Consider a major purchase you have made recently. Review the AIDA model (Exhibit 12.7) and accompanying discussion.
a. Think back on the process that led up to your purchase and reconstruct the types of promotion that you experienced during each stage of the AIDA model. Which of the promotional forms was most effective in your situation, and why?
b. As you reconstruct this purchase experience and the promotional messages you received during it, what other promotion mix elements that you did not experience at the time might have been effective in convincing you to make the purchase? At what stage of the AIDA model would they have been helpful, and in what ways do you believe they might have impacted your decision process?

  • CreatedAugust 22, 2015
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