University Of California Los Angeles Consumer Behavior Discussion

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Perception and the Promotion Mix

Roland Swenson is in charge of promoting the event which, in turn, serves as a promotional tool for the artists themselves. The video highlights the promotion mix—advertising, sales promotion, public relations, and personal selling—and shows how SXSW employs each of these elements.

-After watching the video reflect on the following and demonstrate your knowledge of perception and its impact on CB–cut and paste the url into your browser to watch the video:

-How do these methods as shown in the video influence consumer behavior of the target audience and how South by Southwest (SXSW) is perceived? How to they get consumers to pay attention to their market offering?

-In your opinion, what else can they do to amplify their marketing strategy in terms of the perception process? What aspects of the perception process can they improve to get the attention of their target audience.