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Paper Information

Journal:   JOURNAL OF MARKETING MANAGEMENT   winter 2017 , Volume 10 , Number 33 ; Page(s) 75 To 90.

AIDA model simulation with an emphasis on integrated marketing communications (Case of study: Ligno activator product of Jahan Kesht Falat Sabz)

Author(s):  ALAVI SEYED MOSLEM*, Mosavi Seyed Mohammad Hashem
* University of Shiraz, Shiraz, Iran
In this study using system dynamics approach we tried to forecast the behavioral pattern of each of the four dimensions of Aida model with an emphasis on the role of integrated marketing communication (IMC) elements. Required data to forecast the behaviors of variables are extracted from a database of jahan Kesht Company and using Vensim software we performed scenario based analysis. Findings showed that at the end of 10 years of predictions if company increase its budget on integrated marketing communication elements including public relation, advertising, personal selling and promotion (0. 3, 0. 3, 0. 2, 0. 2), the number of customers in terms of the number of people who are attracted, motivated, intended to buy and loyal, goes up to (2572, 1276, 621, 402) respectively. In addition, scenario analysis showed that if marketing budget share of company's total budget and especially budget share of IMC of company's marketing budget will increase, the number of customers in each of the 4 levels would be increased and in consequence the second policy will be the most attractive one. Another finding of the scenario analysis revealed that the scenario of retaining old customers against attracting new customers, although during the next 5 years can lead to more loyal customers and less new customers, but after 6th year, it will result in less new customers and even less loyal customers.
Keyword(s): Integrated Marketing Communication,AIDA model,customer behavior,system dynamics approach
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