AIDA Framework

How To Use The AIDA Model In Advertising

You may have heard of the hierarchy of effects theory that marketers often use to influence customer purchase decisions. Within this, there’s a useful framework called AIDA, first coined by American advertising pioneer, Elias St. Elmo Lewis, in 1898.

While several variants of the model have been developed since his time, Lewis’ framework is still the most used model today, more than a century later.

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What is AIDA?

AIDA is an acronym for Attention/Awareness, Interest, Desire, and Action. The basis of this theory suggests that consumers move through these four stages when making purchase decisions, in that order. Each stage will have less and less consumers as attention, interest, or desire are lost; but ultimately, the consumers who make it through all four stages will take action and buy your product/service. This creates a funnel as seen above.

How to Implement AIDA

1. Build Awareness

The first stage is critical; it’s the moment consumers are exposed to your brand for the very first time. If poorly constructed, they won’t even notice you long enough to get to the next stages. Media content and advertisements in this stage should be eye-catching. It doesn’t need to be informative just yet – the main objective is to capture attention. You want consumers to ask, “What is it?”


  • Solve a problem; make it clear what the problem is, and that you are the solution
  • Unconventional ads in unexpected locations (Guerilla marketing)
  • Provocative ads to create shock

2. Generate Interest

Once you’ve attracted an audience, they’ll most likely want to do some digging and research of their own. You need to make sure the resources are available for them to learn more about your brand. At this stage, it’s important to communicate the benefits of your offering(s). You want consumers to think, “I like it”.


  • Detailed Website
  • Extensive Social Media presence
  • Product Demonstration videos
  • Informative Ads