Relate the three basic promotion objectives to the four jobs (AIDA) of promotion
ID: 390023 • Letter: R
Question
Relate the three basic promotion objectives to the four jobs (AIDA) of promotion using a specific example. 4. Discuss the com (William)William, Perreault, J., Cannon, Joseph, McCarthy, Jerome. BASIC MARKETING, 19th Edition. McGraw-Hill Higher Education, 01/2014. VitalBook file.
Relate the three basic promotion objectives to the four jobs (AIDA) of promotion using a specific example. 4. Discuss the com (William)
William, Perreault, J., Cannon, Joseph, McCarthy, Jerome. BASIC MARKETING, 19th Edition. McGraw-Hill Higher Education, 01/2014. VitalBook file.
Relate the three basic promotion objectives to the four jobs (AIDA) of promotion using a specific example. 4. Discuss the com (William)
William, Perreault, J., Cannon, Joseph, McCarthy, Jerome. BASIC MARKETING, 19th Edition. McGraw-Hill Higher Education, 01/2014. VitalBook file.
Explanation / Answer
The three basic promotion objectives are informing, persuading, and reminding. The AIDA model consists of four promotion jobs which are: (1) to get attention, (2) to hold interest, (3) to arouse desire, and (4) to obtain action.
The three basic promotion objectives are related to the AIDA model. The informing promotion objective relates to the AIDA model promotion jobs which are attention and interest. To make the consumer’s aware of the offering of the company getting their attention is a must. Holding of interest enables building the interest of the consumer in the product. The persuading promotion objective relates to the AIDA model promotion job which is desire. Arousing desire can lead to building of preference among the consumers. The third basic promotion objective is reminding and this relates to AIDA model promotion job which is action. Obtaining action includes gaining trial which may lead to a purchase decision.
The example of a past print ad of Colgate’s Simply White Clear Whitening Gel is a good example of how the three basic promotion objectives are related to the AIDA model.