art and telling thereby to the audience, telling, telling pedestrians thereby that the furniture was was basically around forever and still around and was also used by by the higher class of of those ages also is an exaggeration of the quality of their furniture.

And obviously if you are a person that is familiar with those pictures and you assume nothing new about them, and then you get to see the new furniture placed in those pictures or something of those pictures is replaced with that furniture. You also have that creative momentum again, which really is attention grabbing. So first our here again, we have the the attention grabbing imagery, the imagery of of paintings, of masterpieces.

Then we have the interest that is evoked by us realizing, oh, okay, so it’s IKEA furniture in those masterpieces embedded in those masterpieces, us questioning whether IKEA placed those things in those masterpieces or not. Obviously they did, but because it is well-crafted and it is well embedded in those masterpieces, in those pictures, in that art style, it lets us question whether the element that is replaced.

So so we don’t get to see, for example, with the rack, it’s not obvious that the rock is in replacement or the rock isn’t really part of the of the of the original painting. With the armchair, it’s more obvious. So with the new armchair, it’s more obvious that it is obviously replacement and not what wasn’t originally in the painting, but with the mirror.

It also lets us question if it was originally in the painting or not, because you also see that reflection of that woman in the mirror itself, which lets us question whether there was a mirror and it was just roughly replaced or whatsoever, or if the painting itself really isn’t an old painting. Okay, So as a conclusion, I told you, you will see that, that it’s a blurry line always with these concepts and always with advertising, because all of these concepts are just guidelines to help us create advertisement and to help us advertisers and to help us not forget about important steps, for example, using information that are important for pedestrian in order to take further

actions towards the purchase of the product or having something that is attention grabbing, but also creating interest and desire for the product itself. I would love to hear your opinion on everything I said in this video. If you have additional things that you would like to tell me about those different posters, if I forgot something, if you totally disagree with something I said, that may also be the case because I’m certain there are people out there that have much more experience than I do that have much more knowledge than I do, and just trying to learn here.

And I would be happy if you guys would give me your feedback soon. The next few. You have a nice day by.

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