Chapter 16: Integrated Marketing Communications.

The ultimate goal of any promotion is o get someone to buy a good or service or, in the case of non-profit organizations, to take some action. A classic model for reaching promotional; goals is called the AIDA concept. The acronym stands for attention, interest, desire, and action- the stages of consumer involvement with a promotional message.

Attention.
Razer attracts attention from potential buyers by creating attractive main site flashed with the signature black and neon green colors that have been accompanying, with plethora of advertisements in gaming magazines such as PC Gamers, by sponsoring countless gaming tournaments from around the world like e-Sports, and by recruiting a large army of provocative models. Every new product of Razer is always highly anticipated among the gaming community.

Interest.
By sponsoring gaming tournaments, Razor can introduce its new products for gamers to try in the field. These gamers after having tried these products first-hand would then served as voluntary advertisers for Razer during post-tournament interviews.

Games Convention Asia 2007

Desire.

By constantly integrating new technologies into and designing better outlooks for its products, Razer edges its competitors with palm-fitting mouse with mini numpads for better gaming performance, light-in-the-dark keyboard for late-night hardcore players, and superior designs accessories for art lovers.

Action.

Razer is working toward better popularity among the ordinary buyers by reaching out to new markets, better communicate with the public via social networks, provide offers and promotions for loyal customers to bring forth better satisfaction.

Razer is taking concrete and effective steps to prove its worth in the gaming community.