An oldie, but goodie. The AIDA framework has to be one of the original advertising frameworks and as the theory goes, this thinking on attention is still so relevant in today’s attention economy. The principle of this funnel is that some people are lost at each stage. But what has changed in the interpretation of this model given the seemingly endless nature of the web? The idea that attention is not just bought, but earned. Reality is that human attention is in fact a scarcity in our overcrowded landscape. This funnel is an easy one for clients who invest in an idea but are unwilling to put ample media or publicity funds into the right places, with the right audiences, to help it spark a groundswell of attention.