Which model describes the process that advertising or promotion is intended to initiate in the mind of a prospective customer?

The AIDA model is a well-established framework used in marketing to outline the stages a consumer goes through when interacting with advertising or promotions. AIDA stands for Attention, Interest, Desire, and Action.

The model begins with the objective of capturing the consumer's Attention through compelling content or visuals. Once attention is gained, the next goal is to stimulate Interest by providing information that resonates with the target audience's needs or desires. This is followed by the phase of building Desire, where emotional or psychological appeals make the product or service seem appealing. Finally, AIDA culminates with the Action stage, where the marketing efforts encourage the consumer to make a purchase or take a specific action.

This sequential process is particularly effective for understanding how marketing communications convert prospects into customers. It illustrates the psychological journey that a customer undertakes, which is crucial for marketers when designing promotional strategies that are persuasive and effective.

Other strategies and frameworks mentioned in the choices, such as SWOT analysis and PESTLE analysis, focus on different aspects of business strategy and market analysis rather than the consumer's cognitive and emotional journey in response to advertising. The 4Ps of Marketing address the broader elements of product, price, place, and promotion, but do not specifically delineate the steps