The AIDA model is an approach used by advertisers to describe the different phases of consumer engagement with an advertisement.
AIDA stands for attention, interest, desire, and action. It is an acronym used in marketing and advertising, which helps marketing managers develop effective communication strategies and communicate with customers in a way that better responds to their needs and desires. AIDA describes a common list of events that occur when a consumer views an advertisement. Each letter in the acronym stands for the following:
The "A" represents attention or awareness, and the ability to attract the attention of the consumers. The "I" is interest and points to the ability to raise the interest of consumers by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). The "D" represents desire. The advertisement convinces consumers that they want and desire the product or service because it will satisfy their needs. The "A" is action, which leads consumers toward taking action by purchasing the product or service.
The system is used to guide marketers to target a market effectively. Naturally, as organizations move through each step of the AIDA model, a percentage of initial prospects are lost throughout the sales cycle.
The term and approach are commonly attributed to American advertising and sales pioneer, E. St. Elmo Lewis. In one of his publications on advertising, Lewis postulated at least three principles to which an advertisement should conform:
"The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement."
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