AIDA Model

1
Exhibit 14-4 Relation of Promotion Objectives,
Adoption process, and AIDA Model
AIDA Model
Adoption Process
Promotion Objectives
Informing Awareness Interest Evaluation Attention Interest
Persuading Trail Decision Desire
Reminding Confirmation Action
2
Relation of Promotion Objectives, Adoption
process, and AIDA Model
3
Exhibit 14-3 Promotion seeks to Shift the demand
curve

D2
D1
D2
D2
D1
D1
A. Demand more inelastic ( consumers
less price-sensitive)
B. Demand shift to the right (consumers
buy more)
C. Both to the right and more inelastic

4
Promotion Seeks to Shift the Demand Curve

D2
D1
D2
D2
D1
D1
A. Demand more inelastic ( consumers
less price-sensitive)
B. Demand shift to the right (consumers
buy more)
C. Both to the right and more inelastic
5
Figure 13-6 Impact of promotional tools on
consumer response
Advertising
Personal Selling
Effectiveness
Public relations and publicity
Sales promotion
Awareness/Attention
Interest
Desire
Action
6
A. Normal communication mix in consumer VS.
industrial market
Personal selling
Sales Promotion
Percent of promotion budget
Publicity
Advertising
Consumer goods
Industrial goods
7
B. Communication mix cost-effectiveness at
different buyer readiness stage
Personal selling
Sales Promotion
Percent of promotion budget
Publicity
Advertising
Awareness
Preference
Knowledge
Purchase