Category Archives: AIDA


A bizarre endorsement

Like testimonials, product endorsements are a powerful way to convince undecided customers that they can indeed move beyond attention, interest and desire in the AIDA process and get to action – ie, buy. To work, you normally choose an endorser with positive values, somebody of authority perhaps, an expert, someone with a emotional image that you trust. When I saw … Continue reading


A simple tease

A vineyard in Switzerland was the last place I expected to come across a QR code. I’ve been negative about their overuse in the past and the unrealistic expectations advertisers have regarding response rates, so, before most marketing execs give up on QRs forever, maybe it’s time for me to praise a good example. The grapes on the vine were … Continue reading


Tourist attraction

Two examples from this summer, one from the Black Forest and one from the German speaking area of Switzerland, but both of classic tools used in advertising to grab attention or raise interest. The first falls into the ‘sex sells’ category with an attempt to compare hills, crevasses and vegetation to, well, a woman’s body. Is this an attempt to … Continue reading


Occupying minds

The classic summer theme returns, one of course I would be sensitive to: the annual fight for towel space between the Germans and the English – a perennial theme that the marketing departments know will attract interest, get customers smiling, and thus hopefully add affinity. Beer companies have used this ploy in England, German comedy writers have reacted, so now … Continue reading


Direct response advertising – Part 1

For years marketing execs have been trying to get the audience to react to ads – ideally immediately. If only they could find the right tools to get the last part of AIDA going through an advertising campaign – Action. Take TV. You could put a telephone number in a TV ad for people to ring… but sitting in front … Continue reading


Prompting kids’ memory

In the summer I saw this excellent example of conative marketing (the Action part of AIDA) that instantly reminded me of a previous promotion by a toy manufacturer in doctors’ waiting rooms. The panel has flip-over cards with pictures of the Ravensburger amusement park near Lake Constance. It was fitted in the lounge on a Lake Constance ferry. It’s a … Continue reading


Ambush in South Africa

While the world’s eyes were on South Africa for the World Cup, Bavaria beer from Holland (who’ve already featured on this blog for “spoofing” the classic Heineken ad) pulled off one of the highest profile examples of ambush marketing I’ve ever seen. The official sponsor, Budweiser, were clearly not amused. FIFA neither. But Bavaria raised its profile dramatically, not just … Continue reading


World cup madness

As in previous years, and as recommended by marketing experts when you use current events to reach out to customers, companies are jumping on the World Cup bandwagon as an advertising vehicle. Inevitably, some are even playing to classic cultural clichés. So having seen what the Croatians make of the English recently, I’d thought I’d examine what the Brits taunt … Continue reading


Quit smoking

This example of conative marketing – ie, A for Action, caught my eye a couple of years ago. You see a cigarette on the pavement, pick it up, but then find it contains a message on how to quit smoking. It’s simple and effective. What really hits home though is the way it reaches out to the specific target group. … Continue reading

Spoofs – how to capture interest

One way to push people through the AIDA process is to tune into the Zeitgeist. In recent months TV advertising for beer has been set on fire by a Heineken campaign from the Netherlands that has captured the imagination of online communities the world over. I have to admit it’s a classic. Anyway, I have Doreen P. to thank for … Continue reading

Deliberate or not? Source:

What was the designer thinking?

The “visual double-entendre” in this logo for a German company supplying tow bars is so blatantly obvious, I’m trying to work out if they know what they’re doing. Do they know something about Freudian advertising I don’t know? Is this a new way to “arouse” interest in keeping with the AIDA process? Will it get people “desiring” their products? Oh … Continue reading