Attention is the first step of the model - you must grab a customers attention before you can achieve any behaviour change, which can prove to be a difficult thing to do. The Guardian (2005) say's that you are likely to see 3,500 marketing messages a day but 99% have no impact.
Interest occurs after you have grabbed a customers attention. Now a brand or product has to interest and engage a person in an attempt to persuade them to want the product/service.
Desire aims to make a customer want to purchase a product, what can the product do that will meet their needs/solve a problem?
Action is the outcome of a person watching, a marketer wants for a consumer to take action and purchase.
This model is straight forward, it was created in 1898 by St. Elmo Lewis, he thought the last stage Action would be a natural result of moving through the other stages which is a flaw as not all consumers purchase after seeing an advert and there are other factors that effect whether a consumer will take action.
The advert grabs your attention by only showing glimpses of the product which in turn creates interest - what are they trying to show? The lights and music move through the advert simultaneously creating 'slick' and 'sexy' imagery. They create desire through the imagery and by explaining its a new design and new technology, asking viewers to 'discover' which is asking them to take action - visit the website, look at the car and by doing this Land Rover can create more desire and interest around the product hoping people will purchase.
I think this model is an effective tool for marketers to design adverts around but there needs to be other factors that go into the creation of an advert for example, researching when and where to show the advert and targeting it at the right audience.
N/A. (N/D). AIDA sales funnel. Available: http://www.provenmodels.com/547/aida-sales-funnel/elias-st.-elmo-lewis.
Gibson, O. (2005). Shopper's eye view of ads that pass us by. Available: http://www.theguardian.com/media/2005/nov/19/advertising.marketingandpr.
Davis, V. (2014). 'Ad Strategy Week 2' MG601-14SB Advertising Strategy. Available at:https://my.bucks.ac.uk/webapps/portal/frameset.jsp?tab_group=courses&url=%2Fwebapps%2Fblackboard%2Fexecute%2Fcontent%2Ffile%3Fcmd%3Dview%26content_id%3D_539088_1%26course_id%3D_48305_1%26framesetWrapped%3Dtrue