The conventional function of advertising involves everything from raising brand awareness among consumers to achieving market penetration through the use of various media. Today, however, it is becoming increasingly important to develop a richer variety of consumer contact points. The purpose of this is to create more opportunities for contact with consumers that can lead to purchasing activity, by promoting deeper understanding of and real-life experience with a product or brand. Reaching the consumer at every possible point of contact also helps to create improved satisfaction in the marketplace.
By using various value contact points including free samples or product demonstrations at retail locations, word-of-mouth networks and promotions surrounding a product, Dentsu is realizing sales promotion that helps fuel the end-to-end process of purchasing behavior from building awareness, to winning understanding, to actual purchase. |