A Qualitative Approach to Analyze Marketing Communication Based on AIDA Model

Fazal ur Rehman, Shabir Hyder and Sadaqat Ali

Information Management and Business Review, 2015, vol. 7, issue 5, 44-54

Abstract: In present spirited business environment, marketers and advertisers are facing trouble in the selection of viable marketing channels. Obviously, mobile phone and electronic mail are the two interesting communication sources. This study aims to emphasize on the effectiveness of mobile and email marketing channels using AIDA model. The study applied qualitative approach to collect data through semi-structured interviews from the registered customers of a retailer and whole sales company “Metro-Habib Cash & Carry Pakistan (MHCCP)â€. The collected data were analyzed through matrix structure by defining themes and color codes. The sub-rows and columns were re-arranged with the help of iterative approach to properly manage the data. The study clarified that mobile marketing channel creates better market attention, interest, desire and purchase action as compared to email marketing channel.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:rnd:arimbr:v:7:y:2015:i:5:p:44-54

DOI: 10.22610/imbr.v7i5.1174

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