AIDA Model

The marketing concept our group decided to base our video on is the AIDA model. We deemed this concept appropriate for the goal at hand, which was to educate students in both second and third level education of a marketing related topic.  

The model relates to the stages a consumer goes through when purchasing a product or service. Beginning with when the consumer is made aware of what is being sold and concluding with when they decide to either purchase or not purchase it.  

The model is made up of 4 parts, which are: Attention, Interest, Desire and Action. Given that there are also four students in our group, we felt this concept suited perfectly as it was easy to divide the workload equally amongst the four of us. 

Throughout the video, you will note that the video has been based in the context of a student who is considering enrolling at NUI Galway. It was decided that the model needed to be given a relatable example to give the model an understandable context when being applied. Creatively this felt very suitable as Immediate Use was a point of urgency in the brief for the university, and this example could be perfect for NUI Galway’s requirements. This story-like journey helped greatly in the video’s message development. 

Canva was an incredibly useful tool during the creative process of this video. It allowed us to easily create slides for the video, edit them efficiently, and add elements and animations that created a much more illustrative portrayal of the model. This brought on a fun and engaging theme to the video, which we felt vital to the target audience. We deemed it vital to maintain a constant layout structure when implementing images, text and headings, making the video much more digestible.