AIDA (marketing)

AIDA is an acronym for a promotional effect principle. It stands for the English terms Attention ( attention), interest ( interest ), desire ( desire) and action (action ).

Term

The stage model includes four phases, which should go through the customer and should ultimately lead to its purchase decision. The four phases are considered to be important, but may overlap. The acronym AIDA is composed of the initial letters of each stage:

Areas of application

The AIDA model is still used today in advertising strategies, advertising activities and sales talks.

Individual, rather single-level (see Multilevel advertising) communication activities such as advertisements or calls in the B2C telesales can still be considered for the model to be checked and specifically optimized today.

The AIDA model is also used in the presentation and moderation.

Use of the model is also in the Aida push marketing. The idea of the model is used to make a personalization especially in print media, which focuses on the point of attention of the model. The concept builds on the push marketing.

History

The AIDA model is attributed to Elmo Lewis, who described it in 1898 in a seller's market. In one of his articles about advertising it at least has described three basic principles that serve as the basis for the AIDA model.

Extensions and new developments

The AIDA model has been extended to AIDAS or AIDCAS model later:

A further development is the reduction of three elements with the cab model:

The DAGMAR formula represents a new development, which also describes an advertising effect principle.

Criticism

The model is interpreted by some as a stage model and then criticized for not enough to offer customer oriented buyer's market conditions. For a more dialogue- oriented view of marketing communication in sales compete in the modern psychology of selling models that are aligned more systemic or on customer loyalty.

(At least partially imputed ) is also doubted discrete and thus strict time sequence of the individual steps. The AIDA rule is then based possibly on the misperception of the mono-causal stimulus-response model, which assumes a certain charm solve a particular reaction. This is a science mythology: the reference to Pavlov's conditioning experiment with a dog ( Pavlov's dog ) in 1905 does not consider that brain research has now been demonstrated repeatedly on how complex stimulus-response patterns of human behavior is based (see " Mysterious Cosmos brain," Ernst Poppel, 1991).