What is the AIDA Model in Marketing? - Examples & Concept

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  • 0:04 Rules for Advertising
  • 0:49 What Is the AIDA Model?
  • 1:26 AIDA Spelled Out
  • 4:50 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

If you want to run a successful marketing or advertising campaign, think AIDA: Attention, Interest, Desire and Action. In this lesson, we'll explore the concept of AIDA as it relates to marketing and take a look at a few examples behind each letter.

Rules for Advertising

What catches your eye about the advertisements in this photo? Maybe it's the posse of celebrities or the logo of a popular soft drink, or maybe it's even the television show being advertised.

Effective advertising awareness, interest, desire and action.
A group of Pepsi billboards on the side of a building

The theory, attributed to advertising guru Elias St. Elmo Lewis, declares that an advertisement should adhere to four basic rules:

  1. It should attract viewers.
  2. It should be interesting.
  3. It should cause people to want what you have.
  4. It should spur people to go buy the product.

Is this ad attractive and interesting? Does it cause you to want a refreshing beverage? Boiled down into its simplest form, what Lewis created was a model that's been in use in the marketing world since it was first conceived of in the late 1800s. Let's take a closer look.

What is the AIDA Model?

Thankfully, with the help of a handy acronym, remembering the basic components for moving customers from awareness of your brand to purchasing is easier to remember. The AIDA Model is a blueprint that marketers use to help consumers pass through the purchasing funnel, the journey that consumers take from the time they first become aware of the product to the time of purchase.

By creating advertising and marketing that touches on all points of the AIDA model, marketers stand a better chance of turning a compelling ad into a satisfied customer. A good ad, according to Lewis, makes customers aware and interested enough to head to the store and pluck your item off the store's shelf.

AIDA Spelled Out

Here is a breakdown of the four-step approach of the AIDA Model. Each letter in AIDA represents a different piece of the buyer journey:

A for Awareness

Unless consumers get to know about your brand, the path to purchase is pretty much dead before it even gets started. The awareness leg of the AIDA model is about creating materials that will create brand awareness in your business or products. Whether you collect attention by presenting an unusual design or eye-catching facts, or use the plethora of technologies (such as digital, social and mobile medias) available today, getting attention for your brand is the name of the game.

Let's look at an example: When Popchips burst onto the scene with its ''Less guilty. More pleasure.'' campaign, it built awareness of its more healthful alternative to chips by comparing it against traditional potato chips and kettle cooked chips in a print ad. The advertisement features a stack of each type, showing consumers how many chips they could have for a mere 100 calories. The ad was designed to show Popchips as the clear winner, building awareness of its brand as the more diet-friendly choice.

I for Interest

Building interest in your product is the step beyond awareness where consumers are doing a little more homework to figure out if they're interested in what you have to offer. Helping consumers develop interest is about keeping them engaged in your marketing and advertising efforts by giving them reasons to want to learn more about what you have to offer.

Let's look at an example: Firehouse Subs uses a mix of graphics of their sandwiches and leading statements that make consumers want to learn more about what the restaurant chain is all about. A fairly recent billboard features an image of a submarine sandwich along with the wording, ''This sub helps save lives. Find out how.'' The clear goal is to get consumers in the restaurants or online learning more about the chain.

D for Desire

Desire is about building an emotional connection between your brand and your audience. This is the shift from a consumer thinking that they like your product to wanting to rush out to buy it. Desire convinces consumers that they need what you have.

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