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Do different advertising strategies impact levels of consumer involvement affect?

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Introduction

Do different advertising strategies impact levels of consumer involvement affect? 2004 Abstract. Advertising is a very powerful weapon for companies, and it's getting stronger with years as more studies of consumer psychology are made. Without the deep knowledge of consumer psychology, the advertisements would never be able to influence customers in the way they do now. The success of the advertising strategy applied for a particular case can be estimated through the level of consumer involvement affect. Practice shows that advertisements can have both a major immediate effect and minor effects the influence of which on the potential customers will take a long time. The major immediate effect can occur in the case when the company has something new to say in the advertisement. The strategy of repetition in advertising has proven to be very efficient, especially for low-involvement products. The strategy of "image advertising" consists in shifting the perception of a certain product on the characteristics which are enjoyed by people. The cueing effect of the advertisement is very efficient in making the audience involved. Do different advertising strategies impact levels of consumer involvement affect? The power of advertising is undoubted nowadays due to its strong impact on the public. At present, no company producing goods or financial services neglects the possibilities which advertising offers to them. Even though companies have many ways to provide the promotion of their goods and services, advertising has been and will remain one of the most powerful tools which companies are using. ...read more.

Middle

Even tough on the first sight it seems not very wise, it has a very good reason. The thing is that the effect of one advertisement is very small, and in order to achieve the major effect, it needs to be repeated many times. When the potential customer gets used to seeing and listening to the same advertisement for a long time, he ends up thinking about the actual advantages of the products, and will end up buying it because it doesn't really matter to him which exact alternative he will choose2. The strategy of "image advertising" has also become very popular among companies. This strategy consists in shifting the perception of a certain product on the characteristics which are enjoyed by people. This strategy works well both on low- and high-involvement products. For example, when producers of the car Volvo (a high-involvement product) were looking for the way to advertise their car, they chose image advertising. They showed the commercial about the car many times, and claimed that this car offered the greatest safety. After the repetition of the advertisement, the customers got an idea fixed in their minds that Volvo associates with safety. Every time they thought of buying a safe car, their first thought was exactly about Volvo. With low-involvement products, it's more difficult to use the "image advertising" strategy, however, it can work very well, too. For example, when hair-sprays were first introduced, they all claimed they could hold hair. ...read more.

Conclusion

He simply doesn't reach it. The reason why the person chooses McDonald's is because the advertisements of this company are always on his mind, and this is the first fast-food place which comes to his mind. The cueing effect of the advertisement is very efficient in making the audience involved. We start associating some words with certain companies because we hear their slogans repeated on TV million of times. We simply can't think of anything else when hearing those worlds. For example, "Have a break" always reminds us about KitKat because it's their slogan. L'Oreal's slogan "You're worth it" is also firmly fixed in our mind. When companies keep reminding us their slogans all the time, whenever we come across similar words, we always think about the company. Since it's always on our mind, we are going to buy its products4. Advertising is a very powerful weapon for companies, and it's getting stronger with years as more studies of consumer psychology are made. Without the deep knowledge of consumer psychology, the advertisements would never be able to influence customers in the way they do now. Advertising strategies are different for low- and high-involvement products, and it's very important for companies to consider that issue in order not to make mistakes. However, in case of the application of the right strategy, the results of the advertisement can be astonishing. The most powerful strategies of advertising used nowadays are repletion, image advertising, stimulate agenda-making, cueing, and others. They are all very efficient in stimulating customers to buy certain products, and in many situations advertisements can be crucial for the customers' decisions. ...read more.

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