Introduction

Question 1

Aida model

Answer 1

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.

Question 2

Attention

Answer 2

Brand awareness
Potential cust’s ability that the brand is for a particular product

Awareness metrics
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.

Question 3

Interest

Answer 3

Communication work increase the interest level

persuade that the product is worth investigating

Question 4

Desire

Answer 4

Move from I like it.. to I want it

Question 5

Action

Answer 5

The ultimate goal is to drive a receiver to an action

Cust act on that interest and make a purchase

Question 6

Lagged effect

Answer 6

A delayed response to a marketing communication campaign.

It takes much exposure to an ad before the cust. understand the message.