The document discusses the AIDA model for measuring advertising effectiveness. The AIDA model proposes that effective advertising progresses through four key stages: Awareness, Interest, Desire, and Action. It describes common metrics used to measure consumer response at each stage, including recall, recognition, attitudes, inquiries, purchase intentions, market share, and sales. The overall summary is that the AIDA model provides a framework for defining advertising goals and assessing performance by examining how well advertising moves consumers through stages of awareness, interest, desire, and ultimately action.

1. MEASURING ADVERTISING
EFFECTIVENESS
THE AIDA MODEL
Thawban Baig

2. AD EFFECTIVENESS MEASUREMENT
 IDENTIFY “WHAT ADVERTISING AIMS YOU
WANT TO ACHIEVE”????
 AIDA (AWARENESS, INTEREST, DESIRE AND
ACTION) MODEL IS USED AS A FRAMEWORK
TO DESCRIBE THE KEY MEASURES OF
ADVERTISING EFFECTIVENESS.
 THE MODEL IS PURELY BASED ON
SUCCESSIVE STAGES OF CONSUMER
RESPONSE.

3. THE AIDA MODEL

5. AWARENESS
 FOLLOWING MEASURES ARE USED TO
MEASURE EFEECTIVENESS OF AN AD’S ABILITY
TO STIMULATE AWARENESS:
A)RECALL.
B)UN AIDED RECALL.
C)AIDED RECALL.
D)RECOGNITION.

6. AWARENESS (CONT…)
 RECALL MEASURES VERBAL MEMORY.
 RECOGNITION MEASURES VISUAL MEMORY.
 MOST CONSUMERS HAVE BETTER VISUAL
MEMORY.
 EMOTIONAL ADS CAPTURE HIGH SCORES ON
RECOGNITION AS COMPARED TO RECALL

7. INTEREST
 FOLLOWING MEASURES ARE USED TO MEASURE
EFFECTIVENESS OF AN AD’S ABILITY TO
STIMULATE CONSUMER’S INTEREST:
A)ADVERTISING RECALL.
B)ATTITUDES.
C)BRAND EQUITY.
D)POSITIONING.
E)INQUIRIES (THROUGH WEBSITE,TELEPHONE OR
STORE ETC.).

8. INTEREST (CONT…)
 RECALL CAN ALSO BE USED TO MEASURE
CONSUMER’S INTEREST.
 ATTITUDES ARE MEASURES THROUGH
QUESTIONNAIRES (ATTITUDE SCALES).
 THESE ATTITUDES CAN RESULT IN PURCHASE
INTENTIONS
 RESEARCHS SHOWS THAT BOTH CENTRAL
AND PERIPHERAL FACTORS OF AN AD CAN
INFLUENCE THE CONSUMER’S ATTITUDE

9. INTEREST (CONT…)
 ASSESSMENT OF BRAND EQUITY.
 BRAND EQUITY IS DEFINED AS “
DIFFERENTIAL EFFECT OF BRAND KNOWLEDGE
ON CONSUMER RESPONSE TO MARKETING OF
THAT BRAND”.
 BRAND EQUITY IS A USEFUL INDICATOR OF
CONSUMER’S INTEREST.

10. DESIRE
 THE EFFECTIVENESS OF AN AD’S ABILITY TO
STIMULATE DESIRE FOR A PARTICULAR
PRODUCT OR SERVICE.
 THIS CAN BE MEASURES WITH THE HELP OF
CONDUCTING INTERVIEWS AND SURVEYS THAT
ARE SELF-ADMINISTERED.
 CONSUMER’S INTENTIONS TO BUY A
PARTICULAR PRODUCT OR SERVICE COULD BE
KNOWN THROUGH INTERVIEWS AND SURVEYS.

11. ACTION
 AN AD’S ABILITY TO STIMULATE CONSUMER’S
BEHAVIOR AND ACTIONS.
 IDENTIFY YOUR MARKET SHARE AND SALES
GROWTH IN ORDER TO MEASURE CONSUMER’S
BEHAVIOR.
 RECORDS OF PURCHASES AT RETAIL STORES OR
CHECK-OUT POINTS.
 COMPANIES MANAGE HUGE DATA-BASES BUILT
TO STORE DATA RELATED TO THEIR SALES