Hight Involvement - Rational

Advertising imperative: Provide no-frills facts, real user stories.

Examples: Network software, office furnature, health insurance.

Creative Tips for High Involvement / Rational

- Know your buyer. Her reservations or concerns. And what information he wants. Make sure your advertising addresses both.

- Present your sales argument clearly and concisely. Cover all the features and benefits. What you say is more important than how you say it. Substance is more important than style.

- Consider longer format media: Web site, video, brochures.

- Organize your sales story - whether in a brochure, ad, video or Web site - with a “summary” as well as “all the details.” This is called "information architecture."

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