Marketing Funnel (AIDA)

What it is

The stages most often named are attention or awareness, interest, desire and action. Wijaya traces the model to writing from 1900 and 1925, and later versions add stages or a loop from purchase back to recommendation. Alex Schultz, in Click Here, treats it as a way to choose the right campaign for where an audience sits.

In effect

In the article on whether the AIDA model is still useful, it is the model under review: helpful for planning, less so as a description of how any one person decides.

What it does not say

It is a planning tool, not a tested description of how people decide. A review of more than 250 journal articles and books found little support for a fixed order of advertising effects.

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