2. KEY POINTS
the marketplace suffers without effective promotion
to achieve the ultimate goal of promotion you must get the
consumer to purchase your goods or services
the classic model - ADIA concept - Attention, interest,
Desire and Action
most buyers involved in high-involvement purchase
situations pass through the four stages
“ IMC - an approach to achieving the
objectives of a marketing campaign,
through a well coordinated use of different
promotional methods that are intended to
reinforce each other.”
3. ATTENTION
The marketer or advertiser must gain the attention of the targeted
market. This is crucial when a company’s target market does not know
the goods or services exist, therefore the company cannot sell.
Porsche creates attention mostly through their ads on the television, in
magazines and on the internet.
4. INTEREST
The show "Top Gear" tests
many luxury and sports
cars.
Cars are tested based on
their performance,
their aesthetic design and
any other aspect that has
the potential of creating a
deeper sense of interest.
"Simple Awareness of a brand seldom leads to a sale"
So Porsche must create interest in the product. The most effective
way for Porsche to do this is by performing demonstrations and
target messages to create interest in their cars.
.
5. DESIRE
Potential customers they may not feel the car is necessarily better
or practical for everyday use.
So Porsche must now create brand preference that adds practicality
to its already premium performance and look.
Specifically, Porsche created the "Everyday Magic" campaign to
combat the idea that their cars weren't practical. This campaign was
very effective and served as the best solution to enhance the
consumer's desire for the cars.
6. ACTIONS
Some of the customers in Porsche's target market may have
decided to get a Porsche but have not made the actual
purchase.
As further motivation to make the buy, Porsche would
advertise features and benefits like price discounts on parts,
free deliver, or extended a warranty.
