COMMERCE 2MA3 Chapter Notes - Chapter 15: Sales Promotion, Personal Selling, Plasma Display
8 Dec 2016
School
Department
Course
Professor
Document Summary
Chapter 15: advertising, sales, promotions, and personal selling. The aida model: a common model of the series of mental stages through which consumers move as a result of marketing communications: attention leads to interest, which leads to desire, which leads to action. Occurs when consumers recognize the brand when its name is presented to them: top-of-mind. Interest: once the consumer is aware that the company or product exists, communication must work to increase his or her interest level. Desire: after the firm, has piqued the interest of its target market, the goal of subsequent messages should move the consumer from i like it to i want it . Action: the ultimate goal of any marketing communication is to drive the receiver to action. If the message has caught consumers" attention and made them interested enough to consider the product as a means to satisfy a specific desire of theirs, they likely will act on that interest by making a purchase.
