Which aspect of advertising according to the AIDA Formula focuses on features to attract attention?

In the context of the AIDA formula, the aspect that specifically focuses on features to attract attention is Interest. The AIDA model stands for Attention, Interest, Desire, and Action, which are the sequential stages a potential customer goes through in the decision-making process.

When considering advertising, capturing the audience's interest involves showcasing the features of a product or service that make it stand out. This is crucial because once you have garnered the attention of your audience, the next step is to maintain their interest through compelling content that outlines how the features can benefit them or solve their problems. It's about moving beyond mere attention-grabbing headlines to fostering a deeper connection where the audience begins to appreciate what is being offered.

By highlighting the specific features that address the needs or desires of potential customers, advertisers can keep their audience engaged, setting the stage for the subsequent phases of desire and action. In this way, the "Interest" stage is integral to moving the audience from basic awareness to an enthusiastic consideration of what is on offer.