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PLEASE NOTE: The article below was submitted as part of a recent online competition we ran, inviting our clients and others to share their thoughts and experiences about using promotional products. For that reason the articles are written at a very general level only, and are far from ‘expert’ in any sense! It goes without saying though that if you now could like more detailed help or advice, please do not hesitate to contact us on 1800 674 722, or just send us an email. We would love to be of service to you.. that’s why we are here!


The Promo Product Sydney achieves the objectives of informing, persuading and reinforcing.

The objectives of a Promo Product Sydney campaign are very important. The Promo Product Sydney is the target that a company will wish to achieve with regard to the three possible groups of objectives: informing, persuading and reinforcing. It is only when the type of Promo Product Sydney has been analysed and decided upon, that the company can set about deciding how best to achieve company objectives. A Promo Product Sydney must be linked to the target audience and in particular, the stage they have attained in the purchasing cycle, pre transactional (before purchasing), transactional (purchasing at the time) and post-transactional (after a purchase).

Potential customers go through several steps when deciding whether to purchase the Promo Product Sydney.

Potential customers pass through these stages when he decides to purchase after the receipt of a Promo Product Sydney. Communication objectives with a Promo Product Sydney also refer to a variety of pre-transactional stages potential customers enter before attaining the point where they make purchases. A Promo Product Sydney campaigns effectiveness can then be analysed against the stage of customer development after receiving a Promo Product Sydney. The AIDA model (A - Attention (Awareness): attracting attention. I = Interest: interest raised by focusing and demonstrating the benefits and advantages (instead of concentrating on features, which is undertaken for traditional advertising). D = Desire: convincing customers that they desire and want the service or product and will satisfy customer needs. A = Action: lead customers towards taking action and/or purchasing) considering the psychology of selling. This reflects the stages that potential customers pass through in the purchasing cycle.

The AIDA model for assessing a Promo Product Sydney has lost favour in the industry.

The AIDA model used for assessing a Promo Product Sydney is: Attention Gain audiences attention. Interest Kindle interest in your offers. Desire The Promo Product Sydney arouses / increases desire for your product rather than for your competitors product. Action Customers buy your product because they have been given and used your practical Promo Product Sydney. The usefulness of the AIDA model has been questioned in recent years. Other models such as the Lavidge and Steiner model have been developed and it is now shown that the AIDA model is not robust when considering the success of advertising with all types of products. It will be possible in many instances for a product to create interest, perhaps by the advertisement on the Promo Product Sydney, but this in itself is not enough to create desire. Also the AIDA model excludes the important post-transactional stage when further purchases are considered.

Each stage of the AIDA model does not always need to be used.

A Promo Product Sydney representing frequently bought products doesnt require purchasers to pass through all stages of the AIDA model. Items like baked beans are regular consumer products. A Promo Product Sydney reinforces that only the action stage is necessary. When you run out, you buy another tin of your regular brand next time. For this type of repeat-purchase, a Promo Product Sydney covers only the reinforcement role of keeping the customer permanently aware of the brands value. Awareness for brands such as Heinz are reinforced by slogans on the Promo Product Sydney, in this case, Beanz meanz Heinz. White goods, are more expensive and less frequently purchased, eg., dishwashers or televisions, require more stages in the purchase decision. They may indeed require all the stages of the AIDA model. Nevertheless, a Promo Product Sydney can be considered a success if it moves a potential customer from attention to interest to desire.

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