What Is AIDA?

What Is AIDA?

The acronym AIDA refers to a philosophy utilized in advertising and marketing. This approach breaks the customer journey into four stages, beginning with the first point of contact with a firm and ending with the consumer taking the desired action. 

These four stages are known as “Attention,” “Interest,” and “Desire,” and they build on one another. “Action” is the final level.

Elmo Lewis, an American advertising guru, is credited with developing the model towards the end of the 19th century. 

It has evolved several times, but the fundamental idea remains one of today’s most important marketing principles.

What Are the Four Stages of AIDA?

Below are the four stages of AIDA:


According to the AIDA model, the first step in each interaction with a customer is to pay attention to them. Advertisements are often designed to grab people’s attention through attention-grabbing campaigns.

AIDA phase A requires you to attract potential new clients unfamiliar with your firm to succeed. You can use this formula to market both existing products and services, as well as to promote new ones.


It is then imperative to earn the target audience’s interest once the audience’s attention has been captured. Your objective is to increase interest in your offerings through various forms of advertising. 

You can accomplish this by using slogans or providing a detailed product description. Your clients must remember the name of your offer at this stage.


The AIDA method breaks down into three stages, and the third one is all about desire. Customers will acquire demand for your product or service if your marketing methods speak to them on either a rational or emotional level, regardless of whatever level they are on.

Messages that emphasize a product’s quality or the price can help reasonably persuade clients.

The image of an offer (such as “is trendy”), status-related promises (such as “is used by celebrities”), or safety concerns are frequently the focal points of emotional approaches used to stimulate desire (“protects against intruders”).

It is possible to combine these logical and passionate arguments in various ways, for example, through brand ambassadors or influencers.


The final stage of AIDA involves taking concrete action after the buyer has been guided through the purchase decision process. The AIDA system can only be implemented successfully if a transaction occurs.

The “call to action” is typically what kicks off this fourth stage in an internet business, which stands for “call to action.” 

At this point, the influence of advertising is no longer relevant, and you should shift your attention to simplifying the technical aspects of the purchasing process as much as you can.

A higher-than-average frequency of purchase cancellations during the checkout process indicates AIDA’s ultimate failure, which may be attributable to factors such as difficult user navigation.

The four stages of AIDA typically overlap when used in advertising. For instance, attention and interest are inextricably tied to one another. 

However, to successfully work with this model and enable correct analysis, it is essential to provide a precise definition of each of the four steps of the AIDA formula for your firm.

What Are AIDA-S and AIDCAS?

AIDA’s original model has been significantly improved by including “satisfaction” as a fifth stage. Customer satisfaction is measured in a modified model with objectives like repeat sales and word-of-mouth recommendations. AIDA-S expressions include customer ratings, newsletters, or follow-up surveys conducted over the phone.

AIDCAS is accommodated by adding a stage between steps three and four of the traditional formula. The term “Conviction” refers to this stage. When a customer’s attention, curiosity, and desire have already been piqued, you need to approach them once more to win them over.

Comparing the value of your product or service to that of your rivals is a popular tactic that can be utilized in advertising.

What Is the reason for the Criticism of the AIDA Model?

The main problem with AIDA is that consumer purchasing choices and the chain of events leading up to purchases have changed significantly since the model was first developed more than 120 years ago.

For example, the consumer who initiates a Google search with the relevant key phrase has already demonstrated interest in the promotion.

Additionally, the AIDA model appears to have certain limitations regarding the suggested finality.

According to the AIDA model, attention does not always translate into participation in subsequent stages.

The original AIDA formula did not consider customers’ loyalty as another major issue. There are now substantially more opportunities to compare different kinds of deals. Nevertheless, both AIDA-S and AIDCAS considered this in their separate analyses.

The AIDA model has become a standard in advertising and marketing, and its constant implementation can help win new customers and launch new offers. The AIDA model has become a standard in advertising and marketing.

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