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JUNE 2017
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77
PPAI Exclusive Research
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FEATURE
B
rands spend billions of dollars each year on efforts aimed at
influencing consumers by following a traditional marketing
model. The U.S. alone accounts for an estimated $298 billion in ad
expenditures annually and was recently named the world’s largest
advertising market.
Developed in 1898 by one of advertising’s founding fathers,
Elias St. Elmo Lewis, the traditional marketing model narrows
the consumer decision-making process into four key stages:
awareness, interest, desire and action (AIDA). This model helps
marketing strategies steer the consumer through each stage of the
decision-making process.
Historically, advertising has been considered the most creative
influencer for brands—a belief that is protected and nurtured by
many of the world’s leading ad agencies. Yet the world we live in
today looks much different than it did in 1898. Now consumers
have access to information to form their own opinions of brands.
They are constantly connected to a free flow of information and
ideas. They have become a more informed group of consumers
who are learning more, engaging faster and expecting convenience
by
Moumita Das