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  • Writer's pictureDhrumil Mehta

How AIDA Model is a framework for today’s marketing strategies?

Every industry has its own set of inescapable jargon, and for the marketing industry, one of them is the AIDA model. AIDA model is a term thrown around by marketers to express why they wish to position the brand in a certain way. However, without a detailed explanation, it may be difficult for the brand owner to comprehend any/all of the terms being thrown at them. So in today’s blog, we aim to simplify what the AIDA model is and why it is necessary for you to understand where your brand stands in it using examples of two hypothetical brands.

What is AIDA?

AIDA stands for Awareness, Interest, Desire, and Action. It helps brands identify which stage it is positioned in and what kind of marketing tone it should follow to engage with their consumer base. Consumers typically move through each stage of the model to complete the purchase journey. Like any other funnel, every subsequent stage of the funnel has fewer consumers than the previous stage.

Breaking down the funnel


When you are trying to sell a product where the target audience is not quite knowledgeable about the product, it is quite likely that the brand will fall into the awareness stage. When you are in the awareness stage, the idea should be to reach as many people in the target market as possible and spread information about the need for a solution (and not the product per se). Blogs, newspaper articles, and seminars are some of the ways with which you can get the word out about the product or service.