The AIDA model is a useful way to think about marketing promotion – or marketing communications. Four of the most common objectives that we might have with marketing promotion fit into the model – and this promotion from McDonald’s in Stockholm, Sweden achieves all four. See the whole plan in the video.
- Getting Attention – in this case, the large billboard, with lots of people watching will certainly grabs attention
- Hold Interest – you can watch, wait to play the game, or play the game
- Arouse Desire – perhaps all that game playing or watching will make you hungry
- Obtain Action – deliver coupons to winners, one of the oldest ideas for getting customers to take action