Which of the following statements is NOT correct? A) Preprocess ...

[student77]

Which of the following statements is NOT correct?
 A) Preprocess waits feel longer than in-process waits.
  B) Occupied waits feels longer than unoccupied waits.
  C) Unfair waits seem longer than equitable waits.
  D) Anxiety makes the wait seem longer.
  E) Uncertain waits feel longer than known, finite waits.

Question 2

Discuss the steps involved in the AIDA model of outlining promotional goals. How does IMC strategy shift from one step to the next in the model? How does the importance of various promotional elements vary across the steps?

[yuyiding]

Answer to Question 1

B

Answer to Question 2

Ultimately, the goals and objectives of any promotional campaign culminate in the purchase of goods or services by the target market. The classic model for outlining promotional goals and achieving this ultimate outcome is the AIDA model-attention, interest, desire, and action:

 Attention-Firms cannot sell products if the members of the target market do not know they exist. As a result, the first major goal of any promotional campaign is to attract the attention of potential customers.
 Interest-Attracting attention seldom sells products. Therefore, the firm must spark interest in the product by demonstrating its features, uses, and benefits.
 Desire-To be successful, firms must move potential customers beyond mere interest in the product. Good promotion will stimulate desire by convincing potential customers of the product's superiority and its ability to satisfy specific needs.
 Action-After convincing potential customers to buy the product, promotion must then push them toward the actual purchase.

The role and importance of specific promotional elements varies across the steps in the AIDA model. Mass-communication elements, such as advertising and public relations, tend to be used more heavily to stimulate awareness and interest due to their efficiency in reaching large numbers of potential customers. Along with advertising, sales promotion activities, such as product samples or demonstrations, are vital to stimulating interest in the product. The enhanced communication effectiveness of personal selling makes it ideally suited to moving potential customers through internal desire and into action. Other sales promotion activities, such as product displays, coupons, and trial-size packaging, are well suited to pushing customers toward the final act of making a purchase.

[student77]

TYSM

[diana chang]

Gracias!