Question

Please define each acronym, and describe each one: AIDA SPIN ICAO

Answer 1

AIDA

AIDA is an acronym which stands for Attention, Interest, Desire and Action. This is a model which is widely used in advertising and marketing. This model describes the steps from the stage when customer first becomes aware of the product till the stage when the customer tries or purchases the product.

We describe each stage as follows:

Attention: Attention means to bring the product into notice to the prospective customer. By giving a shocking fact or problem which can be solved by using the product or service is a common way of gaining attention. Other method can be using a thought provoking question. The main aim of this stage is to give the prospective customer a reason for need to learn more about the product.

Interest: Once the prospective customer's attention is gained, the next step is to sustain interest of your product or service with him. Explain the customer of the problem identified in the attention stage in affecting him. Personalize the problem so that it hits him closer and the customer will need to find the solution soon.

Desire: In this stage, the main aim of marketer is to explain and show the benefits of the product or service to the prospective customer which can solve its problem. Explanation of features and benefits and demonstration is to be given so that the customer is convinced of its problem solving benefits. For example, before and after technique is used to arouse a desire to make the purchase.

Action: Once that the desire to purchase is created, the final stage is to convince the prospective customer to make the purchase. Advertisers use urgency techniques by offering something for a limited period of time or giving a special gift along with the product to instinct an immediate purchase of the product.

SPIN

SPIN stands for Situation, Problem, Implication, Need-payoff.

SPIN selling is a model based on selling. In a successful sales call, according to a research, its mostly the buyer who talks the most, and the salesperson keep asking questions. Asking more questions to the buyer allows the salesperson to build a rapport with the buyer, which makes the buyer more comfortable.

SPIN model says there are four types of questions:

Situation questions: means the questions related to the facts about the existing situation of the buyer.

Problem questions: these are asked related to the problems of the buyer and focus the buyer on the problem during clarifying it, before asking questions relating to implications. Such questions give needs that are implied.

Implication questions: such question enhances the adverse effects of the problems, before moving onto its solution. Such questions develop seriousness of the problem to motivate the buyer to initiate a change.

Need payoff questions: these questions get the buyers to tell about their needs to you and the benefits that your product offers, instead of you forcibly trying to explain the benefits. This is less pushy and gives greater impact.

Thus, SPIN selling allows the buyers to be open and in agreement to the questions asked, and so it is a buyer-centered strategy.

ICAO

ICAO stands for International Civil Aviation Organization. ICAO is a United Nations specialized agency which manages the administration and governance of the International Civil Aviation Convention.

It works with the 192 member states of the Convention and industry groups in order to formulate policies for the safe, secured, efficient, environmentally responsible and economically sustainable civil aviation sector.

It works to reach consensus on Standards and Recommended Practices (SARPs) of the international civil aviation. These SARPs conform that the local civil aviation operations are working according to the global norms.

In addition to adhering to SARPs and regulations and policies among its member states and industry, ICAO also coordinates capacity building and assistance for states in support of various objectives towards development of aviation; monitors and provides reports on various performance metrics of air transport sector; and audits capabilities of States' civil aviation in areas of safety and security.