THE AIDA MODEL FOR ADVERGAMES

Abstract

Abstract: Marketers are continuously searching for new ways to communicate better with their public and to understand consumers’ purchasing behavior. They tried to define and explain the consumer’s purchase process by using different models and applying various strategies for improving brand communication. One of the paths followed was the use of hierarchy of effects models. This paper describes the consumer’s purchase process by using the AIDA Model and explains the four stages of the process in advergames context. Previous studies concerning advergames showed that this new communication tool can increase brand awareness, creates positive feelings toward brand and a general positive attitude which can lead to purchase intention and actual sales. This paper tries to contribute to researches about how advergames can be used efficiently by describing for each of the AIDA stages the specific elements that help advertisers to drive their public through the communication funnel and to reach the final stage of the acquisition process.