BU352 Chapter Notes - Chapter 15: Time Point, Puffery, Telemarketing
Document Summary
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. 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. goal of subsequent messages should move consumers from (cid:1688)i. Like it(cid:1689) to (cid:1688)i want it(cid:1689: desire after interest of target market has been piqued, the, action the ultimate goal of any imc is to drive the receiver to action. If the communication caught there attention, piqued interest and created the desire for a satisfied need, consumers will often purchase. The lagged effect - sometimes consumers don"t act immediately after receiving a marketing communication because of the lagged effect, a delayed response to a marketing communication.