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, like advertising messages 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.
Elias St. Elmo Lewis was an American businessman. His main goal was to optimise sales pitches, specifically the interaction between buyer and seller. Lewis is considered a pioneer in science-based methods and techniques for advertising and sales processes.
For Lewis, it was also very important to view advertising as a type of training. The training should be useful for the participant, .i.e. the potential customer. He developed the advertising theory based on his extensive past experience and became the marketing head at several large organisations.
AIDA model: 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.
The AIDA model explained
In effect, the AIDA model follows the entire customer journey like a marketing funnel through the abovementioned stages of attention, interest, desire and action. Hence the model depicts the cognitive stages the customer goes through during the service or product purchasing process. This is why it is sometimes referred to as the purchasing funnel. In the funnel, the buyer and seller repeatedly go back and forth to guide the customer towards the final purchase decision.
Although the accuracy of the model is still very high, nowadays it is not solely the relationship between buyer and seller that plays a role in the purchasing process. The rise of social media has seen this expand to encompass a variety of channels, networks and communities.
AIDA model in practice
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.
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...
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