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AIDA Concept

AIDA Concept. Attention-Interest-Desire-Action Think Feel Do. Promotion Strategies for Primary and Secondary Markets. Primary market – Demand for a product category Pioneering Advertising Got Milk Social issue marketing “Kick the Can” Drug Free America “Talk to your kids about drugs”.

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AIDA Concept

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  1. AIDA Concept • Attention-Interest-Desire-Action • Think • Feel • Do Kelley Fall 2004 Principles of Marketing

  2. Promotion Strategies for Primary and Secondary Markets • Primary market – Demand for a product category • Pioneering Advertising • Got Milk • Social issue marketing • “Kick the Can” • Drug Free America “Talk to your kids about drugs” Kelley Fall 2004 Principles of Marketing

  3. Promotion Strategies for Primary and Secondary Markets • Secondary market – Demand for a brand • Challenge milk • Crystal milk • Sunnyside Select milk • Energy Star Label • Get Straight Drug Program • Entire Promotional Mix Kelley Fall 2004 Principles of Marketing

  4. Event Marketing • Effective Promotions for Events • Make media your partner • Premium item giveaways • Promote a sponsor/product • Entertainment • Cause-related promotions • Affinity-based promotions • Kids and pets never fail Kelley Fall 2004 Principles of Marketing

  5. Advertising Types of Advertising • Institutional Advertising • Advocacy advertising • Comparative Advertising • Never use comparative advertising if you are the market leader • Cooperative Advertising (vertical) • Competitive Advertising Kelley Fall 2004 Principles of Marketing

  6. Advertising Advertising objectives • Awareness • Reminder to use • Change attitudes about use of the product • Change perceptions of importance of brand attributes Kelley Fall 2004 Principles of Marketing

  7. Advertising • Advertising objectives • Attitude reinforcement • Product-line or corporate image building • Obtain a direct response • Process • Account sale representative • Account manager • Creative Kelley Fall 2004 Principles of Marketing

  8. Advertising • Process • Traffic • Media planning • Evaluation • CPM = cost of ad x 1000/circulation • Rating = program audience/total audience Kelley Fall 2004 Principles of Marketing

  9. Advertising • Evaluation • Reach - percentage of the target audience that will be exposed to the message • Frequency - average number of times a member of the target audience is exposed to the message • Gross Rating points - reach percentage x number of exposures Kelley Fall 2004 Principles of Marketing

  10. Advertising • Evaluation • Recognition tests • Recall tests • Theater tests Kelley Fall 2004 Principles of Marketing

  11. Sales Promotion • About 25% of each promotional dollar is spent on sales promotion • Short-term results • Objectives • Inquiries - free gifts, mail-in coupon for information, catalog offers, exhibits • Trial - coupons, free samples, contests, premiums, demonstrations Kelley Fall 2004 Principles of Marketing

  12. Sales Promotion • Objectives • Repurchase - on-pack coupons, mail-in rebates • Traffic building - special sales, weekly specials, entertainment events, retailer coupons • Increase rate of purchase - multipacks, special price on twos Kelley Fall 2004 Principles of Marketing

  13. Sales Promotion • Objectives • Inventory building - return allowances, slotting allowances • Promotional support - reusable display cases, sales contests, merchandise allowances Kelley Fall 2004 Principles of Marketing

  14. Sales Promotion • Evaluation • Redemption rates • Acquisition rates • Displacement rates • Conversion rates • Stock-up rates • Product-line effects Kelley Fall 2004 Principles of Marketing

  15. Personal Selling • About 50% of each promotional dollar is spent on personal selling activities • Recruitment • Compensation • Evaluation Kelley Fall 2004 Principles of Marketing

  16. Public Relations • Less than 1% of each promotional dollar is spent on public relations • Difficult to control and evaluate • Process • Set objectives • Identify target audience • Design message • Reach media that serves target audience • Write Press Release • Evaluate results Kelley Fall 2004 Principles of Marketing

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