The AIDA model (Awareness, Interest, Desire, and Action) - Exhibit 15.1 can also be referred to as a communications model - how we use different marketing tools to generate customer action.

We can ask ourselves the questions: Awareness - How do we make buyers aware of our products or services? Interest - How will we gain their interest? Desire - What makes our product or service desirable? Action - What action do we want our customers to take? In Chapter 15, they covered the topics of advertising, sales, promotions and personal selling as it relates to AIDA.

Reflecting on your backpack simulation experience, make recommendations for each of the AIDA steps using the various marketing tools in Chapter 15 to generate sales for a backpack company.