An ad agency or advertising agency is a business
or service dedicated to planning, handling and creating advertising for
clients. These agencies are independent of clients and provide their
skills and views to sell client's services or products.
Advertising agencies can also manage branding
strategies, marketing and sales promotions for its clients.
For an advertising agency, it is very important to
realize that they can increase sales with their effort. Truly speaking,
advertising agencies are minds working on the other side of the
internet to increase sales. For a person working as an advertising
agent, it is very important to know about the buyer's psychology.
Those who are working in an advertising agency
should know about the various thought processes that go in the mind of
a reader or a viewer, a potential buyer. This will definitely help to
build your business better.
There are ample of theories to explain the process
that goes in the buyer's mind when he/she goes to purchase anything.
The process is not the same for each buyer and it
is sequential.
One of the popular features followed by ad
agencies is AIDA. AIDA is a acronym stands for:
A - Attention
I - Interest
D - Desire
A - Action
The AIDA model states that advertising agency
should know how to draw attention of a buyer to get the customer
interested by exhibiting its advantages, benefits and features.
Interest is followed by desire. It is advertising agency's duty to
create a desire in a buyer to buy a specific product. All three steps
of the AIDA policy will help you to stimulate the action towards the
purchase of a product. AIDA theory guides and leads you to build a
better advertising business. BIG B's of advertising world have followed
AIDA to generate good advertisement campaigns.
Another model called DAGMAR has now increasingly
become more popular and comprehensive than AIDA. DAGMAR steps are more
defined and easy to apply.
Term DAGMAR is an acronym for Defining Advertising
Goals for Measured Advertising Results. According to DAGMAR, a sale
must carry a potential customer through four stages:
I. Awareness
II. Comprehension
III. Conviction
IV. Action
Suppose you are having a service or product and
your customer knows nothing about the product. As your client is
unaware of the product, the first step is to make him aware of your
product by posting advertisement regarding your product on respective
websites.
Comprehension is the second step of DAGMAR. Try to
know the answers to these following questions. a) What is your product
about? b) What are product's potential features and benefits of
product? c) What will your customer get from your product? And how?
Answers to all these questions will help you to
get a potential customer.
Next stage is conviction and this is very
important. Convince your customer by telling him the benefits of your
product. After convincing, your next step starts i.e. action, which is
not controlled by you. You have to depend on the customer. However,
your previous actions will have a major role to play.
If you have been able to convince, the customer ad
have answered him satisfactorily and then you will definitely be the
winner of the day.
Article Source:
http://www.articlesbase.com/multimedia-articles/aida-and-dagmar-
models-for-an-advertising-agency-35178.html About the Author
Keith George always shares valuable information.
A related resource is Writing
and Journalism at College.
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