attention, interest, desire, action (AIDA)

Behind the abbreviation AIDA stand the terms Attention, Interest, Desire and Action, which translates as attention, interest, desire and action. It is the advertising principle for attracting customers and influencing the purchase decision.

The multi-stage AIDA model is used in traditional advertising as well as in online advertising. According to this principle, the first thing to do in advertising is to generate attention. This is done through lurid statements, through large-scale, eye-catching advertisements, through online advertisements and much more. After that, the interest in the advertised product or service should be presented in a way that arouses interest. The following stage is about animating potential prospects in such a way that they want to own the advertised product. And after that, namely during the action, it is about influencing the purchase decision.