AIDA Model

AIDA model - toolshero

This article explains the AIDA Model in a practical way. After reading you will understand the basics of this powerful marketing tool.

What is the AIDA formula?

The AIDA Model is a universally praised means / formula within the advertising and marketing sector to persuade potential customers to buy a product and / or service. Today, the AIDA model is used in almost every advertisement or commercial. The basic principles of this method were devised by Elias St. Elmo Lewis in the late 1800s.

What do the letters AIDA stand for?

AIDA is the acronym for the terms Attention, Interest, Desire and Action. Starting with Attention, the model must be followed step-by-step and ends with Action.

AIDA model

Only then this model has a good chance of success. Whether it is a direct mail or an extended television commercial, the AIDA model has proved itself over time.

AIDA model marketing - toolshero


The attention of a potential customer must be drawn before they make a purchase decision. This decision could be made based on colour, typography, sound, image or the use of celebrities. Texts can be used too. A good slogan succeeds in drawing attention to a product immediately.


When attention has been drawn to the product/service, a customer’s interest will be piqued. The interest in the product/service can only be piqued after the unique selling points (USPs) have been highlighted. These points of sale must be convincing enough for the potential buyer to purchase the product/service. In combination with price, guarantee and terms of delivery, USP s provide an important basis for generating a customer’s interest.


In this step interest turns into desire. The potential customer must crave for the product and/or service as it were and they must have the idea that they cannot do without it any more. To win the customer over, certain product features could be exaggerated so that the product and/or service will become more valuable than that of the competition. Psychological aspects (somatic markers) can play a role in which a brand name can make an important contribution to the Desire factor.


This final stage is about the customer taking action. This results in the customer buying the product and/or service. As an extra stimulus, a special offer will make it a just a little more attractive for the customer to buy the product. It is also important that the customer knows now where they can buy the product and/or service. In addition to the purchase, registering for a newsletter, requests for a brochure or other forms of responsive action are active forms of action. When data of potential customers (leads) are known, it is much easier to land them as a paying customer.

Further application of the AIDA Model

The AIDA Model itself is already 100 years old and it is often updated and adjusted. Today, the S of Satisfaction is often added to the AIDA Model. This factor is also the determinant for repeat buys of the existing customer whereas positive word of mouth advertising will contribute to a larger clientèle. The suggestion has been made to add the letter C for Conviction to the model. Opinions are divided about this, because Interest is also about convincing the customer with the aid of the unique selling points of the product and/or service. Conviction would go beyond this and would follow the stage of Interest created by stimuli in commercials.

Many applications of the AIDA Model

One thing is certain. The AIDA Model has many applications and is used as a marketing tool in both the commercial and non-commercial sectors. Nowadays, libraries would like to approach more people and will pull out all the stops to increase their user groups and borrowers in which they make use of the AIDA Model. From websites to advertisements and from billboards to catalogues, the AIDA Model remains very useful.

It’s Your Turn

What do you think? Is the AIDA Model applicable in today’s modern economy and marketing? Do you recognize the practical explanation or do you have more suggestions? What are your success factors for the good AIDA Model set up?

Share your experience and knowledge in the comments box below.

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More information

  1. Jobber, D. & Ellis-Chadwick, F. (2013). Principles and Practices of Marketing. McGraw-Hill Education.
  2. Mohammadi, S., Esmaeily, N., & Salehi, N. (2012). Prioritization of promotion tools based on AIDA model by Analytic Hierarchy process in production sector of sport industry. Archives of Applied Science Research, 4(4), 1670-1675.
  3. Paul Peter, J. & Donnelly, J. H. (2006). Marketing Management. McGraw-Hill/Irwin.
  4. St. Elmo Lewis, E. (1908). Financial Advertising. (The History of Advertising). Levey Brothers.

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