# Q4B · Analyse the ‘AIDA’ and ‘Ehrenberg (ATRN)’ Models of advertising by giving appropriate examples

Subject: Advertising and Public Relations

Exam: TEE

Reader: https://deep-learning-study-room.vercel.app/apr/#tee/papers/paper-2025-12-11/q4b

Canonical: https://deep-learning-study-room.vercel.app/read/apr/tee/papers/paper-2025-12-11--q4b/

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

### 2025-12-11 · Q4B · Previous-paper question. Analyse the ‘AIDA’ and ‘Ehrenberg (ATRN)’ Models of advertising by giving appropriate examples. [10 marks]

#### Answer

## AIDA: attention → interest → desire → action

**Definition.** AIDA is a response-hierarchy model that organises persuasive communication into Attention, Interest, Desire and Action.

**In simple words.** Pehle notice, phir interest, phir chahiye, phir action.

Swipe across the diagram to read its labels ↔

![AIDA: four stages of a persuasive message](https://deep-learning-study-room.vercel.app/apr/fig/aida.291ff174c1.svg)

Diagram: AIDA: four stages of a persuasive message. Labels: AIDA: four stages of a persuasive message | AIDA: four stages of a persuasive message | 1. Attention | Notice the headline or visual. | 2. Interest | Understand a relevant benefit. | 3. Desire | Develop a reason to prefer it. | 4. Action | Take the stated next step.

AIDA: attention → interest → desire → action — follow the labels in order.

## Understand it step by step

1. **Attention:** earn notice with a relevant headline or visual. The notes also use “Awareness” for this first stage; explain that the message must first be noticed and recognised.
2. **Interest:** offer information that matters to the audience. A striking image without a relevant benefit may stop here.
3. **Desire:** connect the benefit to the person’s need and provide reasons to prefer the offering. Interest is “this is useful”; desire is “I would like this”.
4. **Action:** give a clear next step: visit, enquire, register or purchase. Make access easy and avoid inventing false urgency.
5. **Limit:** AIDA is a planning model, not a guarantee that every buyer follows a strict linear sequence. Habit and repeated experience may produce a different journey.

## See it in use

#### Illustrative example · A college workshop advertisement

Headline: “Build your first website” earns attention. A list of topics builds interest. A completed sample and beginner support build desire. “Register by Friday using this QR code” provides action.

## One advertisement explained at all four stages

| Stage | Communication task | Illustrative beginner-workshop advertisement |
| --- | --- | --- |
| Attention | Make the intended audience notice the message. | A readable headline, “Build your first website”, and a clear example page catch the attention of students interested in creating a site. |
| Interest | Give relevant information that makes the audience continue considering the offer. | Explain that the workshop covers page structure, styling and publishing, and state the date and beginner prerequisites. |
| Desire | Turn interest into a personal reason to prefer or want the offering. | Show what a student can realistically complete with guided support and explain why that outcome is useful. Evidence and credible scope support preference. |
| Action | Make the next response clear and practical. | Give the registration link, fee, deadline and contact details. The next action is registration; exposure alone is not action. |

**Interest versus desire:** “I want to know what is taught” is interest; “this suitable workshop would help me make my own site” is desire. A persuasive message should not skip essential conditions just to attract attention. Buyers may move back and forth or act from habit, so AIDA is a planning framework rather than a universal prediction.

## Ehrenberg: awareness, trial, reinforcement and nudging

**Definition.** The course’s Ehrenberg model describes advertising through Awareness, Trial, Reinforcement and Nudging, particularly for established or frequently purchased brands.

**In simple words.** Naam pata → ek baar try → experience se bharosa → gentle reminder.

Swipe across the diagram to read its labels ↔

![Course Ehrenberg model: ATRN](https://deep-learning-study-room.vercel.app/apr/fig/ehrenberg.26b8d4a608.svg)

Diagram: Course Ehrenberg model: ATRN. Labels: Course Ehrenberg model: ATRN | Course Ehrenberg model: ATRN | 1. Awareness | Recognise the familiar brand. | 2. Trial | Try and experience the product. | 3. Reinforcement | Support a satisfactory experience. | 4. Nudging | Prompt memory around the next purchase.

Ehrenberg: awareness, trial, reinforcement and nudging — follow the labels in order.

## Understand it step by step

1. **Awareness:** make the brand available in memory and easy to recognise.
2. **Trial:** encourage an initial purchase or use. The customer learns from experience.
3. **Reinforcement:** remind the user of a satisfactory experience and strengthen the existing choice. Advertising cannot create genuine product satisfaction by assertion alone.
4. **Nudging:** keep the brand easy to recall near another purchase. This is the fourth classroom label in the supplied notes; other accounts often abbreviate the framework to ATR.
5. **Contrast:** strong hierarchy models emphasise persuasive movement in attitudes before action. Ehrenberg’s weaker view gives a substantial role to trial, habit and reinforcement.

## See it in use

#### Illustrative example · A familiar biscuit

The shopper recognises a biscuit pack, tries a small pack, likes the actual taste and later sees a reminder near the next shopping occasion. The reminder supports repeat buying; it does not need to completely change a belief each time.