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AIDA is an acronym used in marketing that describes a common list of events that are very often undergone when a person is selling a product or service:

• A – Attention (Awareness): attract the attention of the customer.
• I – Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising)[1].
• D – Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
• A – Action: lead customers towards taking action and/or purchasing.

Nowadays some have added another letter to form AIDA(S):

• S – Satisfaction – satisfy the customer so they become a repeat customer and give referrals to a product.

A model such as AIDAS provides a general understanding of how to target a market effectively and may be used in marketing intangibles and stimulating community action as well as tangible goods and services. It is also easy to use to explain to non-advertising and marketing types. The model also suggests at some level that the customer experience needs to be guided and managed throughout.