Noelle Lee's Blog

In my previous marketing class, we talked about the communicating with consumers and how marketing communications influence consumers’ decisions.

Take Juicy Couture’s Spring -Summer 2011 Ad campaign as an example, we can break down the steps that consumers take before actually buying the product from Juicy Couture using the AIDA model.

http://www.juicycouture.com

Awareness:

The advertisement uses many different colours to attract consumer’s attention. As the brand name is printed at the bottom right corner clearly, consumers can immediately identify the brand that this advertisement is promoting.

Interest:

After gaining consumers’ attention to the advertisement, the ad has to increase their interest in purchasing the products. As Juicy Couture’s target market is women ages 10-26, in the ad, there are three good-looking models wearing eye-catching outfits and luxurious accessories. These can help to gain consumers’ interest in those products.

Desire:

This advertisement is promoting the Juicy Couture’s fun, luxurious, and fairytale-like image. After looking at this ad, consumers may want to be like those models and have the desire to purchase the products advertised.

Action:

In the end, if the ad has caught consumers’ attention and made them wanted to own the products, they most likely will act on that interest by making a purchase.