MKTG1203 Study Guide - Final Guide: Retail, Mass Media, Unique Selling Proposition
Integrated Marketing Communications
The AIDA Model:
• Awareness
o Brand awareness → strength of the link between brand name and
type of good/service in mind of consumers
o Awareness metrics
▪ Aided recall → consumers indicate brand awareness when
name is presented
▪ Top-of-mind awareness → consumers mention a specific
brand name when asked about products → highest level of
awareness
o Manufacturers/retailers/service providers build top-of-mind
awareness by
▪ Having memorable names
▪ Repeatedly exposing name to consumers
▪ Using memorable symbols
• Interest
o Communication must work to increase interest level
o Consumers must be persuaded that a product is worth
investigating
o Marketers ensure ads message includes attributes that are of
interest to target audience
• Desire
o Move consumer from I like it to I want it
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