Marketing Communications

MARKETING COMMUNICATIONS OBJECTIVES 163

aroused. In high-involvement situations, however, when perceived buying risks are high, the

intention to buy is typically a necessary mediating step between a favourable attitude and the

actual purchase. In this case, generating purchase intention and trial is necessary.^11 Advertising

and sales promotion can stimulate the consumer in that direction.

Consumers in Europe, the Middle East and Africa who purchase computers at retail often spend less than planned as

salespeople persuade them to trade down. Consumers had the cash to upgrade to the best Intel-powered computer

so Intel had to make them demand it. Intel’s core targets are consumers who are passionate about using technology to

pursue creative interests. The campaign targeted tech-savvy digital musicians – individuals, aged around 25–35 years,

who rely on their computers. The goal for the four-month campaign was to get consumers to engage with Intel and

to express a stronger preference for Centrino Duo processors at retail. Research revealed that MySpace was the

preferred destination for Intel’s target audience, who spend 10% of their total online time there. Intel aimed to win

consumer support by giving MySpace users tools to make better music while educating them about Centrino Duo.

The campaign ran with MySpace in a six-market programme designed to create an Intel SuperGroup, with voting

determining the band members, the song, the name and the artwork. It rolled out in three stages to engage influencers

and content creators, drive wider awareness and broaden reach. There were more than 66 000 content engagement

episodes, well ahead of the initial target of 25 000. Post-campaign research showed awareness at 33% among all

MySpace users in the six markets where it was promoted. Consumers in 46 markets were reached. Intel signed up

more than 60 000 friends and had more than 25 000 unique users on its blog. Total submissions and votes to the

online competition hit 171 000, 180% ahead of target. Intel SuperGroup was pioneering – it was the first multi-market

campaign on MySpace. It was bold – it took Intel into a brand-averse environment. It was efficient – cost per profile

view was $0.12. And it was very successful – 29% of the target audience will definitely upgrade.^12

BUSINESS INSIGHT

Intel stimulates purchase intention of Centrino Duo PCs

Purchase facilitation

Purchase facilitation is about assuring buyers that there are no barriers hindering product or

brand purchase. Th ese barriers could be other elements of the marketing mix, such as price,

product and place (distribution).

Sometimes availability or price is a problem, preventing consumers from buying a product.

Communications in this case should minimise the perceived problems. For example, if a

certain brand is not widely available in all stores, a list of approved dealers might help the

consumers.^13 Point-of-purchase communications may also help to facilitate purchases.

A lot of men consider lingerie a sexy present for their loved ones. However, buying bras usually turns out to be a

painful and embarrassing experience. Contrary to popular belief (among women) most men do not have the faintest

idea about the size of the ‘natural wealth’ of their girlfriends or wives. When asked about size, they give vague

BUSINESS INSIGHT

Purchase facilitation in lingerie shops

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