To create an effective IMC program, marketers move through mental stages; the most common model is the ______ model.

To create an effective IMC program, marketers move through mental stages; the most common model is the ______ model.

• A. AIDA
• B. DAGMAR
• C. LAS
• D. STP

Answer: (A)

The idea being tested is how marketing communications map the way a consumer responds to messages. The most common model used to guide this flow is the sequence that moves a person from noticing an offer to taking action: Attention, Interest, Desire, and Action. This model helps planners design each touchpoint to nudge the audience along the path—starting with grabbing attention, then building interest, creating desire, and finally prompting a concrete action like a purchase or sign-up. It’s simple, widely taught, and aligns messaging across channels to drive measurable progress at each stage. DAGMAR is about setting and measuring advertising objectives, not the step-by-step mental journey. LAS presents a Learn-Feel-Do framework for response but isn’t as universally adopted as the go-to funnel. STP is a strategic framework for segmentation, targeting, and positioning, not a model of the consumer’s mental stages in an IMC plan.

The idea being tested is how marketing communications map the way a consumer responds to messages. The most common model used to guide this flow is the sequence that moves a person from noticing an offer to taking action: Attention, Interest, Desire, and Action. This model helps planners design each touchpoint to nudge the audience along the path—starting with grabbing attention, then building interest, creating desire, and finally prompting a concrete action like a purchase or sign-up. It’s simple, widely taught, and aligns messaging across channels to drive measurable progress at each stage.

DAGMAR is about setting and measuring advertising objectives, not the step-by-step mental journey. LAS presents a Learn-Feel-Do framework for response but isn’t as universally adopted as the go-to funnel. STP is a strategic framework for segmentation, targeting, and positioning, not a model of the consumer’s mental stages in an IMC plan.