This is worth reading and exploring. We’ll look more closely at this next week.

 

AIDA is an acronym that stands for Attention, Interest, Desire and Action.

The AIDA model is widely used in marketing and advertising to describe the steps or stages that occur from the time when a consumer first becomes aware of a product or brand through to when the consumer trials a product or makes a purchase decision. Given that many consumers become aware of brands via advertising or marketing communications, the AIDA model helps to explain how an advertisement or marketing communications message engages and involves consumers in brand choice. In essence, the AIDA model proposes that advertising messages need to accomplish a number of tasks in order to move the consumer through a series of sequential steps from brand awareness through to action (purchase and consumption).

 

The steps proposed by the AIDA model are as follows:

• Attention – The consumer becomes aware of a category, product or brand (usually through advertising)
• Interest – The consumer becomes interested by learning about brand benefits & how the brand fits with lifestyle
• Desire – The consumer develops a favourable disposition towards the brand
• Action – The consumer forms a purchase intention, shops around, engages in trial or makes a purchase

 

Stage I. Secure Attention.

Stage II. Hold attention Through Interest.

Stage III. Arouse Desire.

Stage IV. Create Confidence and Belief.

Stage V. Secure Decision and Action.

Stage VI. Create Satisfaction.