[lit-ideas] From print to Internet, from AIDMA to AISAS

["John McCreery" <john.mccreery@xxxxxxxxx>]

As part of a current research project I stumbled across the following
report from the FIPP 36th World Magazine Conference in Beijing.

"In addition to digital, a major theme of Day 2 at FIPP's 36th World
Magazine Conference at the World China Hotel in Beijing on 15 May
2007, was advertising. And despite a decline in numbers, all of the
speakers believe that the attractiveness of magazines will prevail.

In the morning's opening talk, Advertising and Magazines: Asian and
Global Trends, Tateo Mataki, President and CEO of Dentsu Inc, Japan,
told more than 1000 delegates from over 60 countries that he still
believes that the fact that magazines can be read without placing any
stress on the individual's time gives them a distinct advantage.

"Magazines reach the hearts of readers and gain their trust, serving
to enhance value," he said. "The time that people spend reading
magazines is a rewarding time during which they are most receptive to
messages. Magazines provide a rich experience during which both
content and ads are absorbed."

Mataki said that in Japan, the internet is changing consumption. "It
has shifted from the AIDMA: Attention, Interest, Desire, Memory and
Action, to AISAS: Attention, Interest, Search, Action and Share."

As an anthropologist with an interest in the sociology of knowledge
and how cultural information is transmitted, I find the shift from
AIDMA to AISAS intriguing.

AIDMA assumes that advertising works inside the individuals who make
up its target audience. A successful ad catches their attention,
arouses their interest, stimulates desire, sticks in memory and primes
them to choose the product on offer to fill the need it satisfies.

AISAS assumes a social process. The first two steps are the same, an
ad catches an individual's attention and arouses that individual's
interest. Then, however, the individual searches for more information,
acts on decisions that involve more information than the ad itself
supplies, then--this is the crucial difference--shares his or her
experience with others interacting through the Net. Satisfaction or
dissatisfaction is not longer a largely private matter, shared with at
most family or friends. It now has a public dimension and, if it
catches on, can spread like wildfire.

Opinions spreading like wildfire is, of course, a phenomenon that
predates the Net. The world religions are ancient and classic
examples, as are 20th century ideologies. It is hard to deny, however,
that the Net provides a mechanism by which hot ideas can spread more
quickly, accelerating the process of cultural transmission and social
change. On the other side of the coin, easy access to competing
opinions may blunt the force of what might otherwise seem compelling
propositions.

Where does this all lead us?
--
John McCreery
The Word Works, Ltd., Yokohama, JAPAN
Tel. +81-45-314-9324
http://www.wordworks.jp/
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[lit-ideas] From print to Internet, from AIDMA to AISAS