AIDA Principle

The term and approach are attributed to American advertising and sales pioneer, E. St. Elmo Lewis. In 1898 Lewis created his AIDA funnel model on customer studies in the US life insurance market to explain the mechanisms of personal selling. ( Wikipeida )

由美國廣告與銷售先驅 E. St. Elmo Lewis 在 1898 ,根據美國人壽保險市場的消費者研究所提出的模型。

  • A - Attention (Awareness) 注意: attract the attention of the customer.
  • I - Interest 興趣: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).
  • D - Desire 慾望: convince customers that they want and desire the product or service and that it will satisfy their needs.
  • A - Action 行動: lead customers towards taking action and/or purchasing.