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"AIDA" stands for Attention, Interest, Desire and Action. The AIDA model is widely used in marketing and advertising to describe the steps or stages that occur from the very first moment a consumer is aware of a product or brand to the actual moment the purchase is made. The first stage of the buying process is making the consumer aware of the product. To bump prospects up to the second stage, you must develop the potential buyer's Interest in the product or service. In the third stage of AIDA, prospects realize that the product or service is a good fit and will help them in some way. The fourth and last stage of AIDA occurs when the prospect decides to take the action necessary to become a customer.