BU354 Chapter Notes - Chapter 16: Telemarketing, Sales Promotion, Puffery
Document Summary
Chapter 16 adverising, sales promoions, and personal selling. Aida model (atenion, interest, desire, acion) atenion leads to interest, which leads to desire, which leads to acion. 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. Atenion even the best markeing communicaion can be wasted if the sender doesn"t gain the atenion of the consumer irst. Interest once the consumer is aware that the product exists, communicaion must work to increase their interest level. Must be convinced it"s a product worth invesigaing. Desire ater interest of target market has been piqued, the goal of subsequent messages should move consumers from i like it to i want it . Acion the ulimate goal of any imc is to drive the receiver to acion.
