The AIDA Model $($Keyboard Navigable Alternate Version$)$

The AIDA Model

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Buyers often pass through purchase decision processes in three steps: cognitive $($learn$),$ affective $($feel$),$ and behavioral $($do$).$ These stages are portrayed in various models to illustrate this hierarchy of effects in the context of customer response to marketing communications.

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This activity is important because in developing and executing effective promotional strategies, marketing managers benefit from recognizing that customers pass through purchase decision processes in three steps: cognitive $($learn$),$ affective $($feel$),$ and behavioral $($do$).$

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The goal of this activity is for you to demonstrate an understanding of the different stages contained within the AIDA model.

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One popular version of such models, the AIDA model, is so named because the effects build in this order: Attention $($or Awareness$),$ Interest, Desire, and Action. The attention stage correlates to the cognitive step of buyer decision making, the interest and desire stages to the affective step, and the action stage to the behavioral step. Where the target customers fit on the model is critically important to effective selection and execution of the promotion mix.

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Read the statements to determine which stage of the AIDA model they correspond to: Attention, Interest, Desire, or Action. Match each item to the correct stage of the AIDA model.

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Attention

Desire

Interest

Action

Match each of the options above to the items below.

Banana Republic provides special coupons and information on upcoming deals through email to consumers who regularly visit its website and opt into receiving these communications.

$$No answer $1234$

Toyota put much effort into building awareness of the emerging need for hybrid cars.

$$No answer $1234$

Amazon developed ads for the Echo that show how members of a household seamlessly integrate the device into different aspects of their lives in ways that are both functional and whimsical.

$$No answer $1234$

Apple fueled momentum for the iPhone by inviting potential customers to try the broad spectrum of product virtues.