ROI 【🔏CLASSIFIED CASE FILE】 No. X006 | What is AIDMA

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Detective's Note: A five-letter cipher "AIDMA" frequently witnessed in marketing department and advertising agency conference rooms. The consumer psychological process depicted by the initials Attention, Interest, Desire, Memory, Action has reigned as fundamental theory in the advertising and marketing industry for about 100 years from the 1920s to present. However, a puzzling phenomenon has been reported where many marketers speak of it yet cannot understand its true application methods in the digital age. Determine the identity of this classical yet contemporary consumer behavior model and why it maintains universality that hasn't faded after 100 years.

What is AIDMA - Case Overview

AIDMA (Attention/Interest/Desire/Memory/Action), the "attention-interest-desire-memory-action" model. This theory, reportedly proposed by American advertising researcher Samuel Roland Hall in the 1920s, systematically explains the psychological process from consumer product awareness to purchase. Among our clients, it's recognized as "marketing fundamentals," yet with digitalization and SNS proliferation, debates arise about the model's validity and application scope.

Investigation Memo: Deciphering consumer psychology through five steps. Appears linear at first glance, but actual consumer behavior is more complex and dynamic. We need to solve the mystery between its classical nature and contemporary application.

Basic Structure of AIDMA - Evidence Analysis

Primary Evidence: The Five Stages of AIDMA

Attention - Awareness Stage

"Noticing product/service existence"
"Contact with advertisements or information"
"First impression formation through the five senses"
"Selective attention from numerous information sources"

Interest - Interest Stage

"Developing interest in product/service"
"Wanting to know detailed information"
"Feeling personal relevance"
"Beginning active information gathering"

Desire - Desire Stage

"Wanting the product/service"
"Imagining benefits from ownership/use"
"Emotional motivation formation"
"Purchase intention emergence"

Memory - Memory Stage

"Memorizing product/service information"
"Retaining information until purchase opportunity"
"Accumulating as comparison material with other products"
"Brand image formation and establishment"

Action - Purchase Stage

"Actual purchase behavior"
"Store visits or online ordering"
"Decision execution"
"Beginning consumption experience"

Evidence Analysis: AIDMA's excellence lies in systematically capturing consumer psychological changes. By optimizing marketing measures according to each stage, efficient customer acquisition becomes possible. However, in modern times, limitations of this linear model are also pointed out.

AIDMA Implementation Procedure - Investigation Methods

Investigation Finding 1: Measure Design for Each Stage (New Smartphone Example)

Case Evidence:

Attention Measures:
・TV commercials, web advertising exposure maximization
・Influencer advance introductions
・Station posters, transit advertising
・Media exposure through press releases

Interest Measures:
・Detailed product feature explanation videos
・Technical specification comparison site creation
・Experience event hosting
・Information provision on review sites

Desire Measures:
・Lifestyle proposal content
・Limited design and color variations
・Celebrity usage scene introductions
・Ownership value proposition

Memory Measures:
・Unified brand logo exposure
・Catchphrase repetition
・Retargeting advertising
・Regular contact via email/apps

Action Measures:
・Launch day limited campaigns
・Online reservation systems
・In-store hands-on experience environments
・Purchase incentive provision

Investigation Finding 2: Effect Measurement for Each Stage

Measurement Indicator Examples:

Attention: 
・Ad contact rate, awareness surveys
・Brand recall rate
・Website visit numbers

Interest:
・Detail page dwell time
・Material request numbers, inquiries
・SNS engagement rates

Desire:
・Purchase intention survey scores
・Comparison site view numbers
・Wishlist registration numbers

Memory:
・Brand recognition rate
・Pure recall rate
・Search volume trends

Action:
・Purchase rate, conversion rate
・Sales revenue, market share
・Repeat purchase rate

The Power of AIDMA - Hidden Truths

Critical File 1: Marketing Measure Systematization Can systematically organize marketing activities that tend toward intuition based on consumer psychology. Investment efficiency improvement possible through optimal measure allocation according to each stage.

Critical File 2: Deepening Customer Understanding By understanding consumer psychological changes systematically, more effective communication strategies can be planned. "To whom," "when," and "what" to communicate becomes clear.

Critical File 3: Competitive Analysis Guidelines By analyzing which stages competitors focus on, differentiation strategies and market entry strategies can be planned. Competitive advantage points become visible.

Critical File 4: Long-term Brand Building By demonstrating Memory stage importance, shows necessity for long-term brand asset building, not just short-term sales.

AIDMA Limitations and Precautions - Potential Dangers

Warning File 1: Linear Model Limitations Actual consumer behavior doesn't necessarily progress systematically. Particularly in the digital age, cases frequently occur where consumers move back and forth between stages or skip stages.

Warning File 2: Ignoring Individual Differences/Product Characteristics Important stages and required time vary greatly depending on consumer attributes and product categories. Uniform application risks reducing effectiveness.

Warning File 3: Insufficient Digital Age Adaptation Inadequate response to elements that didn't exist in the 1920s: SNS word-of-mouth, influencer marketing, real-time search, etc.

Warning File 4: Memory Stage Neglect In modern marketing seeking immediate effects, Memory stage tends to be neglected. May adversely affect long-term brand building.

Warning File 5: Underestimating Emotional Elements Risk of overlooking irrational aspects like impulse buying and emotional purchasing by emphasizing logical, systematic processes.

AIDMA Evolution and Related Models - Related Case Files

Related Evidence 1: AISAS (Digital Age Model)

Attention → Interest → Search → Action → Share
Adding Search and Share
Model specialized for digital behavior

Related Evidence 2: AISCEAS (More Detailed Digital Model)

Attention → Interest → Search → Comparison → 
Examination → Action → Share
More detailed analysis of comparison/examination stages

Related Evidence 3: DECAX (Content Marketing Era)

Discovery → Engage → Check → Action → eXperience
New customer behavior model from discovery to experience

Related Evidence 4: ULSSAS (SNS Era Model)

UGC → Like → Search1 → Search2 → Action → Spread
Behavior model starting from UGC (User Generated Content)

Related Evidence 5: Customer Journey Maps

More detailed customer experience design based on AIDMA
Visualizing touchpoints, emotions, challenges chronologically
Consistent experience design across multiple channels

Conclusion - Investigation Summary

Detective's Final Report:

AIDMA is "a classic and immortal masterpiece of marketing theory." The fact that this model born about 100 years ago is still utilized as fundamental theory today speaks to the depth of its universal insights. The structure capturing essential consumer psychology flow maintains value that doesn't fade with changing times.

The most interesting finding in this investigation was AIDMA's "evolutionary nature." While maintaining basic structure, evolved forms like AISAS, AISCEAS, and DECAX continue emerging according to the times. This shows AIDMA is not a fixed model but a flexible thinking framework capturing consumer behavior essence.

However, "limitations" in the digital age also became clear. Complex and dynamic consumer behaviors that can't be captured by linear stage progression models are increasing. Practical solutions involve combining with evolved models incorporating new elements like SNS, search, word-of-mouth, and influencers.

Additionally, AIDMA's true value lies not in "memorizing the model" but in "designing marketing that aligns with consumer psychological changes." Through appropriate measures and effect measurement at each stage, it shows the path to realizing both customer understanding and business results.

Consumer Behavior Maxim: "Excellent marketing means delivering appropriate messages at appropriate timing, aligned with consumer heart movements."

Case Closed