1. Define Marketing Communication or marketing promotion.

Define Communication
Mix/Promotion mix/ Integrated Marketing Communication (IMC).
Answer
Marketing Promotion refers to any communication activity used to inform, persuade and remind
the target market about an organization, its products, and its activities.

Promotion stands for the various activities the company undertakes to communicate its product’s
merits and to persuade target customers to buy them.

Promotion is any form of communication used to inform, persuade, or remind about an

organization’s or individuals goods, services, image, ideas, community involvement or impact on
society.

Marketing Promotion is......

 Initiative of increasing sales

 Inform the customer & persuade them to make purchase
 Changes the attitudes & behaviors of the consumers
 To change the location and shape of demand (revenue) curve from company’s product.

Marketing Communication
Building good customer relationship calls for more than just developing a good product, pricing
it attractively, and making it available to target customers. Companies must also communicate
their value propositions to customer, and what they communicate should not be left to chance.
All of their communications must be planned and blended into carefully integrated marketing
communications programs. Just as good communication is important in building and maintaining
any kind of relationship, it is a crucial element on a company’s efforts to build profitable
customer relationship.

The Promotion Mix

A company’s total promotion mix consists of the specific blend of advertising, public relations,
personal selling, and direct-marketing tools that the company uses to persuasively communicate
customer value and build customer relationships.

Integrated Marketing Communication (IMC)

Integrated marketing communications is the integration by the company of its communication
channels to deliver a clear, consistent, and compelling message about the organization and its
brands. In past decades, marketers perfected the art of mass marketing-selling highly
standardized products to masses of customers, in the process, they developed effective mass-
media communications techniques to support these strategies. Large companies now routinely
invest millions or even billions of dollars in television, magazine, or other mass-media ,
advertising, reaching tens of millions of customers with a single ad

2. What are the tools of Communication mix/promotion mix?/ Name & define the tools of
the marketing communication mix.
Answer
The promotion mix is the specific blend of advertising, public relations, personal selling, and
direct-marketing tools that the company uses to persuasively communicate customer value and
build customer relationships.
Tools of Communication mix/promotion mix
1. Advertising
Advertising is any paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor
• Broadcast
• Print
• Internet
• Outdoor

2. Sales promotion
Sales promotion is the short-term incentives to encourage the purchase or sale of a
product or service
• Discounts
• Coupons
• Displays
• Demonstrations
 3. Public relations
Public relations involves building good relations with the company’s various
publics by obtaining favorable publicity, building up a good corporate image, and handling or
heading off unfavorable rumors, stories, and events
• Press releases
• Sponsorships
• Special events
• Web page
4. Personal selling
Personal selling is the personal presentation by the firm’s sales force for the
purpose of making sales and building customer relationships
• Sales presentations
• Trade shows
• Incentive programs
 Figure: Tools of Communication mix/promotion mix

5. Direct marketing
Direct marketing involves making direct connections with carefully targeted individual
consumers to both obtain an immediate response and cultivate lasting customer relationships—
through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to
communicate directly with specific consumers
• Catalog
• Telemarketing
• Kiosks

3. Describe communication process.

Answer
Communication process
To communicate effectively, marketers need to understand how communication works.
Communication involves the nine elements. They are as follows :
1. Sender
2. Encoding
3. Message
4. Media
5. Decoding
6. Receiver
7. Response
8. Feedback
9. Noise

 Sender
The party sending the message to another party. – here, McDonald’s
 Encoding
 The process of putting thought into symbolic form- McDonald’s advertising agency
assembles words, sounds, and illustrations into an advertisement that will convey the intended
message,
 Message
The set of symbol that the sender transmit-the actual McDonald’s ad
 Media
The communication channel through which the message moves from sender to receiver-
in the case television ad the specific television programs that McDonald selects
 Decoding
The process by which the receivers assigns meaning to the symbol encoded by the sender-
a consumer watches the McDonald’s ad and interprets the words and images it contains
 Receiver
The party receiving the message sent by another party-the customer who watches the
McDonald’s ad.

 Response
The reaction of the receiver’s after being exposed to the message-any of hundreds of
possible responses, such as the consumer likes McDonald’s better, is more likely to eat at
McDonald’s next time.
 Figure : the communication process
 Feedback
The part of the receivers response communicated back to the sender- McDonald’s
research shows that consumer are struck by an remember the ad, or consumers write or call
McDonald’s praising or criticizing the ad or products.
 Noise
The unplanned static or distortion during the communication process, which results in
the receiver’s getting a different message than the one the sender sent-the consumer it distracted
while watching the commercial misses its key points

This model points out several key factors in good communication. Sender needs to know
what audiences they wish to reach and what response they want. They must be good at encoding
message that take into account how the target audience decodes them. They must send message
through media that reach target audiences, and they must develop feedback channels so that they
can assess the audience’s response to the message.

4. Describe the methods in setting Promotion Budget.

Methods in setting Promotion Budget
One of the hardest marketing decisions facing a company is how much to spend on
promotion. There are four common methods used to set the total budget for advertising. They are
1. Affordable method
2. The percentage-of-sales method
3. Competitive-Parity Method
4. Objective-and-task method.
Affordable budget method
Some companies used the affordable method : They set the promotion budget at the level
they think the company can afford . Small businesses often use this method , reasoning that the
company cannot spend more on advertising than it has. They start with total revenues, deduct
operating expenses and capital outlays, and then devote some portion of the remaining funds to
advertising.

Percentage-of-Sales Method
Other companies use the percentage-of-sales method ; setting their promotion budget a
percentage of current or forecasted sales. Or they budget a percentage of the unit sales price.
The percentage of sales method has advantage. It is simple to use and helps management think
about the relationship between promotion spending , selling price , and profit per unit.

Competitive-Parity Method
Still other companies use competitive-parity method, setting their promotion budgets to
match competitors outlays. They monitor competitors advertising or get industry promotion
spending estimates from publication or trade associations and then set their budgets based on the
industry average.

Objective-and-Task Method
The most legal budget-setting method is the objective-and-task method, whereby the
company sets its promotion budget based on what it wants to accomplish with promotion. This
budgeting method entails
(1) defining specific promotion objectives,
(2) determining the task needed to achieve these objectives, and
(3) estimating the cost of performing these tasks. The sum of these costs is the proposed
promotion budget.

5. What are the strategies of Promotion mix? Discuss

Answer:
Promotion mix strategies
Marketers can choose two basic promotion mix strategies..
1. Push strategies
2. Pull strategies.
Push strategies
Push strategies is a promotion strategy that calls for using the sales force and trade promotion
to push the product through channels. The producers promotes the product to channel members
who is turn promote it to final consumers
Pull strategies.
Using pull strategy, the producer directs its marketing activities toward final consumer
to induce them to buy the product. If the pull strategy is effective, consumers then will demand
the product from channel members, who will turn demand it from producers. Thus, under a pull
strategy, consumers demand “pulls” the product through the channels.

Figure : Promotion mix strategies

7. Steps of developing effective communication./ Describe the major decisions involved in
developing an advertising program.
Answer
Steps of developing effective communication:
Marketers must do the following-
A. Identify the target audience
B. Determine the communication objectives
C. Design the message
D. Choose the media
E. Select the message source
F. Collect feedback
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Figure : Steps of developing effective communication:

A. Identify the target audience

A marketing communicator starts with the clear target audience in mind. The audience may
be current users or potential buyers, those who make the buying decision or those who
influence it. The audience may be individual, groups, special public or general public. The
target audience will heavily affect the communicator’s decisions on
• What will be said
• How it will be said
• When it will be said
• Where it will be said
• Who will say it
 What will How it will
be said be said

When it Where it
will be said will be said

Who will
say it
Figure : Identify the target audience

B. Determining the Communication Objectives

Once the target audience has been defined, the marketers must decide what response they
seek. Marketers seek a purchase response that results from a consumer decision-making process
that includes the stages of buyer readiness. But purchase may be only the result of a long
consumer decision – making process. The marketing communicator needs to know where the
target audience now stands and what stage its needs to be moved. The target audience may be in
any of six buyer-reading –stages, the stages include-

Figure : Buyer – Readiness stages.

C. Designing a message
Having defined the desire audience response, the communicator turns to developing an
effective message. Ideally the message should get Attention , Hold Interest, Arouse Desire,
Obtain Action (a framework known as AIDA model). In practice , few messages take the
consumer all the way from awareness to purchase, but the AIDA framework suggests the
desirable qualities of a good message.
Message content is an appeal or theme that will produce the desired response
• Rational appeal
• Emotional appeal
• Moral appeal
Rational appeal relates to the audience’s self-interest
Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase

Moral appeal is directed at the audience’s sense of right and proper

Message structure
Marketers must also decide how to handle three message structure issues. The first is whether to
draw a conclusion or leave it to the audience. The second message structure issue is whether to
present the strongest arguments first. The third message structure issue is whether to present one
–sided argument.
Message format
The marketing communicator also needs a strong format of message.

D. Choose the media

The communicator must select channels of communication. There are two broad types of
communication channels –
1. Personal communication
2. Non-personal communication

Personal communication
In personal communication channels, two or more people communicating directly with each
other. They may communicate -
• Face to face
• Phone
• Mail
 • E-mail
• Internet chat
Personal communication channels are effective because they allow for personal addressing and
feedback.
Control of personal communication
• Company
• Independent experts
• Word of mouth
Opinion leaders
People within a reference group who, because of their special skills, knowledge, personality, or
other characteristics; exerts social influence on others
Buzz marketing
Buzz marketing involves cultivating opinion leaders and getting them to spread information
about a product or service to others in their communities

Non-personal communication
Non-personal communication is media that carry messages without personal contact or feedback,
including major media, atmospheres, and events that affect the buyer directly
Major media include print, broadcast, display, and online media
Atmospheres are designed environments that create or reinforce the buyer’s leanings toward
buying a product
Events are staged occurrences that communicate messages to target audiences
• Press conferences
• Grand openings
• Exhibits
• Public tours
E. Selecting the Message Source
In ether personal or non-personal communication, the message’s impact on the target audience is
affected by how the audience views the communicator.
• Celebrities
 – Athletes
– Entertainers
• Professionals
– Health care providers

F. Collecting feedback
After sending the message, the communicator must research the effect on the target audience.
This involves the communicator understanding the effect on the target audience by measuring
behavior resulting from the behavior.

Types or tools of sales promotion

 Coupons
 Free Samples
 Contests
 Cash Refunds
 Premium offers
 Loyalty (Frequent-Buyers) Programs
 Delayed Payment Incentives
 Combination Offers

Coupons

Coupons-‘price-off incentives’ offered to consumers:

 Distributed by the media, electronically, in stores or by the product itself

 Good for trial maintain current users, speed up acceptance of a new product,
and loyalty
 Product-delivered coupons are good for loyalty, while others are good for
trial
Free Samples

Free product distributed to potential users in a trial or regular size, effective

for achieving trial purchase.
  In-store samples most common, plus:
 Cross-Sampling
 Co-operative direct mail
 Event stamping
 Sample packs
Contests

Contests are designed and implemented to create temporary excitement

about a product.
 Sweepstakes ( cash prizes, vacations, merchandise give always)
 Games / instant Wins (in-package or in-store prizes).
o Successful Contests have significant media advertising support.
Cash Refunds (Rebates)

Money returned directly to the consumer by the manufacturer after the

purchases has been made.

 Reinforce loyalty and multiple purchases

 Slippage commonly occurs
 Successful refund offers require strong P-O-P support

Premium offers

An item offered free or at a bargain price to encourage co0nsumers to buy a

specific product. It is usually offered in three ways.

01. Mail-in offers – send in proofs of purchase and items will be returned by
mail
02. IN/On Pack – free items appended to or include with the product
03. Coupons offer at P-O-P- distributed by in-store shelf talkers

Loyalty (frequent-Buyer) Programs

A frequent buyer program offers consumers a bonus, such as points or “play

money”
  Canadian Tire Money
 Club Z at Zellers and Bay
 Shoppers Drug Mart’s Optimum Card

o The goal is to encourage loyalty through repeat purchases.

Delayed Payment Incentives

Consumer are granted a grace period during which he or she pays no interest
or principle for the item purchased

 Leon’s ‘Don’t Pay a Cent Event”

 Home Depot
 For renovations and households repairs, they offer six month and one -0 year
interest –free financing packages
 This gives them a competitive edge over independent contractors who
demand payment when jobs are completed.

Descriptions of the Media of Advertising

A) Newspaper
A newspaper is an indispensable means of large scale advertising. The reading of newspaper has become
a more or less permanent habit of the literate people. Their wide circulation and regular sales ensure their
safe position as an advertising media. The striking feature of this media is the long-lasting duration of
advertising published herein the newspaper.

Advantages:
Major advantages of this media are given below……..

1. The main advantages of this media are its wide coverage. A single advertisement can reach a
large number of people at a very cheap cost through media.

2. Timeliness is another advantage of this media. Advertising campaign may be started or slopped
quickly. Advertiser can use time and space as per his requirement.
 3. Newspaper advertising can have the opportunity to repeat several times. The cumulative effect of
repetition is needed because exposure creates a desire in the prospect’s mind to have the
advertised products.

4. Newspaper advertising is cheaper then a Television and radio advertising with more effective
exposure of the advertised products.

5. Newspaper advertising has greater attention value. Since reading newspaper is a common habit of
the most city people, they also read and see advertising therein the newspaper.

6. Newspaper has great flexibility for an advertiser. The advertiser can reach his audience as often
as he desires.

Disadvantage:
Major disadvantages of this media are given below……..

1. A newspaper does not always contain attractive advertising. The paper and printing techniques
may make them unsatisfactory for products that require special color and other mechanical
features to show qualities of the products.

2. Newspapers have short life. It is generally said that nothing is so state as yesterday’s newspaper.
This may brief the impact of the advertising.

3. Newspaper is the means of only the illerate segment of people, there are advertisement can reach
only those segments of population.

4. There are complex delis utile in selecting a schedule of newspapers in a national campaign and in
deciding which newspaper for use in a specific market.

5. There are so many advertisements in some newspapers that it is easy advertisement to get buried.
Again there is overlapping of newspaper circulation in many sections of the country.

B) Radio
The chief feature of radio as an advertising media is that it depends solely on the spoken word. Thus the
listener cam hears the programs and the commercials while doing other things, such as driving a car or
doing house work. It does not require the effort and concentration required by other media, and the human
voice is probably the most natural way for people to communicate with each other. This is how radio acts
as one of the most effective means of advertising.

Advantages:

Major advantages of the radio are given below……….

 1. Through radio advertising it becomes easier for an advertiser to reach almost all classes of people
whether literate or illiterate, living urban or rural areas of the country.

2. Advertising through this media can be presented as lively with sound and oral presentation. The
human voice has a warmth and persuasiveness in conveying a message that can be most effective.

3. Radio as the media of advertising offers the advertiser the opportunity to present the message
dramatically with sound and action that can greatly attract the attention of the audiences.

4. Radio is a selective media in the sense that the advertiser can limit advertising to the desired
market. The advertiser can vary the message and the intensity of coverage of different markets to
meet local conditions.

5. Radio is also flexible and timely. The advertiser can run as many commercials in an area or during
a time period that appear to be desirable. Also news events and special occurrence can be aired on
radio almost as soon as they happen. Many people listen to radio habitually to keep up with the
latest news.

Disadvantage:

Major disadvantages of the radio are given below………….

1. The duration of radio advertising is very limited. This is why, the message that radio delivers as a
perishable one. If the person is not listing to the advertiser’s message at the time it is broadcast, it
is gone forever.

2. Radio is the one media in which is impossible to illustrate the product, so it is not a good media
for products that must actually be seen by the potential customer. The verbal description on the
radio for some products may not be effective.

3. Through radio advertising time selection of the advertising to create attention of the audiences is
difficult. Because audiences may engage in other business while the message is on air.

4. Radio also poses the problem of selecting the station and program that will obtain the desired
number and composition of audience the advertiser desires.

C) Television
In recent times television has exhibited the most rapid growth of any advertising media. A major portion
of the total national advertisement is being run through this media and the use of this media for
advertising is going at a rapid rate day by day. The use of this media is also retting good popularity day
by day and as a result advertisers are getting more and more interest in airing their message through the
use of this media. Visual effect of advertising may be the principal cause of using this media more
frequently.

Advantages:
Major advantages of this media are given below……………

1. The obvious and chief advantages of the use of the television as an advertising media are that it
makes full use of both sight and sound. Print media rely on sight only the ability of the potential
customer to read the advertisement.

2. Through television advertising, the advertiser can reach all classes of people whether literate or
illiterate or they are in the town or village. As amass media of communication only television can
reach all classes of people and message can present in a live form to attract attention to all.

3. The use of the sight and sound in television advertising permits the actual demonstration of the
product, its important features, and its advantages and in use. As a result, the commercial appears
to be the nearest to personal selling.

4. In television advertising, authenticity of the advertising being aired can be placed high duo to
more responsible authority. Message can be presented authentically and convincingly through the
use of sight and sound and illustration.

5. Television permits the use of human voice ytyruy at the same time the use of color and illustration.
As a result message can be presented in a dramatic way, more closely to the audiences.

6. Television also has the advantage of being relatively selective and flexible in several ways. By the
selection of type or program, the advertiser can gain a relatively selective type of audience. Also
the selection of time of day and day of the week permits a certain selectivity of audience.

Disadvantages:

Major disadvantages of this media are given below………..

1. The duration of the message being aired on television is very short lived. It lasts only as long as
it appears on the screen. It the product is not viewing at the exact moment it is presented, the
message is gone for over as wasted as for as that prospect is concerned.

2. The cost of prime-time announcements is very high, thus smaller advertiser may not have the
opportunity to use this media. Again message must be brief in using this media that may be
useful to many advertisers.

3. The advertiser has the little opportunity to after the message frequently, because the
preparation of a copy is highly costly and the availability of air time is difficult to after. Thus
the advertiser has the limited scope of flexibility as can be done through the use of newspaper.
 4. It becomes difficult for the advertiser to select a particular television network for his
advertisement to air from among so many television networks. Because audience have so many
channels at their hand to pay more attention to a particular network. Because the advertiser also
dose not know with when and what channels their viewers are.

D) Magazines
Magazines are another important media of advertising. Magazines usually cater to the needs of a
particular group of people or market segment. Through that magazine, it is easier for the advertiser to
reach that segment of the market. Virtually every segment of population can find one or more magazines
which appeal to its particular interests. Magazines may be weekly, fortnightly, monthly and quarterly.
They may be classified as follows……..

1. General Consumer Magazines : The objective of this type of magazine is to create interest of a
particular product in the general consumer. People usually read this magazine for entertainment.
(The weekly 2000 for example )

2. Women’s Magazines : This type of magazine is published to create appeal particularly to the
women which contains information regarding their fashion, service, training and other household
activities. ( The Ononnya for example )

3. Business Publication Magazines : This type of magazine is published for a particular group of
professional people containing information needed by them. ( The Accountant ‘A CA publication’
for example )

4. Farm Magazine : This type of magazine is published containing news and views on the farm
products, their markets and other related issues. ( The Krishi Katha for example)

Advantages:
Major advantages of this media are given below……….

1. Magazines are useful to small units who can not afford to spend large amount on advertising.
They can reach intensively to their prospects through advertising on magazines.

2. An advertiser on the magazine can easily get a national coverage through this media like the
advertising on the newspaper.

3. Magazine advertising presents a better image of the product because of their colorful glassy
presentation of the message.

4. Advertising on magazine can have long lived impact on customer’s mind since it is held for long
time and read again by the readers.
 5. The great strength of a magazine lies in its authenticity, acceptability, authority and editorial
validity. Magazine readers generally come from the elite class of the society who can become the
prospects of the products advertised.

Disadvantages:
Major disadvantages of this media are given below………

1. Magazine advertising is costly. Limited circulation and the use of high quality paper, quantity
production makes them costly.

2. Normally magazines are published weekly or fortnightly or monthly basis. So retailers interested
in daily advertising can not find it of their use.

3. A magazine can not be used as an effective media where copy needs to be presented attractively
in coordination will sound and speed.

4. A popular magazine contains a lot of beautiful advertising, among which a particular

advertisement may not be able to draw attention of the intended readers.

E) Outdoor Advertising
Outdoor advertising is another form of supplemental for many national advertisers and for many local
firms. With the rapid increase in urbanization the use of this media is increasing day by day. Signs,
billboards, posters and pointed displays appearing along the high ways and streets over the roofs of high
rise building are some of the common forms of outdoor advertising. They are intended to draw the
attention of the passerby passing the roads and highways. The outstanding feature of outdoor advertising
is that it stands still, and the reader is exposed to it as the result of being outdoors and traveling to some
distinction. The outdoor advertising must tell its story in the short period of time it takes the person to
walk or ride past the poster. Since virtually every person goes outdoors almost every day, outdoor
advertising is truly a mass media. There are a number of different kinds of outdoor advertising. Among
the more important types are electric displays, painted display and posters.

Advantages:
Major advantages of this media are given below……….

1. It has wide coverage of local markets. With proper placement a broad base of exposure is possible
in local markets, with both day and night presence.

2. Because purchase cycle are typically for 30-days periods, consumers are usually exposed a
number of times, resulting in high level of frequency.
 3. Outdoor can be placed along highways, stores or on mobile billboards, almost anywhere that laws
permit. Local regional or even markets may be covered.

4. Outdoor advertising permits the use of color in a very effective manner. It enables the advertiser to
reproduce the product or package exactly as it appears on the store shelf. The large size of the
bulletin given great impact and impressiveness to the advertisement.

Disadvantages:
Major disadvantages of this media are given below………

1. While it is possible for reach very specter audiences in many cases the purchase of outdoor result
in a high degree of waste coverage. It is not likely that everyone driving past a billboard is part of
the target market.

2. Because of the speed with which must people pass by outdoor ads exposure time is short so
message are limited to a few words or an illustration. Lengthy appeals are not likely to be
effective.

3. Because of the high frequency of exposures outdoor may a quick wear out. People are likely to get
tired of seeing the same ad every day.

4. Outdoor advertising has suffered some image problems as well as some disregard among
consumers.

F) Transit Advertising

Another form of out-of-home advertising is transit advertising. Transit advertising

is the term used for all types of advertising signs on or in commuter trains,
streetcars, buses, axieabs, airlines and other such public vehicles or the station
from which they operate. Transit is targeted at people who are exposed to
commercial transportation facilities including the taxis elevators, trolleys or
subways. Transit advertising is actually the following three types:

1. Car Cards: These are the advertisement placed inside streetcars, buses and
the cars of subway elevator and trains.

2. Traveling Displays: There are large signs posted or painted on the outside of
buses, streetcars and cabs.
 3. Station Posters : There are posters and displays of varied size placed inside
bus, subway and railway stations and airport terminals and on station
platforms.

Advantages:

Major advantages of this media are given below……….

1. Long length of a exposure to an ad is one major advantage of indoor forms. The average ride on
mass transit allowing for plenty of exposure time. As with airline tickets, the audience is
essentially s captive one with nowhere else to go and nothing much djhjdg. As a result rider are
likely to read the ads more then once.

2. Because our daily routines are started, those who ride hoses, subways and the like are exposed to
the ads repeatedly. If someone rides the same subway to work and backs everyday, he is sure to
be exposed by this time ad. Thus frequency of exposure to this ad is high.

3. For local advertisers in particular transit advertising provides as opportunity to reach a very select
segment of the population.

4. Transit advertising tends to be one of the least expensive media in terms of both absolute and
relative costs. An ad on the side of a bus can be purchased for a very reasonable cost.

5. Cooperative tic-inc with local retailers can be arranged with transit advertising. Again color can
be used very effectively to make it attractive to the readers.

Disadvantages:

Major disadvantages of this media are given below………

1. To many advertisers, transit advertising does not carry the image they would like to represent their
products or services. Some advertisers may think having their name on the side of a bus or on a bus
stop bench dose not reflect well on their firm.

2. It may be very difficult to place colorful, attractive ads on cards or benches. And while much copy
can be provided on inside cards on the outside of buses and taxis the message is fleeting.

3. Sitting or standing on a crowded subway may not be conclusive to reading advertising, likewise,
hurrying through an airport may create anxieties that limit the effectiveness of the adds placed
there.

G) Point-of-Purchase Advertising
The term point-of-purchase advertising is defined to include all advertising materials (signs and displays)
placed in on or around retail stores, excluding the labels, packages or containers of the merchandise itself.
Various other terms are sometimes used such as dealer display, dealer aids and print-of-sales materials. It
tends to put the emphasis on the consumer or buyer rather then on the dealer or seller. The basic purpose
of point-of-purchase advertising is to stimulated impulse buying. The advertiser uses this advertising to
remind the shopper of the firm’s product and brand at the moment he is in the store at the point of buying.