The buying process

This model describes the buying process for a larger good. That could be Mars bar or a Mercedes, depending on your vallet, but I would guess that this process is relevant for purchases from €100 and up for the average Danish family.

The buying process can be divided into the following steps:

1. The General Purchase descision. This is where the financial situation is considered, and if its a “go”, a price range is decided.
I.e. Are we going on vacation this year. If Yes, how much can we afford to spend.

2. The specific Purchase descision. OK. We are in the €2.000 holiday bracket. What are the options. 1 week in a mediocre family resort in Mallorca, Three weeks of semi local camping or a week-end in LeMans watching the 24 hour race.

3. The Selection. Well Dad was overruled…again…. so no LeMans this year either. We are going 1 week to Mallorca. Which travel agents is offering what in our price range? And this is not just hotels and locations.Add ons like additional luggage, financing, airport to hotel transfer etc. are being considered here.

4. The actual purchase. This fase is still interesting for the retail POS marketeer, but for the media marketeer, the battle is either won or lost at this point.

 

AIDA

I remember many years ago, working as a desktop publisher, and participating in a series of meetings with various ad agencies pitching for our account, one of the contestants presented the AIDA model as the method for their work. I was very impressed with this model, but a more experienced co-worker quickly dismissed the model as being entry-level and simple, and for many years I adopted that stand point.

Now, some 15 years I am reading a book about Effective Advertising (a danish book by Claus Due called “Annoncer der virker”) and that entire book is about ad performance. The startingpoint of that entire book is the AIDA model, and I now see that my initial gut feeling were correct, and that I have not beeing doing that model justice the last 15 years.

The reason that the AIDA model is so cool, are several:

1. It’s an ad checklist. Does it create attention? Does it keep the reader Interested? Do the reader end up desiring the advertised product? Does the add provide the info needed for reader to react? A single ad might not need to check every box on the list, but your campaign must, and your individual add must fill its place in the sales funnel.

2. It is a great model for anchoring the different processes happening when experiencing your add, and many of the advertising topics and Ad KPI’s like Ad Recall, brand awareness etc can be hooked up to various points in the AIDA model.