Future Business Leaders of America (FBLA) Advertising Practice test

What does the "action" phase of AIDA encourage consumers to do?

1. A) Evaluate the product

2. B) Consider alternatives

3. C) Make a purchase

4. D) Show interest

The correct answer is: C) Make a purchase

The "action" phase of AIDA, which stands for Attention, Interest, Desire, and Action, specifically encourages consumers to take decisive steps towards making a purchase. During this phase, marketing efforts aim to convert the interest and desire that have been built up during the previous stages into a tangible action—namely, buying the product or service. In this context, the effectiveness of advertising lies in its ability to prompt consumers not only to think about or desire a product but to actually make the commitment to purchase it. This culminates in converting potential customers into actual buyers, which is the ultimate goal for any advertisement or marketing campaign. Thus, "make a purchase" encapsulates the intended outcome of the action phase, differentiating it from earlier phases where the focus is more about information and generating interest.