CONSUMER BEHAVIOR

AND PROMOTION
STRATEGY

Chapter 17
 Advertising

Advertising is any paid no personal presentation

of information about a product.

Advertisement may be conveyed via a variety of

media-the internet, TV, radio, print, billboard,

signs, and miscellaneous media.

 Sales Promotions

Sales promotion are direct inducement to the

consumer to make a purchase.
The many types of sales promotion – including
temporary price reductions through coupons,
rebates, and multi pack sales; contests and
sweepstakes; ect.
 Personal selling
Personal Selling involves direct personal
interactions between a potential buyer and
a salesperson.
The personal communication with the
salesperson may increase consumers
involvement with the product and / or the
decision process.
 Publicity

Publicity is any unpaid form of communication

about the marketers company product, or
brand.
Sometimes publicity can be more effective than
advertising because consumers may not screen
out the message so readily.
 The Promotion Mix
Marketing managers should develop a coherent
overall promotion strategy that integrates the
four types of promotions into an effective
promotion mix.
 The Communication Process

A cognitive perspective suggests that

developing successful promotion strategies is
largely a communication problem.
The process begins when the source of the
promotion communication determines what
information is to be communicated and
encodes the message in the form of
appropriate symbols.
 Goals of Promotion Communications

 Consumer must have a recognized need for the

product category or product form.
 Consumers must be aware of the brand
 Consumers must have a favorable brand attitude
 Consumers must have an intention to purchase the
brand
 Consumers must perform various behaviors to
purchase the brand.
 Level of Product Category

Brand Awareness :
Is a general communication goal for all
promotion strategies.
Brand Attitude :
Each promotion strategy can influence
consumers brand attitudes.
Brand Purchase Intention
 The Promotion Environment

The promotion environment includes all the

stimuli associated with the physical and social
environment in which consumers experience
promotion strategy.
The level of competition for a product category
is a key aspect of the promotion environment.
 Promotion Affect and Cognition

Interpretation of promotion communications and

integration processes are extremely
important.
Persuasion refers to changes in beliefs,
attitudes, and behavioral intentions caused by
a promotion communication.
Promotion Behaviors
Information Contact with promotions can be
intentional but probably is most often
incidental happens to come into contact with
a promotion when engaging in.
 Determine Promotion Objectives and
Budget

 To influence behavior : changes or maintain

consumers’ specific behaviors concerning the
product or brand – usually purchase
behavior.
 To inform : create new knowledge, meaning,
or beliefs about the product or brand in
consumers memories.
 Determine Promotion Objectives and
Budget

 To transform affective responses : modify

the images, feeling, and emotions that are
activated when consumers consider the
product or brand.
 To remind : increase the activation potential
of the brand name or some other product
meaning in consumers’ memories.
 Determine Promotion Objectives and
Budget
Designing alternative promotion strategies and
selecting one to meet the promotion objectives are
based largely on the consumer – product
relationship identified through marketing research.

The design of effectives promotion strategies

must be sensitive to the consumer-product
relationships represented in different market
segments.
Hatur Nuhun Sewu
Nuhun