Integrated marketing communications IMC response models


  1. AIDA model (Attention → Interest → Desire → Action)
  2. Hierarchy-of-Effects model (Awareness → Knowledge → Liking → Preference → Conviction → Purchase)
  3. Innovation-Adoption model (Awareness → Interest → Evaluation → Trial → Adoption)
  4. Communication model (Exposure → Reception → Cognitive response → Attitude → Intention → Behaviour)

Here are scenarios from three unrelated industries — Automobiles, FMCG (fast-moving consumer goods), and Healthcare services.

1. Automobile Industry (Electric Cars)

  • AIDA: A flashy ad grabs attention (sleek EV on highway), creates interest (fast charging, low running cost), stirs desire (eco-friendly lifestyle, tax benefits), leading to action (test drive booking).
  • Hierarchy-of-Effects: Consumer gains awareness via news, knowledge through dealer demos, develops liking for design, preference for brand over competitors, builds conviction on cost savings, finally purchases the EV.
  • Innovation-Adoption: Early adopters hear of EV (awareness), get interested by subsidies, evaluate vs petrol cars, trial via weekend rental, and then adopt by buying.
  • Communication model: Consumer sees an EV ad (exposure), pays reception attention, forms cognitive response (“This saves money”), develops positive attitude, forms intention to switch, and finally behaves by buying.

2. FMCG (Organic Shampoo)

  • AIDA: Social media influencer post grabs attention, natural ingredients build interest, promise of stronger hair creates desire, consumer clicks “Buy Now” (action).
  • Hierarchy-of-Effects: Awareness via shelf display, knowledge from label, liking due to fragrance, preference over chemical shampoos, conviction from dermatologist’s endorsement, ends in purchase.
  • Innovation-Adoption: Shopper sees new shampoo (awareness), gets interested in “paraben-free,” evaluates price, buys a small bottle (trial), then fully adopts.
  • Communication model: Ad appears (exposure), consumer reads claim (reception), thinks “safer for scalp” (cognitive response), develops positive attitude, forms intention to buy, and shows behaviour at checkout.

3. Healthcare Services (Diabetes Management Program)

  • AIDA: Online campaign catches attention (“Reverse diabetes risk”), builds interest (doctor-led coaching), stirs desire (“Live medicine-free”), drives action (sign-up).
  • Hierarchy-of-Effects: Patient gets awareness through a webinar, gains knowledge from brochure, develops liking for holistic approach, preference for this over gym plans, conviction via testimonials, then purchases subscription.
  • Innovation-Adoption: Patient learns of the service (awareness), gets interested in lifestyle reversal, evaluates vs regular checkups, joins a trial 2-week program, then adopts long-term.
  • Communication model: Patient sees clinic ad (exposure), processes info (reception), thinks “This could help me” (cognitive response), builds trust (attitude), plans to try (intention), and joins program (behaviour).

👉 This way, each model explains the customer journey differently but across unrelated industries, the mapping stays consistent.


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