1. 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.

2. 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.

3. 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

4. AIDA & Consumer Decision Process