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>>>>>>>>>>>>>>>>>>>>>>>>>>What is AIDA?

AIDA is an advertising formula developed in 1898 by the American businessman E. St. Elmo Lewis, with which sales talks are structured. The so-called AIDA formula describes the four essential phases of a sales process.

What does the AIDA formula stand for?

The formula divides a consumer’s buying process into four distinct phases that ultimately lead to a buying decision. The acronym AIDA stands for these four phases. The phases are in detail:

  • A for Attention – Attract the attention of the potential customer.
  • I for Interest – Arouse the potential customer’s interest in the product
  • D for Desire – Arousing the customer’s desire to own the product
  • A for Action – The customer makes the decision to buy and finally buys the product.

Criticism of AIDA

The model has now been in use for more than 120 years and is now considered outdated. According to marketing experts, the strictly linear course in particular is not suitable for mapping modern, multi-layered and in part very complex sales processes. For example, emotions play no role in this model. Likewise, different sales locations with different touch points are not taken into account. Nevertheless, the formula can still be used at least for a rough structuring of the sales process.

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