High Involvement / Emotional

Advertising imperative: Provide content rich media with music and stories.

Examples: Sports cars, vacations.

Creative Tips for High Involvement / Emotional

- The content and style of your visuals should strong, original, and rich in story value. As should be your copy.

- Use music to engage people emotionally.

- Consider longer format media, video, brochures, Web sites.

- Provide lots of "personal" information. Not just products features and benefits, but interesting stories: who uses the product, what is their attitude towards it, how they use it, how it fits into their lifestyle.

- Help prospective buyers immerse themselves in the experience of the product. Think of some imaginative ways, beyond traditional advertising, to do that?

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