AIDA CONCEPT / PROMOTIONAL MIX
Order Description
Explain the ‘AIDA’ concept & identify how the different tools of the promotional
mix along with personal selling can help move potential clients to the purchase
stage.
For example, advertising is good for raising awareness & getting the audience’s
attention. Which other elements of the marketing communications mix are
relevant here (sales promotion, PR, direct marketing, etc)? How can sales
support advertising & what part of the AIDA model would be best suited to the
salesperson? Also consider any limitations of the AIDA model and the traditional
promotional mix. Jobber & Lancaster refer to this model

AIDA CONCEPT / PROMOTIONAL MIX
Order Description
Explain the ‘AIDA’ concept & identify how the different tools of the promotional
mix along with personal selling can help move potential clients to the purchase
stage.
For example, advertising is good for raising awareness & getting the audience’s
attention. Which other elements of the marketing communications mix are
relevant here (sales promotion, PR, direct marketing, etc)? How can sales
support advertising & what part of the AIDA model would be best suited to the
salesperson? Also consider any limitations of the AIDA model and the traditional
promotional mix. Jobber & Lancaster refer to this model