Discussion
Match the items of List - I with those of List - II and indicate the correct combination from the codes given below :
| List - I | List - II |
|---|---|
| (i) AIDA Model | (a) Consumer behaviour |
| (ii) Hierarchy of effects model | (b) Marketing communication |
| (iii) Howard and Sheth model | (c) Consumer buying-decision process |
| (iv) Information search | (d) Advertising effectiveness |
Codes :
(i) (ii) (iii) (iv)
Answer: C
The correct match is AIDA model with marketing communication, hierarchy of effects model with advertising effectiveness, Howard and Sheth model with consumer behaviour, and information search with the consumer buying-decision process. This is the code (b) (d) (a) (c), option (C).
AIDA and the hierarchy of effects describe how communication moves a buyer from awareness to action, while the Howard-Sheth model is a model of buyer behaviour in general. The other codes mix these up.
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