The Four Step AIDA Model Plus One Extra Step For Maximum Marketing Impact
Back in the day, E. St. Elmo was on fire. One of the first people to apply the scientific method to advertising, he is credited with coming up with the AIDA model, one of the oldest advertising theories. In the late 1800s, E. St. Elmo Lewis built on the ideas of pioneering ad men Fred Macey and Joseph Richards to articulate a basic model of advertising communications that was given the acronym AIDA by C. P. Russell in 1921. One hundred years later, the idea behind this simple marketing model is as powerful as ever. What does AIDA stand for? Each letter represents a step of the customer’s journey, guided by the marketing shaped according to the theory. The first step is to gain the customer’s attention or create awareness, then arouse interest, stoke desire, and finally inspire action. Even people who are not familiar with the model may notice that they have been using it all along, because it describes a very natural approach to generating sales. When you have the framework clearly in mind, it can help guide your marketing strategy. So let’s take a closer look at the four steps, and then consider a bonus step that was added to the model later.