<Tr> <Td> <Ul> <Li> </Li> <Li> </Li> <Li> </Li> </Ul> </Td> </Tr> <Ul> <Li> </Li> <Li> </Li> <Li> </Li> </Ul> <P> AIDA is an acronym that stands for Attention, Interest, Desire and Action . The AIDA model is widely used in marketing and advertising to describe the steps or stages that occur from the time when a consumer first becomes aware of a product or brand through to when the consumer trials a product or makes a purchase decision . Given that many consumers become aware of brands via advertising or marketing communications, the AIDA model helps to explain how an advertisement or marketing communications message engages and involves consumers in brand choice . In essence, the AIDA model proposes that advertising messages need to accomplish a number of tasks in order to move the consumer through a series of sequential steps from brand awareness through to action (purchase and consumption). The AIDA model is one of the longest serving models used in advertising, having been developed in the late nineteenth century . Since its first appearance in the marketing and advertising literature, the model has been modified and expanded to account for the advent of new advertising media and communications platforms . A number of modified alternative models are in current use . </P> <P> The AIDA model is just one of a class of models known as hierarchy of effects models or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions . These models are linear, sequential models built on an assumption that consumers move through a series of cognitive (thinking) and affective (feeling) stages culminating in a behavioural stage (doing e.g. purchase or trial) stage . </P>

The first step in a purchase decision in the hierarchy of effects model is
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