Promotion : What Why and How

Definition:

The function of informing, persuading, and influencing the consumer’s purchase decision.

Goals of Promotion:

—Inform: this is what we offer (especially new, car financing)

—Persuade: we are better (Kia & Honda) (similar to competition)

—Remind: have them already (well established with loyal base; JC Penny)

AIDA: Attention?

—Attention-> Interest-> Desire ->ACTION!!!

—It gets harder as you go….

—Attention (e.g., sign-flippers, clowns)

—Headline (New York Post; only part read)

—Visuals (sex)

—Layout

—Colors

—Size (Times Square)

—Electronic: sound; music; animation

—Gross images (this nasty eyeball gets your attention!)

AIDA: Interest?

—Keep Interest – difficult in “our ADD world”

—Tactics:

—Drama/story (Dos Equiss )

—Cartoons (M&Ms)

—Dialog (it’s a Diet Coke Thing;

—Wusssssup?)

Doritos Commercial:What tactics do they attempt  to hold your interest?

AIDA: Desire?

—Arouse desire

—Tactics:

—USP: Unique selling proposition (Gillette razor; clear deodorant, clear soda)

—Provide a rationale (“I’m worth it”)

—Address “you” with their needs/problems

(“Do you want to make more $?”;

        “Have you been injured in an accident?”)

Federal Express: When it absolutely, positively has to be there overnight.

AIDA: Action?

—Action – if consumers’ desire, hope action is natural (and realistic for them):

—Ask consumers to do something (log on to…; call..)

—Imperative: “Drink Coke,”  “Fly the Friendly Skies”

—Facilitate: 1-800 or web

—Direct competitive: supplies are limited!!

—How to Promote ?