BU352 Chapter Notes - Chapter 15: Telemarketing, Brand Awareness, Sales Promotion
Document Summary
There is not always a direct link between a particular marketing communication and a consumer"s purchase. Aida model a common model of the mental states through which consumers move as a result of marketing communications: awareness leads to interest, which leads to desire, which leads to action. Brand awareness refers to a potential customer"s ability to recognize or recall that the brand name is a particular type of retailer or product/service. 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 ex. Once the consumer is aware that the product exists, communication must work to increase their interest level. Marketers must ensure the ads message includes attributes that are of interest to the target audience. The goal should be to move the customer from i like it to i want it .