Low Involvement / Emotional

Advertising imperative: Promise emotional / sensual gratification.

Examples: Movies, candy.

Creative Tips for Low Involvement / Emotional

- Look for psychological insight into the target market, the real reason consumers buy. Then reflect it in your advertising.

- Go big on visuals, short on copy.

- Consider ways to re-position the product or service.

- Make an analysis of the brand, and consider ways to make it stronger.

- Use celebrities or actors who bring instant recognition to the ad.

- Make a list of ways to give the consumer a “taste” of the product or service. Free samples of the candy or cola. Short clips from the movie or TV show.

- Look for ways beyond advertising to touch consumers.

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