Welcome to the promotion strategy part of the course, and when people think of marketing,

and I hope your mind has been changed, they often think of promotion. Well, we only think of
promotion is one of the parts of what we do in marketing. But, obviously, a very important part.
And I think for the public. It's, by and large, very confusing.

They don't understand the kinds of things they see on TV. They don't understand the
commercials. They don't understand the digital world. And so what I'm going to try and do is
help you through this and help you understand it better. I'm not claiming that I understand it
perfectly, by the way. But I do have a pretty deep understanding of the various concepts that
we use in promotion.

So here's kind of an explanation of how we think promotion works. First of all, we have the one
way model. And this is the model that screams at you from the TV set. This is the model that
reaches out and grabs you from the TV set and punches you, and they understand that they
only have about a minute with you, a second with you, really, and they have to deliver the
message to you right away.

And so they're obnoxious. They're loud. Sometimes, by the way, they also are quiet with no
sound. But this is something to grab your attention, and the important part of this is what we
think of the audience. We think of the audience as a multitasking audience. We think of the
audience as sitting in their living room or sitting wherever they are.

And they have multiple things open, and they have their phone on, their iPad, their computer,
their dog is there, they have snacks, they have drinks, they have the TV on, and we know it's
hard to get their attention. So what we do is we increase the sound, we get loud, we yell at
them and hope they look up. And when they look up, we have to deliver a very, very simple
message, and quickly, you only have a second to several seconds to deliver your message to
them.

And so, we think of this audience no matter what their mental capabilities are. We think of this
audience as being simple because they're other directed. They're not paying attention. And so
we deliver a very, very efficient, quick message that doesn't have a lot of complexity to it.

In the next model, the two way model is the opposite of that. Here, we think people are really
interested. We think people are searching for knowledge because the kinds of promotions that
we use in advertisements we use for this model are aimed at people who are experts. Who are
hobbyists who have deepness with respect to the product category?

And so, we try to offer messages that will enhance their leadership position within the field.
What do I mean by this? Well, I hope you know somebody that if you're going to go out to a
restaurant and you don't go very often, and someone's coming to town, or you want to impress
someone, there's someone that you go to and say, where's the best place to go?

Now, obviously, Yelp is try to assume this position, but still, there are these personal people
that read every review, try every new restaurant, and you wouldn't think of going to a
restaurant without consulting with this person. And that's the kind of advertisements that this
is aimed at. These advertisements are more serious, they're more wordy, and they're designed
for people to read them that have an interest in them.

So it could be in a magazine. It can be delivered in other on TV, and people are looking for
content, and the advertisement provides that kind of content to them. And then we call a two
way because it's the person that goes to you and asks about the restaurant or asks the best TV
set by, or asks about the best computer to buy. And that's where the two way street works in.

The next model is a historically important model. It's calling the buying process model. And we
describe this is also the funnel model, where people are taken through the buying process, and
the one that I like the best is the original one and the simplest. And it's called AIDA. And that
stands for AIDA, and AIDA stands for attention, interest, desire, and action.

An AIDA is what the kinds of steps that people go through prior to buying a significant purchase.
Now, this is usually not a repurchase model, where you buy the same cereal, or the same
ketchup, or the same beer. This is for products that are larger and larger expenditures that you
need to go through a process to buy.

It could be an automobile. It could be a big screen TV set, it could be a computer. And this, the
advertisements are designed to get a person's attention. They're designed to let them know
that there is a new product or a new service that is available that can solve their problem, and
that's the attention getting part.

And then the eye part is for information, and we provide them deeper information, and the
deeper information is designed to move them to the decision, the D. So it's attention,
information, decision, and action. And so we try to with the information stimulate interest, and
that interest is designed to get people to take some behavioral action. That's the decision part.

So the decision part is where someone then goes and looks at it. So you see a car ad, you get
interested in it. There's informational ads that move you to have interest. And finally, then you
move to the decision part where you go out and do something, and you drive the car, you take
a test drive, you go to see one. You stop in a parking lot and look at one, and then finally, the
action part is buying.

And so AIDA really works. I've been at meetings with people and have them talk about four
major brands trying to move people through this decision process. So it's a very useful kind of
thing. By the way, advertising really only works in the attention and interest part. Once you
receive, go to the decision part, other things come into play.

There's usually other people involved who you typically only go shopping as a group. You take a
significant other with you, and you run into salespeople, and you run into point of purchase
displays, and displays and you and you run into competing models. And so it's really the store
and what we call sales promotions that come into play.
So advertising is most effective in the two first phases of attention and interest. And then
finally, advertising actually comes back into play in the action part because people often read
ads after they have purchased product.

The next model is called the similarity model, and the similarity model simply works that way.
We try to present pictures in advertisements that represent people who are similar to you, who
look like you, who you identify with. And we typically don't use real people. Obviously, we use
actors and actresses, and we try to get people that look so usually slightly better than we do
that we identify with.

And we identify that we would like to be in their similar position. And so we see similarity
models. Nearly every beer ad is a similarity model ad. We show men, young men ad having fun
at sporting events, drinking beer, or being Rochus, and that is designed to capture the young
male into identifying with the scene. And we hope when they identify with a scene, that they
will adopt the brand at some point.

The next model is called the affect model, and the effects model is where we get that warm,
fuzzy feeling model. And that is, we get people to identify with the motion. It's an emotional ad.
And emotional ads have become actually quite popular, where we get a little lump in our throat
after we seeing that ad and we try to stimulate it somewhat similarity, but it's now an
emotional similarity ad.

And then finally, we move to the newest model, which is a social networking model. And I'll go
on to try and describe that to you. So the social media and its effects on promotion have been
tremendous. The interconnectedness arising from the web has changed all the dynamics that
have ruled communication theory and promotion management.

So I'm going to try and present to you in the following supply-- I'm going to try to present to
you in the following slides. The thoughts to depict the current and rapidly changing nature of
what social media has done to promotion.

So here is a traditional design of how we think of media or have thought for many years. And
that is that we have a target audience, and we talk about that-- we still talk about it in that way
as target audiences. And we shoot at it, and you see all these different things radio, TV, paper,
billboards, direct mail, magazines, t-shirts, and we're shooting, and we're vying for attention to
the target audience.

In the old model, it was about us controlling the flow of information. We represent the
organization, and we represent a barrier between members of the audience. We view that as
impinging upon them. In the new media, we break this barrier down because you cannot stop
people from talking to one another anymore, and there are so many ways they can talk to one
another that there's no hope in actually stopping them.

And so what we see is we have seen the demise of the traditional media and the systematic
removal of many media. And we'll talk about that a little later in this section of the course. And
now what the organization does is we send out messages, and we allow the audience to come
to us, and we allow the audience to talk to one another not like we could actually stop them,
but this is what how we think of using advertising and digital media today.

And we see that our message is sent out, or the audience actually comes to us with an arrow
coming down to us and finding us, and then the audience talks to one another. And here's my
best diagram of social networking of how I can do it. And so that message gets out and then
goes, and this is about the best I can do on a flat piece of paper to-- or flat slide to show you
social networking.

So, obviously, you know how this works. And that's how we take advantage of it today. So how
can we organize and make the connection to an audience who will transfer it to others? And so
the key today is created content. Content is King, and people are looking for this content. And
they're looking for things that they can have knowledge about and that they can facilitate and
not inhibit them.

And so we're looking to have the audience to have passion about the subject and search for it.
And the key to it is authenticity and our intention. Our intention today is really to provide
content. It's really to provide an informed consumer. It's very much different than the
traditional role of what media is about.

And today, you honestly have to be willing to give up your trademark to the audience. For years
we spent millions upon millions of dollars protecting our brand, our trademark. Today we allow
consumers to take our trademark and do whatever they want with it as long as they don't try
and use our trademark in a negative way or in a way that we see is detrimental to the brand. So
we're willing to allow our copyright and our trademark to be violated today in the social media.