The AIDA concept, representing ôthe four promotional goals of attracting customersÆ attention, interest, desire, and action,ö relate to the promotional mix in that they serve as successive targets that the promotional mix can aim at (ôGlossaryö). For example, the first thing the promotional mix has to do is attract the customerÆs attention. After gaining her attention, it must arouse interest in the product. From interest, she must develop a desire to have the product. That desire will spur the action of actually purchasing it. The promotional mix can work in conjunction with these elements of AIDA by targeting particular phases of this sequence. A full-page color ad in a womenÆs magazine could attract the womanÆs attention; seeing the product displayed in a department store setting could attract her interest; trying it out by means of an in-store makeover could give her the desire to buy it; and finding it on sale could spur her to action. However, the stages of AIDA are not necessarily steps that will be taken at different times in different places; the right promotional mixùsay an extremely compelling magazine adùcould bring the consumer through all four stages of AIDA one right after the other and send her to the store immediately to purchase the item. Therefore, it is advantageous to try to incorporate all of the elements aimed at inducing AIDA in the part of the promotional mix that the consumer is most likely to encounter first.
ôGlossary.ö Interactive Services Marketing. ...