Prof. Myles Bassell (5) - Distribution before Advertising - AIDA (Attention, Interest, Desire, Action)
So it's always better to have distribution first. B efore you start spending $10, $15, $20 million on Advertising to make people aware of our product or services, create interest and desire and ultimately to take action. A nd that model....... AIDA So what we do is, we try to get people's attention, create interest, develop desire, and ultimately get them to take action. But this is a cycle that has to occur. Now in order to get from attention to action involves a significant amount of marketing communication, a nd a significant investment. So we're spending millions of dollars to make that a reality. So if they go there and the product is not there, that's a big problem. So the first one is to get people's attention. W hen we're advertising is to get people's attention. A nd that's why you see some of the ads, t...