INTEGRATED MARKETING COMMUNICATIONS

ANNA LIBOVA 5401

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.”

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.

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.  

. 

DESIREPotential 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. 

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.

THANK YOU