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    Consumer Behavior and Promotion Strategy

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    Bowo lukito
    This document discusses consumer behavior and promotion strategies, including advertising, sales promotions, personal selling, and publicity. It defines each promotion type and explains how marketing managers should develop an integrated promotion mix. The communication process of promotions aims to increase brand awareness, create favorable attitudes, and drive purchase intentions and behaviors. Both cognitive and affective consumer responses must be considered when determining promotion objectives and designing effective strategies.

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    Consumer Behavior and Promotion Strategy

    Uploaded by

    Bowo lukito
    34 views16 pages
    This document discusses consumer behavior and promotion strategies, including advertising, sales promotions, personal selling, and publicity. It defines each promotion type and explains how marketing managers should develop an integrated promotion mix. The communication process of promotions aims to increase brand awareness, create favorable attitudes, and drive purchase intentions and behaviors. Both cognitive and affective consumer responses must be considered when determining promotion objectives and designing effective strategies.

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    THe 17th

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    This document discusses consumer behavior and promotion strategies, including advertising, sales promotions, personal selling, and publicity. It defines each promotion type and explains how marketing managers should develop an integrated promotion mix. The communication process of promotions aims to increase brand awareness, create favorable attitudes, and drive purchase intentions and behaviors. Both cognitive and affective consumer responses must be considered when determining promotion objectives and designing effective strategies.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    34 views16 pages

    Consumer Behavior and Promotion Strategy

    Uploaded by

    Bowo lukito
    This document discusses consumer behavior and promotion strategies, including advertising, sales promotions, personal selling, and publicity. It defines each promotion type and explains how marketing managers should develop an integrated promotion mix. The communication process of promotions aims to increase brand awareness, create favorable attitudes, and drive purchase intentions and behaviors. Both cognitive and affective consumer responses must be considered when determining promotion objectives and designing effective strategies.

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    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

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