Entrepreneurship and Innovation

Assignment# 3
Rameez Mukhtar Qureshi
BBA171025
Section: 1

Q: Define AIDA principle in one paragraph.

The acronym A.I.D.A stands for Attention, Interest, Desire, and Action. The AIDA marketing
model is one of the longest-serving and widely used model in the field of marketing and
advertising to identify and describe the sequence of events or steps or stages that occur from the
time when a consumer (or customer) first becomes aware of the existence of a particular
product/service to the time when the customer decides to make a purchase of that
product/service.
In simple words, the AIDA marketing model captures a customer’s purchase journey i.e., from
getting to know about the product to finally buying it. The AIDA marketing model is commonly
used in developing marketing and sales strategies, and public relations campaigns. The AIDA
model is very frequently referred to as “Purchase Funnel” or “Sales Funnel”. 
The first stage in the AIDA marketing model is grabbing the attention of consumers who will
later become your potential customers. At this stage, the goal of your advertising is to consider
how to capture the attention of consumers/customers towards your product/service.
In this stage, a brand is trying to establish its existence in the minds of the consumers. They don’t
sell, they only create awareness. This can be done in various ways depending on the type of
product/service the brand is offering to the market.
Once the existence of product/service is established in the minds of the consumers, it’s time to
get them interested in it and this is the hardest part. The businesses/brands must work on
increasing the interest level of the consumers towards their product/service.
The goal of the INTEREST stage is to move the customer’s mindset from “I know about it” to “I
like it”.
Almost always, the INTEREST and DESIRE stages of the AIDA marketing model go hand in
hand. And sometimes, both happen simultaneously. The goal of the DESIRE stage is to move the
customer’s mindset from “I like it” to “I want it”. The last stage of the AIDA marketing model
is the ACTION stage which encourages consumers to initiate action and purchase the
product/service.