1. The AIDA Model AIDA model is a framework for understanding how hypermedia can be used to reach promotional goals. The AIDA process indicates that: First the attention of the target audience must be gained Then interest created in the product or service Desire generated Action taken by the targeted audience. The AIDA process is based on attitude models in which: The audience first thinks about an object (cognition) Develops feelings (affect) Engages in some type of behavior (conation). MARK3030 AIDA & eMail Campaigns

3. eMail Campaigns based on a combination of Direct Marketing/Mail and Viral Marketing three components 1. contact list/database (in-house versus third-party) 2. piece/ask (regular versus blasts) 3. replies/responses (create feedback loop)

4. MARK3030 AIDA & eMail Campaigns eMail Campaigns on-line cloud-based systems template-based wizard-driven multiple contact lists for different segments customized pieces with integrated data sign up for the email marketing component of www.constantcontact.com www.constantcontact.com feel free to use fake info, except for you email address which you should be able to check in class