AIDA

Desire- to generate the feeling of 'need' for the product(s). With Gap's simple photo advertisements with the focus on the clothes and a minimal message, their intention is to show off the conservative clothing. Most of their advertisements show the versatility of the garments. With also new fashion trends, Gap creates the desire for their product with the conservative style.

Attention- to raise existing and potential customer's awareness of the product by engaging their attention. Gap achieves this by their simple commercials and promotions if their different cut if jeans.

Interest

Desire

Action

Attention

Interest- to stimulate and keep customers interested through memorable advertisements.

Action- encourage customers to take action and purchase the product through discount vouchers or other methods. Gap will advertise price deductions through their website, stores, direct mail to customers in the loyalty program, and etc.