Interesting comparisons can be made between the promotional efforts of the Dannon Company and the online retailer, QVC. Dannon conducts a lot of contests with cash prizes and other types of promotions aimed at the action phase of the AIDA concept. Often, these promotions involve either pull-off sealers with gamepieces imprinted on them or sealers with coupons imprinted on them. These promotions do not appear to be integrated with each other, as some are health-related and others are more social. The current promotion featured on DannonÆs website is the ôDannon Send a Friend a Smileö program, where consumers can get an exclusive Dannon coupon and an entry in their monthly $100 giveaway for registering on the Dannon website, plus additional chances to win by sending a friend a free e-card. Dannon also offers a free electronic recipe box download and supports ôAmericaÆs Second Harvest,ö a food bank network (ôDannonö).
QVC also runs promotions that appeal to the action phase of AIDA, primarily through such strategies as TodayÆs Special Value pricing, where consumers must buy the product the same day before supplies run out in order to get the price. However, in addition to various pricing strategies, QVC also runs ôadsö for various programs they will be airing soon that appeal to the attention, interest, and desire phases of AIDA. These ads are show a few products from a line, emphasizing the lineÆs designer or particular style, and attempting to get the viewer to watch that program on QVCÆs television programming by sparking interest in a particular product featured in the ad or by the general appeal of the line or the designer. Although the promotions are not integrated with each other, they are integrated into the overall style of QVCÆs consistent online presence and promotional continuity.
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