BU352 Study Guide - Midterm Guide: Sales Promotion, Puffery, Viral Marketing
Document Summary
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. Consumers have 3 types of responses so the aida model is also known as the think, feel, do model: Attention: even the best marketing communication can be wasted if the sender doesn"t gain the attention of the consumer first. Interest: once the consumer is aware that the product exists, communication must work to increase their interest level. Must be convinced it"s a product worth investigating. Desire: after interest of target market has been piqued, the goal of subsequent messages should move consumers from i. Action: the ultimate goal of any imc is to drive the receiver to action. If the communication caught there attention, piqued interest and created the desire for a satisfied need, consumers will often purchase.
