Types of Promotion
What is the difference between personal and non-personal promotion?
Personal promotion involves direct interaction between the marketer and the customer (e.g., salesperson, server). Non-personal promotion reaches a broad audience without direct interaction (e.g., advertising, PR).
What does AIDA stand for?
Attention, Interest, Desire, Action.
What is the difference between a push and a pull strategy?
Coca-Cola’s “Share a Coke” campaign put people’s names on bottles, encouraging them to buy and share. What strategy is this (push or pull)?
Pull strategy (customers actively seek out bottles with their names).
What is positioning in marketing?
Positioning is how a product is perceived in the consumer’s mind compared to competitors.
Give an example of a non-personal promotion that does NOT involve advertising.
Public relations (e.g., sponsoring an event, press release, influencer partnerships).
In an advertisement, what part of AIDA is most important for making someone want the product?
Desire (it moves the customer from liking to wanting).
A grocery store puts candy and gum near the checkout line. Is this a push or pull strategy?
Push strategy (impulse buying at checkout).
A new iPhone release creates hype by revealing features months before launch. Push or pull?
Pull strategy (builds anticipation).
What are the three ways to position a product?
Attributes, Benefits, and Beliefs/Values.
A company runs a social media contest to boost brand awareness. Is this personal or non-personal promotion?
Non-personal promotion—it reaches a broad audience digitally.
A commercial starts with a famous celebrity holding a product in a dramatic scene. What part of AIDA does this represent?
Attention (using celebrities or dramatic visuals grabs attention).
An online brand runs an influencer campaign where influencers show how they use the product in their daily lives. Is this push or pull?
Pull strategy (customers are drawn in through organic content).
A Nike ad featuring athletes overcoming challenges is an example of which positioning method? (Attributes, Benefits, or Beliefs?)
Beliefs/Values (emotion-driven brand loyalty).
How does Tesla position itself in the market?
Innovation & Sustainability – Tesla is positioned as a high-tech, eco-friendly brand that leads the electric vehicle industry.
Why might a luxury brand use institutional promotion instead of product promotion?
Institutional promotion builds brand image, making the company seem exclusive and prestigious rather than just selling a specific product.
How can companies encourage customers to take Action in an ad? Give two examples.
Why do big brands like Nike or Apple rely more on pull strategies than push?
They already have strong brand loyalty, so customers seek them out rather than needing aggressive promotions.
A high schooler posts an Instagram story tagging Lululemon while wearing their new leggings, and Lululemon shares it on their own page.
Pull strategy (user-generated content & influencer engagement).
How is Starbucks positioned differently from fast-food coffee chains like Tim Hortons or McDonald’s?
Experience & Lifestyle – Starbucks promotes a premium coffee experience with a cozy atmosphere, personalization, and brand loyalty.
Name three advantages of using personal promotion over non-personal promotion.
Think of a famous commercial or ad you’ve seen. Explain how it follows the AIDA model.
Create an example of both a push and pull strategy for a new energy drink brand.
Popeyes ran out of their viral chicken sandwich because so many people lined up to try it. Was this push or pull?
Pull strategy (hype & organic demand).
How does Apple position its products compared to competitors like Samsung?
Premium & Simplicity – Apple positions itself as sleek, easy-to-use, and high-end, emphasizing design and ecosystem integration.