Chapter 16- Integrated Marketing Communications.

Promotion is the communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an option or elicit a response. Hence, the goal of any promotion is to get someone to buy a good or service. However, if a company needs to succeed at their promotional goal, they need to follow a model called AIDA concept which stands for Attention, Interest, Desire and Action. For example, Victoria's Secret uses a rare and attractive promotional starategy which is normally the annual Victoria's Secret Fashion Show.

 

 

Attention- Victoria's Secret fashion show directors and organizers gain the attention of their target market by promoting the product before any shows, that product is normally lingerie.

 

Interest- Victoria's Secret has the information about the annual Victoria's Secret show online and can be viewed at www.victoriasecret.com. In addition, there is also an app available for tablets and smart phones which is convenient for people to check Victoria's Secret products at the finger tips.

 

Desire- According to all companies, their jobs are to convince the consumers that their products are the best and most valuable. However, Victoria's Secret uses their Angel supermodels to seduce the customers. For example, when women see these models in their outfits, they think that they can look the like the models or even better. When men see these models, they imagine their wife or girlfriend to look the same or even sexier.

 

Action- Even though Victoria's Secret earns an extremely large amount of money, they also lower their prices or give discounts as a way to earn more money.