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Essay text:
As we saw in the tutorials covering Consumer Buying Behavior and Business Buying Behavior, customers often move through several stages before a purchase decision is made. Additionally before turning into a repeat customer, purchasers analyze their initial purchase to see whether they received a good value, and then often repeat the purchase process again before deciding to make the same choice.
The type of customer the marketer is attempting to attract and which stage of the purchase process a customer is in will affect the objectives of a particular marketing communication effort. And since a marketer often has multiple simultaneous promotional campaigns, the objective of each could be different
Types of Promotion Objectives
The objectives for marketing promotions include the following:
1: Build Awareness – New products and new companies are often unknown to a market, which means initial promotional efforts must focus on establishing an identity...
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