Making the Most of the Moment of Truth
Nigel Hollis
The path to purchase begins when a consumer recognizes a need, and ends when a brand is selected to satisfy that need. Brand marketers work hard to ensure that their brand is one considered by consumers on that path, using above-the-line communications to build consumers' predisposition to that brand. However, that predisposition, or “demand” for the brand, can be diverted to another brand by activities designed to activate sales at the point of purchase. Stimulating sales “activation” with price promotion may build volume for a brand, but the growth will...