According to Wikipedia, AIDA is an acronym that stands for Awareness, Interest, Desire and Action. The AIDA model is widely used in marketing and advertising to describe the steps or stages that occur when a consumer engages with an advertisement or other type of marketing communication. The AIDA model proposes that advertising messages need to accomplish a number of tasks in order to move the consumer through a series of sequential steps from brand awareness through to action (purchase and consumption). The AIDA model is one of the longest serving models used in advertising, having been developed in the late nineteenth century.

The AIDA model is one of a class of models known as hierarchy of effects models. These are linear sequential models built on an assumption that consumers move through a series of cognitive (thinking) and affective (feeling) stages culminating in the ultimate purchase decision. The steps proposed by the AIDA model are as follows:

  • Awareness – The consumer becomes aware of a category, product or brand (usually through advertising)
  • Interest – The consumer becomes interested by understanding the brand’s benefits and how the brand fits with the consumer’s lifestyle
  • Desire – The consumer develops a favorable disposition towards the brand
  • Action – The consumer forms a purchase intention or actually makes a purchase