Role of promotional dubbing: guide consumers to purchase
Author: This article was transferred from Internet time: 2016-04-28 Click: 99 times
In today's society, promotion often happens around us. When you buy a brand of coffee in the supermarket, you will have the opportunity to get a coffee cup or a coupon from a food store. Sometimes, some coupons will also appear in the magazines we like to read. Even every time you walk into the supermarket, you will see the special price products on sale. Promotion dubbing
As we pointed out in the previous definition, promotion is a marketing tool with a clear goal, which can provide some additional benefits and ultimately affect the purchase behavior of the promotion object. Therefore, the role of promotion is mainly reflected in the following aspects:
（1） Assist in realizing the overall marketing strategy of the manufacturer
As a marketing tool, promotion plays a major role in helping to realize the overall marketing strategy of the promotion subject. Specifically, it can effectively accelerate the process of new products entering the market, effectively resist and defeat the short-term market offensive of competitors, maintain market share and market position, and assist in the market development or market exit of products and their related products through sales growth. Promotional dubbing
（2） Strengthen communication with consumers and guide consumers' purchase behavior
Most promotional activities aimed at consumers provide some reasons for purchasing this product instead of other products, thus stimulating consumers to purchase. The provision of additional benefits has stimulated consumers' purchase, which has led to a direct increase in sales of promotional products and related products. At the same time, it has played the role of persuading potential consumers who have not used them to use them for the first time, persuading consumers who have used them to buy again and establishing buying habits. Promotional dubbing
Promotion changes consumers' brand perception of products or services, which is the view of traditional promotion theory: in addition to directly promoting sales, the role of promotion is to deliver value. Promotion also affects consumers' brand choice to a certain extent. Some of them will maintain their love for a brand without being affected by promotional activities, while others will abandon their previous favorite brands because of attractive interest incentives. Promotional dubbing
Promotions also affect the timing and quantity of people's purchases. When encountering their favorite brands for promotional activities, some old users may buy some for storage; And those consumers who often change their minds will also make a temporary decision to buy a little and put it away. Therefore, manufacturers' promotions often occur as shown in Figure 1. During the promotion period, the sales volume of the product will increase from B to A, a large increase; Once the promotion ends, the sales volume of the product may drop to C in the next period of time, lower than B before the promotion.
Further, promotion will lead to changes in consumers' cognition and purchase behavior, and will also form a new foundation for market segmentation. In other words, promotion is still a disguised management of the market segment, because the truly valuable market segmentation criteria come from the psychological and behavioral characteristics of consumers. For example, when purchasing a brand of coffee, you will be given a 300ml coffee cup. At first, it seems to be a simple free gift promotion. However, since the 300ml cup is suitable for brewing two small bags of coffee at one time, it has virtually led consumers to increase the use of coffee at one time; At the same time, the brand's coffee also reminds people to drink coffee when they are off through the cup wall packaging pattern of the promotional cup. These behaviors are all opening up a new market segment, that is, a new demand market for drinking a lot of coffee at noon. This article is organized and provided by Shengguang Promotion Dubbing Network: www.sgpeiyin.com
