Ch. 16- Integrated Marketing Communications

 Through the use of promotion marketers of Honda have ways to persuade customers to buy Honda's products. They hold a strong promotional strategy to give consumers reasonable prices for their cars. They also use strong competitive techniques to compete with other auto industries in the market. An example of promotional strategy is there advertising commercials in there end of the year sells. Promotional mixes are a combination of promotional tools including advertising, personal selling and sales promotion. Honda uses these mixes to achieve there goals. I say personal selling is a key aspect to there sells because a dealer must persuade and communicate to the customer to buy the car. As i said before advertising is very important to attract customer. Public relations shows Honda's image to what Honda's intentions towards customers. Sales promotion, as i said before, Honda has successful ways to sell there product by placing major discounts and big promotions to make there products affordable. Under publicity Honda is very well known through the media due to commercials and TV shows showing off Honda's product.

AIDA concept is a model outline that process for achieving promotional goals in terms of stages of consumer involvement with the message. Attention, Interest, Desire, Action. Honda grabs there customers attention by showing of there products to the public by mass media. Interest, customers who are interested in driving a buying a car would choose Honda because Honda grabs attention from there customers to buying its product. Desire, the luxury of there affordable cars bring desire to the drivers. Action, the amount of customers buying their products tells that Honda's action to achieve it's goals was a success.