it is obvious that the computer market in the philippines is growing. it's easy to see - an ever increasing number of brands being sold and the large increase in number of ads for computers and other related products.one print ad is for this toshiba laptop on the left (double click image to enlarge). major retailers together with BPI credit card recently had a huge sales effort at the ayala center mall. a few of the laptop brands released print ads to generate interest, one of which is the toshiba print ad.
it's a captive market, so this toshiba print ad is actually a consumer promotion print ad. that's a very good idea. people who will go to the booths at the ayala center are already pre-disposed to buy laptops, so it's a smart idea to come up with a consumer promotion.
you do consumer promotions to attract buyers to your brand. the idea behind a promo is offer consumers something extra like a premium item or a discount on the regular price. the main idea is that a promo is a MOTIVATOR to purchase your brand and not others. the bigger the promo offer, the more attractive. a 20% discount on the price is much better than a 10% discount and definitely much better than no discount at all. same thing with prizes to be won or given away - a house and lot as promo price is definitely much better than a ballpen. the bigger the prize or discount, the more it will attract buyers to your brand.
below is an enlarged portion of the the toshiba promo print ad. now, make sure you are seated, don't want you to faint. get this - this print ad is enticing consumers to buy a toshiba laptop which based on the print ad cost P36,000.00 to P60,000.00, by offering consumers, hold your breathe....
wow! isn't that such an amazing consumer promo?!! it's an amazing incentive -- can you imagine, you pay P36,000 or P60,000 for a laptop and you get for FREE - 2 movie tickers which cost no more than P300.00 for two tickets! now, that's an effective discount of 0.83% or 0.5%! wow!
the headline says it all, it's a BLOCKBUSTER BARGAINS!
i don't get this ad at all! this is one hell of a Ano Daw Sabi? (ADS) Sindrome! did the toshiba brand management team actually write up a recommendation, maybe some powerpoint presentation for this brilliant consumer promotion? did they bother to do one?
if you have P36,000 or P60,000 to spend on a laptop, you can certainly buy for yourself two tickets to see a movie! how in the world did they even think this kind of consumer promo will ever in their wildest dreams entice consumers to buy toshiba laptops over others when they are offering such a puny, inconsequential and i might say most likely insulting incentive to their prospective buyers?
when thinking of a consumer promo, the first thing that a brand manager thinks about is what kind of fabulous prize can he think of to make an offer the consumer cannot refuse. the brand manager came up with 2 movie tickets!??
to add insult to injury, the ad even describes the effort as "blockbuster bargains", "absolute madness", "absolute-good-value" promotion! there are other premium items, like an ipod shuffle and a canon printer, but what drives me crazy is that they chose to highlight the 2 free movie tickets rather than the ipod and the printer. where is the logic in that?
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