Published Paper Details:

The AIDA model (Attention, Interest, Desire, Action) has been one of the earliest building blocks of marketing communication and sales strategies. The purpose of this review paper is provide an overview of the conceptual and empirical use of the AIDA model for stimulating sales performance in various industries. AIDA is grounded in psychological and behavioral theories of consumer decision-making, organized in a step-by-step progression that leads potential customers through the steps of a purchasing funnel. The AIDA model has developed from a simple hierarchy to be a strategically nimble, multi-channel approach to marketing as the traditional marketing promotion landscape continues to evolve to digital and consumer-oriented environments. This paper concludes that a synthesis of over five decades of academic research highlights the progression of the AIDA model. The review organizes findings into two primary streams: (1) Theoretical CLoud Developments of AIDA - criticisms of, and applications of, and (2) Empirical Applications of AIDA using Traditional and Digital Media. There is a special emphasis on how the AIDA model is relevant in online marketing, social media advertising, and integrated marketing communication (IMC). In order to determine effectiveness of each stage in the AIDA model we use the important metrics of customer engagement, conversion rates, and return on investment (ROI). The other important aspects are the new permutations of the model, such as AIDAS (including satisfaction), as well as CAB (Cognitive-Affect-Behavioral), based on evolving behavioral analytics. The review highlights that while AIDA is still an essential construct in marketing practice today, one must recognize that it is a static implicit model that must be adapted and framed in energy and vibrancy through modern data-driven and customer-centric models to add maximum value. Consideration should also be given to future directions of research to align AIDA with AI-enhanced personalization and omnichannel marketing environments.