Understanding Consumer Response in Marketing Communication
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The Consumer Response Process
Perhaps the most important aspect of developing effective communication programs involves understanding the response process the reviewer may go through in moving toward a specific behavior (like purchasing a product) and how the promotional efforts of the marketer influence consumer responses. In many instances, the marketer's only objective may be to create awareness of the company or brand name, which may trigger interest in the product.
The AIDA Model
The AIDA model was developed to represent the stages a salesperson must take a customer through in the personal-selling process. This model depicts the buyer as passing successively through attention, interest, desire, and action. The salesperson must first get the... Continue reading "Understanding Consumer Response in Marketing Communication" »