What is AIDA in Marketing?

The AIDA Model in marketing is one of four micromodels of marketing communications. The four micromodels of marketing communications are:

  • AIDA Model
  • Hierarchy-of-Effects Model
  • Innovation-Adoption Model
  • Communications Model

AIDA Model and its Stages

AIDA stands for Attention, Interest, Desire, and Action. AIDA and the other three micromodels assume that the buyer passes through the cognitive, affective, and behavioral stages of a buying decision in that exact order.

During the cognitive stage, the marketer creates a communication strategy that attracts attention (awareness) to their target audience. 

Interest and Desire follow in the affective stage and Action in the behavior stage. (See chart below for further explanation.)

StageAIDA ModelDescription
Cognitive StageAttentionCraft a marketing communication strategy that creates attention (awareness) to the target audience. 
Affective StageInterestGenerate interest in the product with the target audience. Focus on what the benefits (value is) are, and how the product or service will solve a pain-point for the target audience.
DesireConvince your target audience that they desire the product. The focus should be on the product or service satisfying their needs.
Behavior StageActionGet the target audience to take Action. Action can be calling a number, visiting your website, or purchasing your product or service.

The AIDA model is a theoretical, systematic approach to understanding how to target your market and the steps to get your target audience to take Action.

The cognitive, affective, and behavioral stages are known as a “learn-feel-do” sequence. The “learn-feel-do” is appropriate when the target audience has a high involvement with a product category perceived to have a high differentiation among other products in the same category. For example, automobiles require a high emotional commitment with the buyer, and within the automobile category, there is high perceived differentiation between brands, unlike convenience products like toilet paper.

Macro and Micro Models of Marketing Communications

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