Updated
The AIDA model is one of the oldest models of how advertising works. It describes four steps a person goes through from first seeing an ad to taking action.
What the letters stand for
- Attention: the ad gets noticed.
- Interest: the person wants to know more.
- Desire: they want the product.
- Action: they buy, call or send an enquiry.
An AIDA example in an ad
Attention: are your Google Ads costing more than they bring in? Interest: we review your account and show you where budget is being wasted. Desire: after optimisation, clients often cut a noticeable share of their costs. Action: request your free audit today.
Where AIDA is used
In ad copy, on landing pages, in emails and in videos. In online marketing AIDA mirrors the stages of the sales funnel, and the last step is a clear call to action.
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