Chapter 14, Question 5.1: Discuss the AIDA concept. How do these different stages of consumer involvement affect the promotional mix?
The AIDA concept is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message; the acronym stands for attention, interest, desire, and action. This model proposes that consumers respond to marketing messages in a cognitive (thinking), affective (feeling), and conative (doing) sequence.
Advertising is very effective in creating attention and interest and somewhat effective in creating desire for a product. However, advertising is not exxective in creating action. Public relations, is very effective in creating attention, interest and desire for a product but not effective in creating action. Sales promotion is very effective in creating desire for a product, not effective in creating action and somewhat effective in creating attention and interest for a product. On the other hand, personal selling is very effective in creating action desire and interest for a product and only somewhat effective in creating attention as it only person-to-person.
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