The AIDA model is a marketing model that describes four essential steps that need to be addressed in an advertisement. AIDA is an acronym formed by Attention, Interest, Desire and Action.
The AIDA model was first published by EK Strong in 1925 – but according to Strong, it would have been developed by St Elmo Lewis at the end of the 19th century.
AIDA model explained
AIDA is a step-by-step model in which the individual steps must be completed in sequence. In the original model it is not possible to effect a final preference or action without attention. However, the model does not prescribe whether the steps should be carried out in one or more advertisements. The AIDA model is therefore suitable for both individual expressions and advertising campaigns.
First, the attention or attention of the potential customer must be drawn. Sometimes the first step is also mentioned as awareness. The purpose of communication is to get the attention of the consumer. This can be achieved by an advertising expression that is striking in terms of typography or color.
Arouse interest. Interest or change is the second step in the model. The goal is to point out to the consumer the positive aspects of the product or brand. The consumer must become interested. One option is to make a promise (quality guarantee) or an attractive offer.
Urgency, desire or preference is the third step. In this step the interest is converted into a desire or preference for the product. Often the advertisement will be aimed at convincing the consumer that the product or brand is valuable.
Action is the final stage of the AIDA model. The goal of this phase is to persuade the consumer to buy the product. The consumer must have the opportunity to take action to obtain the product. A possible interpretation of an advertisement at this stage is by informing the consumer where the product can be obtained.
The AIDA model has been expanded and changed over time. A recent extension concerns the S of satisfaction, or satisfaction. The assumption here is that in order to proceed with a follow-up purchase, the consumer must also be satisfied with his prior purchase. The AIDAS model is then mentioned.
Also today the C of conviction or conviction is inserted. After creating interest, an advertisement must then result in conviction. This is called the AICDA or even the AICDAS model.
Another new insight regarding the AIDA model is the order. For some products and product expressions, the order of the different steps may differ from the AIDA pattern. For example, a desire for some products can precede the interest or attention phase. Also, in cases of cognitive dissonance, the A of action may be the first step in the AIDA process. The fact that someone has already purchased a product can then ensure that he has more interest in the advertisements and with the help of this (in retrospect) justifies his interest and desire.