ABSTRACT
Advertisers have used models of behaviour to frame their messages since the inter-war years. They have sought to define and understand their target market, and develop models of consumer behaviour to construct advertising which produces the desired response; usually stimulating consumers to buy or use, or to change their attitudes and opinions. For many years, creatives have worked to a behavioural model known as AIDA: Awareness, Interest, Desire and Action. The purpose of advertising in this model is to raise awareness, then stimulate interest which would lead to desire and eventually action. The action would often not take place until the next day, week, month or even year (in the case of car ads, for instance). This meant that advertisers had to multiply their number of messages in the same and other media and retail outlets to reinforce the salespeople’s job.
