Integrated Marketing Communication is the idea that a company's promotional efforts should all be coordinated to achieve the best combined effects. Promotion involves a number of tools they can use to increase demand for our products or services. The most well known component of promotion is advertising, but the company can also use tools such as the following:
- Public relations - the company's staff provides information to the media in the hopes of getting coverage, whether it be good or bad...
- Trade promotion - the company offers retailers and wholesalers temporary discounts, which may or may not be passed on to the consumer, to stimulate sales.
- Sales promotion - the consumers are given either price discounts, coupons, or rebates.
- In-store displays - companies often pay a great deal of money to have their goods displayed prominently in the store. More desirable display spaces include: end of an aisle, free-standing displays, and near the check-out counter.
- Personal Selling - a salesperson representing the company uses skills and techniques for building personal relationships with the consumer, which ends up with beneficial results for both parties... usually.
- Premiums, Samples, etc.
No company's promotional mixing is easy. But for the sake of stating the obvious in the case of what Coca Cola's AIDA model would look like, I think it would go something like this:
Attention - Typical promotion, commercials, print ads, billboards, contests, etc.
Commercials Like These:
Ok you have my attention, now what?
Interest - Making people buy their beverages by peaking interests, both emotionally (feel good commericals) and physically (makes you thirsty for a Coke)
I Feel Good & I'm Thirsty
Desire - convincing customers that they want and desire the product and that it will satisfy their needs. I don't know about you guys but after seeing those commercials, I pretty much want a Coke.
Action - leading customers towards taking action and or purchasing. If I wasn't so lazy I'd totally go out and buy some right now. I will most likely get some next time I'm outside.
Our marketing textbook only mentions attention, interest, desire and action. Now a days, some marketers have added another letter to form AIDA(S) The S stands for:
Satisfaction - making sure the customer is satisfied so they become a repeat customer and give referrals to a product.
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