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 *

* The full technique overview is available for members only. Why not sign up for a free trial of our business management platform, and learn all about AIDA.

Business Evidence

AIDA Strengths *

AIDA Weaknesses *

Examples of AIDA *

* The business evidence section is for members only. Please log in or subscribe to view the Business Evidence.

Business Application

AIDA Implementation *

Success Factors of AIDA *

Measures of AIDA *

* The business application section is for members only. Please log in or subscribe to view the Business application.

Professional Tools

AIDA Videos *

AIDA Downloads *

* The professional tools section is for members only. Please log in or subscribe to view the professional tools.

Further Reading

AIDA Web Resources *

AIDA 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.

* The further reading section is for members only. Please log in or subscribe to view the further reading.


Learn more about KnowledgeBrief Manage and how you can equip yourself with the knowledge to succeed on AIDA and hundreds of other essential business management techniques

Other members were also interested in...

Related Concept: Positive Risk Management

Negative risks are clearly of great concern to organisations. However, it is increasingly recognised that the term “risk” is often too narrowly defined. Positive risk management is primarily concerned with identifying, assessing and managing potentially beneficial outcomes.