These models describe the stages
individuals go through when making a
purchase decision
 Promotional activities are designed to
move a potential buyer through the
stages
 The models provide a means of
analysing promotional activities


Is an acronym for the role of advertising
and other forms of promotion
One of the models to analyse the
customers journey from ignorance to
purchase
 A persuasive sequence used in
promotion
 Describes the process a sales person
must lead the customer through from first
learning about the product to an
eventual sale

Is a sequential model showing steps that
marketing communications should lead
potential buyers through
 Promotion seeks to:
 ATTRACT ATTENTION
 CREATE INTEREST
 DEVELOP DESIRE
 PROMPT ACTION

Grab the attention of the audience
 Inform potential buyers about the
product
 Establish customer awareness of the
product
 At this stage advertising is the key
ingredient of the promotional mix
 The promotional objective is to get the
product seen and talked about

Create and stimulate buyer interest
 This is achieved by understanding the
product in relation to the needs of the
customer
 The promotional message focuses on
how the product meets those needs
 Move the buyer from passive awareness
to an active consideration of the
products merits

Create a desire
 Induce a favourable attitude to the
product
 Induce a favourable desire in relation to
competitors products

To prompt customer action
 Action is sought for customer to buy the
product
 Induce the purchase by stressing the
immediate desirability of the product
 Personal selling and sales promotion play
a major role at this time

Grab the attention by means of publicity
and advertising
 Excite interest by advertising
 Develop an interest by sales promotion
and selling
 Prompt action – by personal selling &
point of sale
 Customers wont buy unless marketers
grab their attention, gain interest &
make the product desirable

A – create awareness
 I – gain interest
 D – stimulate desire
 A – action – induce a sale through
personal selling

AIDA STAGE
Attention
PROMOTIONAL MIX
Advertising
PR
Sponsorship
Interest
Desire
Sales Promotion
Direct Mail
Point of sale promotions
Action
Direct response advertising
Personal Selling
Awareness
 Knowledge
 Liking
 Preference
 Conviction
 Purchase
 http://www.youtube.com/watch?v=VG
uSKKbBRlg
