Consumer Behavior and Promotion Strategy Chapter 17 Consumer Behavior and Promotion Strategy

Goal of Promotion To communicate product related information to the target market with a view to persuading them. To maintain a differential advantage for the product over its competitors.

Types of Promotions Advertising Sales Promotions Personal Selling Paid, non-personal (more reach, less customizable, less persuasive) Sales Promotions Paid, non-personal (more reach, effective in modifying behavior, little information value) Personal Selling Paid, personal (less reach, more customizable, persuasiveness varies) Publicity Non-paid, mass (great reach, not controllable, very persuasive)

Goals of Communication ~ or ~ Promotion Strategy Create need Increase brand awareness Increase brand attitude Influence intention to purchase Influence purchase-related behaviors

A general model of the communication process Feedback Trans-mission via media Action Source Message Receiver

A general model of the communication process - Relevant agents and Stimuli Feedback Trans-mission via media Source Message Receiver Action TV, magazines Direct mail In-home Newspaper articles Manufacturer Ad agency Salesperson Promotion manager Advertise-ment Publicity Personal selling Consumer Consumer

A general model of the communication process - Key actions for Promotions Feedback Trans-mission via media Source Message Receiver Action Manage promotion strategy Create promotion communi-cation Transmit promotion communi-cation Interpret promotion communi-cation Take action

A general model of the communication process - Relevant agents and Stimuli Feedback Trans-mission via media Source Message Receiver Action Analyze consumer/ product relationship Implement promotion strategy Evaluate promotion strategy Exposure to message Attend to message Compre-hend promotion Form beliefs Design promotion to commun-icate meanings about product attributes Purchase product Store contact Word-of-mouth communi-cation Select medium or method to expose message to appropriate audience

Central Route to Persuasion Exposure to persuasive communication Persuasion Product beliefs Brand attitude Purchase intent Higher involvement with product or message Comprehension: Deeper thoughts about product More elaboration Attention: Focus on “central” product-related info.

Peripheral Route to Persuasion Exposure to persuasive communication Persuasion Non-product beliefs Ad attitude Brand attitude Purchase intent Lower involvement with product or message Comprehension: Shallow thoughts about product Elaboration on non-product elements of message Attention: Focus on “peripheral” product-related info.

Grid for Analyzing Consumer / Product Relationships Higher Insecticide Greeting card Rum IRA account Ice cream bar INVOLVEMENT 35mm camera Car Car battery Wallpaper Refrigerator Lower Perfume Think Products Feel Products

Analysis of Consumer Vulnerability Like Neutral Dislike Buy regularly Loyal to our brand Regular customers - vulnerable to competitors Buy occasionally Occasional customers who are vulnerable to competitors’ promotions Never buy Customers of other brands- are vulnerable to promotion Forget it!!

The MECCAS model Aspects of creative strategy Executional framework How the ad communicates the advertising strategy All details of the finished ad, including models, setting, props, script and the style and theme of the ad Aspects of creative strategy Driving force: The value orientation of the ad. The end goal implied in the ad, but seldom stated explicitly Leverage point: The hook that connects the tangible attributes to the intangible values of the driving force Message elements: The product or brand attributes communi-cated in the ad Consumer benefits: The key benefit consequences communicated in the ad Elements of advertising strategy Relevant levels of a means-end chain Terminal or instrumental value Psychosocial consequences Functional consequences Concrete or abstract attributes