Think about promotional work that motivated you to attend an art or cultural offering. Analyse the way this promotion work used (or failed to use) the AIDA template.
I visited Regale - Crafting the Table at Craft Victoria last year after seeing a photo on their Instagram page and the corresponding exhibition page on their website.
When analysing and comparing the two promotional pieces in relation to the AIDA template, both fail to use an attention grabbing headline. The Instagram post comes closest by creating a sense of exclusivity in the caption “A sneak peak…”. To develop interest, the website allocates significant page space to the exhibition image but this image is not as descriptive of the exhibition content as the image on Instagram. The website page uses expressive language such “lavish” and “sumptuous” to inspire desire to visit, whereas the Instagram post’s wording is shorter and more direct. Both pieces include a call to action and information on attending the exhibition.
Overall, the website page is more aligned to the AIDA template but I found the Instagram post more compelling. I was first drawn the Instagram image and nearly didn’t read the text on the website after viewing the image used there. This shows how important imagery is in promotion!