AIDMA

This concept was first released by E.S.Louis in 1898 , the USA advertisement expert.The defination of AIDMA rule is: A(Attention);I (Interest); D(Desire);M(Memory); A(Action).

AIDMA,which means the process from seeing the ads to shopping behavior and dynamic style to guide the mental processes, and the order pattern of a rule.

The whole process first is consumers pay attention to the advertisement.Then they feel interest to read more.What is more, they make a desiere to buy the product.At last they remember the content of advertise and take a action to buy this product.This advertise could guide consumers occurrence of psychological changes.We call it AIDMA rule.

Content analytics of AIDMA

Attention

The marketing goal in Attention phase is, for instance, to improve the consumers’ awareness about a product. To achieve this goal, we need to provide the target market with information. The concrete processes include the followings.

• Press-release process
• Advertising process
• SEO process

Interest

The marketing goal in Interest phase is to grow consumers’ evaluation about a product. The concrete business process in this phase is, for example:

• Enhancement of contents on HP

Desire

The marketing goal in Desire phase is to evoke consumers’ needs. A concrete example here is:

• Free-Sample distribution: Questionnaire execution process

Memory

The marketing goal in Memory phase is to make customers familiar with product information. The concrete process includes:

• Contents update process to increase the number of repeaters to the HP.

Action

The marketing goal in Action phase is to provide consumers with opportunities to purchase products. The concrete processes are, for instance:

• Payment-method diversification process
• Sales promotion execution process
• Point system introduction process

The practise of AIDMA

In the Marketing and Advertise industry,AIDMA rule was usally to explan the Consume Psychology process.

The people who in marketing field use it to know about the consumers psychology and behavoir,make a effective marketing tactics and  improve the turnover rate.

The advertising industry who use it to create effective advertising, effective advertising is simply advertising can promote sales, it sales growth to be effective.

To create effective advertising, the consumer experience of its mental processes and consumption decisions will have impact and induced effects, that is, “interested attention → → → Training desire to promote the formation of memory → actions” of the five parts, effectiveness of advertising messages will always influence consumer thinking and behavior.

Therefore, when writing ads, not simply carrying out a design and artistic creation, but a creation in order to achieve business goals. In accordance with AIDMA rule, think about their own creative advertising, is not in these five areas can also influence the final walk, or just done for consumers attention, but not to the consumer interest. If the second part of the no influence on consumers, then the ads can be said to be invalid.