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planning an advertising campaign the AIDA formula this is Henry he bakes delicious breads and cakes however his bakery is unknown in town nobody buys his products now he wants to create an advertisement for his bakery Henry knows that there are some important steps that must be respected unfortunately Henry cannot remember all four steps henry asks mary for help she works for an advertising agency and tells him that the marketing of a product requires careful planning marion forms henry about the AIDA formula she tells him that aida is an acronym and stands for attention interest desire and action the aida formula is a theory in marketing this theory describes how to sell products to target groups and it gets people to buy products like cake bread and biscuits henry is amazed he wants to know how he can use the aida formula for his posters mary explains capture the peoples attention and attract the target group let them know about your business and that you can satisfy their need for