AIDA is an acronym for
Attention, Interest, Desire, Action ... every ad or promotional activity should have these four elements. (Of course, there are exceptions to every rule!) ...
- Does the ad grab viewer/reader/listener attention?
- Does the ad hold viewer/reader/listener interest?
- Does the ad develop viewer/reader/listener desire to do something?
- Does the ad provide a clear path to action by the viewer/reader/listener?
(Note: a business plan or executive summary or proposal is a form of advertising ... it is intended to "sell" the reader on the viability of the concept.)
