AIDA Concept

 Attention-Interest-Desire-Action
 Think
 Feel
 Do

Kelley Fall 2004 Principles of Mark 1

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 Mark 2

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 Mark 3

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 Mark 4

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 Mark 5

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 Mark 6

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 Mark 7

Advertising
 Process
 Traffic
 Media planning
 Evaluation
 CPM = cost of ad x 1000/circulation
 Rating = program audience/total audience

Kelley Fall 2004 Principles of Mark 8

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 Mark 9

Advertising
 Evaluation
 Recognition tests
 Recall tests
 Theater tests

Kelley Fall 2004 Principles of Mark 10

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 Mark 11

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 Mark 12

Sales Promotion
 Objectives
 Inventory building - return allowances,
slotting allowances
 Promotional support - reusable display
cases, sales contests, merchandise
allowances

Kelley Fall 2004 Principles of Mark 13

Sales Promotion
 Evaluation
 Redemption rates
 Acquisition rates
 Displacement rates
 Conversion rates
 Stock-up rates
 Product-line effects

Kelley Fall 2004 Principles of Mark 14

Personal Selling
 About 50% of each promotional dollar
is spent on personal selling activities
 Recruitment
 Compensation
 Evaluation

Kelley Fall 2004 Principles of Mark 15

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 Mark 16