5A Framework
When a consumer first learns a product exists
Which 5A is it?
What is Aware? (Aware)
A new iPhone release includes upgraded cameras, a titanium frame, and new colors to attract buyers.
Which P is it?
What is Product? (Product)
A company airs a flashy commercial during the Super Bowl to grab national attention for its new snack brand.
What element of the promotional mix is this an example of?
What is Advertising? (Advertising)
This student was the first to start off the extra credit presentation in class by bringing in cookies. They are the proud owner of "Gracefully Whisked".
Who is Alyssa? (Alyssa)
When a product grabs a consumer's attention or makes them wonder what it can do for them.
Which 5A is it?
What is Appeal? (Appeal)
Starbucks opens a location inside a busy Target to reach more on-the-go shoppers.
Which P is it?
What is Place? (Place)
A clothing store sends out a “buy one, get one free” coupon to boost weekend sales.
What element of the promotional mix is this an example of?
What is Sales Promotion? (Sales Promotion)
This student has a love for aviation and a talent for turning tables. He's also known as DJ ATM.
Who is Aaron? (Aaron)
When the consumer begins to research the product.
Which 5A is it?
What is Ask? (Ask)
Nike offers a limited-time 25% discount on select sneakers during the holidays.
Which P is it?
What is Price? (Price)
A car dealership’s salesperson personally walks a customer through different models, answers questions, and closes the sale.
What element of the promotional mix is this an example of?
What is Personal Selling? (Personal Selling)
This student is an aspiring Bakery Cafe owner. She wowed everyone with her delicious lemon tarts.
Who is Kylie? (Kylie)
When the consumer finally decides to buy the product
Which 5A is it?
What is Act? (Act)
Coca-Cola launches a global ad campaign featuring people sharing a Coke with their names on the bottles.
Which P is it?
What is Promotion? (Promotion)
A tech company releases a press statement about donating laptops to local schools, earning positive media coverage.
What element of the promotional mix is this an example of?
What is Public Relations? (Public Relations)
This person wore a costume riding a dinosaur to class.
Who is Professor Piovesan? (Prof. Alice Piovesan)
When a consumer starts to recommend a product
Which 5A is it?
What is Advocate? (Advocate)
A high-end skincare brand sells its products exclusively through luxury department stores and uses sleek, minimalist packaging to emphasize its premium image.
Which 2 Ps is it?
What is Product and Place? (Product, Place)
A streaming service emails you a personalized offer for one free month based on your watch history.
What element of the promotional mix is this an example of?
What is Direct Marketing? (Direct Marketing)
This person had a video go viral on TikTok and now does sales on TikTok shop.
Who is Maira? (Maira)