Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

14. Promotion −
    Introduction to Integrated
    Marketing
    Communications

Text © The McGraw−Hill

Companies, 2002

Promotion_Introduction to Integrated Marketing Communications 399

we see that the three basic promotion objectives relate to these six steps. See Exhibit

14-4. Informingand persuadingmay be needed to affect the potential customer’s

knowledge and attitudes about a product and then bring about its adoption. Later

promotion can simply remindthe customer about that favorable experience and con-

firm the adoption decision.

The basic promotion objectives and adoption process fit very neatly with another

action-oriented model—called AIDA—that we will use in this and the next two

chapters to guide some of our discussion.

The AIDA modelconsists of four promotion jobs: (1) to get Attention,(2) to

hold Interest,(3) to arouse Desire,and (4) to obtain Action.(As a memory aid,

note that the first letters of the four key words spell AIDA, the well-known

opera.)

Exhibit 14-4 shows the relationship of the adoption process to the AIDA jobs.

Getting attention is necessary to make consumers aware of the company’s offering.

Holding interest gives the communication a chance to build the consumer’s inter-

est in the product. Arousing desire affects the evaluation process—perhaps building

preference. And obtaining action includes gaining trial, which may lead to a pur-

chase decision. Continuing promotion is needed to confirm the decision and

encourage an ongoing relationship and additional purchases.

This trade ad for Kellogg’s new

Snack ’Ums informs potential

channel members that the new

product is available and that

market testing gives evidence

that it will be profitable for the

retailer. With its ad Beech-Nut

wants to persuade parents that

its natural baby food is superior

to other products.

The AIDA model is a

practical approach

Exhibit 14-4

Relation of Promotion

Objectives, Adoption

Process, and AIDA Model

Promotion Objectives Adoption Process (Chapter 6) AIDA Model

Awareness Attention

Informing Interest Interest

Evaluation

Persuading Trial Desire

Decision

Reminding Confirmation abc Action

abc

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