What is the AIDA model?

Feb. 4, 2019, 12:50 p.m.

1 Answer

Feb. 24, 2019, 11:40 p.m.

AIDA model- the classic scheme of hidden control during the presentation of the goods in marketing, advertising, sales. AIDA - stands for Attention, Interest, Desire, Action. The AIDA buyer, consumer, viewer management scheme best describes the mechanism for making a purchase, successful advertising exposure.

Attention to advertising, product, interest in them causes a desire to get acquainted with them, ownership of the product is a reflection of the emotional state of the client, and the action - as a result - the sequence of actions of two participants in the process: the seller and the buyer. If there is no help from the seller, the buyer, having the desire, will not always make the purchase action. He needs help.

AIDA focuses on the preliminary collection of information, which allows to successfully influence the buyer, the consumer. The most important element of the scheme is an attraction, which creates prerequisites for consumer confidence, which is a key element of advertising.

Decryption AIDA:

A (attention): attract customer attention. It needs to be adjusted to what you are saying now, and he is listening.


I (interest): arouse interest in the product. Tell the client why your offer might be interesting for him (you already know what kind of person he is).


D (desire): make the customer want to own the product. Moreover, causing interest, focus on logic, and here - play on the emotions of the buyer. Create attractive images that will not leave him indifferent. Talking about the product, take a position, as if the goods have already been bought and the buyer solves his problems with it: not a car is sold, but prestige and safety, not a vacuum cleaner, but cleanliness and health, not furniture, but coziness and comfort, and image


A (action): encourage a potential buyer to take action. In other words, let him know that all this time they were telling him about the product not just like that, but for that. To the client bought it.


Under the scheme of hidden management, AIDA can build a system of persuasion, product positioning, act in order to persuade a marketing specialist, sales manager, and PR manager.