Management and Organizational Studies 2320A/B Chapter 15: Chapter 15 Advertisng Sales Promtions and Personal Selling.docx

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Chapter 15: advertising, sales promotions and personal selling. Aida model: a common model of the series of mental stages through which consumers move as a result of marketing communications; awareness leaders to interest, which leads to desire, which leads to action. In making a purchase decision, consumers go through each of the aida steps to some degree, but the steps may not always follow the aida order (ex: impulse buying) 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. Once the consumer is aware that the company or product exists, communication must to increase his or her interest level. Move the consumer from i like it to i want it . Ultimate goal of any marketing communication is to drive the receiver to action.