Promotion

S
 What we learn

S Trends and Data

S ‘Classic Campaign’ Got Milk

S 7Ms

S Appeals
S Rational
S Emotional
Consumption of Milk going
down
Solution
7Ms
7M Framework
 Mission and Message (Rational
Appeal)

S Think

S Feel

S Do
What are we influencing
Rational Appeal-
Demonstration
 Demonstration

S Effective when
S Product has many features that needs to be explained to the
audience
Rational Appeal- Spokesperson
 Spokesperson

S Effective when
S Brand already has awareness
S Connects well with the spokesperson
Spokesperson-Using cartoon
Character
Testimonials
 Testimonials

S Effective when
S Product is used for longer period of time
S First time buyers
S Uncertain consumption costs
S High exit costs
S Eg schools, colleges, electronic devices
S Hotels
S Tripadviser
Comparison
Risky move
Emotional Appeal
Fear and Humor- Emotional
Appeal
Humor
Emotional Appeal
Emotional Appeal
 Money

S Methods of setting advertising budgets

Percentage of sales

Match (or better) competition

Objectives and tasks methods

S −Harder, because it forces you to justify

S −Still, some easy tools available

Example