This article may require cleanup to meet Wikipedia's quality standards. Please improve this article if you can. (February 2008)

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 focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising)[1].
• 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.

Marketing today allows a diversty of products. Using a system like this, allows a general understanding of how to target a market effectively. A.I.D.A however is a acronym that is necessary to learn in marketing.

Moving from step to step you lose some percent of prospects. This process is shown as "AIDA Inverted Triangle" figure. To improve AIDA Inverted Triangle sometimes it's recommend to split AIDA formula into two pair of promotional steps: 1) Attention + Interest 2) Desire + Action [2]

Contents 1 How To 2 Media 3 New Developments 4 External links 5 References

[edit] How To

HowTo Suggestions about AIDA steps: For Classified Advertising: [3] General Suggestions: [4]

[edit] Media

Quote: "A-I-D-A. Attention, interest, decision, action." — Blake (Alec Baldwin), Glengarry Glen Ross, Panayiotis Papadakis (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.

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] External links

• AIDA Formula
• using AIDA

[edit] References

• Ferrell, O.C. and Hartline, Michael (2005). Marketing Strategy. Thomson South-Western. ISBN 0-324-20140-0. 
• Geml, Richard and Lauer, Hermann: Marketing- und Verkaufslexikon, 4. Auflage, Stuttgart 2008, ISBN 978-3-7910-2798-2