End module assignment module business communication i code f 01 buc 01 application of the aida model

UNIVERSITY OF NEW BRUNSWICK FOREIGN TRADE UNIVERSITY ADMINISTRATION 2UNB UNIVERSITY OF NEW BRUNSWICK END-MODULE ASSIGNMENT Module: Business Communication I Code: F-01-BUC-01 APPLIC

UNIVERSITY OF NEW BRUNSWICK FOREIGN TRADE UNIVERSITY

ADMINISTRATION

2)UNB

UNIVERSITY OF NEW BRUNSWICK

END-MODULE ASSIGNMENT

Module: Business Communication I Code: F-01-BUC-01

APPLICATION OF THE AIDA MODEL

Student: LE THI NGOC HOANG

Student ID: 2142219009

Cohort: K60CA-B

Semester: Summer

Academic year: 2021-2022

Headteacher: Vuong Thi Nhan

Submission date: 01/07/2022

Student’s signature:

FOR EXAMINERS ONLY

Grade (in number):

Examiner 1

(Signature & Full name)

Examiner 2

(Signature & Full name)

Ho Chi Minh City, July 2022

UNIVERSITY OF NEW BRUNSWICK FOREIGN TRADE UNIVERSITY SCHOOL OF BUSINESS HO CHI MINH CITY CAMPUS ADMINISTRATION

2)UNB UNIVERSITY OF NEW BRUNSWICK

END-MODULE ASSIGNMENT

Module: Business Communication 1 Code: F-01-BUC-01

APPLICATION OF THE AIDA MODEL

Student’s fullname: LE THI NGOC HOANG

Student ID: 2142219009 Cohort: K60CA-B Semester: Summer Academic year: 2021-2022 Lecturer: Nguyen Thi Minh Ha

Ho Chi Minh City, July 2022

STATEMENT OF AUTHORSHIP

Except where reference is made in the text of the end-module assignment, this assignment contains no material published elsewhere or extracted in whole or

in partfrom an assignment which I have submitted or qualified for or been awarded another degree or diploma

No other person’s work has been used without due acknowledgements in the end- module assignment

This end-module assignment has not been submitted for the evaluation of any other modules or the award of any degree or diploma in other tertiary

institutions

Ho Chi Minh City, July 2022

Le Thi Ngoc Hoang

Ho Chi Minh City, July 2022

3

ABSTRACT

This essay will summarize the overview of AIDA model implementations in Business Communication I subject and a review of my learning experiences at Foreign Trade University on social media

Ho Chi Minh City, July 2022

TABLE OF CONTENTS

1.2.1 Brochure 1: Enrollment at the Foreign Trade University (2019) 8 1.2.2 Brochure 2: The scuba diving tour - Ausfralla . -cc«c+s<c se 9

2.1 The reflective review of learning experience at E”TŨ -. -s-<¿ 15

LIST OF ABBREVIATIONS

AIDA Attention-Interest-Desire- Action

LIST OF TABLES AND FIGURES

CHAPTER ONE: QUESTION 1

1.1 The AIDA model

The AIDA model describes the cognitive processes that an individual goes through while making a purchase of a service or good There are four components in a basic marketing funnel model that work together to influence how customers think and act during the buying process (Paul MacRae, 2019, page.249)

AIDA is taken from the first 4 letters of Attention, Interest, Desire, and Action

These factors make it effective when trying to persuade someone of something they

don't know

Understanding the AIDA model, you can easily apply it to your marketing activities as well as short and long-term business strategies

The Purchase Funnel

Market

Awareness potential

Suspects

+ Number of

prospective

' purchasers Prospects

Figure 1.1: AIDA model

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Attention | The first step in the AIDA model, businesses need to take is to approach

and attract the attention of target customers to arouse curiosity and

interest of customers

Interest | In this second step, businesses need to provide customers with useful

information and suitable for what customers are interested in to help customers be able to solve their problems

customers to encourage them to make purchasing decisions more quickly

completely take the initiative in leading and motivating customers to

create the actions we want

Table 1.1

1.2 Three brochures

1.2.1 Brochure 1: Enrollment at the Foreign Trade University (2019)

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1.2.2 Brochure 2: The scuba diving tour - Australia

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1.3 The analysis of 3 brochures based on AIDA model

Brochure 1

Enrollment at

Brochure 2

Australia's

Brochure 3 Touring coaches

Ranking

trip

Attention | attention of attention of children’s The layout is

students by enrolling in a top institution

in Vietnam that offers a high-quality program

Realistic images of locals and visitors on diving tours

visuals and color scheme closely reflect the brochure's

content

understand, and

the main color is remarkable and striking

Brochure 2:

10/10 The arrangement

is clear and uncomplicated, and the main hue

is stunning and eye-catching with the depiction of

nature

Brochure 3: 7/10

The primary blue tone is rather

dated, and the

color palette is odd The font is inappropriate and the text size is

small for the

10

lengthy description

I:

Interest

Raise interest among the parents and pupils by emphasizing the benefits of the program to draw in

students, the

presence of knowledgeable professors from the institution and

partner

college

Though internships at large companies, the program complies with

output

requirements that comply to international business professional

standards

Surprises and excites customers

They offer a wildlife calendar that makes it simpler for visitors to plan

a trip if they want to view their favorite species

Interesting photos can

attract viewers

by famous places in the world but the images are not very realistic

Brochure 1: 9/10

With the advantages of attending the school are

showed, students

will feel more at ease and confident when submitting their applications Brochure 2: 10/10

It is easy for visitor to choose with three pricing from combo and a summertime

discount

Brochure 3: 8/10 the introduction is

short but concise,

introductory Activities can be experienced when joining this tour such as learning

about culture,

traditional cooking of local

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people or enjoying typical dishes and landscapes of European lands

D: Desire

Encourage students’

desire for learning and developing

To Attract numerous tourists by highlight the following keywords on brochure Explore - Adventure - Experience Snorkeling,”

will grab the reader's attention and get them thinking about their diving trip

Customers, especially children, show minimal interest in advertising materials, thus

it can be challenging to pique their interest in a product or

service

Brochure 1: 9/10

Give the students opportunities to join many activities while attending college such as scholarships and participation in transfer programs and so on to support students

Brochure 2: 9/10

Professionalism,

show visitor’s care

by encouraging them to complete their orders as quickly as possible

Brochure 3: 7/10

Too many information marginally affects the customer's

desire

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A:

Action

Activate the students’

initiative

Students easily get in touch with the school

or learn more through social

media, the

school's

website, mail,

and phone

Promote customer discovery The number of visitors will increase even more as a result of the brochure's additional options, which allow

customers to

choose the

time and date

The service's material is understandable and packed with activities and

requirements that clients will need A picture

is included in the brochure to show the locations that the guests will

be visiting in

Brochure 1: 10/10 The content is unambiguous, packed with

activities, and

meets all of the requirements that students need Brochure 2: 10/10 The contact information is highly detailed Additionally, the

Address, most of the needs

information for

tours

Table 1.3

13

1.4 Brochures ranking

1.4.1, Ranking of three brochures

o No2: Brochure 1 (37/40)

o No3: Brochure 3 (31/40)

1.4.2 Three qualities of the best brochure

Design, graphically appealing and unique: the captivating message and the eye-catching images

Useful information: It is simple for customers to recognize and select valuable material that suits their requirements and interests because it is complete, detailed, and appealing

Distinct: the price list that entices clients to take “Action” and a range of pertinent and user-friendly contact details

1.4.3, Three qualities of the worst brochure

Long text and numerous graphic: Too much information is presented at once, which makes it confusing for customers:

a long and rambling content all make it challenging to read: Inappropriate

fonts, small letter sizes, an out-of-date color scheme, and

Missing the important details and examples: The lack of price lists and contact information has broken the connection between the customer and the decision to spend money

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CHAPTER TWO: QUESTION 2

2.1 The reflective review of learning experience at FTU

Step out of my comfort zone, enrich my knowledge, utilize my time wisely, and set challenging goals while I still can By chance, I found FTU where can help me do those things

Only two months left to turn a year I have attended FTU, I can say that FTU has given me a lot more than I had expected: knowledge, great friends, and incredibly fascinating events for me

FTU- creates a friendly environment where dreams can be raised for the young generation and all FTU's instructors not only sow the seeds of knowledge but also support students cultivate their skills to prepare them for the journey ahead

2.2 Promoting on the social media

https://www.instagram.com/tv/CfZJmquiqcESZXHXjPO0ahSZbMQIzNec6th_w80/

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REFERENCES

Paul MacRae (2019) Business and Professional Writing _ A Basic Guide (2nd ed.) Broadview Press

Annmarie Hanlon (2022) The AIDA model Retrieved from:

https://www.smartinsights.com/traffic-building-strategy/offer-and-message-

development/aida-model/

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