AIDA


The AIDA concept explains successive stages buyers go through when making a decision to buy (or not to buy) a product and describes a four-step process that firms follow to reach prospective buyers.

Technique Overview

AIDA

AIDA Definition

AIDA is a model of communication that is designed to capture the process that firms go through to reach prospective buyers to sell their products and services. It is an acronym for Attention, Interest, Desire and Action that demonstrates the successive stages buyers pass through in a linear hierarchy (Belch, 2008). Following the original conception, a further factor of 'S' was added to recognise the importance of customer 'satisfaction' as the ultimate aim of products/services, forming the acronym AIDAS (Kotler and Armstrong, 2011).

AIDA Description *

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Business Evidence

Strengths, weaknesses and examples of AIDA *

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Business Application

Implementation, success factors and measures of AIDA *

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Professional Tools

AIDA videos and downloads *

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Further Reading

AIDA web and print resources *

AIDA references (4 of up to 20) *

  • BBC News (2010) Currys Sales Boosted by TVs and iPads. [Online] 2 September, available at: www.bbc.co.uk/news/business-11161850
  • Belch, G.E. (2008) Advertising and Promotion: An Integrated Marketing Communications Perspective. (8th Ed.) Mc Graw Hill, New York.
  • Carlton, J. (No date) Using AIDA Model in Copywriting. [Video Online] Available at: www.youtube.com/watch?v=4rLZYa2o46M
  • Drummond, G., Ensor, J. and Ashford, R. (2008) Strategic Marketing: Planning and Control. Butterworth-Heinemann, Oxford, UK.

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