Framework Deep Dive
AIDA is a classic marketing framework that outlines the stages a consumer goes through in response to a persuasive message. It's widely used in ad creation, copywriting, and performance marketing.
Psychological Principle
This framework leverages loss aversion and the desire for resolution. By first highlighting a problem, it creates a cognitive dissonance that the solution then satisfyingly resolves.
Framework Breakdown
Attention
Grab the viewer's focus instantly with bold visuals, surprising hooks, or compelling headlines.
Interest
Build relevance through emotional or functional storytelling that resonates with your audience.
Desire
Stoke aspiration by linking the product to lifestyle, identity, or tangible benefits.
Action
Prompt immediate action with a clear, urgent, and compelling call-to-action.
Real-World Examples
Telecom Service Ad
A telecom ad starts with a dropped call scenario (Attention), shows frustrating connectivity issues (Interest), demonstrates seamless service benefits (Desire), and ends with "Switch now and get 50% off" (Action).