Chapter 17.2, Problem 1LO

Summary Introduction

To explian : The manner how commucation process is related to AIDA concept.

AIDA (attention, interest, desire, action) this concept explain the steps the customer passes to reach the buying decision. First the marketers have to create attention on their goods and services by promoting their goods. Then they should seek to motivate interest in buying goods and services. They must desire to satisfy the needs of the customer and finally, advertisement, sales promotion, or sales presentation attempts to create action in the form of buying.