After being exposed to an advertisement, consumers go through several steps before actually buying/taking action. Aida model a common model of the series of mental stages through which consumers move as a result of marketing communications: attention >> interest >> desire >> action. Even the best marketing communication can be wasted if the sender doesn"t gain the consumer"s attention first. Aided 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 (highest level of awareness: ex. Harley-davidson has top-of-mind awareness if a consumer is asked about motorcycles and they respond with harley . It isn"t enough to just get consumers" attention; they must also be persuaded that the product is worth investigating. After the firm has piqued the interest of its target market, they sent subsequent messages to make the consumer like/want the product.