AIDA or AIDAS is an acronym used in marketing that describes a common list of phases in the purchasing cycle. When you are marketing a product or service, ensure you provide points of contact for customers during these phases:

• A - Attention (or Awareness): attract the attention of the customer/market.

• I - Interest: raise interest by focusing on and demonstrating advantages and benefits (instead of focusing on features)
• D - Desire: convince customers/market that they want and desire the product or service and that it will satisfy their needs.
• A - Action: lead customers/market towards taking action and/or purchasing.
• S - Satisfaction: satisfy the customer with the goal of them becoming repeat customers who give referrals to a product or service

A model such as AIDAS provides a general understanding of how to target a market effectively and may be used in marketing intangibles and stimulating community action as well as tangible goods and services. It is also easy to use to explain to non-advertising and marketing types. The model also suggests at some level that the customer experience needs to be guided and managed throughout.