COMMERCE 2MA3 Chapter 15: Chapter 15 Lecture notes + textbook notes

• School: McMaster University
• Department: Commerce
• Course: COMMERCE 2MA3
• Professor: Bharat L Sud

Document Summary

Aida model: a common model of the series of mental stages through which consumers move as a result of marketing communications: Attention leads to interest, which leads to desire which leads to action. At each stage a consumer makes a judgement as to whether to continue to the next stage process. Steps do not need to be in order. We need people to move from lower stages to larger stages media advertising, you need to first get their attention and let them k(cid:374)o(cid:449) (cid:455)ou e(cid:454)ist i(cid:374) that p(cid:396)odu(cid:272)t (cid:272)atego(cid:396)(cid:455). You(cid:396) ad at atte(cid:374)tio(cid:374) stage fo(cid:272)uses o(cid:374) (cid:862)(cid:373)(cid:455) (cid:271)(cid:396)a(cid:374)d is this a(cid:374)d its this p(cid:396)odu(cid:272)t(cid:863) In terms of interest generating ads you talk about your benefits relative to others. Co(cid:374)su(cid:373)e(cid:396)s ha(cid:448)e 3 t(cid:455)pes of (cid:396)espo(cid:374)ses so the aida (cid:373)odel is also k(cid:374)o(cid:449)(cid:374) as the (cid:862)thi(cid:374)k, feel, do(cid:863) model. For getting awareness, multichannel advertising is more effective.