Exhibit 14-4 Relation of Promotion Objectives, Adoption process, and AIDA Model

Promotion Objectives

Adoption Process Awareness Interest Evaluation

AIDA Model Attention Interest

Informing

Persuading

Trail
Decision

Desire

Reminding
3-1
Irwin/McGraw-Hill & Dr. Chen

Confirmation

Action

Relation of Promotion Objectives, Adoption process, and AIDA Model

Promotion Objectives

Adoption Process Awareness Interest Evaluation

Trail

AIDA Model Attention Interest

Informing

Persuading

Desire

Decision Reminding Confirmation Action

3-2

Irwin/McGraw-Hill & Dr. Chen

Exhibit 14-3 Promotion seeks to Shift the demand curve

Price

Price

Price

D1 D2 0 Quantity 0 D1

D2 D1 Quantity 0

D2

Quantity

A. Demand more inelastic ( consumers less price-sensitive)

B. Demand shift to the right (consumers buy more)

C. Both to the right and more inelastic

3-3

Irwin/McGraw-Hill & Dr. Chen

Promotion Seeks to Shift the Demand Curve

Price

Price

Price

D1 D2

D2

D2 D1

D1

Quantity

Quantity

Quantity

A. Demand more inelastic ( consumers less price-sensitive)

B. Demand shift to the right (consumers buy more)

C. Both to the right and more inelastic

3-4

Irwin/McGraw-Hill & Dr. Chen

Figure 13-6 Impact of promotional tools on consumer response

Advertising

Personal Selling

Effectiveness

Public relations Sales and publicity promotion Awareness/Attention Interest Desire Action

3-5

Irwin/McGraw-Hill & Dr. Chen

A. Normal communication mix in consumer VS. industrial market

Percent of promotion budget

Personal selling

Advertising

Consumer goods

Industrial goods

3-6

Irwin/McGraw-Hill & Dr. Chen

B. Communication mix cost-effectiveness at different buyer readiness stage

Percent of promotion budget

Personal selling

Advertising
Awareness Knowledge Preference Purchase

3-7

Irwin/McGraw-Hill & Dr. Chen