unit 8 the AIDA model

AIDA

attention – attract attention by making use of cour illustration slogans

Interest – arouse the consumers curiosity

Desire – the consumer feels he cannot cope without the product

Action – the consumer buys the product

Communication channels for market

media

Packaging

Radio, television Internet

Others

media

newspapers

Magazines

Packaging

information on the packaging, e.g. nutritional information or a recipe can convince the consumer to buy the product

Radio/television/Internet

these media reach a large market because the consumer is often more visually oriented

Mail marketing

brushes, pamphlets, and junk mail

other examples

coupons, discount offers, branded shopping bags, advertisement on cars, taxis, billboards, and competitions

marketing strategies

Methods used by manufacturers to make products more attractive so consumers buy them instead of competitors' products.

Packaging

The design and container/wrapper of a product.

Main points:

• Protects the product

• Attractive colours/design catch attention

• Can persuade consumers to buy

• Sometimes reusable packaging

Functions of packaging

Purpose of packaging:

• Protects the product

• Extends shelf life (keeps food fresh longer)

• Improves appearance of the product

• Marketing tool (advertising medium)

• Facilitates display in stores

• Makes handling and transport easier

Impact of packaging on the environment

Problem: Packaging can harm the environment.

Key points:

• Materials used: plastic, paper, glass, metal

• Too much packaging creates waste

• Solutions:

• Bring reusable shopping bags

• Reuse packaging

• Recycle materials

Labelling

Definition:

Information printed on a product label.

Important information on labels:

• Product name

• Ingredients

• Expiry/best before date

• Manufacturer details

• Storage instructions

• Serving suggestions

• Mass/volume

• Grade/quality

• Warnings/allergens

Advertisement

Advertising targets specific consumers to inform and persuade them to buy a product.

Advertising aims to:

• Attract attention

• Create interest or curiosity

• Promote the product or service

• Persuade consumers to buy

• Communicate a message

• Trigger emotions

Shop layout and display

How products are arranged inside a shop to influence customers.

Main purposes:

• Attract customers with colour, music, fragrances

• Encourage impulse buying

• Make products easy to find

• Place popular items in visible areas

• Put specials at aisle ends

Shop layout

compromises the floor plan of a shop and where products are placed in the shop

shop display

is the weight products that arranged on the shelves or in windows

Advertising techniques

Common techniques used in adverts:

• Characters (cartoons/mascots)

• Famous people | celebrities

• Testimonials (people recommending the product)

• Promotional gifts

• Profit appeal (saving money)

• Instruction (how to use product)