A REVIEW OF:

PROMOTION/IMC &

ADVERTISING

FRAMEWORKS

REVIEW LEARNING OUTCOMELO2

Elements of the Promotional Mix

LO3

As Senders As Receivers

Develop messages

Adapt messages

Spot new communication opportunities

Inform

Persuade

Remind

Marketing Communication

Goals & Tasks of Promotion

LO4

InformingInforming RemindingReminding

PersuadingPersuading

TargetAudienceTarget

Audience

PLC StagesPLC Stages:Introduction Early Growth

PLC Stages:PLC Stages:Growth Maturity

PLC Stages:PLC Stages:Maturity

The AIDA ConceptLO5

Model that outlines the process for

achieving promotional goals in

terms of stages of consumer

involvement with the message.

AttentionInterestDesireAction

AttentionInterestDesireAction

AIDA ConceptAIDA

Concept

The AIDA ConceptLO5

http://www.nascar.comhttp://www.kelloggs.com

Online

Action

Desire

Interest

Attention Cognitive (thinking)

Affective (feeling)

Conative (doing)

REVIEW LEARNING OUTCOMELO5

The AIDA Concept

LO6 Type of Buying Decision

Advertising

Sales PromotionRoutineRoutine

Personal Selling

Neither Routinenor Complex

Neither Routinenor Complex

Advertising

Public Relations

Print AdvertisingComplexComplex

LO6 Push and Pull Strategies

Manufacturerpromotes to wholesaler

Manufacturerpromotes to wholesaler

Wholesaler promotes to

retailer

Wholesaler promotes to

retailer

Retailer promotes toconsumer

Retailer promotes toconsumer

Consumerbuys from

retailer

Consumerbuys from

retailer

PUSH STRATEGY

CHANNEL Orders to Manufacturer

Manufacturerpromotes to

consumer

Manufacturerpromotes to

consumer

Wholesaler demands

product frommanufacturer

Wholesaler demands

product frommanufacturer

CUSTOMER Orders Through Channel to Manufacturer

PULL STRATEGY

Retailer demands product

from wholesaler

Retailer demands product

from wholesaler

Consumer demands product

from retailer

Consumer demands product

from retailer

Product Advertising

LO2

PioneeringPioneeringPioneeringPioneering Stimulates primary demand for new

product or category Used in the PLC introductory stage

CompetitiveCompetitiveCompetitiveCompetitive Influences demand for brand in the

growth phase of the PLC Often uses emotional appeal

ComparativeComparativeComparativeComparative Compares two or more competing

brands’ product attributes Used if growth is sluggish, or if

competition is strong

Online

REVIEW LEARNING OUTCOMELO2

The Major Types of Advertising

Advertising Appeals

LO3

Profit

Health

Love or romance

Fear

Admiration

Convenience

Fun and pleasure

Vanity and egotism

Environmental Consciousness

Product saves, makes, or protects money

Appeals to body-conscious or health seekers

Used in selling cosmetics and perfumes

Social embarrassment, old age, losing health

Reason for use of celebrity spokespeople

Used for fast foods and microwave foods

Key to advertising vacations, beer, parks

Used for expensive or conspicuous items

Centers around environmental protection

Executing the Message

LO3

Mood or Image

Mood or Image

MusicalMusical

Demon-stration

Demon-stration

ScientificScientific

Real/AnimatedProductSymbols

Real/AnimatedProductSymbols

FantasyFantasy

LifestyleLifestyleSlice-of-LifeSlice-of-Life

HumorousHumorous

Spokes-person/

Testimonial

Spokes-person/

Testimonial