AIDA
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- This article is about the marketing term, AIDA. For other uses of the term, see Aida (disambiguation).
AIDA is an acronym used in marketing that describes a common list of events that are very often undergone when a person is selling a product or service:
- A - Attention (Awareness): attract the attention of the customer.
- I - Interest: raise customer interest by demonstrating features, advantages, and benefits.
- D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
- A - Action: lead customers towards taking action and/or purchasing.
Nowadays some have added another letter to form AIDA(S):
- S - Satisfaction - satisfy the customer so they become a repeat customer and give referrals to a product.
[edit] Media
Quote: "A-I-D-A. Attention, interest, decision, action." — Blake (Alec Baldwin), Glengarry Glen Ross (1992).
[edit] New Developments
Later evolutions of the theory have edited the AIDA steps. New phases such as conviction (AIDAC) and satisfaction (AIDAS) have been added. If you combine these phases with the AIDA-Formula you get AIDAS.
One significant modification of the model was its reduction to three steps (CAB):
- Cognition (Awareness or learning)
- Affect (Feeling, interest or desire)
- Behaviour (Action).
Along with these developments came a more flexible view of the order in which the steps are taken, suggesting that different arrangements of the model might prove more effective for different consumer-to-product relationships.
[edit] References
- Ferrell, O.C. and Hartline, Michael (2005). Marketing Strategy. Thomson South-Western. ISBN 0-324-20140-0.
- Geml, Richard and Lauer, Hermann: Das kleine Marketing-Lexikon. 3. Auflage, Düsseldorf 2004, ISBN 3-87881-183-7
