Find a promotion(s) [i.e., ad or other promotion – e.g. a coupon or rebate] & attach a copy(ies). You may or may not be able to find one which exemplifies both strategies. Mine works, as it is a

Extra Credit Project 2B ─ Informational- vs. Behavioral-Demand Modification

Find a promotion(s) [i.e., ad or other promotion – e.g. a coupon or rebate] & attach a copy(ies). You may or may not be able to find one which exemplifies both strategies. Mine works, as it is an ad for a typically low-involvement “product,” & includes a coupon for the promoted brand. However, the thrust of the ad is to turn the usual low-involvement decision in to a higher involvement one. Who wouldn’t want strawberry preserves that taste more like fresh fruit? Plus, U.S. consumers are becoming highly interested in natural (i.e., no preservatives, higher fiber, etc.) foods.

A. Discuss the informational demand modification strategy used in your selected promotion. Of what is it attempting to persuade the recipient? Include a specific High Involvement Learning Model of the promotions intended goal.

B. Discuss the behavioral demand modification strategy used in your selected promotion. (Note: You may wish to use a different promotion — could be different product &/or brand — from the one used in A.) How does it induce an immediate behavioral change? How does the firm intend to bring about a longer-term change in product/brand usage? Include a specific Low Involvement Learning Model of the promotions intended goal. (Second Note: Even through sales promotion is often used with more expensive items, it is difficult to argue that some expensive, long-use, socially-conspicuous items are low-involvement purchases. For example, we often use test drives – a form of sales promotion – for cars. Yet, it seems unlikely that one would not form an attitude about an automobile before he/she purchased it.)

Example:

A. The ad is trying to convince consumers that Sorrell Ridge strawberry preserves have: 1) a higher percentage of fruit than the market leader (Smucker’s), 2) are all natural (i.e., no-added sugar), & 3) taste &/or are better for the user. Thus, the firm is trying to change beliefs which will lead to changes in brand attitudes. The model for this is as follows:

(Note: To strengthen the assertion that higher fruit content jam could be a high-involvement product for a particular target market, a reference or two would be helpful. e.g., “The Nutritional Value of Fruit,” http://www.greenfootsteps.com/nutritional-value-of-fruit.html ).

B. The ad also contains a sales promotion — coupon — to try to get a consumer to try Sorrel Ridge (reduced financial risk, with 50¢ coupons savings!). A consumer realizes that coupons contain expiration dates, so to get the savings he/she needs to use it S-O-O-N. The firm believes (hopes) that after the customer tries Sorrell Ridge, he/she will decide it is superior to Smucker’s (either for taste or health) & decide to switch to S.R. indefinitely (i.e., become brand loyal to S.R.).