The most common is the AIDA model ( Exhibit 17.2 ), 12 which suggests that A wareness leads to I nterest, which leads to D esire, which leads to A ction. ** Aided recall is when consumers indicate they know the brand when the name is presented to them. Top-of-mind awareness , the highest level of awareness, occurs when consumers mention a specific brand name first when they are asked about a product or service. Sometimes consumers don't act immediately after receiving a marketing communication because of the lagged effect —a delayed response to a marketing communication campaign.

objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives CHAPTER 18-  A continuous schedule runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive and/or reminder advertising.  Flighting refers to an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising. This pattern generally functions for products whose demand fluctuates, such as suntan lotion, which manufacturers may advertise heavily in the months leading up to and during the summer.  Pulsing combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods. The FTC is the primary enforcement agency for most mass media advertising.  The primary federal agencies that regulate advertising activities are the Federal Trade Commission (FTC), Federal Communications Commission (FCC), and Food and Drug Administration (FDA). In addition to these agencies, others, such as the Bureau of Alcohol, Tobacco, and Firearms and the U.S. Postal Service, regulate advertising to some degree. A d eal r efer s generally to a type of short-term price reduction that can take several forms, such as a featured price, a price lower than the regular price; A premium offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing. A contest refers to a brand-sponsored competition that requires some form of skill or effort. ESPN's website hosts a page devoted just to sports-related contests: A form of sales promotion that offers prizes based on a chance drawing of entrants' names, sweepstakes do not require the entrant to complete a task other than buying a ticket or filling out a form Sampling offers potential customers the opportunity to try a product or service before they make a buying decision.