AIDA model

AIDA is an acronym for an advertising effectiveness principle. It stands for the English terms A ttention (attention), I nterest (interest), D esire (desire) and A ction (action).

term

The stage model for advertising effectiveness contains four phases which the customer should go through and which should ultimately lead to his purchase decision . According to the AIDA principle, the first task of advertising is to generate attention , in other words " attention ". The advertising medium is intended to attract the target group in order to influence their consciousness insofar as they are interested in the advertising object. Arousing interest in products or services is the second task, " Interest ". This should give rise to the desire to have the product or service, " Desire ". This in turn should lead to the goal of achieving the desired purchase activity , "action".

The four phases are considered equally important but can overlap. They are based on psychological insights into perceptual processes of communication.

The acronym AIDA is made up of the first letters of the individual phases:

Attention: The attention of the courted is aroused. (striking colors, suitable music, films, posters, attractive, sometimes little dressed women and men)
Interest: Customers are interested in the product. The interest of the customer is aroused. (Slogan, music, colors for special target groups)
Desire: The desire for the product is awakened. The desire to own is triggered. (Advertising promise)
Action: The customer buys the product.

Areas of application

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

Individual, rather stage ( . See Multilevel advertising ) communication measures such as advertisements or calls in B2C - telesales can even today still considered to be checked with the model and be optimized.

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

The model is also used in Aida push marketing . The idea of the model is used to personalize, especially in print media, which is primarily aimed at the point of attention of the model. The term builds on that of push marketing . As smart assistants become more widespread, the first changes to the already classic AIDA sequence are becoming apparent. The theory assumes that "I" and "D" of the model are largely autonomous due to the general personalization in parts of the Internet and also clearly more visible by the smart assistants and thus AI-supported and thus generate the user's attention very rationally only afterwards becomes. The rational is by no means to be confused with objectivity - after all, personalization is much more a shift in interpretation of the individual towards more subjectivity. It can therefore be assumed that the AIDA principle could gradually transform into an IDAA principle.

history

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

Extensions and new developments

Elmo Lewis According to another claim in advertising impact process can be installed: "create Conviction" , so convinced create. Arguments and conclusions of the advertising message should be perceived as correct and sensible by the target group. This is how she should be convinced by the advertising product.

This flows into the AIDAS and AIDCAS models, among other things.

Satisfaction (satisfaction): The customer's request is satisfied.
Conviction (conviction): The product convinces others.

Another development is the reduction to three elements with the CAB model:

Cognition (perception): The customer's perception is directed to the product.
Affect (emotion): An interest or desire for the product is aroused in the customer by generating emotions.
Behavior (behavior): The customer buys the product.

The DAGMAR formula is also a new development, which also describes an advertising effectiveness principle.

criticism

The model is interpreted by some as a step model and then criticized for not offering enough customer orientation for buyer market conditions. For dialogorientiertere view of market communications in the area of sales compete in the modern sales psychology models that are more systemic or customer loyalty are aligned.

The (at least partially assumed) discrete and thus strict chronological sequence of the individual stages is also questioned. The AIDA rule is then possibly based on the false assumption of the monocausal stimulus-response model , which assumes that a certain stimulus triggers a certain reaction. This is a science mythology: The reference to Pavlov's conditioning experiment with a dog ( Pavlovian dog ) in 1905 does not take into account that brain research has meanwhile repeatedly proven the complex stimulus-response patterns on which human behavior is based (see "Mysterious Cosmos of the Brain", Ernst Pöppel , 1991).

Individual evidence

↑ ^a ^b Riedl, Rita: AIDA formula . In: Ueding, Gert (Hrsg.): Historical dictionary of rhetoric. tape 1 . Tübingen 1992, p. 285-295 .
^ E. St. Elmo Lewis: Catch-Line and Argument. In: The Book-Keeper , Vol. 15, February 1903, p. 124.

Web links

private page on the AIDA model

[:0-1] Riedl, Rita: AIDA formula . In: Ueding, Gert (Hrsg.): Historical dictionary of rhetoric. tape 1 . Tübingen 1992, p. 285-295 .

[2] E. St. Elmo Lewis: Catch-Line and Argument. In: The Book-Keeper , Vol. 15, February 1903, p. 124.