In the young years of my career, I was also given the mantra AIDA. Having read what you just shared with us, dear Frank, I have become aware of something that I experience almost every day, mostly on my computer screen: There is a visually and/or emotionally strong stimulus that attracts my attention. Less than a second later, I notice that this stimulus had the purpose of luring me into something that I find to be completely uninteresting, boring, and irrelevant. My inner response is not desire but rejection, even regret, that I allowed the stimulus to catch my attention. I feel "taken for a ride", deceived, and manipulated. When I can remember the name (e.g., brand) or logo of the deceiver, I will avoid any further contact with them.
The actual believe that we need to attract attention in oder to create interest etc.
Attention is a consequence of implicit goals. And if you trigger implicit goals, that your ad or product cant fullfill or the customer does not want this now, you achieve the opposite.
Therefore modern marketing is not treating the customer like a rat which can be easily seduced, but as human on eye level with honest intentions to help with the product & service at hand.
Thanks for writing this, it clarifys a lot. Absolutely agree.
In the young years of my career, I was also given the mantra AIDA. Having read what you just shared with us, dear Frank, I have become aware of something that I experience almost every day, mostly on my computer screen: There is a visually and/or emotionally strong stimulus that attracts my attention. Less than a second later, I notice that this stimulus had the purpose of luring me into something that I find to be completely uninteresting, boring, and irrelevant. My inner response is not desire but rejection, even regret, that I allowed the stimulus to catch my attention. I feel "taken for a ride", deceived, and manipulated. When I can remember the name (e.g., brand) or logo of the deceiver, I will avoid any further contact with them.
Claudio, you nailed it.
The actual believe that we need to attract attention in oder to create interest etc.
Attention is a consequence of implicit goals. And if you trigger implicit goals, that your ad or product cant fullfill or the customer does not want this now, you achieve the opposite.
Therefore modern marketing is not treating the customer like a rat which can be easily seduced, but as human on eye level with honest intentions to help with the product & service at hand.
May "modern marketing" replace "rat marketing" soon!
Things typically need generations of time to change