Bus134 sec 81 fall 2016 professor silver brittany avila alexandria martinex thien nguyen sarah stubbs.
This video is about coca-cola morning coffee jazz & bossa nova - music radio 24/7- relaxing chill out music live stream relax music 915 watching live now. Innovative ads help the brands to overcome the barriers which low involvement category face and enter the consciousness of people at the same time, it also helps them to become the talking points. The role of emotion in processing low involvement advertising larry percy, usa a correct understanding of the role emotion plays in communication is essential to understanding advertising effectiveness, because emotion is an important mediator of processing yet the role of emotion seems to be misunderstood.
Before a marketer begins an advertising campaign he/she must know if their brands are classified as low-involvement or high-involvement products this marketer must then decide which strategy to adopt: “informational” or “transformational. The attached low involvement advertisement is a creative from the wyeth company for their product chap stick® this ad was chosen because it is the definition of a low involvement ad it uses the right consumer behavior principles for low involvement products.
This ad was chosen because it is the definition of a low involvement ad it uses the right consumer behavior principles for low involvement products after glancing at this ad, it was clear the marketers utilize the peripheral route to persuasion in order to draw the target audience in. Low involvement less knowledge consumers are more likely to process the message if it relates to their needs strategic implications of low-involvement decision making advertising very different from high-involvement 1 ad campaign should have high repetition and should use short-duration messages 2 ad should focus on a few key points 3.
The listerine ad i mentioned earlier is an example of an advertisement using low involvement learning what is the ad trying to do the ad is trying to change consumers perceptions on dental hygiene and create the idea that brushing your teeth is only doing a half job.
This is “low-involvement versus high-involvement buying decisions and the consumer’s decision-making process”, section 32 from the book marketing principles (v 20) for details on it (including licensing), click here.