The AIDA model is a marketing communications model that describes the steps a consumer goes through in forming a purchase decision. It was developed by E. St. Elmo Lewis and includes the steps of Attention, Interest, Desire, and Action. The model proposes that marketers must first grab the consumer's attention, then spark their interest, develop desire for the product, and finally prompt them to take an action such as a purchase. However, the model has been criticized for being too linear and not accounting for post-purchase effects like satisfaction. Several variants of the AIDA model have also been developed over time.

1. A-I-D-A MODEL
BY: ABHISHESH KUMAR CHAUDHARY

2. CONTENTS
1. AIDA
2. Steps proposed by the AIDA model
3. Criticism
4. Variants

3. 1. AIDA
• The model developed by an AMS known as Elias St.
Elmo Lewis .
• The AIDA model is just one of a class of models known
as hierarchy of effects models or hierarchical models, all
of which imply that consumers move through a
series of steps or stages when they make purchase
decisions. These models are linear, sequential models
built on an assumption that consumers move through a
series of cognitive (thinking) and affective (feeling)
stages culminating in a behavioural (doing e.g. purchase
or trial) stage
Elmo Lewis

4. 2. Steps proposed by the AIDA model
• Attention – The consumer becomes aware
of a category, product or brand (usually
through advertising)
• ↓
• Interest – The consumer becomes
interested by learning about brand benefits
& how the brand fits with lifestyle
• ↓
• Desire – The consumer develops a
favorable disposition towards the brand
• ↓
• Action – The consumer forms a purchase
intention, shops around, engages in trial or
makes a purchase

5. 3. Criticism
• A major deficiency of the AIDA model and other hierarchical models
is the absence of post-purchase effects such as satisfaction,
consumption, repeat patronage behaviour and other post-purchase
behavioural intentions such as referrals or participating in the
preparation of online product reviews.
• Other criticisms include the model's reliance on a linear nature,
hierarchical sequence.
,
In addition, an
extensive review of the literature surrounding advertising effects,
carried out by Vakratsas and Ambler found little empirical support
for the hierarchical models

6. 4. Variants
Selected variants of AIDA:
• Basic AIDA Model: Awareness → Interest → Desire → Action
• Lavidge et al's Hierarchy of Effects: Awareness → Knowledge → Liking →
Preference → Conviction → Purchase
• McGuire's model: Presentation → Attention → Comprehension → Yielding →
Retention → Behavior.
• Modified AIDA Model:
• AIDAS Model:
• AISDALSLove model:

7. Considerations for Creative Idea Visualization
• Re-think:
Look at a challenge in new or unusual ways.
• Visualize:
Picture your problem and its solutions.
Map it!
• Produce:
Don't be lazy! Get busy!
• Combine:
Make new combinations-- in considering
options, put them all on the table to find
grains of truth or possibility. Then refine!
• Form relationships
Make connections--similar to mapping but
adding text as to why concepts connect.
• Think in opposites
Often extremes present middle ground
where solutions lie.
• Metaphor! Simile!
Build an image.
• Fail:
Learn from experience: think as if you have
eliminated a solution toward finding one that
does.
• Practice patience
Outlast the challenge!