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Description of AIDA AIDAS. Explanation.


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The AIDA ModelDefinition AIDA and AIDAS. Description.

AIDA is an acronym used in marketing for Attention, Interest, Desire, and Action. It is a traditional paradigm of the way advertising works on a consumer. It is a common list of steps that are often taken by a person selling a product or service.

  • A - Attention. To attract the attention of the customer.

  • I - Interest. To get the customer interested by demonstrating its features, advantages, and benefits.

  • D - Desire. Convincing customers of the product's advantage and its ability to satisfy specific needs.

  • A - Action. To push customers toward actually purchasing the product.

Some marketers have added another letter to the acronym and call it AIDAS:

  • S - Satisfaction. To get the customer satisfied so that they could be a repeat customer and so they could give word-of-mouth to the particular product.

An interesting more towards relationship marketing oriented variant is the AEIOU acronym by Sanjay Anand (2004):

  • Attention: Attract attention of potential customer (prospect). Differentiate your message with something that catches the prospect’s attention.

  • Excitement: Get prospect excited about your ad messages. The message must be exciting for a prospect to want to read, watch or listen.

  • Interest: Get prospect interested in your products/services. Appeal to your prospects needs and wants to get him/her interested in the wares.

  • Order: Get prospect to order something/anything (free/paid). Get qualified prospects to order at least something. This could be free and/or paid.

  • Use: Teach or remind prospect to use the products/services. Both before as well as after the sale, provide details on how best to use your wares.
    This last step reduces unwanted surprises and also helps build an ongoing client relationship.

  Stages of Buyer Readiness
Similar to AIDA Model, the Stages of Buyer Readiness are the psychological buying stages through which a consumer passes while purchasing any good or service. There are many slightly different models describing these stages. Shapiro and Bonoma (1984)...
  History of the AIDA Model
Who can give some background on the history of the AIDA model? Who first postulated it? Who coined the acronym AIDA? Who came uyp first with AIDAS? Thanks......
  La Técnica AIDA or SPIN Selling
La técnica AIDA es muy reconocida y utilizada aún en nuestros tiempos, sin embargo los métodos cambian, los clientes cambian sus usos y costumbres, la tecnología avanza en una dirección que cambia actitudes y comportamientos de los consumidores con l...

AIDA AIDAS Special Interest Group

Special Interest Group


Best Practices - AIDA AIDAS Premium

Expert Tips - AIDA AIDAS Premium

The Actual Relationship Between Cross-buying and Consumer Loyalty

There has been an ongoing discussion as to whether cross-buying (buying goods from various categories) is the consequence of customer loyalty or if lo...
Usage (application): Customer Loyalty, Consumer Loyalty, Cross-Selling, Cross-Buying, Sales Management, Account Management

Brand Engagement of Consumers in the Digital Age

Edelman argues that nowadays people are connecting with brands in a different way than before. This is cuased mainly because of an increased number of...
Usage (application): Branding, Brand Management, Marketing, Advertising

International Versions of Websites. do or Don't?

An article of Bartikowski and Singh (2014) studies the efficiency of increasing Website Cultural Congruity (WCC) across different parties. WCC simply ...
Usage (application): Branding, Brand Relationship, Internet Strrtegy

Resources - AIDA AIDAS Premium

Philip Kotler on Today's Relevance of Mass Advertising

Philip Kotler explains that mass advertising, typically through television and print, has lost most of its its effectiveness for most markets, product...
Usage (application): Mass Advertsing, Mass Media, Advertising Strategy, Consumer Behavior

The Internet / Social Media Revolution

Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014.
Great starter for a discussion, p...
Usage (application): Social Media, Internet Strategy, Internet Impact, Digital Revolution


Aida Aidas


Aida Aidas


Aida Aidas


Aida Aidas

Compare also: Positioning  |  Hawthorne Effect  |  Innovation Adoption Curve

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