THE AIDA CONCEPT AND THE THE AIDA CONCEPT AND THE HIERARCHY OF EFFECTS MODELHIERARCHY OF EFFECTS MODEL
AwarenessKnowledge
Likingpreference
Conviction
Purchase
Attention Interest
Desire
Action
Cognitive
“thinking”
Affective
“liking”
Conative
“doing”
Attention: 告知式廣告， PR 為主；Interest ：在 Liking 階段著重產品與利益的聯繫， 作樣品試用； Preference 階段著重利益 與品牌聯繫，以建立品牌偏好，勸進 式廣告；Desire: Conviction 確信的階段著重品牌與產品 的聯繫，提醒式廣告是重點；Action: 購買階段可嘗試小包裝以增加使用的誘因。
THE AIDA CONCEPT AND THE THE AIDA CONCEPT AND THE HIERARCHY OF EFFECTS MODELHIERARCHY OF EFFECTS MODEL
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