The document describes the AIDA model of advertising, which consists of 4 steps: Attention, Interest, Desire, and Action. The model was developed in the early 1900s and is used to maximize the effectiveness of advertising campaigns. It holds that an ad needs to first attract attention, then spark interest in the product or service, build desire by highlighting its benefits, and finally provoke the target audience into taking action, such as purchasing. Variants on the model add additional steps like Conviction or Satisfaction.

1. AIDA
Presented By:
Asst. Prof. Anil Sharma

2.  The AIDA model was developed by an American
marketing specialist, Elmo Lewis.
 The concept originates from advertising psychology
and describes the impact of communication on
advertising.
 It is comprised of four basic steps intended to make
an advertising campaign successful.
AIDA MODEL

3.  Research has identified that an advertisement to be
effective has to
(i) Attract Attention
(ii) Secure Interest
(iii) Build Desire for the product and finally
(iv) Obtain Action

4.  ATTENTION Attract the Customer Advertising is
intended to attract attention and ensure that the
potential customer "listens."
 It usually begins with an interesting, compelling
introduction that pulls focus. The objective is to avoid
boring messages that could possibly be ignored
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5.  Interest
 Spark Curiosity
 Storytelling
 Telling a joke
 A funny punch line
 A clever riddle
 An enticing hint

6.  D - DESIRE Trigger Want or Need In a consumer society,
where many identical products are available, emotional
reasons play a decisive role in purchasing.
 The customers receive information about why they should
buy the product:
 BASIC ADVANTAGES OF THE PRODUCT:
 The product has an image that the buyer can relate to.
 The product symbolizes the success of the owner.
 The advertisement appeals to the hopes and doubts of
potential customers.

7.  A - ACTION Provoke Purchase
 Lead customers towards taking action and/or
purchasing.

8.  VARIANTS AIDAS
 When the term satisfaction (i.e. customer satisfaction
after the completed purchase) is added to the AIDA
formula it becomes AIDAS.
 The result is a sustainable relationship, not only with
the purchased product but with future purchasing as
well.
 SATISFACTION The customer’s desire is met.
VARIANTS AIDA MODEL

9.  VARIANTS AIDCAS
 ATTENTION Attract the customer
 INTEREST Spark curiosity
 DESIRE Trigger want or need
 CONVICTION A customer’s trust is gained.
 ACTION Provoke purchase
 SATISFACTION The customer’s desire is met.

10. Example

11.  Thank you