Reklaamlähenemine

Reklaamlähenemine, also known as advertising pull, is a marketing strategy where a company encourages consumers to purchase a product or service by offering it at a discount or for free, with the expectation that the consumer will then purchase additional products or services. This strategy is based on the principle that consumers are more likely to make a purchase when they feel they are getting a good deal.

The concept of reklaamlähenemine was popularized by American marketing expert E. Jerome McCarthy in the 1960s. He argued that consumers are often more influenced by the desire to avoid loss (in this case, the loss of a perceived good deal) than by the desire to acquire gain. This strategy is often used in retail, where a company may offer a discount on a particular item in the hope that the consumer will purchase other items as well.

However, reklaamlähenemine can also be used in other areas of marketing, such as in the promotion of services. For example, a company may offer a free trial of a service in the hope that consumers will continue to use the service after the trial period.

One of the key challenges of reklaamlähenemine is ensuring that the initial offer is perceived as a good deal by consumers. If the offer is not seen as a good deal, consumers may be less likely to make a purchase, regardless of the additional products or services offered.

Another challenge is ensuring that the additional products or services are relevant and desirable to the consumer. If the additional products or services are not seen as valuable, consumers may be less likely to make a purchase, even if they initially took advantage of the initial offer.

Despite these challenges, reklaamlähenemine can be an effective marketing strategy if executed correctly. It can help to increase sales, drive customer loyalty, and build brand awareness. However, it is important for companies to carefully consider the context and the target audience when using this strategy.