It's a process

The role of advertising is to make buyers/prospects aware and interested in product offerings by informing/educating, persuading and reminding them of the benefits as well as the company.

The role of media is to select and arrange media to reach as much of the target -- efficiently, effectively, and frequently -- as is necessary to achieve goals. There is no template or cookie-cutter approach. The plan will be guided by your strategic goals.

The Process: Services

Marketing to the purchasing process

Long-standing hierarchical marketing model AIDA serves as a guide in the design and development of an advertising plan. It implies that buyers follow a series of steps or stages when making purchasing decisions. That process begins with Attention, progresses to Interest, Desire and Action. Applying this model impacts strategic and tactical plans including content/messaging development, media selection and scheduling, SEO and social media.

Consider these four basic stages when planning:

Attention – consumer becomes aware of a category, brand or product.
Interest – consumer becomes aware of benefits of the brand/product and develops interest.
Desire – a favorable disposition develops about the brand/product.
Action – purchase intention grows; consumer engages in trial or makes purchase.

Today there is no shortage of brands looking to get attention and consumers are surrounded by advertising messages at every turn. From traditional TV, radio, newspapers, and magazines to mobile, social and email, no stone is left unturned. Understanding your customers’ needs and their journey from attention to action is essential in making your brand relevant.