個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Consumers' Advertising Response Processes
內容大綱
This note provides a review of three different models of consumers' advertising response processes, and discusses the implications of these models for advertisers. It also describes the advertising agency's model or grid and its role in marketing communication planning. The model is known as AIDA, standing for getting Attention, developing Interest, building Desire, and finally getting Action.