“Without data, you’re just another person with an opinion.”

W. Edwards Deming

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The AIDA Funnel Model identifies cognitive stages an individual goes through during the buying process for a product or service.

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Developed in 1898 by American advertising & sales pioneer, E. St. Elmo Lewis as a tool using modern scientific principles

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AIDA stands for Attention, Interest, Desire & Action but it does not answer important questions in order for it to be used effectively.

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 ADIA stands for Analyze, Develop, Implement, & Adjust and is needed to answer the questions and target the right message to the right customer.

I have used the AIDA model to teach marketing & advertising basics to both students and staff. However, AIDA was developed as tool for face to face sales. It does not identify who, what, where, when &  how to target; what message and media to use to reach your potential customers. Mr. Lewis stated that the key to successful AIDA implementation is to understand  the state of the prospect, which requires skill & experience on the part of the sales person.

 I believe that the AIDA model is useful in marketing, not just sales, but success must start with a complete analysis of the market & data. That led me to develop my ADIA model to provide a framework to answer very important questions before using AIDA.  I developed and have presented my ADIA model at several marketing conferences. If you follow the data it will lead to success and has served me well in my career. Remember without data all you have is an opinion.

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There is some question as to who actually developed the AIDA model was it E. St. Elmo Lewis or someone else? I have referenced Mr. Lewis as the individual that developed AIDA which is still the common belief today.

 

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ADIA Model Developed