MKT 100 Lecture Notes - Lecture 7: Data Warehouse, Sales Promotion, Personal Selling

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Francescucci

Document Summary

Aida model- a common model of the series of mental stages through which consumers move as a results of marketing communications: awareness leads to interest, which leads to desire, which leads to action. Aided recall- occurs when consumer recognize the brand its name is presented to them. Awareness- the strength of thelink between the brand name and the type of merchandise or service in the mind of the customers. 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. Interest- communication must work to increase the consumers interest level. Desire- to make the customers interest in the product into desires. Action- to drive the consumers to action on those desires and interests. The lagged effect- a delayed response to a marketing communication campaign.