AIDA is the acronym for the English terms attention, (attention), interest (interest), desire (desire) and action (action). The acronym AIDA is used to define the sequence of effects that an advertising claim should produce on the viewer. For this to pass and become a user or customer. The AIDA model therefore represents the effects of effective advertising on viewers.
This model of has been used in many marketing strategies. It was created by one of the great advocates of advertising in America, Elias St. Elmo Lewis in 1986. Despite its age, the AIDA model is still used today. Especially to define strategies for digital marketing industry on the Internet.
Characteristics of AIDA
The AIDA model is used to analyze the effectiveness of certain advertising claims. In addition, the analysis of viewers or users who fall in each phase of AIDA will help companies to develop better marketing strategies in the future. In the AIDA model, these are the phases that a viewer goes through when faced with effective advertising, before taking action and making a purchase.
- Attention: the first step for an advertisement to be effective is to capture the attention of the viewer. This is the easiest effect to achieve.
- Interest: once the viewer's attention has been captured, an interest in knowing more about the product or service should be awakened.
- Desire: the desire to possess the advertised object or service is the next state that effective advertising must create in the viewer according to the AIDA model.
- Action: there must be some type of claim that encourages you to take the step and perform the desired action. In most cases the desired action is the purchase.