In the AIDA model, what does each of the letters stand for? Explain.

In the AIDA model, what does each of the letters stand for? Explain.

a.Attention: The marketing communication should be able to catch the attention of its customers.For eg.when a popular filmstar or sportstar endorses a particular brand of soap or health drink, it immediately captures the attention of the audience.

b.Interest: Once the marketing communication has grabbed enough attention of the customers, it should be stimulated by the organisation to create further interest.

c.Desire : a product in order to get sold must be backed by the willingness to purchase it. The interest developed by the consumer should be forced upon his mind so that he develops a desire towards the product.

d.Action: Desires can be converted into action by the company higlighting the advantages of the product to its customers, in their communication messages.