Promotional Strategies in

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Promotional Strategies in Global Markets
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You never sell a drill. All you sell is a
hole in the wall.
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Preference Formation
Purchase Behavior
Post Purchase Behavior
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It all depends on how we look at things, and
not on how they are in themselves
C. G. Jung
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Perception
Stimuli Sensation Attention Interpretation Per
ception
Perception is influenced by - Culture -
Context - Individual Factors
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Motivation
Buyers are goal oriented. Motivators are based
on needs such as - Physiological Needs -
Psychological Needs - Sociological Needs
The physical product does not necessarily address
needs. It is always the perception of the product
that leads to the purchasing decision.
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Involvement
Involvement Increases with the Perception of Risk
such as - Monetary Risk - Functional Risk -
Physical Risk - Social Risk - Psychological Risk
Involvement and Brand Loyalty are positively
correlated.
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Problem Solving
Extended Problem Solving Limited Problem
Solving (EPS) (LPS) - High Involvement -
Low Involvement
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Planing and Implementing Promotional Activities
Define Communication Problem - Brand
Awareness - Brand Image - Sales Increase -
Provoke First Trial - Consumer Loyalty
Define Communication Objective
Media Strategy - Availability of Media -
Frequency - Reach
Creative Strategy - Content of Message -
Message Presentation - Message Appeal
Implementation and Control
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Creative Strategy
1. What main benefits are (or could be) perceived
by target market? 2. What should be the
main message? 3. How should the message be
delivered?
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Creative Strategy (cont..)
Three Types of Decision Making Processes
1. Rational - High Involvement - EPS
Promotional activities should focus on - Content
of Message - Providing Information - Use of
Experts
Promotional activities should focus on -
Delivery of Message - Create Association with
Feelings, Emotions. - Use of Celebrities
2. Emotional - Medium to High Involvement
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Creative Strategy (cont..)
Promotional activities should focus on -
Delivery of Message - Concentrate on one or two
main Benefits - Use of Average Consumer
3. Behavioral - Low Involvement - (LPS)
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Creative Challenges of Global Advertising
Legal Constraints
Language Limitations
Cultural Diversity
Media Limitations
Production and Cost Limitations