The attention, interest, desire, action (AIDA) concept, first proposed by E. K. Strong in the 1930s, explains the process that individuals go through when making a purchase decision. The AIDA concept is a tool managers consider when designing their marketing strategies. Attention, the first step, refers to marketer’s efforts to make consumers aware that a firm’s PRODUCTs and SERVICES exist. Consumers will not purchase goods or services they do not know about. Whether through SALES PROMOTION, PUBLIC RELATIONS, PERSONAL SELLING, or ADVERTISING, a first goal of marketers is to gain attention. Attention can be gained through simple efforts like a press release or major advertising expenditures like an ad aired during the Super Bowl. For many retail businesses, billboard advertising is used to make consumers aware that their business exists. Sometimes attention messages are designed to inform consumers of a problem; other times, of an opportunity. The second step, interest, focuses on appealing to the needs and desires of consumers and addresses why they should care about the product or service. Humor and fear appeals are often used to capture consumer interest. Desire, the third step, convinces consumers of the product’s ability to satisfy their needs. Before and after advertising and dramatization of results are often used to increase consumer desire. Finally, sales presentations, advertisements, and promotions attempt to produce action, hopefully resulting in a sale or at least providing additional opportunities for the marketer to continue a dialogue with the potential consumer. “Pick up your telephone now” and “Ask your doctor or pharmacist” promotional messages are calls to action.