The **[[AIDA Model]]** is a [[Marketing & Analytics|marketing]] [[Framework|framework]] that models consumers as agents making their way through a sequence or 'funnel' of stages, similar to the [[Sales Funnel]], and as an application of the [[Hierarchy of Effects]]. ^about It is an initialism that stands for: > **Attention** - The consumer is now generally aware of the existing of the brand > **Interest** - The consumer is now seeking for detail about the brand beyond 'the pitch' > **Desire** - The consumer now considers the brand as a potential purchase, including amongst competitors > **Action** - The consumer is taking physical actions that indicate intent to purchase It is a fairly generic model can be applied to contexts outside of brand marketing, i.e. it can be adapted to any circumstance requiring the progression of actors through the attention, attractiveness, and action phases. For example, even within a presentation, where the narrative and information provided instead 'parallel' the mental journey of an ideal client sitting in the audience (or passing by the stage): - **Attention** - Drawing attention with a surprising fact, act, offer, or story - **Interest** - Continue providing compelling details, about 'the problem', and/or about 'your solution' - **Desire** - Hone in on the specific differentiators of your solution and/or your ideal client - **Action** - Provide a call to action that, for the client, feels easy, natural, good value, and exclusive The above narrative (or variations of it) are used heavily [[Experiential Marketing]] and live product demonstrations. The simplicity of the model is both one of its greatest strengths as well as one of its greatest weaknesses, as it is a fairly rigid and 'wasteful' model that fails to accommodate for non-linear consumer behaviours or activity outside of the 'anonybody-to-purchase' happy path.