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The Aida Model For Advergames

Author

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  • Alina Irina GHIRVU

    (Faculty of Economical Sciences and Business Administration Babeº-Bolyai University, Cluj – Napoca, Romania)

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.

Suggested Citation

  • Alina Irina GHIRVU, 2013. "The Aida Model For Advergames," The USV Annals of Economics and Public Administration, Stefan cel Mare University of Suceava, Romania, Faculty of Economics and Public Administration, vol. 13(1(17)), pages 90-98, June.
    • Handle: RePEc:scm:usvaep:v:13:y:2013:i:1(17):p:90-98
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    Citations

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    Cited by:

    1. Brengman, Malaika & De Gauquier, Laurens & Willems, Kim & Vanderborght, Bram, 2021. "From stopping to shopping: An observational study comparing a humanoid service robot with a tablet service kiosk to attract and convert shoppers," Journal of Business Research, Elsevier, vol. 134(C), pages 263-274.
    2. Lorente-Páramo, Ángel J. & Chaparro-Peláez, Julián & Hernández-García, Ángel, 2020. "How to improve e-mail click-through rates – A national culture approach," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    3. Cheng-Chih Chou & Liang-Rui Chen, 2021. "An Analysis of Behavioral Models Relating to Renewable Energy in Taiwan," Sustainability, MDPI, vol. 13(13), pages 1-19, June.
    4. Lorente Páramo, Ángel José & Hernández García, Ángel & Chaparro Peláez, Julián, 2021. "Modelling e-mail marketing effectiveness – An approach based on the theory of hierarchy-of-effects," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    5. Abdullah Yahia Moqbile Ahmed, 2017. "The Impact of Exposure to Advertisement Online on Purchase Decision Empirical Study of Saudi Customers in Western Region," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(7), pages 366-386, July.
    6. Fazal ur Rehman & Tariq Nawaz & Ishfaq Ahmed & Shabir Hyder, 2014. "Some Insights in the Historical Prospective of Hierarchy of Effects Model: A Short Review," Information Management and Business Review, AMH International, vol. 6(6), pages 301-308.

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