AIDA Model Application

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APPLICATION OF COMMUNICATION MODEL TO MARKET A NEW BRAND OF CHOCOLATE

Prepared By

Ahamed Mohamed Mohsin

PCM/COL/2012/157

Sri Lankan Institute of Marketing - Colombo Centre Examination Month - March

Preliminary Certificate in Marketing SRI LANKA INSTITUTE OF MARKETING

CONTENTS PAGE

01.Executive-Summary

This Assignment is based on the application of the communication model called AIDA which is used to promote the product called Choco Wall Nut produced by International Confectionaries Lanka(Pvt) Ltd. In task one the AIDA model has been described with a diagram and justified with three reasons as to why the AIDA model is suitable for the promotion of the product called Choco Wall Nut.

In Task 2, the AIDA model has been explained in detail. It is further described as to how the AIDA model can be used in order to communicate and promote this new product called Choco Wall Nut.

Task 3 covers a large area of Promotion Mix. Its about how we can effectively combine both the Promotion Mix with the AIDA model in order to help convince the targeted audience to purchase the new brand. Here the elements of the promotion mix are linked with the communication model called AIDA in a manner that will help promote the product in an effective and efficient manner.

02. Introduction

The International Confectionaries Lanka(Pvt) Ltd. Company is one of the fastest growing and largest conglomerates in Sri Lanka. It manufactures and markets a variety of leading brands in chocolate and sugar confectionery globally. Recognized as a technology and innovation led producer, ICL(Pvt) Ltd. caters to a large market locally and also has a global presence across all continents.

The Company has launched a new product called the “Choco Wall Nut”. Since it is a newly

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