| Action – the behavior stage
The goal here is to spur the customer into actually using the product/service. Thus special promotions, price reductions, or introductory offers are utilized. According to De Saez (2003: 85-86), the availability of new technology may be an initial attraction, and is backed by the promise of specialized personnel and individual attention via an appointment system, which is more likely to spur user action. Reynolds (2003: n.p) believes that messages about new products and services or to new customers about existing products and services, should flow through the AIDA cycle. Increasing the usage of current products and services can only occur when customers become more interested or can see themselves using the products/services.
Platforms
Platforms, according to Reynolds (2003: n.p), can serve as the next level theme statement under which several messages might fit and which summarize the overall intention of the library. Platforms often contain different graphics or logos that build visual recognition which, in turn, support the individual messages. Different types of message platforms for different segments of the users, such as undergraduate students, graduate students, faculties, researchers, administrators, staff, and others, are used.
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