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A Qualitative Approach to Analyze Marketing Communication Based on AIDA Model

Author

Listed:
  • Fazal ur Rehman
  • Shabir Hyder
  • Sadaqat Ali

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.

Suggested Citation

  • Fazal ur Rehman & Shabir Hyder & Sadaqat Ali, 2015. "A Qualitative Approach to Analyze Marketing Communication Based on AIDA Model," Information Management and Business Review, AMH International, vol. 7(5), pages 44-54.
    • Handle: RePEc:rnd:arimbr:v:7:y:2015:i:5:p:44-54
    DOI: 10.22610/imbr.v7i5.1174
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    References listed on IDEAS

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    1. Shankar, Venkatesh & Balasubramanian, Sridhar, 2009. "Mobile Marketing: A Synthesis and Prognosis," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 118-129.
    2. Iii, Randolph J. Trappey & Woodside, Arch G., 2005. "Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials," Journal of Advertising Research, Cambridge University Press, vol. 45(4), pages 382-401, December.
    3. Suleyman Barutcu, 2008. "Consumers’ Attitudes Towards Mobile Marketing and Mobile Commerce in Consumer Markets," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 8(1), pages 15-32.
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