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The AIDA ModelDefinition AIDA and AIDAS? Meaning.

AIDA is an acronym used in marketing for Attention, Interest, Desire, and Action. It is a traditional hierarchical view of the way how how consumers move through a series of steps or stages when they make purchase decisions. It is a common list of steps that are often taken by person buying or selling a product or service. It's an important concept in advertising as well.

  • 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.

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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 act...
🔥 NEW Consumer Decision Journey Model (McKinsey)
Traditional marketing methods for understanding the consumer buying process like AIDA are less useful in a world being transformed by digital markets. Consumer shopping and purchase behavior is rapidl...
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 ...
Kotler's 5 A's of a Customer Path (Journey) in the Connected Era
In the past, the customer journey used to be described using following 4 A's: AWARE (Attention), ATTITUDE (Interest, Desire), ACT (Action), ACT AGAIN (Satisfaction) These 4 A's should...

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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......

Expert Tips

Advanced insights about AIDA AIDAS. Here you will find professional advices by experts.

The Three Stage Model of Service Consumption (Service Encounter)

Consumption Behavior, Service Marketing, Strategic Marketing Management
According to the three-stage model of service consumption, consumers go through 3 stages of service encounter namely; th...

The Actual Relationship Between Cross-buying and Consumer Loyalty

Customer Loyalty, Consumer Loyalty, Cross-Selling, Cross-Buying, Sales Management, Account Management
There has been an ongoing discussion as to whether cross-buying (buying goods from various categories) is the consequenc...

Brand Engagement of Consumers in the Digital Age

Branding, Brand Management, Marketing, Advertising
Edelman argues that nowadays people are connecting with brands in a different way than before. This is cuased mainly bec...

International Versions of Websites. do or Don't?

Branding, Brand Relationship, Internet Strrtegy
An article of Bartikowski and Singh (2014) studies the efficiency of increasing Website Cultural Congruity (WCC) across ...
Information Sources

Various sources of information regarding AIDA AIDAS. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.

Philip Kotler on Today's Relevance of Mass Advertising

Mass Advertsing, Mass Media, Advertising Strategy, Consumer Behavior
Philip Kotler explains that mass advertising, typically through television and print, has lost most of its its effective...

The Internet / Social Media Revolution

Social Media, Internet Strategy, Internet Impact, Digital Revolution
Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014. Great s...

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Compare also: Positioning  |  Hawthorne Effect  |  Innovation Adoption Curve

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