AIDA
The AIDA model was introduced by businessman Elias St. Elmo Lewis in the late 19th century. The AIDA marketing model is a cornerstone of modern marketing, to the extent that missing one step is thought to almost guarantee an unsuccessful result. AIDA stands for Awareness – Interest – Desire – Action, which is also called Purchase Funnel. The model developed by Elias St. Elmo Lewis in 1898 defines the process of customers when engaging with advertisements. • Attention: The first stage in marketing or advertising is to consider how to attract the attention of consumers. • Interest: Once the consumer is aware that the product or service exists, the business must work on increasing the potential customer’s interest level. • Desire: After the consumer is interested in the product or service, then the goal is to make consumers desire it, moving their mindset from “I like it” to “I want it.” • Action: The final stage is to drive the receiver of the marketing campaign to initiate action and purchase the product or service.
