Integrate marketing analyses into general business management and planning and decision making.

Marketing Message Analysis

This discussion helps you develop the skills to master the following course competencies:

• Integrate marketing analyses into general business management and planning and decision making.
• Communicate in a manner that is professional and consistent with expectations for members of the business profession.

This discussion helps you develop the skills to master the following objectives:

• Application of marketing communication and promotion strategy.

Activity Instructions

Consider a major purchase you have made recently. Review the AIDA model (Exhibit 12.7 on page 370 of yourMarketing Management text) and accompanying discussion. Think back on the process that led to your purchase and reconstruct the types of promotion that you experienced during each stage of the AIDA model. Which of the promotional forms was most effective in your situation, and why?