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The origins of funnel marketing can be traced back to the late 19th century with the development of the AIDA model (Awareness, Interest, Desire, Action) by Elias St. Elmo Lewis. [9] This model provided a foundational framework for understanding how consumers progress through various stages before making a purchase.
Elias St. Elmo Lewis (March 23, 1872 – March 18, 1948) was an American advertising advocate. He wrote and spoke prolifically about the potential of advertising to educate the public. He was inducted into the Advertising Hall of Fame posthumously, in 1951. [1] He is the author of AIDA marketing model.
The AIDA marketing model is a model within the class known as hierarchy of effects models or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions. These models are linear, sequential models built on an assumption that consumers move through a series of cognitive ...
The Marketing strategy is a plan that shows how the firm's marketing activities will help to achieve the overall strategic goals. Marketing management is focused on developing the marketing program or Marketing mix (also known as the 4Ps ) and is concerned with the implementation of specific action plans designed to achieve objective ...
The marketing plan also helps layout the necessary budget and resources needed to achieve the goals stated in the marketing plan. It is able to show what the company is intended to accomplish within the budget and also makes it possible for company executives to assess potential return on the investment of marketing dollars.
Brand awareness is a standard feature of a group of models known as hierarchy of effects models. Hierarchical models are linear sequential models built on an assumption that consumers move through a series of cognitive and affective stages, beginning with brand awareness (or category awareness) and culminating in the purchase decision. [34]
Some hierarchy-free models treat brands as 'myth' and advertising as 'myth-making' while other models seek to tap into the consumer's memories of pleasant consumption experiences (e.g. the MAC- Memory-Affect-Cognition model). [69] Hierarchy-free models are of increasing interest to academics and practitioners because they are more customer ...
Moreover, choosing the right distribution and marketing channels, followed by promotion, are vital steps in a go-to-market strategy. A company has to decide which distribution model to choose, what kind of support and services are required, and address the possibility of creating a competitive advantage. [5]