Essay Question: Refer to the promotional mix and AIDA matrix. What mix strategy do you recommend using S&S Smoothie and why? I think S&S Smoothie should use the AIDA matrix. AIDA stands for Attention, Interest, Desire and Action. The AIDA matrix is ​​a model that outlines the process for achieving promotional objectives in terms of stages of consumer engagement with the message. The reason why I think S&S Smoothie should consider using this strategy is because the promotion elements they chose to use fit the AIDA matrix perfectly. Advertising is very effective for the “A” and “I” (Attention and Interest) portions of the AIDA matrix. S&S smoothie plans to invest a lot of resources in advertising. This also goes hand in hand with their marketing goal of wanting to increase awareness among target markets. To satisfy the “D” and “A” portions of the AIDA (Desire and Action) matrix, the most effective way involves sales promotion and personal selling. S&S Smoothie plans to invest in sales promotion and is currently involved in personal selling. This makes the AIDA matrix the best strategy for S&S Smoothie because they already have the pieces to make the matrix work. They plan to invest in the promotional elements that make for a great AIDA