Customer Response Analysis in Marketing Campaigns Using the AIDA Decision Framework

Abstract

This study examines customer reactions to marketing campaigns by applying the AIDA (Attention, Interest, Desire, Action) framework to decision analysis. By matching specific strategies to each stage of AIDA, the work traces the journey from first exposure to final purchase, clarifying how and why attitudes shift. A systematic approach-plus structured data collection, detailed participant profiles, and robust analytical methods-evaluates campaign performance across multiple channels, both online and offline. Results reveal marked differences in behavior at every AIDA phase, pin-pointing which tactics generate deeper engagement and higher conversion rates. The research further contrasts AIDA-guided campaigns with conventional methods, measuring the relative gains in efficiency and effectiveness. Together, these findings yield concrete recommendations for tailoring future designs and identify gaps for subsequent inquiry.