You're from Alberta?! How come I didn't catch that before? Whereabouts?
Anyway, AIDA is a copywriting acronym:
A = Attention (headlines, graphics, etc.)
I = Interest (speak to emotions, benefits, a need, etc.)
D = Desire/Decision (state facts/create desire to buy/reinforce benefits)
A = Action (call to action/tell audience exactly what you what them to do)
That is a very brief summation of "AIDA" and how I understand it given everything I've studied and read. Generally, by following this process in your copywriting you also mirror most buyers' decision making process when contemplation a purchase.
Edited by Karri, 21 February 2006 - 11:26 PM.