The AIDA (the acronym A.I.D.A stands for Attention, Interest, Desire, and Action) model is widely used in marketing and advertising to improve your content marketing strategy and drive sales for all sizes of businesses. The AIDA Model (also known as AIDA Diagram, AIDA Funnel or AIDA Purchase Funnel) helps companies to identify the sequence of events that occur from the time when a potential customer first becomes aware of the existence of a particular product to the time when he/she decides to make a purchase decision of that product.

If you’re looking for ways to improve your marketing strategy and drive sales and the AIDA funnel could be one candidate for marketing improvement model. Here is an introduction to the AIDA model and for helping you to formulate your marketing strategy.

What is AIDA Funnel?

AIDA Diagram provides the marketer with a detailed understanding of how target audiences change over time and provide insights as to which types of advertising messages are likely to be more effective at different stages. AIDA diagram is often presented as a funnel. The funnel consists of 4 steps attention, interest, desire, and action as shown in the diagram below:

What is AIDA funnel

Edit this AIDA Funnel template

  • Awareness – The consumer becomes aware of a category, product or brand (usually through advertising)
  • Interest – The consumer becomes interested in learning about brand benefits & how the brand fits with the lifestyle
  • Desire – The consumer develops a favorable disposition towards the brand
  • Action – The consumer forms a purchase intention, shops around, engages in trial or makes a purchase

Use of Infographics to Present AIDA Diagram

AIDA funnel template 1

Edit this AIDA Funnel template

AIDA funnel template 2

Edit this AIDA Funnel template


A relatively large number of potential purchasers become aware of a product or brand, then a smaller subset becomes interested, with only a relatively small proportion moving through to the actual purchase. This effect is also known as a “customer funnel”, “marketing funnel”, or “sales funnel”.

Therefore, the AIDA model describes that AWARENESS leads to INTEREST, which leads to DESIRE, and finally, ACTION. Moving from step to step, the total number of prospects diminishes. This phenomenon is sometimes described as an “AIDA purchase funnel”.