How Does the AIDA Model and the Hierarchy of Marketing Effects Work?


In the world of marketing, it is essential to know what motivates people to buy a certain product. For this reason, it is recommended that you read this article with which you will learn How does the AIDA model and the hierarchy of marketing effects work?

What is AIDA?

AIDA stands for «Attention, Interest, Desire, Action». This term refers to effects generated by advertising on the viewers.

Origin of the AIDA model

The AIDA model was created by Elias St. Elmo Lewis in 1898 and despite its long existence, it continues to be widely used even in various digital marketing strategies.

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With the emergence of digital marketing, the AIDA model continues to have a wide boom, which is why it is applied with the purpose of defining the sequence of advertising effects in relation to the viewers.

How does the AIDA model and the hierarchy of marketing effects work?

To know the operation of the AIDA model and the hierarchy of the marketing effects It is necessary that you first know what they consist of, as well as their characteristics and the operation of each one of them.

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The AIDA model

The AIDA model is a method that defines the phases that a client goes through during the decision process to make a purchase. In this sense, four sequential stages are followed: attention, interest, desire and action.

Attributes of the AIDA model

One of the attributes of the AIDA model is that it facilitates effectiveness analysis of advertising even if it is social media advertising. It also allows companies to develop better marketing strategies later.

How the AIDA model works

The AID model works by developing four sequential phases. The first phase is the «attention» where it is intended to draw the customer’s attention to a particular service or product. The next phase is the «interest» where the customer’s motivation to buy based on an attractive price, some promotion and other reasons is awakened.

The third phase is the «wish» which consists of convincing the customer that the purchase will satisfy a need. Therefore, the purchase benefits. The last phase of the AIDA model is the “action” that refers to the closing of the sale, that is, the execution of the purchase by the client where the CPA marketing can intervene.

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The hierarchy of marketing effects

Like the AIDA model, the hierarchy of marketing effects is a method that allows us to understand the levels at which customers are with respect to an advertisement. Therefore, this hierarchy of effects describes the psychological steps that a customer follows before making a purchase as an effect of advertising exposure.

Attributes of the Marketing Effects Hierarchy

One of the attributes of the effect hierarchy is that it allows create awareness not only of the product that is offered but also of the company. Likewise, it allows to know the previous experiences of the clients and present accessible purchase options to potential clients taking advantage of affiliate marketing.

How the Marketing Effects Hierarchy Works

The hierarchy of marketing effects It works by developing three steps. The first step is the recognition of the existence of the product where the buyer is aware that the product or service exists and this generates interest.

The second phase allows the potential customer to understand what the product is and the benefits it offers. The customer evaluates the product and knows what it is for. Therefore, determine if it satisfies a need. Finally, the final decision of buy the product and the customer makes the purchase.

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