As a new product line, the company is manufacturing a range of shampoos and conditioners, which are produced from natural ingredients and which are totally environmentally friendly. This new formula is extremely effective in controlling dandruff and is specifically designed for sensitive skin and allergy sufferers. This new range of shampoo and conditioners is also available in various sizes and includes a practical, portable version, which is ideal for travelling purposes. As an introductory offer, the company is also giving a free ‘portable travel-kit’, which includes a shampoo, conditioner and hair gel, with every purchase of 1 shampoo and 1 conditioner. This introductory offer is available until stocks last.

a. Explain the AIDA model.

b. Discuss how the AIDA model may be applied when planning an advert for this new range of shampoos and conditioners