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The Three Faces of Consumer Promotions

机译：消费者促销的三张面孔

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Sales promotions targeted at consumers (e.g., coupons, sweepstakes, free offers) are becoming a large and growing part of marketing budgets worldwide. This article presents a framework that examines the effect of managerially controllable actions—specifically, designing and communicating a sales promotion—on increasing the incentive for different segments of consumers to purchase a product. Sales promotions have three distinct aspects: an economic aspect that provides both incentives and disincentives to purchase a brand; an informational aspect that consumers use to make purchase decisions; and an affective aspect that influences how consumers feel about their shopping transaction, both positively and negatively. How a promotional offer is designed and communicated determines both its information value and its affective appeal, which then enhances or diminishes the attractiveness of the offer beyond the economic incentive it provides. Companies' promotion strategies should attempt to maximize the positive informative and affective aspects, as these can lessen the need for a large economic incentive and thereby increase the promotions' profitability.
机译：针对消费者的促销活动（例如优惠券，抽奖，免费提供）正在成为全球营销预算中越来越大的一部分。本文提供了一个框架，该框架研究了可管理的控制措施（特别是设计和传达促销活动）对增加不同消费者群体购买产品的动机的影响。促销活动具有三个不同的方面：经济方面，既提供激励措施也有抑制品牌购买的动机；消费者用来做出购买决定的信息方面；以及影响消费者对购物交易感觉的正面和负面情感方面。促销优惠的设计和传达方式决定了其信息价值和情感吸引力，从而增强或降低了优惠的吸引力，超出了其提供的经济诱因。公司的促销策略应尝试最大化积极的信息和情感方面，因为这些可以减少对大量经济刺激的需求，从而提高促销的盈利能力。

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