According to the AIDA concept, which of the following is the first function of a promotional message?
a. Arousing interest in the good or service
b. Gaining the potential consumer's attention
c. Stimulating desire by convincing the potential buyer of the product's ability to satisfy his or her needs
d. Producing an action in the form of a purchase or a more favorable attitude that may lead to a future purchase
Answer: b. Gaining the potential consumer's attention