A

The AIDA model is the foundation of modern marketing and advertising practice. It outlines the four basic steps used to persuade potentials to make a purchase. The first three steps lie in creating attention (A), decorating interest (I), and building desire (D) for the product, before the fourth step—the “call to action” (A)—tells them exactly how and where to buy. AIDA can channel the customer's feelings through each stage toward reaching a sale.

Attracting the customer's attention is the first challenge and this may be achieved by using an attracting phrase or picture. Once someone's attention has been clutched,__it must be turned into real interest. This is best done by providing a brief description of the product's benefits to the consumer rather than simply listing the product's main features or problem­solving claims.

Now, it is time to transform that interest into a desire for a product or service. This is where consumers need to believe their lives could be better by possessing the product. It could be a vital step towards turning a potential into a real customer.

“Call­to­action” is where all of the initial hard work pays off and leads to the action from a potential customer. For example, they might pick up the phone to discuss the idea of a trial of the services or, alternatively, they may just buy that product or service that has been promoted to them all along.

And AIDA is used to great effect in the movie industry. Movie studios begin their marketing campaigns months in advance. The campaigns develop by offering attractive flashes of the movie without giving too much away. Desire is inspired by the release of the full preview which is fully designed to show the exciting moments of the movie, from special effects to humorous lines of dialogue on the opening weekend. Advertisements in newspapers and on television focus on the movie's release, inviting the consumer to go and buy a ticket.

1£®What is the purpose of practising AIDA?

A£®To create jobs.

B£®To increase sales.

C£®To research markets.

D£®To introduce products.

2£®What does the underlined word “clutched” mean in Paragraph 2?

A£®Seized.    B£®Freed.

C£®Cheated.    D£®Affected.

3£®In which stage of the AIDA model may a customer call to try the service?

A£®Action.    B£®Interest.

C£®Desire.    D£®Attention.

4£®Why does the author mention the movie industry in the last paragraph?

A£®To design an AIDA model.

B£®To display how AIDA works.

C£®To show how to make a movie.

D£®To advertise the movie industry.