The AIDA Concept LO5 AIDA Concept Attention Interest Desire Action Chapter 16 Integrated Marketing Communications The AIDA Concept AIDA Concept Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. Attention Interest Desire Action Notes: The goal of any promotion is to get someone to buy a good or service, or take some action. A classic model for reaching promotional goals is called the AIDA concept—attention, interest, desire, and action—the stages of consumer involvement. This model proposes that consumers respond to marketing messages in a cognitive (thinking), affective (feeling), and conative (doing) sequences.

Exhibit 16.4 Chapter 16 Integrated Marketing Communications Notes: Exhibit 16.4 depicts the relationship between the promotional mix and the AIDA model. It shows that although advertising does have an impact in the later stages, it is most useful in gaining attention for goods or services.

The AIDA Concept LO5 Action Desire Interest Attention Conative (doing) Chapter 16 Integrated Marketing Communications The AIDA Concept Action Desire Interest Attention Conative (doing) Affective (feeling) Cognitive (thinking) LO5

AIDA & Consumer Decision Process