Attention, Interest, Desire, and Action

AIDA
ATTENTION, INTEREST, DESIRE, AND ACTION

INTRODUCTION
The AIDA model was presented by Elmo Lewis to
explain how personal selling works. It is one of a
number of models that analyse the customers’ journey
from ignorance of a product/service to its purchase.
AIDA is a acronym for attention, interest, desire
and action.
It demonstrates that consumers must be aware of a
product’s existence, be interested enough to pay
attention to the product’s features/benefits, and have a
desire to benefit from the product’s offerings. Action,
the fourth stage, would come as a natural result of
movement through the first three stages.
 Cognitive Stage Attention
_____________________
Interest
Affective Stage
Desire
_____________________
Conative Stage Action

AIDA is a sequential model showing steps that
marketing communications should lead
potential buyers through.
Promotion seeks to-attract attention, create
interest, develop desire, and prompt action.
The first stage is cognitive-it involves thinking,
the next two stages are affective-they are about
feelings, the last stage is conative-it is about
action. Specific characteristics of these four
stages are discussed below:
1. ATTENTION
Grab the attention of the audience.
Inform potential buyers about the product.
Establish customer awareness about the product.
At this stage, advertising is the key ingredient in the
promotional mix.
The promotional objective at this stage is to get the
product seen and talked about.
Attention is usually grabbed by the use of image,
colour, layout, typography, size, celebrity, model etc
2. INTEREST
Create and stimulate buyer interest.
This is achieved by creating an understanding of the
benefits of the product in relation to the needs of the
customer.
At this stage, the promotional message focuses on how the
product meets these needs.
Move the potential buyer from passive awareness to a more
active consideration of the product’s merits.
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
3. DESIRE
Create Desire
Induce a favourable attitude to the product
especially in relation to competing products.
Arouse a desire for the product above any
desire for competitors’ products.
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.
4. ACTION
To prompt customer action.
The action sought is for the customer to purchase the
product.
Induce a purchase by stressing the immediate
desirability of the product.
Personal selling and sales promotion play a major role
at this stage.
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
An advertisements success depends up
on the viewer’s ability to notice and
understand its message. The AIDA
model helps the copy writer to present
the elements of a print ad, Headline,
Subhead, Body copy, slogan and contact
information in a format that makes the
viewers read in a flow and understand
about the product easily.
AIDA AND THE
PROMOTIONAL MIX
Grab attention by means of publicity and advertising.
Excite interest by advertising.
Develop interest by sales promotion and selling.
Prompt action by selling and point of sale displays.
Customers will not buy unless marketers first grab
their attention, gain interest and make the product
desirable.
AIDA AND PROMOTIONAL
TASKS
A-Establish customer awareness. Inform customers
about the product.
I- Create buyer interest. Stimulate interest in the

product.
D- Create desire. Induce a favourable attitude especially
A- Sell the product. Induce purchase by stressing the

immediate desirability of the product.
USE OF AIDA MODEL WITH
EXAMPLE
USE OF AIDA MODEL WITH EXAMPLE
In the given ad, the Headline “Marriage
does come with its rewards” and the image
of the car attracts the viewers attention. The
subhead “The New Beetle, Best Gifted”
creates interest in the viewers to know more
about the product.
The Body copy & the slogan given in the ad
create desire in the viewers mind. The
contact information given towards the end
makes the viewers take an action.
 A1 = Attention
The large image of Lionel Messi with Zinedine Zidane draws
the potential customers initial attention to the advert.
 I = Interest
The text “Every team needs the spark” raises the potential
customer interest in the advert as they are want to know how
they can bring this “Spark” to their team.
 D = Desire
The text “F50, time your feet light up the game” below the
image of the F50 shoe increases the potential customers desire
for the shoes as they believe that it will make them a better
footballer.
 A2 = Action
The action is that the potential customer will visit the website
and find out more information and/or purchase the shoes.

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AIDA

ATTENTION, INTEREST, DESIRE, AND ACTION

Conative Stage Action

I- Create buyer interest. Stimulate interest in the

D- Create desire. Induce a favourable attitude especially

A- Sell the product. Induce purchase by stressing the

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