AIDA formula, AIDPA formula and AIDAS formula

AIDA formula

The AIDA formula is an advertising and sales rule developed by E. St. Elmo Lewis around 1900, which is still of practical importance today. According to this, an advertiser or seller should successively achieve four levels of effectiveness with current and potential customers:




Action (triggering a purchase).

The AIDA formula has since been expanded by other authors:

AIDPA formula

After the desire to own the property has been generated, it should be reinforced by a proof (proof) of the benefit. References and results of product tests are suitable as evidence.

AIDAS formula

After the customer has bought (Action), he should be permanently satisfied (Permanent Satisfaction) and thereby be bound to the company. This level of effectiveness can be achieved through targeted post-purchase marketing. Combining the AIDA formula with the AIDPA and AIDAS formula results in a six-stage advertising and sales rule, the AIDPAS formula:




Proof (provide proof of benefit)

Action (trigger a purchase)


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