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AIDA Model

AIDA Model

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Quick Overview

The model consists of four stages that must be followed to sell a product. Famous in the advertising world.

Related models: AIDA Model7S ModelKnowledge TriangleINKSWOT AnalysisBalanced ScorecardFive ForcesBCG Matrix6W's of Corporate GrowthCRM;KondratieffCustomer PyramidProduct Life Cycle


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AIDA Model



The AIDA model is an acronym comprising the words: Attention, Interest, Desire and Action. It was St. Elmo Lewis (19th century) who gave birth to this model. The AIDA model was published for the first time by E.K. Strong in 1925.

Related models: AIDA Model7S ModelKnowledge TriangleINKSWOT AnalysisBalanced ScorecardFive ForcesBCG Matrix6W's of Corporate GrowthCRM;KondratieffCustomer PyramidProduct Life Cycle


The Model

The model consists of four stages that must be followed, for instance in the advertising world.


“Hello here I am” or “Hello here I come” is in fact the essence of this stage. In change management it is known as the change ‘awareness’. It is about announcing that something is happening or is about to happen. The announcement can be surrounded by mysticism to make things more exciting. Or you can choose to be very clear, which is quite more challenging when change projects are involved. It is not about clarity but rather about the attention you are creating.


At this stage people should become interested in your product, service or story. Surely you will not be able to attract everyone’s attention. People who are paying attention must be fed with information to make sure they become interested and remain so on your way to your final purpose: making sure these people swing into action. Hold out the prospect of positive elements, make promises and offer discounts.


At this stage an instinctive and mental choice must be made. The power to convince people has a major role at this stage. Will people choose your product or will they opt for the competitor’s product? Are they interested in change or do they prefer what is familiar? Answer and confirm the “what’s in it for me” question from the people you want to convince. Interest is converted into desire.


The final step is to give someone that little push to make sure they make a move. Clearly indicate where people can find the product, or what exactly must be done to go into action. The ‘No sale’ is (usually) deadly at this stage. Promises must be fulfilled. After all, desire is slowly won and quickly lost.

Expanding the model

Increasingly often ‘Satisfaction’ is added to this model: the AIDAS model. Customer satisfaction is key to continued purchase. Even in change projects, which may take months or years, it is important to keep people satisfied about the steps taken. People must remain interested in order to achieve collective success.


How to use it

The AIDA model was developed for advertising statements tuned to more product sales. Using it in a broader sense you could in fact advertise anything: yourself, your project, your department, your ideas or to convince someone into doing something on your behalf.

The AIDA model lends itself perfectly to changes. Obviously you can come straight to the point and hope that a particular statement will make the other person make a move. If you are that tyrannical boss you may in fact get away with it. But, you will be creating more support if the people themselves develop the wish and desire to take action. How the message is built up through these stages is essential when change projects are involved. Putting a future change to soak provides the possibility to communicate early and frequently even though some of the information may not yet be available. The clearer things become the more you can proceed to provide more detailed information. The positive aspects of change in particular can be emphasised slowly. In doing so invest your energy in the group that is torn between two alternatives: “am I in or out?” Now persuasiveness comes in. You will have most support if the people themselves realise the value of the change and how they will benefit from it. Pressing will have a contrary effect. And just like the case with selling a physical product, here too it is important to convince people to take that step. At this stage the aforementioned positive aspects must be detailed (e.g. retrain during reorganisation). Surely the first requests for courses and training sessions must not be followed by long procedures before accepting the employee’s own initiative.

We wish you lots of readiness to take action.


Related models: 

-   AIDA Model

-   7S Model

-   Knowledge Triangle

-   INK

-   SWOT Analysis

-   Balanced Scorecard

-   Five Forces

-   BCG Matrix

-   6W's of Corporate Growth

-   CRM;Kondratieff

-   Customer Pyramid

-   Product Life Cycle








The product:

  • Cartoon, 8000-6000 px, full colour
  • Description, pdf, full colour