The main goal of any promotional activity in marketing is to inform, persuade, and/or remind the consumer of the firms good or service via influencing the process of thinking, feeling, and acting. Technically a good integrated marketing communications strategy is to take the individual through the cognitive, affective, and conative domains (think-feel-act). This is largely done by using the promotional mix. (advertising, public relations, publicity, sales promotions, social media, support media, and personal selling)

In order to effectively inform, remind, and persuade the consumer, marketers use the AIDA concept in all promotional activities, most heavily in advertising. It is a process of progression that the promotion must first get the consumers Attention, then their Interest, which leads to their Desire, and ultimately the Action to buy.

This case will have you put the AIDA concept to work. Pick a brand you are familiar with and find at least three different promotions for it. (t.v., radio, internet, social, newspaper, direct mailing, PR and publicity, billboard, etc). Describe how the brand promotions fulfill the concept of integrated marketing communications and then comment on how each specific promotion uses the AIDA concept. Finally, comment on the effectiveness of the campaign in your option and give rationale for it.