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AIDA Concept


Kelley Fall 2004 Principles of Marketing. 2. Promotion Strategies for Primary and Secondary Markets. Primary market Demand for a product category Pioneering AdvertisingGot MilkSocial issue marketingKick the Can\"Drug Free America Talk to your kids about drugs\". Kelley Fall 2004 Principles

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AIDA Concept

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AIDA Concept

  • Attention-Interest-Desire-Action

    • Think

    • Feel

    • Do

Kelley Fall 2004 Principles of Marketing


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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


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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


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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


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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


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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


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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


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Advertising

  • Process

    • Traffic

    • Media planning

  • Evaluation

    • CPM = cost of ad x 1000/circulation

    • Rating = program audience/total audience

Kelley Fall 2004 Principles of Marketing


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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


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Advertising

  • Evaluation

    • Recognition tests

    • Recall tests

    • Theater tests

Kelley Fall 2004 Principles of Marketing


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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


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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


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Sales Promotion

  • Objectives

    • Inventory building - return allowances, slotting allowances

    • Promotional support - reusable display cases, sales contests, merchandise allowances

Kelley Fall 2004 Principles of Marketing


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Sales Promotion

  • Evaluation

    • Redemption rates

    • Acquisition rates

    • Displacement rates

    • Conversion rates

    • Stock-up rates

    • Product-line effects

Kelley Fall 2004 Principles of Marketing


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Personal Selling

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

  • Recruitment

  • Compensation

  • Evaluation

Kelley Fall 2004 Principles of Marketing


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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