Meet AIDA – She’ll Help You Create Better Adverts

Feb 27, 2020

2 min read

Meet AIDA – the advertising method that has served marketers around the world for over hundred years.

AIDA principle (Attention, Interest, Desire, Action) is an acronym for a principle coined by the American sales and advertisement legend Elias St. Elmo Lewis in the late 1880s.

According to him, these are the four stages consumers go through when watching or viewing an advert.

Despite her age, AIDA can still be seen widely used in today’s advertisements.

Let’s expand on the actual meaning of the acronym:

A is for Attention

Before you get down to the fun part of any advert, you need to grab customer’s attention.

To get their attention, you first have to start with a concept that’s deeply relevant and timely to the audience that you’re trying to reach.

You can then employ the disruption approach, which can be achieved through placing your ad in unexpected places or situations.

Like out #MagicMirror at the King’s Cross Station last year.

I is for Interest

Once you have your audience’s attention, you now must interest them in what you’re selling.

You need to give them a reason as to why they should carry on watching or viewing your ad.

An original, entertaining, brief, witty and informative approach should result in a positive reaction and building of the interest.


D is for Desire

Being interested in something is one thing. Wanting the product or service is another.

In addition to the basic information you’ve provided so far, now it time to bring forth numerous benefits of a product/service which have not been mentioned so far.

And remember this:

When someone wants something, they’ll convince themselves they really need it.


A is for Action

Always include a Call To Action in your advertising campaign.

Calls to action are simple statements that let readers know what you want them to do next: buy a product, sign up for a newsletter, watch a video, or share your tweets for example.

This is your chance to close the sale.


Sounds pretty simple, right?

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