AIDA, DAGMAR AND SWOT EXAM
QUESTIONS AND ANSWERS
AIDA - Correct Answers -AIDA is a model of marketing that relates to the promotion of a
product. It stands for Attention, Interest, Desire and Action.
What does AIDA demonstrate - Correct Answers -the four stages of a promotion model
which move the customer from a state where they have no awareness of the product
through to the point at which they decide a purchase needs to be made.
AIDA states that effective marketing will raise and encourage - Correct Answers -(A)
awareness (I) interest (D) desire (A) action
Awareness and Interest should be encourage via... - Correct Answers -- Firstly,
establishing consumer awareness about the product and informing potential buyers
about the product. The promotional objective at this stage is to get the product seen and
talked about.
- Then creating and stimulating buyer interest. This is achieved by creating an
understanding of the benefits of the product in relation to the needs of the customer.
- At this stage the promotional message focuses on how the product meets these
needs.The objective is to move the potential buyer from passive awareness to a more
active consideration of the product's benefits.
Promotional methods used during the awareness and interest stage... - Correct
Answers -- Are likely to be methods which create awareness and are informative. These
may include:
- Above-the-line: Attractive advertising (e.g. posters or Internet adverts) Television
adverts, Magazine/Newspaper adverts
- Below-the-line: Sponsorship, product packaging, trade fairs, public relations (press
conferences/releases)
Desire and action should be encouraged via... - Correct Answers -- Inducing a
favourable attitude towards the products, which makes them more desirable than that of
the competition and then causing a customer to act, by stressing the immediate
desirability of the product.
- This is likely to be achieved via persuasive advertising (Why is the product more
desirable than others?)
QUESTIONS AND ANSWERS
AIDA - Correct Answers -AIDA is a model of marketing that relates to the promotion of a
product. It stands for Attention, Interest, Desire and Action.
What does AIDA demonstrate - Correct Answers -the four stages of a promotion model
which move the customer from a state where they have no awareness of the product
through to the point at which they decide a purchase needs to be made.
AIDA states that effective marketing will raise and encourage - Correct Answers -(A)
awareness (I) interest (D) desire (A) action
Awareness and Interest should be encourage via... - Correct Answers -- Firstly,
establishing consumer awareness about the product and informing potential buyers
about the product. The promotional objective at this stage is to get the product seen and
talked about.
- Then creating and stimulating buyer interest. This is achieved by creating an
understanding of the benefits of the product in relation to the needs of the customer.
- At this stage the promotional message focuses on how the product meets these
needs.The objective is to move the potential buyer from passive awareness to a more
active consideration of the product's benefits.
Promotional methods used during the awareness and interest stage... - Correct
Answers -- Are likely to be methods which create awareness and are informative. These
may include:
- Above-the-line: Attractive advertising (e.g. posters or Internet adverts) Television
adverts, Magazine/Newspaper adverts
- Below-the-line: Sponsorship, product packaging, trade fairs, public relations (press
conferences/releases)
Desire and action should be encouraged via... - Correct Answers -- Inducing a
favourable attitude towards the products, which makes them more desirable than that of
the competition and then causing a customer to act, by stressing the immediate
desirability of the product.
- This is likely to be achieved via persuasive advertising (Why is the product more
desirable than others?)
