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THE AIDA CONCEPT AND THE HIERARCHY OF EFFECTS MODEL

THE AIDA CONCEPT AND THE HIERARCHY OF EFFECTS MODEL. Purchase. Conviction. preference. Liking. Knowledge. Desire. Awareness. Action. Attention. Interest. Cognitive “thinking”. Affective “liking”. Conative “doing”. THE AIDA CONCEPT AND THE HIERARCHY OF EFFECTS MODEL.

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THE AIDA CONCEPT AND THE HIERARCHY OF EFFECTS MODEL

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  1. THE AIDA CONCEPT AND THE HIERARCHY OF EFFECTS MODEL Purchase Conviction preference Liking Knowledge Desire Awareness Action Attention Interest Cognitive “thinking” Affective “liking” Conative “doing”

  2. THE AIDA CONCEPT AND THE HIERARCHY OF EFFECTS MODEL 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。

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