AIDA

Perhatian, Minat, Keinginan, Tindakan

AIDA ialah akronim untuk Perhatian, Minat, Keinginan, Tindakan.

Apakah Perhatian, Minat, Keinginan, Tindakan?

A widely used model in marketing and advertising to describe the stages a consumer goes through when engaging with an advertisement or promotional message. The AIDA model is attributed to Elias St. Elmo Lewis, an American advertising and sales pioneer.

Lewis developed the model in the late 19th century while working in the life insurance industry. Lewis first mentioned the model in his 1898 book The Law of Success in Selling Real Estate. However, he did not use the exact term AIDA in his book. Instead, he described the stages as:

  1. Menarik perhatian
  2. Kekalkan Minat
  3. Create Desire
  4. Dapatkan Tindakan

Attention, Interest, Desire, Action Framework

Akronim AIDA was later coined by others based on Lewis’s original concept. The model gained widespread popularity in the early 20th century and has since been adopted and adapted by marketers and advertisers across various industries.

  1. Perhatian: The first stage of the AIDA model focuses on capturing the target audience’s attention. This can be achieved through compelling headlines, visuals, or other attention-grabbing techniques.
  2. Faedah: Once the audience’s attention is captured, the next stage is to generate interest in the product, service, or idea being promoted. This is typically done by highlighting the key benefits, features, or unique selling points that are relevant to the target audience.
  3. Keinginan: After generating interest, the goal is to create a strong desire or emotional connection with the product or service. This stage often involves emphasizing how the product or service can solve a problem, improve the consumer’s life, or fulfill a specific need or want.
  4. Tindakan: The final stage of the AIDA model is to encourage the target audience to take a specific action, such as making a purchase, signing up for a service, or requesting more information. This is often achieved through clear calls-to-action (CTAs) and by making the desired action as easy and straightforward as possible.

The AIDA model is a helpful framework for structuring marketing and advertising messages to effectively guide consumers through the decision-making process and ultimately drive conversions. It has been widely used since the late 19th century and remains a fundamental concept in marketing and advertising.

While some sources claim that the AIDA model might have been influenced by earlier works, such as the writings of American advertising expert E. W. Scripps in the 1880s, Elias St. Elmo Lewis is generally credited with formalizing and popularizing the model as we know it today.

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