What are promotions suppose to do? (Slide 6)
Promotion is used in order to communicate information between seller and a potential buyer.
Affect Behavior - The different promotion methods are all different forms of communication. They should encourage customers to choose a specific product. Therefore, promotion must reinforce present attitudes or relationships that might lead to favorable behavior or actually change the attitudes and behavior of the firm's target market. Affecting buyer behavior is a tough job - but that is exactly the objective of Promotion.
Inform - Potential customers must know something about a product if they are to buy at all. A firm with a really new product may not have to do anything but inform consumers about it and show that it meets consumer needs better than other products.
Persuade - When competitors offer similar products, the firm must not only inform customers that its product is available but also persuade them to buy it. A persuading objective means the firm will try to develop a favorable set of attitudes so customers will buy, and keep buying, its product. A persuading objective often focuses on reasons why one brand is better than others. To convince consumers to buy Brawny paper towels, ads position Brawny as the towel that's best for tough cleanup jobs.
Remind - If target customers already have positive attitudes about a firm's marketing mix - or a good relationship with a firm - a reminding objective might be suitable. Customers who have been attracted and sold once are still targets for competitors' appeals. Reminding them of their past satisfaction may keep them from shifting to a competitor. Campbell realizes that most people know about its soup - so, much of its advertising is intended to remind.
Adopt - Informing and persuading may be needed to affect the potential customer's knowledge and attitudes about a product and then bring about its adoption. Later promotion can simply remind the customer about that favorable experience and confirm the adoption decision.
AIDA - The AIDA model consists of four promotional jobs. The jobs are to get attention, to hold interest, to arouse desire, and to obtain action.