No matter which stage your business is in, advertising follows four steps, according to the industry mnemonic, “AIDA: Awareness, Interest, Desire, Action.”
Your job is to make prospective customers aware that your product or service exists, pique their interest in what your product or service can do for them, make them want to try your product or service, and finally take action, by asking for more information or actually buying the product.
Definition: To call the public’s attention to your business, usually for the purpose of selling products or services, through various forms of media, such as print or broadcast notices.
Advertising provides a direct line of communication to your existing and prospective customers about your product or service.
Your advertising goals should be established in your business plan.
For example, you may want to obtain a certain percentage of growth in sales, generate more inquiries for sales, or build in-store traffic. The desired result can simply be increasing name recognition or modifying the image you’re projecting. Objectives vary depending on the industry and market you’re in.