Marketing Communication Strategies

Simply the combination of activities in the communication

mix.

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Push vs. Pull Strategy

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 Pull Strategy

• Messages are directed at target consumers.

• The intention is to generate increased levels of

awareness, build/reinforce attitudes, stimulate a
motivation within the target group.

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 Pull Strategy

• This motivation is to stimulate action so that the

target audience expect the offering to be
available to them when they decide to enquire,
experiment or make a repeat purchase.

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 Pull Strategy

• Pull Strategy is aimed at encouraging consumers

to ‘pull’ the products through the channel
network.

• Consumers go into retail outlets to enquire about

a particular product.

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Communications for consumers: a pull
strategy
• Communication strategies for consumer markets
need to be developed with an understanding of
the perceptions and message response processes
that target consumers’ experience when moving
toward a behavior.

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Communications for consumers: a pull
strategy
Involvement is a theory central to our
understanding of the way in which information is
processes and the way in which consumers make
decisions about product purchases.

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Communications for consumers: a pull
strategy

There are two main types of involvement:

High and Low

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Communications for consumers: a pull
strategy
High involvement: consumers seek out
information because they are concerned about the
decision processes and outcomes.

Because they have these concerns, consumers

develop an attitude prior to behavior.

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Communications for consumers: a pull
strategy

Products that evoke high-involvement decision

processes tend to be high cost, to be bought
relatively infrequently, to be complex, to generate
feelings of risk and to be visible to others.

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Communications for consumers: a pull
strategy
Low involvement: consumers select any
acceptable products and rely on those that are in
the individual’s evoked set.

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Communications for consumers: a pull
strategy

Low involvement is thought to be a comfortable

state, because there are too many other decisions
in life to have to make decisions about each one of
them, so an opportunity not to have to seek
information and make other decisions is welcome.

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