ADM 2320 Chapter Notes - Chapter 15: Direct Marketing, False Advertising, Quiznos

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ajax Persaud

Document Summary

Aida model: a common model for the series of mental stages through which consumers move as a result of marketing communications: awareness leads to interest, which leads to desire, which leads to action. Aida recall: occurs when consumers recognize the brand when its name is presented to them. Top-of-mind awareness: a prominent place in people"s memories that triggers a response without them having to put any thought into it. The aida model provides a basis for understanding how marketing communications works. At each stage they need information to help them progress to the next stage. The objective of some imc campaigns may primarily be to generate awareness (e. g. new technology such as bluray) while other campaigns aim to have consumers buy a new product (e. g. ipod touch) Senders irst must gain the attention of the consumers. A multichannel approach increases the likelihood the message will be received. After the customer is aware, they must be persuaded.