Models of Advertising

communication
 AIDA model
The AIDA model was introduced by businessman Elias St. Elmo
Lewis in the late 19th century. As an acronym, AIDA breaks down
into the steps required for successful marketing: Attention,
Interest, Desire (or, in some variations, Decision) and Action.

Awareness/Attention

Interest

Desire

Action
THE PROCESS OF AIDA
▪ Attention: Attention is usually grabbed by the use of
image, color, layout, typography, size, celebrity, model
etc
▪ Interest: Once attention is grabbed, it’s necessary to
create interest in the viewers mind so that they will
read more about the brand being advertised. By the use
of an attractive sub head, interest can be invoked
▪ Desire: The element of desire is usually created by the
use of body copy where you write in detail about the
necessity of buying the brand, thereby explaining the
features of the brand, facts and figures
▪ Action: Towards the end, the contact information of
the brand will be given where they expects the viewers
to take action immediately. It can be in the form of
shop address, toll free numbers or website address
CRITICISM OF AIDA MODEL
this purely linear model alone is no longer
suitable in modern sales processes.

step-by-step model provides a relatively fixed

sequence of individual steps. In practice,
however, a sales process does not always have
to be linear. For example, the stages "Attraction"
and "Interest" can be completed as one phase.