Question

1. According to AIDA Model, an advertisement should be all of these things EXCEPT which?

   1. Responsive

   2. Interesting

   3. Eye-catching

   4. Desirable

2. AIDA is a sequential model showing the states of mind that a person may go through while deciding what to buy. What does AIDA stand for?

   1. awareness, interest, design, action

   2. attention, information, desire, achievement

   3. awareness, interest, desire, attention

   4. attention, interest, desire, action

   5. awareness, information, desire, achievement

3. Conviction stage in the hierarchy of effects model by Philip Kotler refers to the stage where

   1. Consumers may be converted to try out the product, but may like other brands too

   2. The doubt in consumers' minds about buying the product needs to be changed into action

   3. The purchase experience has to be made easy and enjoyable

   4. Your product is evaluated and compared against other brands

4. The innovation adoption model implies that

   1. The challenge facing companies introducing new products or targeting new markets is to create awareness and interest among consumers

   2. The best way to evaluate a new product is through actual use so that performance can be judged

   3. Marketers could encourage trial by using demonstration or sampling programs or allowing consumers to use a product with a money-back commitment

   4. All of the other options

5. Information processing model adds a stage that is not mentioned in all the other three models. This stage is

   1. Exposure

   2. Retention

   3. Attention

Answer 1

1. Interesting

Interesting in not part of the AIDA model. The AIDA model in advertising stands for attention (eye catching), interest, desirable and action (responsiveness). The model describes the four steps that the customer goes through during the purchasing process. The advertisement catches his attention which generates interest for the product. He then desires for it which results in responsiveness in the form of purchase.

1. attention, interest, desire, action

As explained above, AIDA stands for attention, interest, desire, action

3. The doubt in consumers' minds about buying the product needs to be changed into action

The hierarchy of effects model shows how advertising influences a customer’s purchasing decision. In the conviction stage, the advertiser attempts to clear the doubt in the consumers' minds about buying the product and influences him to try the product.

4. All of the other options

According to the innovation adoption model, users are classified into different categories according to their willingness to accept new technology. The model implies all the given options.

5. Retention

The information processing model adds the retention stage, which is not mentioned in all the other three models.