The Communication Effect of Elevator Multimedia Advertisement Based on the AIDMA Model – Taking a commercial plaza in Shanghai as an example

College of Literature Art, Shihezi University, the Xinjiang Uyghur Autonomous Region, 832003, China

^* Corresponding author: 20201004265@stu.shzu.edu.cn

Abstract

The Attention-Interest-Desire-Memory-Action (AIDMA) model describes the psychological process of consumers from exposure to advertising to final purchase, including five stages: attention, interest, desire, memory, and action. This model has important guiding significance in the early stage of traditional media and the Internet. However, with the development of the Internet, users’ behavior patterns changed, and new marketing models such as the Attention-Interest-Search-Action-Share (AISAS) model appeared. However, the AIDMA model still has reference value and application scenarios, especially in elevator multimedia advertising. In a relatively closed and focused environment, elevator multimedia advertising is more likely to attract passengers’ attention, stimulate interest and purchase desire, and strengthen brand memory. This form of advertising is suitable for various industries and brands, and it can improve brand awareness and image. In order to evaluate the effect of elevator multimedia advertising, it can be investigated from three aspects: communication effect, psychological effect, and sales effect. Through these investigations, the study provides an understanding of the communication effect of advertising and provide a reference for future advertising planning.