Ch.16 Integrated Markting Communication

The ultimate goal of any promotion is to get someone to buy a good or service. In order to any company to reach their promotional goal they need to follow a classic model called AIDA concept which acronym stands for A- attention, I- interest, D-desire, A- action. In the case of Victoria Secret company they met all these requirements using a very unique and attractive promotional strategy which is the annual VS Fashion Show.


Attention-- VS Fashion Show organizers gain the attention of their target market by promoting the product before anything which is lingerie.

Interest-- The simple awareness of a brand seldom leads to a sale. Victoria Secret has all the information about the annual VS fashion show posted online at www.victoriasecret.com . The campaign also counts with  the VS app available for smartphone and tablets so people can carry and check out thee most fashionable clothes and beauty products on their hands.

Desire-- All companies have to convince their potential customers that their product is the best thing to buy. Victoria Secret uses their beautiful models best known as VS angels to seduce their customers. This is the way it works-- when women or men see the angels wearing the seductive lingerie they usually think they will look as awesome as the models do, men actually imagine their wives or girlfriends looking the way the models do.

Action-- Although VS company make an immense amount of money with their fashion show they also use discounts and low prices as an strategy to earn even more money.