Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2002-06-03
Length: 9 pages
Data source: Published sources
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Abstract
This note provides a review of three different models of consumers'' advertising response processes, and discusses the implications of these models for advertisers. It also describes the advertising agency''s model or grid and its role in marketing communication planning. The model is known as AIDA, standing for getting Attention, developing Interest, building Desire, and finally getting Action.
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Abstract
This note provides a review of three different models of consumers'' advertising response processes, and discusses the implications of these models for advertisers. It also describes the advertising agency''s model or grid and its role in marketing communication planning. The model is known as AIDA, standing for getting Attention, developing Interest, building Desire, and finally getting Action.