The A.I.D.A. formula has been around so long it’s probably written on a cave wall somewhere in France. Anyone with a degree in advertising, PR, journalism or marketing should be familiar with its power and necessity. Ironically, they’re the ones who routinely ignore it.
Successful ads attract Attention, arouse Interest, stimulate Desire and present a compelling call for Action – in that order. If you want to create ads that get noticed, are appreciated and acted upon, A.I.D.A. is the tried-and-true formula.
An ad typically appears in paid media. That means it has to compete with other ads to get noticed by hyper-short attention spans. But A.I.D.A. applies to other communication contexts, too. Brochures, social media posts, postcards, even executive presentations all have to compete in one way or another to get noticed and succeed. For simplicity, I’ll use the word “ad” as a placeholder for all of these forms. Continue Reading