The AIDA concept:

a. does not include personal selling, advertising, and public relations.
b. does not explain how all promotions influence purchase decisions.
c. assumes that consumers regularly go through each stage of the process during all purchases.
d. indicates that a purchase decision is the same for high-involvement and low-involvement products.

ANSWER: b

The AIDA concept does not explain how all promotions influence purchase decisions. The model suggests that promotional effectiveness can be measured in terms of consumers progressing from one stage to the next.