The AIDA formula is one of the most well-known marketing strategies and is often used by advertisers and marketers. The purpose of this strategy is to create an effective advertising campaign that encourages potential customers to take a specific action, such as buying a product, signing up for a service or visiting a website.

The four steps of the AIDA formula are:

• Attention: The first step is to grab the potential customer's attention by using an eye-catching headline, image or offer.
• Interest: The second step is to arouse the customer's interest by showing them a problem they have and how the advertised product or service can help solve this problem. You should also emphasise the benefits of the product or service.
• Desire: The third step is to increase the customer's desire for the product or service by re-presenting the benefits of the product or service and offering limited availability or a limited time special offer price, if applicable.
• Action: The fourth and final step is to ask the customer to take action by giving them a clear and obvious call to action, such as a link to a landing page where the customer can buy the product or sign up.

Recent research in neuroscience has shown that people also perceive advertising unconsciously and that emotions and visual stimuli can play an important role in decision-making. As a result, there are now a variety of marketing strategies that also take into account the subconscious aspects of decision-making and that are based on the use of emotions, storytelling and other creative techniques.