AIDA: explanation and examples

Question

What is the definition of AIDA and how is it used?

Answer

The term AIDA is a model used by advertisers to describe the different phases of customer engagement with an advertisement. AIDA stands for attention (the ability to attract the attention of the consumers), interest (the interest generated around the advert, product/service involved), desire (the advertisement convinces consumers that they want or need the product/service) and action (actually leading to the purchase of the product). Car advertisements are prime examples of results stemming from the use of the AIDA model, in order to narrow their target market. Marketers within the automotive industry are acutely aware that their advertisements must grab the interest and attention of their potential consumers, so they need to spend an extensive effort to use colours, backgrounds, themes that display the potential advantages of owning that particular car.

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