AIDMA
Updated 2026-08-09
INTRODUCTION
English translation pending.
CORE DEFINITION
AIDMA describes the sequence a consumer moves through in a mass-media environment: attention, interest, desire, memory and action. The distinctive stage is memory, which sits between desire and purchase because broadcast advertising reaches viewers long before they are able to buy. Repeated exposure is therefore treated as a necessary condition for purchase, which explains why irritating but highly repetitive campaigns can still work. The model assumes one-way communication from advertiser to audience and fits traditional media better than search-driven online behaviour.
SCAFFOLDING EFFECT
Reduce cognitive load
- Walk the five stages: check each step from attention through memory to action. - Fund the repetition: budget for repeated exposure so the brand is remembered at purchase time. - Convert the desire: turn interest into a concrete wish for the product before relying on memory.
Anchor fast decisions
Broadcast media reach people when they are not shopping, so a purchase opportunity usually arrives long after the advertisement. Attention and interest create familiarity, desire creates preference, and repeated exposure builds the memory that allows the brand to be recalled at the point of sale. Because the audience cannot search for more information, recall becomes the bridge between wanting and buying. The model therefore treats frequency as a core lever and explains the effectiveness of repetitive, even irritating, campaigns.
MINIMUM ACTION
In progress 0/1Practice this model in one real situation:
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Source support: Explicit
- en.wikipedia.orghttps://en.wikipedia.org/wiki/AIDA_(marketingverified
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