Aida

AIDA refers to a model of consumer behavior used in advertising and sales. The model divides the process of turning a prospect into a customer into four stages: Attention, Interest, Desire, and Action. It was formulated by E. St. Elmo Lewis in the late 19th century and became influential in early 20th-century advertising. Marketers use AIDA to structure campaigns, headlines, copy, and calls to receive a response. In practice, variations such as AIDAS (adding Satisfaction or Delight), or adaptations for digital channels (e.g., Awareness, Interest, Consideration, Intent) exist. The model has been criticized for over-simplifying complex buying decisions and for assuming a linear path, though it remains a reference point in traditional advertising and sales training. In modern marketing, it is often integrated with funnel analytics and customer journey mapping.

AIDA is also the title of Giuseppe Verdi's opera, an epic set in ancient Egypt with a libretto by Antonio Ghislanzoni. It premiered in 1871 at the Khedivial Opera House in Cairo following the commission for the opening of that venue. The plot centers on the captive princess Aida and her love for the Egyptian general Radames, amid political and familial loyalties. The work is renowned for its grand choral numbers, lyrical arias such as Celeste Aida, and its lavish spectacle; it remains a staple of the operatic repertoire.

In technology, AIDA is used as part of product names or acronyms. For example, AIDA64 is a system information and benchmarking tool used to assess hardware and software configurations. The term can also appear in other, less common contexts.