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This article is about the marketing term, AIDA. For other uses of the term, see Aida (disambiguation) .


AIDA is an Acronym used in Marketing that describes a common list of events that is ''very often'' undergone when a person is selling a product or service:

  • A - Attention - to attract the attention of the customer.

  • I - Interest - to get the customer interested by demonstrating its features, advantages, and benefits.

  • D - Desire - convincing customers of the product's advantage and its ability to satisfy specific needs.

  • A - Action - to push customers toward actually purchasing the product.


Nowadays some have add another letter and thus it is called AIDA(S):

  • S - Satisfaction - to get the customer satisfied so that they could be a repeat customer and so they could give word-of-mouth to the paticular product.




USAGE ON INTERNET MARKETING


Attention is hard to achieve Online for three reasons:

# The Web is a large medium with Billion s of Web Page s all competing for Consumer attention.
# The web is constantly changing, so even though you are "at the top of the list" today, you may well not be tomorrow.
# Users have a limited Attention Span and have established Loyalty to a few sites that they trust.

Therefore, it is apparent that the most important step in the AIDA framework is to capture the consumer’s attention, if one wishes to reach the ultimate goal within the AIDA framework of action. There are several online techniques used to capture the consumer’s attention, such as Banner Ads , Sponsor ships, offering free products and Promotion s. Banner ads are small rectangles that appear on the top, bottom, and sides of a website advertising another site, and they can be in the form occupying the full screen and pop-ups. Previously, these had the advantage of being unexpected and catching the user by surprise, however the current ubiquity of banner advertising has prompted a psychological phenomenon known as Banner Blindness . The disadvantage is that they are likely to be annoying to users and may cause negative feelings towards the product or Service . On the other hand, sponsorships are long-term agreements to have a companies’ logo displayed at all times on a given website gives a lot of exposure for businesses. The AIDA model guides organisations in this process by constantly reminding them that any successful promotional technique must eventually lead to an action, or the purchase of the product or service.


MEDIA


Quote: "A-I-D-A. Attention, interest, decision, action." — Blake ( Alec Baldwin ), '' Glengarry Glen Ross '' (1992).


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