Abstract
The purpose of this study is to identify the differential impact of advertisement and sales promotion on consumer cognitive buying behavior. As compared to previous studies, this study involves low involvement, less complex, routine and frequently purchased products, i.e. Toothpaste and Bath Soap. General survey guided by structured questionnaire through convenience sampling has been administered across a valuable sample of 428 customers. Specific print and television advertisements, cent-off (sales) and buy one get one free price-promotion campaigns were used for identifying differential impact of sales promotion and advertisement on consumer cognitive buying behavior. Using mall intercept method, this study disclosed that advertisement generates stronger brand recalls as compared to sales promotion, while, sales promotion boost higher brand awareness and effectively stimulate cognitive buying behavior as compared to advertisement. Unexpectedly, there exist ignorable differences among both promotional techniques in strengthening consumer beliefs towards promoted brands. Overall results of paired sample t-test for ‘consumer cognitive buying behavior’ elucidated that as compared to advertisement, sale promotion seems more effective promotional tool for low involvement, less complex, routine and frequently purchased products.