In my last Advertising class I studied the High involvement vs Low involvement products and what kind of Advertising that will match both of products.
First High Involvement products are those that we take a long time in decision making about buying them or not. Wrong decision making may harm my financial & social status and my ego.
Low Involvement products are those that doesn't require effort & energy in purchase decisions. Wrong decision making won't affect my reputation or my social status.
There's two kinds of involvement, First High Involvement/rational: such as Technological devices, real estates, cars and other business purchases. In advertising it requires to address the benefits of the product.
Second High Involvement/emotional: such as Jewelry, restaurants, wedding and holiday plans. In advertising it requires to use music and visuals to touch the audience emotions.
Third Low Involvement/rational People buy products out of habit such as local Macdonalds sandwiches, office supplies and medicines. In advertising we should address people to try or to switch brands.
Fourth Low Involvement/emotional such as movies, candies and magazines. In advertising we should promise benefits.
Generally, in Low involvement products all we need in advertising is just to remind people of the brand, packaging is important. There's a low differentiation between brands so we don't have to state the benefits of the product from time to time like Nestle mineral water is pure and healthy, well all mineral waters are pure and healthy. What's new? but we should promise benefits such as a discount or low prices or adding a free sample.
As for High Involvement products It is important to give more information about the product and its advantages, techniques for advertising is offering brochures mentioning the benefits of the product.
My case study for H&M It is as a clothing store included in the High Involvement product category/ emotional. So in Advertising I should press on Music, hot models to play on the consumer emotions, and I should be mentioning H&M benefits in the ads.(e.g. clothes are comfortable, big sizes, casual & practical)
Purchasing a MacDonald sandwich is not really motivated by a rationale, I think it would belong to low inv./emotional category. Furthermore, I believe that habits are just as much emotional as they are rational, think of checking facebook everyday to find if you have any messages (habit/validation/social contact). Lastly, medicine is actually a high involvement product, especially in countries with good health care systems, however there are different levels of involvement within the medicine category, and it is also affected by culture.
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