ANTONU DUTTA

BAM19010
MBA 3RD SEMESTER
DEPT. OF BUSINESS ADMINISTRATION
TEZPUR UNIVERSITY, ASSAM

Marketers of the camera can use that information deduced by the researchers to direct or target
their promotional activities towards the consumer base who majorly are individuals other
directed personality and also have high need for cognition.
Other directed consumers turn to other people for direction, they are most likely to prefer
advertisements and promotions which features a social environment or social acceptance. They
will evaluate the product in terms of its potential for social approval. Therefore the manufacturer
of cameras should portray photographing others (e.g. clicking pictures of friends standing near a
famous landmark) or showing friends pictures or slides taken during a trip.
Also, promoters should focus more on the social-acceptance factor and therefore should promote
advertisements with celebrities or other famous social figures using this camera to capture
beautiful moments with their family, friends and fans. Alongside this, using celebrities or famous
personalities who promote fame and a great deal of social acceptance, to use the product in their
life for general purpose and thus catching the eyes of their fans can also be a way of promoting
the product.
Affiliate marketing strategies are the ones which are getting popular these days where consumers
get influenced by the reviews of famous experts (for example ‘Technical Guruji’ in case of
mobile phones is a review expert who influences people to choose products bases on his
reviews.). So before and also after launching the product, the promoter should use this strategy to
get the benefits of the experts, and thus getting a huge base of influenced customers for a very
low expense.
For the other common factor among the consumers of digital camera, the promoters should focus
more on displaying the specification of the product and also on the uniqueness of the product. A
digital camera is a very sophisticated product with a high concentration to its features and the
specifications which sets the product unique from the other products in the market. So for a
consumer with high need for cognition, displaying the features of the camera will be a game
changer. Also, focusing on the fact during promotional activities that with that camera in hand, a
person can go for adventure trips into the wilderness capturing the stunning moments of nature.
This will promote the feeling of exploring the world beyond our day-to-day life and setting one
apart (in the minds of the consumer- above) the others.
Here also, the technical expert’s reviews helps to trigger the cognitive need, because for a
consumer buying a camera of high price needs confirmation from experts, reviews stating the
uniqueness of the product sets a benchmark of standard, in the minds of the consumer.

So, promotional activities focusing on the lens quality, zooming or resolution specifications,
stating other unique features like water-proof/ splash-proof etc., from popular review-experts on
the field and in a tone of adventure or exploring the unseen, setting the user above the non-users,
using famous personalities promoting rise in social acceptance and a feel of belongingness due to
the product should be the way.