Analysis of the Application of AIDA (Attention, Interest, Desire, Action) in Kanzler Nugget Advertisements with Brand Ambassador Nicholas Saputra
Abstract
Digital marketing has become an important element in marketing strategies to reach audiences effectively and efficiently. In the promotion of Kanzler nugget products, the company utilizes digital media to strengthen the product figure by cooperating with handsome actor Nicholas Saputra as brand ambassador. This research aims to analyze the application of the AIDA model (Attention, Interest, Desire, Action) in Kanzler nugget advertisements. The method used is descriptive qualitative by highlighting the AIDA elements applied in advertisements to build attraction, maintain interest, create desire, and encourage consumer action. The research data was obtained through observation of the latest advertisement released
in 2023. The study results show that the selection of Nicholas Saputra as a brand ambassador succeeded in creating attraction while maintaining consumer interest in consuming Kanzler nugget variants with bubble crumb innovation. This study also revealed that the AIDA-based advertising strategy implemented successfully represented Nicholas Saputra's character as an observative and innovative figure, in
line with Kanzler's innovation as the first bubble crumb pioneer in Indonesia. Overall, this ad not only serves to promote nugget products, but also displays Nicholas Saputra's cool and exclusive characteristics. The character also supports the product figure and succeeds in attracting attention, especially women who are the main target of this advertisement.
Keywords: AIDA, Nicholas Saputra, Nugget Kanzler, Advertisement
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