AIDA Concept
Download

AIDA Concept







Advertisement
/ 16 []
Download Presentation
Comments
tyme
From:
|  
(418) |   (0) |   (0)
Views: 125 | Added: 16-05-2012
Rate Presentation: 0 0
Description:
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”.
AIDA Concept

An Image/Link below is provided (as is) to

Download Policy: Content on the Website is provided to you AS IS for your information and personal use only and may not be sold or licensed nor shared on other sites. SlideServe reserves the right to change this policy at anytime. While downloading, If for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.











- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -




Slide 1

AIDA Concept

  • Attention-Interest-Desire-Action

    • Think

    • Feel

    • Do

Kelley Fall 2004 Principles of Marketing

Slide 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

Slide 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

Slide 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

Slide 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

Slide 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

Slide 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

Slide 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

Slide 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

Slide 10

Advertising

  • Evaluation

    • Recognition tests

    • Recall tests

    • Theater tests

Kelley Fall 2004 Principles of Marketing

Slide 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

Slide 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

Slide 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

Slide 14

Sales Promotion

  • Evaluation

    • Redemption rates

    • Acquisition rates

    • Displacement rates

    • Conversion rates

    • Stock-up rates

    • Product-line effects

Kelley Fall 2004 Principles of Marketing

Slide 15

Personal Selling

  • About 50% of each promotional dollar is spent on personal selling activities

  • Recruitment

  • Compensation

  • Evaluation

Kelley Fall 2004 Principles of Marketing

Slide 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


Copyright © 2014 SlideServe. All rights reserved | Powered By DigitalOfficePro