The Volvo commercials outlined in the chapter achieve the Attention, Interest, and Desire steps of the marketing tool AIDA process. According to the AIDA framework, after seeing the advertisement, the customer will first pay attention to the product, then spark interest in it, followed by a desire to buy the product, and finally act and purchase it (Mumtaz, 2019). The unique and fun stories portrayed in commercial films such as “The Technician” or “Balerina” are designed to capture the viewer’s attention to the product. The usual and ordinary situation is unlikely to compel the customer to pay attention to the advertisement. Similarly, the ad with Jean-Claude Van Damme attempts to galvanize the viewer’s attention by incorporating its product into the story of a famous actor in an unusual situation. This ads campaign sparked potential customers’ interest in Volvo’s products when they visited Volvo’s brand site. This part demonstrates that the marketing strategy’s second step, curiosity, is being accomplished.
Moreover, the unique positioning of Volvo is also part of the marketing strategy to capture individuals’ both attention and interest. In other words, Volvo repeatedly emphasizes their distinct nature that focuses on the quality of the cars rather than their flashy and fancy style. Such a strategy is likely to make customers specifically looking for quality cars pay more attention and interest to Volvo’s products. Another marketing strategy is when Volvo promises to reimburse the car’s first-month money if they choose Audi A4, Volvo’s main competitor. This tactic also aims to make people pay attention to the fact that Volvo is very confident in the quality of their cars. It also interests people to try out their chances. But the eventual goal of this strategy is to make people desire the vehicle after driving it. Therefore, Volvo’s marketing communications aspire to achieve the potential customers’ attention, interest, and desire.
Reference
Mumtaz, R. (2019). Awareness and perspectives social media as new strategic marketing approachin minor industries; notion grounded on AIDA model. Journal of Content, Community and Communication, 10(9), 213–224. Web.