COMMERCE 2MA3 Lecture Notes - Lecture 15: Public Service Announcement, Sales Promotion, Brand Awareness
18 Dec 2016
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Document Summary
Marketing communications move consumers step-wise through a series of mental stages. There are a couple of models but aida model is the most common. Aida model (exhibit 15. 1: says that attention leads to interest, which leads to desire, which leads to action. At each stage, the consumer makes judgments about whether to take the next step in the process. Customers actually have 3 types of responses. So aida model is aka the think, feel, do model. Making a purchase decision, consumers go through each of the aida steps to some degree, Customers dont always follow the aida order. Ex. impulse purchase: consumers may feel and do before they think. Need to get the customer"s attention first. Aided recall: consumers recognize the brand when its name is presented to them. Top-of-mind awareness = the highest level of awareness, brand has a prominent place in people"s memories that triggers a response without them having to put any thought into it.
