The AIDA model is often used to

represent what ideally happens

during:

a personal selling

b the decoding of direct marketing

advertising pieces

c sales promotions

d the introduction of innovative new

consumer products

The four communication effects

for the target audience

summarized in the Rossiter and

Percy perspective are category

need, brand awareness, brand

attitude, and

a)

brand significance

b)

brand purchase intention

c)

brand recognition

d)

brand value