BU352 Chapter Notes - Chapter 16: Telemarketing, Personal Selling, Time Point
Document Summary
Chapter 16 advertising, sales promotions, and personal selling. Aida model (attention, interest, desire, action) attention leads to interest, which leads to desire, which leads to action. At each stage the consumer makes judgements about whether to take the next step in the process. Consumers have 3 types of responses so the aida model is also known as the. Attention even the best marketing communication can be wasted if the sender doesn"t gain the attention of the consumer first. Interest once the consumer is aware that the product exists, communication must work to increase their interest level. Must be convinced it"s a product worth investigating. Desire after interest of target market has been piqued, the goal of subsequent messages should move consumers from i like it to i want it . Action the ultimate goal of any imc is to drive the receiver to action.
