AIDA (marketing)

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This article may require cleanup to meet Wikipedia's quality standards. Please
improve this article if you can. (February 2008)
This article is about the marketing term, AIDA. For other uses of the term, see Aida
(disambiguation).

AIDA is an acronym used in marketing that describes a common list of events that are very
often undergone when a person is selling a product or service:

• A - Attention (Awareness): attract the attention of the customer.

• I - Interest: raise customer interest by focusing on and demonstrating advantages and
benefits (instead of focusing on features, as in traditional advertising)[1].
• D - Desire: convince customers that they want and desire the product or service and
that it will satisfy their needs.
• A - Action: lead customers towards taking action and/or purchasing.

Nowadays some have added another letter to form AIDA(S):

• S - Satisfaction - satisfy the customer so they become a repeat customer and give
referrals to a product.

Marketing today allows a diversty of products. Using a system like this, allows a general
understanding of how to target a market effectively. A.I.D.A however is a acronym that is
necessary to learn in marketing.

Moving from step to step you lose some percent of prospects. This process is shown as
"AIDA Inverted Triangle" figure. To improve AIDA Inverted Triangle sometimes it's
recommend to split AIDA formula into two pair of promotional steps: 1) Attention + Interest
2) Desire + Action [2]