Management and Organizational Studies 2320A/B Lecture Notes - Lecture 10: Sales Promotion, Personal Selling, Brand Awareness

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Alex Mc Dougall

Document Summary

Chapter 15- advertising, sales promotions and personal selling. Aida model suggests that attention leads to interest, which leads to desire, which leads to action. At each stage the consumer makes judgements about whether to take the next step in the process. Also k(cid:374)o(cid:449)(cid:374) as the (cid:862)thi(cid:374)k, feel, do(cid:863) (cid:373)odel. May not always follow the aida order. Attention: gain attention of the consumer first, brand awareness, awareness metrics: Aided recall occurs when consumers recognized the brand when its name is presented to them. Desire: move the consumer from i like it to i want it. Action: drive the receiver to action. The lagged effect: lagged effect a delayed response to a marketing communication campaign. So measuring the effect of the current campaign becomes more difficult. Advertising is a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action now, or in the future.