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• Increase awareness of a new product or brand
Inform the market of new product attributes
Suggest new uses for a product
Reduce consumers’ anxieties
Tell the market about a price change
Describe available services
Correct false impressions
Explain the way a product or service works
Build a company image
Build brand preference
Encourage brand switching
Change customers’ perceptions of product
Influence consumers to buy now
Persuade customers to receive a sales call
Remind consumers that the product may be
needed in the near future •
• Remind consumers where to buy the product
Keep the product in consumers’ minds during
Maintain consumer awareness PTS: 1
KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB Reflective
MSC: BLOOMS Synthesis 9. The ultimate objective of any promotion is a purchase or some other activity. A model for
reaching promotional objectives is called the AIDA concept. What does this acronym stand for?
Describe what marketing actions might take place in each stage of this model.
AIDA stands for attention, interest, desire, and action. A promotion manager attracts a person’s
attention by a greeting and approach (personal selling) or loud volume, unusual contrasts, bold
headlines, movement, bright colors, and so on (advertising and sales promotion). Second, a good
sales presentation, demonstration, or promotional copy creates interest in the product. Third,
desire is created by illustrating how the product’s features will satisfy the consumer’s needs.
Finally, a special offer or a strong closing sales pitch may be used to obtain purchase action.
KEY: CB&E Model Promotion| CB&E Model Strategy TOP: AACSB Analytic
MSC: BLOOMS Synthesis 10. The ultimate objective of any promotion is a purchase or some other activity. One model for
reaching promotional objectives is called the AIDA concept. This model proposes that consumers
are moved through four stages by the promotional mix. Suppose you are the promotional manager
for the new B-Gone squirrel-proof bird feeders. (Before the B-Gone, there were no feeders on the
market that were really squirrel proof.) This bird feeder is guaranteed to prevent squirrels from
reaching and eating its contents. Describe the promotional activities you would recommend in
each stage of AIDA model for the B-Gone feeder. Assume that personal selling will NOT be used.
ATTENTION. General awareness could be created with heavy publicity, advertisements on
television during nature shows, and print ads in bird-watching magazines.
INTEREST. Simple awareness generally does not result in a sale. The target market should be
informed about the product’s benefits. Print advertisements could detail features of the B-Gone,
including price, availability, construction material, installation instructions, and so forth. These
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This document was uploaded on 09/29/2013.
- Fall '13