| Awareness, Interest, Desire, Action (AIDA)
De Saez (2003: 83) states that Awareness, Interest, Desire, and Action (AIDA) is a communication model that is used in promotional and public relations activities. The response sought from the user or customer will usually fall into one of three categories, i.e. cognitive, affective, or behavioral. The communication mix for a promotion or for public relations should aim to make the user aware, or change user perceptions, or actually encourage the user to do something. AIDA is regarded as the most attractive and effective of all marketing models. Thus AIDA is explained as follows:
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