Lesson 6 Flashcards
1
Q
Hierarchy of Effects Models - AIDA
A
These models purport to show how marketing communications can help the buying process.
2
Q
DAGMAR
A
Defining Advertising Goals for Measured Adverting Results.
3
Q
AIDA
A
Attention
Interest
Desire
Action
4
Q
Awareness
A
making the consumer aware of the existence of the brand or company.
5
Q
Comprehension
A
developing an understanding of what the product is and what it will do for the consumer.
6
Q
Conviction
A
developing a mental disposition in the consumer to buy the product.
7
Q
Action
A
getting the consumer to purchase the product.
8
Q
What is Advertising?
A
A paid-for, non personal form of mass communication from an identified source
