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AIDA is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement. * A – attention (awareness): attract the attention of the customer. * I – interest of the customer. * 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. Using a system like this gives one a general understanding of how to target a market effectively. Moving from step to step, one loses some percent of prospects. AIDA is a historical model, rather than representing current thinking in the methods of advertising effectiveness. ==History== The term and approach are commonly attributed to American advertising and sales pioneer, E. St. Elmo Lewis. In one of his publications on advertising, Lewis postulated at least three principles to which an advertisement should conform: According to F. G. Coolsen, "Lewis developed his discussion of copy principles on the formula that good copy should attract attention, awaken interest, and create conviction."〔"Pioneers in the Development of Advertising," ''Journal of Marketing'' 12(1), 1947, p. 82〕 In fact, the formula with three steps appeared anonymously in the February 9, 1898 issue of ''Printers' Ink:'' "The mission of an advertisement is to sell goods. To do this, it must attract attention, of course; but attracting attention is only an auxiliary detail. The announcement should contain matter which will interest and convince after the attention has been attracted" (p. 50). The importance of attracting the attention of the reader as the first step in copy writing was recognized early in the advertising literature as is shown by the ''Handbook for Advertisers and Guide to Advertising'': A precursor to Lewis was Joseph Addison Richards (1859–1928), an advertising agent from New York City who succeeded his father in the direction of one of the oldest advertising agencies in the United States. In 1893, Richards wrote an advertisement for his business containing virtually all steps from the AIDA model, but without hierarchically ordering the individual elements: Between December 1899 and February 1900, the Bissell Carpet Sweeper Company organized a contest for the best written advertisement. Fred Macey, chairman of the Fred Macey Co. in Grand Rapids (Michigan), who was considered an advertising expert at that time, was assigned the task to examine the submissions to the company. In arriving at a decision, he considered inter alia each advertisement in the following respect: The first published instance of the general concept, however, was in an article by Frank Hutchinson Dukesmith (1866–1935) in 1904. Dukesmith's four steps were attention, interest, desire, and conviction.〔"Three Natural Fields of Salesmanship," ''Salesmanship'' 2(1), January 1904, p. 14.〕 The first instance of the AIDA acronym was in an article by C.P. Russell in 1921 〔C.P. Russell, "How to Write a Sales-Making Letter," Printers' Ink, June 2, 1921〕 where he wrote: 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「AIDA (marketing)」の詳細全文を読む スポンサード リンク
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