What is AIDA Marketing Communication stands for ?
- AOption (a)
Attraction – Information – Development – Application
- BOption (b)
Attention – Information – Dialogue – Action
- COption (c)
Attention – Interest – Desire – Action
- DOption (d)
Attitude – Inspiration – Desire – Action
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Correct answer
Attention – Interest – Desire – Action
Why this answer is correct
AIDA is an acronym developed in 1898 by advertising pioneer E. St. Elmo Lewis.
- It describes the steps that a prospective customer goes through before deciding to buy a product or service.
- The acronym stands for Attention, Interest, Desire, and Action.
- The AIDA model is widely used in marketing and advertising to describe the steps or stages that occur from the very first moment a consumer is aware of a product or brand to the actual moment the purchase is made.
Attention
- The first stage of the buying process is making the consumer aware of the product.
- A salesperson's job is to catch the prospect's attention well enough so that they can keep the prospect engaged long enough to whet their interest.
Interest
- To bump prospects up to the second stage, you must develop the potential buyer's interest in the product or service.
- This is usually where benefit phrases come heavily into play.
Desire
- In the third stage of AIDA, prospects realize that the product or service is a good fit and will help them in some way.
- Salespeople can bring prospects to this point by going from general benefits to specific benefits.
- Often this includes using information culled during the earlier stages which allow you to fine-tune the sales pitch.
Action
- The fourth and last stage of AIDA occurs when the prospect decides to take the action necessary to become a customer.
- If you carried the prospect through the first three stages (and responded appropriately to any objections), this stage often occurs naturally.
- If not, you may need to prompt a prospect to act by using closing techniques.