Strategi Promosi sebagai Dasar Peningkatan Respons Konsumen

Abstract

Abstract : Promotion is an effort made in the area of information to persuade  people to make purchases. People get an advantage because of the information received. Mixed promotion covers selling promotion, personal selling, public relation and publicity, and advertising. Through mixed  promotion, a company is able to inform about its products to the intended society. Effective communication can change or strengthen people’s attitude. The responses of viewers can be measured through a model of response hierarchy which is called AIDA - Attention, Interest, Desire, and Action.

Keywords: promotion mix, advertising, consumer response