광고를 전환시키는 기본 이론 AIDA

광고를 전환시키는 기본 이론 AIDA

 

 

고객을 유혹하는 방법에는 다양한 마케팅기법이 있지만, 그런 마케팅 기법에서 꼭 필요한 것이 광고소재입니다.

광고소재를 어떻게 만들어야 고객을 전환 시킬 수 있는지 살펴 보겠습니다.

 

 

AIDA

The AIDA model is an acronym - it stands for attention, interest, desire and action. It is a model used in marketing that describes the steps a customer goes through in the process of purchasing a product. The AIDA model has been in use since the late 19th century.

 

AIDA 모델의 약어는 주목, 관심, 욕구 및 행동을 의미합니다. 고객이 제품을 구매할 때 수행하는 단계를 설명하는 마케팅에 사용되는 모델입니다. AIDA 모델은 19 세기 후반부터 사용되어 왔습니다.

 

What Is the AIDA Model?

 It is a model used in marketing that describes the steps a customer goes through in the process of purchasing a product. The AIDA model has been in use since the late 19th century. It has been reviewed and modified multiple times over the years, both in marketing and public relations.

 

고객이 제품을 구매할 때 수행하는 단계를 설명하는 마케팅에 사용되는 모델입니다. AIDA 모델은 19 세기 후반부터 사용되어 왔습니다. 마케팅 및 홍보 분야에서 여러 해 동안 여러 번 검토 및 수정되었습니다.

 

 

Who created the AIDA model?

The AIDA model was developed by the American businessman, E. St. Elmo Lewis, in 1898. The original main purpose was to optimize sales calls, specifically the interaction between seller and buyer concerning the product.

Lewis can be considered a pioneer when it comes to the use of scientific methods for designing advertising and sales processes. At the same time, it was very important to Lewis to view advertising as a type of “training” that assisted the beneficiary. Lewis’s theoretical explanations of advertising theory rested on extensive experience. He was, for example, marketing head at various companies and advised organizations as well as companies involved in the conception of advertising measures and campaigns. He has shared his knowledge in the form of various publications — both in written form and in seminars at US universities. His AIDA model can be perceived as an important legacy, because the formula is still used more than 100 years after its first appearance, for example in digital marketing.

 

AIDA 모델은 미국 사업가 인 E. Elmo Lewis에 의해 1898 년에 개발되었습니다. 원래 주된 목적은 영업 호출, 특히 제품에 관한 판매자와 구매자 간의 상호 작용을 최적화하는 것이 었습니다.

Lewis는 광고 및 판매 프로세스 설계를위한 과학적 방법의 사용에 관해서는 개척자로 간주 될 수 있습니다. 동시에, 광고를 수혜자를 돕는 일종의 "훈련"으로 보는 것은 루이스에게 매우 중요했습니다. 루이스의 광고 이론에 대한 이론적 설명은 광범위한 경험에 달려있다. 그는 예를 들어 여러 회사의 마케팅 책임자이며 광고 대책 및 캠페인 개념과 관련된 회사는 물론 조직에 조언했습니다. 그는 미국 대학의 서면 형태와 세미나 형태의 다양한 출판물 형태로 지식을 공유했습니다. 그의 AIDA 모델은 디지털 마케팅과 같이 최초의 등장 이후 100 년 이상 계속 사용되기 때문에 중요한 유산으로 인식 될 수 있습니다.

 

What is the AIDA approach?

The AIDA model is based on four individual stages that attract interested parties who are deciding on a product or service.

1. Attract attention: The product must attract the consumer's attention. This is done via the advertising materials. It is a type of “eyecatcher.”

Examples: a window designed in a striking way, a sensational YouTube clip, or a themed newsletter, or a graphic on a landing page.

2. Maintain interest: In the first phase, the attention of the potential customer is piqued; their interest in the product or service should be aroused.

Example: detailed information on the product is presented, for example the product description on a website.

3. Create desire: If interest in the product is aroused, it is the seller’s task to persuade the customer that they want to own this product. In the best-case scenario, the advertisement or the product itself creates the desire to purchase.

4. Take action: As soon as the desire to buy is aroused, this must be transferred into an action, that is, the purchase.

In the case of online shops, this would ultimately be the shopping cart process, in which a customer is lead to a conversion.

Now, the AIDA formula is frequently supplemented with an “S” for "satisfaction", because the product has to ultimately satisfy the consumer. Customer satisfaction does not lie solely with the advertising but rather with the product itself. Therefore, the basic constellation of the four phases is only the prerequisite for the sale.

With the insertion of the “confidence” (that is, trust) factor, a sixth element can also be added. Many marketers also work with the AIDCAS model to optimize sales processes and advertising.

 

AIDA 모델은 제품이나 서비스를 결정하는 이해 관계자를 유치하는 4 단계의 개별 단계를 기반으로합니다.

1. 관심을 끌기 : 제품은 소비자의 관심을 끌어야합니다. 이것은 광고 자료를 통해 이루어집니다. 그것은 일종의 "eyecatcher"입니다.

예 : 눈에 띄는 방식으로 설계된 창, 유쾌한 YouTube 클립 또는 테마 뉴스 레터 또는 방문 페이지의 그래픽

2. 관심 유지 : 첫 번째 단계에서는 잠재 고객의 관심이 엿보입니다. 제품이나 서비스에 대한 그들의 관심이 불러 일으켜 져야합니다.

예 : 제품에 대한 자세한 정보 (예 : 웹 사이트의 제품 설명)가 표시됩니다.

3. 욕망을 창조하십시오 : 제품에있는 관심사가 자극되는 경우에,이 제품을 소유하고 싶다는 것을 고객을 설득하는 것은 판매 인의 업무이다. 최상의 경우 시나리오에서 광고 또는 제품 자체가 구매 욕구를 만듭니다.

4. 행동을 취하십시오 : 구매하려는 욕구가 자극 되 자마자, 이것은 행동, 즉 구매로 옮겨 져야합니다.

온라인 상점의 경우 궁극적으로 고객이 전환으로 이끄는 장바구니 프로세스가됩니다.

제품이 궁극적으로 소비자를 만족시켜야하기 때문에 AIDA 공식에는 종종 "만족도"를 나타내는 "S"가 추가됩니다. 고객 만족은 광고에만 국한되는 것이 아니라 제품 자체에 달려 있습니다. 따라서 4 단계의 기본 별자리는 판매를위한 전제 조건 일뿐입니다.

"신뢰"(즉, 신뢰) 요소를 삽입하면 여섯 번째 요소를 추가 할 수도 있습니다. 많은 마케팅 담당자는 AIDCAS 모델을 사용하여 영업 프로세스 및 광고를 최적화합니다.

 

How is AIDA used?

The AIDA model has shaped the views on marketing and sales strategies for over 100 years. The formula can still be found in current standard marketing textbooks. Beyond that, AIDA is also used in PR to plan and analyze the effectiveness of PR campaigns, and still provides valuable information for the analysis of advertising messages. The benefit of this simple formula can be found in its simplicity and flexible application possibilities in areas other than store-based or stationary sales. In e-commerce for example, the effectiveness of the product presentation in an online shop could be analyzed using the four aspects of the AIDA formula.

 

AIDA 모델은 100 년 넘게 마케팅 전략 및 판매 전략에 대한 견해를 형성했습니다. 공식은 현재의 표준 마케팅 교과서에서 여전히 찾을 수 있습니다. 그 외에도 AIDA는 PR 캠페인의 효과 성을 계획 및 분석하고 광고 메시지 분석을위한 유용한 정보를 제공하기 위해 홍보에 사용됩니다. 이 간단한 공식의 이점은 매장 기반 또는 고정 판매 이외의 분야에서 단순하고 유연한 적용 가능성에서 찾을 수 있습니다. 예를 들어, 전자 상거래에서 온라인 상점에서 제품 발표의 효율성은 AIDA 공식의 네 가지 측면을 사용하여 분석 될 수 있습니다.

 

Criticism

For a long time, the AIDA model was viewed as exemplary for a successful sales process, but today there is general agreement that using this purely linear model alone is no longer suitable in modern sales processes. For example, the emotion that is often addressed in advertising and recognized by advertising psychology as elementary does not play a role in the AIDA formula. Targeting and, for example, considerations on socio-demographic background is also not included. AIDA also does not take into account the different points at which sales take place. The sales strategy for a customer visiting an online shop will be quite different to that for new a customer wanting to find out about a new car at the dealership.

The DAGMAR model appeared in 1961 as a descendant of the AIDA model. When advertisers today work with the AIDA model, they should always be aware of the fact that it is actually a phase model that cannot represent all individual aspects of the purchase process or advertising impact process. Nevertheless, Lewis’s work was important, as he was the first to present the sales process as a phase model, thus laying a groundwork for modern advertising.

 

오랜 기간 동안 AIDA 모델은 성공적인 영업 프로세스를 위해 모범적 인 것으로 간주되었지만 오늘날이 순수한 선형 모델 만 사용하면 현대 판매 프로세스에 더 이상 적합하지 않다고하는 일반적인 동의가 있습니다. 예를 들어, 종종 광고에서 다루어지고 광고 심리학에 의해 초등 교육으로 인식되는 감정은 AIDA 공식에서 역할을하지 못합니다. 목표 설정 및 예를 들어 사회 - 인구 통계 학적 배경에 대한 고려 사항도 포함되지 않습니다. AIDA는 또한 판매가 이루어지는 다른 시점을 고려하지 않습니다. 온라인 상점을 방문하는 고객을위한 판매 전략은 판매 대리점에서 새 자동차를 찾고자하는 새로운 고객을위한 판매 전략과 완전히 다릅니다.

DAGMAR 모델은 AIDA 모델의 후손으로 1961 년에 등장했습니다. 오늘날 광고주가 AIDA 모델을 사용하여 작업 할 때는 항상 구매 프로세스 또는 광고 영향 프로세스의 모든 측면을 나타낼 수없는 위상 모델이라는 사실을 알고 있어야합니다. 그럼에도 불구하고 루이스의 작업은 영업 프로세스를 위상 모델로 제시 한 최초의 회사로서 현대 광고를위한 토대가되었습니다.

 

AIDA 공식

- Attention (주목) : 고객이 주목하게 만들어라

- Interest (관심) : 재미있는 사실, 통계 등을 통해 흥미를 유발하라

- Desire 

 

 

참고자료

https://en.ryte.com/wiki/AIDA