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AIDA model is one of the most popular communication models used by communicators like advertising agencies, public speakers, sales people, etc. The model in its expanded form stands for attention, interest, desire and action. 

After having caught the attention (through a bold punch in an ad, for example) the communicator tries to arrest the interest of the target audience. Once the interest is captured, the main goal of the communicator is to create desire in the target audience to possess the product. For example, as a small business owner you are running an advertising campaign. Your ad agency has done an excellent job of creating interest in your products through the advertising. However, the interest is converted into sales only when this interest is getting translated into desire. This is achieved by virtue of connecting product features with emotional benefits drawn from the product. 

Once the desire is sufficiently created, last step in this model is to ensure ‘closing’ the sale. Many a time, sales persons are not able to convert strong desires into action. They end up asking questions – so, should I take this final? In stead, the question should be – which color would you like to choose? Same applies to advertisements.

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