The AIDA model is a marketing strategy that outlines the four key stages of a successful customer journey: Attention, Interest, Desire, and Action. This model is based on the idea that in order to persuade a potential customer to make a purchase, a business must first grab their attention, spark their interest, create a desire for the product or service, and ultimately motivate them to take action. The AIDA model is widely used in advertising and sales to guide companies in creating effective and persuasive marketing campaigns.