When job security is low and unemployment rate is getting higher, Yahoo! has picked the right time to promote its online store/auction service. The ad is loaded with a lot of messages : the goodness of having an online store, call for action to check out the success stories online and the promotion offers. The promotion offers are most prominent in the ad. It goes with the thinking that promotion offer motivates consumers to purchase. Is it always true ? In this case, consumers would need to take some time to consider whether online store is something of value to them and figure out what to sell. Promotion is more like the last deal-making step. So would it be better to put the communication of the promotion offers online after consumers have checked out the success stories ?
When job security is low and unemployment rate is getting higher, Yahoo! has picked the right time to promote its online store/auction service. The ad is loaded with a lot of messages : the goodness of having an online store, call for action to check out the success stories online and the promotion offers. The promotion offers are most prominent in the ad. It goes with the thinking that promotion offer motivates consumers to purchase. Is it always true ? In this case, consumers would need to take some time to consider whether online store is something of value to them and figure out what to sell. Promotion is more like the last deal-making step. So would it be better to put the communication of the promotion offers online after consumers have checked out the success stories ?
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