Name :- Krishna Yadav

Subject :-Sales Management

Class :-BBA(V semester)
Section :-B
Roll No :-11
Project :-AIDAS Model
 INTRODUCTION
The AIDA concept was developed by American businessman Elias St.
Elmo Lewis in 1898. Lewis was an advertising advocate who wrote and
spoke often about advertising’s potential . This model describes a
series of steps or stage that customer follow when making purchasing
decision .
 AIDAS MODEL

The AIDAS model describes the four stage of consumer goes through
Before making a purchasing decision. The stages are: attention ,interest ,desire
and action.
The AIDAS Model is that stage which individual goes through during the
buying process for a product or service.
It is a purchasing process at which all the buyers reach the stage to support
them making final purchase
AIDA Model Stand For:-
The AIDA Model Approach

• Attention: The first step in marketing or advertising is to consider how

to attract the attention of customer.
• Interest: Once the customer is aware from that product or service
exists , the business must work on increasing the customer’s interest
level for that product.
• Desire: After the customer is interested in product or service then the
goal is to make customer desire. Changing the consumer mind-set
from “I like it “ to “I want it”.
• Action: After you generate enough desire for you product or service,
give your prospects the chance to act on it. After all , what the point
creating content and building deep relationship with prospects if
there isn’t a clear next step?
The goal is to a clear them to decide, “I’m getting it.”
 Drawbacks to using the AIDA model
• The primary drawback is the idea that after a person becomes a clint,
the AIDA model is finished. This simply does not have trust.

• Another drawback could be if not every person in the AIDA model

training session is on board with the concept. Some may not fully
understand it. If they are not fully understand ,they will fail in the use
of AIDA model.
Companies using AIDA model successfully
1.Apple

2.Netflix

3.Adidas
 Apple
Apple use AIDA model
1.They announced that they will be launching something new , a
product no one seen before. They developed the awareness for the
new product and expectation from apple.
2.Then Steve Jobs too the stage to create interest. He explained what
the product was and what are its salient features. This developed the
interest among the customer.
3. The desire stage was created when Steve Jobs explained to the customers how it
would solve the problems they have with existing phones.
4.The action part was strengthened when Jobs showed and used the phone on stage.
 Netflix
1.To create awareness Netflix went the traditional way of outdoor advertising by
placing huge posters of shows like Narcos, Friends, etc. They also had a few
original shows under their banner like Sacred Games which they promoted.
2.Interest was created by focusing on the youth population of India. Customers
would see the 1 monthly free trial on their website which would create curiosity
about other shows that were being featured on Netflix.
3.After experiencing Netflix for a month, the desire to continue with Netflix
would become stronger with the original documentaries, shows, multiple
original web series, a large Hollywood and Bollywood movie collection,
features like support for any device, personalized recommendations based on
watching habits of viewers, high-resolution videos and much more.
4. The action step would be achieved when Netflix offered multiple plans for
subscriptions depending upon the pocket of the customer. The customer at this
point is hooked to all that is being offered and converting the customer here
becomes easier.
 Conclusion
With over a century of it being in use, the AIDA model is still great for
defining the basics of a marketing strategy.
Businesses of any dimension and size can use it to get a baseline ready
for their marketing strategy and then build more complex and nuanced
marketing setups that complement this model. Keep in mind that the
AIDA model should be a part of your overall growth strategy.
Leverage content marketing and persuade and convert your target
audience into paying customers. But be sure to know the customer
journey before starting.