AIDA Model


Definition: the AIDA Model is the acronym of a consumer marketing model by Elias St. Elmo Lewis that describes 4 essential steps in an advertisment:
- Attention: attract the attention of the potential customer (also called: Awareness)
- Interest: create interest, for example by making a promise or an attractive offer
- Desire: transfer the interest into a desire or preference for the product by showing its ability to satisfy needs.
- Action: push the customer to actually buy the product (e.g. inform him where it can be bought)
A longer version of AIDA is AIDAS, in which Satisfaction has been added (so he will make a repeat purchase).
See also: Buyer Readiness Stages.


More on advertising: 5 M's of Advertising, Advertising Budget, Guerrilla Marketing, Negative Advertising, Sleeper Effect, more...


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