I - Interest
D - Desire
A - Action
Awareness - Make the viewer aware of the product
Interest - Make them become more interested in the product
Desire - Make them desire the product shown
Action - Make them take action and go get the product
Example: An advert for a bottle of Martini - Aware - A
Under the sea in a tropical location - Interested -I
Surround it with nice tropical animals - Desiring the product - D
Make them thirsty surrounding it with water using subliminal messaging - Action going and getting the product - A
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