THE AIDA MODEL FOR ADVERGAMES

The consumer’s purchase process is described by interpreting the AIDA Model in the context of online advergames and presents a series of elements which could be used for driving consumers through the communication funnel and to reach the final stage of the acquisition process.

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 interpreting the AIDA Model in the context of online advergames. The stages of the process are explained based on the interaction established between a consumer and a brand during a game session when the player is exposed to advertising messages embedded in the advergame content. The general setup for the model interpretation is given by the online environment and the specific virtual interactivity of the Internet. 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 can help advertisers to better understand how advergames work and presents, for each stage of the AIDA model, a series of elements which could be used for driving consumers through the communication funnel and to reach the final stage of the acquisition process.