In order to get to this stage, you must first get your content in front of them. In this stage, the consumer is asking, "What is it?" If your content can grab their attention and deeply engage them, your target audience will start to become curious about what your company actually does. Here's what you can do to implement AIDA: Attract Attention In theory, as they progress through each stage of the model, consumers who learn about your brand will develop certain feelings or emotions about your product or service, which is what ultimately compels them to act. How to Apply the AIDA Model to Your Marketingīy creating campaigns and structuring your website with the AIDA model in mind, you can get more control over your prospects' paths to a purchasing decision. They’re expressed as an acronym, AIDA, and widely used in the advertising industry. Over a century later, Lewis’ principles still ring true.
In other words, copy is only good if it attracts attention, generates interest, and creates conviction, in that order.
If an advertisement contains these three qualities of success, it is a successful advertisement.”
“The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it then to interest him, so that he will continue to read it then to convince him, so that when he has read it he will believe it. In his column, he states that a successful advertisement should always follow a specific formula. Elmo Lewis, an eventual inductee of the Advertising Hall of Fame, anonymously wrote a column about three advertising principles he found useful throughout his career in a printing magazine called The Inland Printer, one of the most influential American magazines of the 19th century. Just like a typical marketing funnel, each stage has fewer consumers than the previous one. The AIDA model is considered a hierarchy of effects model, which means consumers must move through each stage of the model to complete the desired action. During these four stages, your content will ideally attract attention to your brand, generate interest in your product or service, stimulate a desire for it, and spur action to try or buy it.īrands use the AIDA model to determine the way they should craft and distribute marketing messages to their target audience at each stage of the buyer’s journey. The stages are Attention, Interest, Desire, and Action (AIDA). The AIDA model describes the four stages a consumer goes through before making a purchasing decision.
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