Markdowns of double-edged sword - the brand of the two laws.doc

 PAGE \* MERGEFORMAT 10 Markdowns of ‘double-edged sword - the brand of the two laws A, promotions came into being When the technology develops to a certain stage, product homogeneity in order to display the product brand personality has become an inevitable,, competition, changes in a seller’s market to a buyer’s market, so that the role of marketing warfare visible. From the first TV war later in the microwave war, from the initial detergent shampoo World War to today’s wars ... ... markdowns fullest has been applied to many industries, a number of brands thus de-Ying was born, while others brands from bad to worse. For any business is concerned, the pursuit of greater market occupation rate and maximize profits is nothing wrong with the eye to become public so consumers, business enterprises try to occupy positions around the eye in this battle, advertising and promotion of the two magic weapons also has become the touchstone of repeated test unbeaten. As an ad from a larger sense, can increase brand awareness, from the pre-emotional and cognitive influence consumers began ultimately affect the consumer buying behavior. However, existing research shows that the impact of advertising on consumer behavior is gradually weakened: on the one hand as more noisy advertising environment weakened the communication capabilities of each ad, making consumers saw the ad memory is also reduced . On the other hand because of the increasing proliferation of media cost, moving the hundreds of thousands of millions of advertising costs resulting from more and more enterprises daunting. The third ad is a brand reflects more long-term accumulation process, the ultimate expression of the role of advertising requires a certain cognitive cycle. Compared in terms of massive advertising campaigns, promotions, relatively low-cost, quick, short period of time can cause the fastest goal of the attention of consumer groups, but also flexible to adapt to different places in differen