author(s)
Dr. Mukaram Khan

abstract
A particular consumer response is the result of a number of factors. In the due course of an advertising media related study it becomes important to locate the consumer response to the communication undertaken by a marketer. Though marketers are aware that a consumer response could be the result of anything including the communication carried out by him it becomes inevitable, to measure response to communication message. The basic AIDA model identified the impact of an advertisement on the minds of the consumers. They were - Attention, Interest, Desire and Action. These elements of impacts were too broad to empirically test them. Hence further literature review provided different model which identified different elements of impact. In this paper genders were found agreeing on all the elements of impact except action. Respondents with different age group were found to be agreeing for all the elements of impact except action. Only the respondents with age group between 20-40 years agreed even for ‘action’.