• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Do different advertising strategies impact levels of consumer involvement affect?

Extracts from this document...

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.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    First of all the population is growing so therefore more people are going for the drink. People are getting in more income so the sales of Coca-Cola could go up as people can afford it at the moment. Young people prefer fizzy drinks than water so Coca-Cola can take advantage

  2. Omnicom case

    Omnicom was the first one to identify these changing trends, and adopted the mergers and acquisition strategy to become a leading global advertising group. Omnicom increased its portfolio by acquiring many companies through its Diversified Agency Services Division in areas such as sales promotion, event marketing, direct marketing, communication, health care and public relations.

  1. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    850 �137 850 �137 850 �243 120 �243 120 �230 360 �185 700 �310 700 �1 276 260 �185 700 �137 850 �137 850 �3 364 210 2. Magazines 2.1) Arena �8 800 �8 800 �8 800 �8 800 �8 800 �8 800 �8 800 �8 800 �8 800 �8 800 �8 800 �8 800 �105 600 2.2)

  2. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    All these things are predecessors of modern outdoor advertising. The first advertising in written form is considered to be information on Egyptian papyrus which tells about the sale of the slave and nowadays this papyrus is kept in the British Museum in London. Advertising began long before the Christian era.

  1. Internet Advertising.

    Food advertisers usually have recipes that include their product. When one charges the other for content space on the website, it is an advertising sponsorship. Interstitials This is something like pop-up messages. They are java-based ads which appear when the publisher's content is loading. The advantages and disadvantages of E-advertising Advantages of Online advertising Though advertising on the Web

  2. The impact of alcohol advertising: Distilling the arguments and the evidence.

    Within the space constraints of this article, these common arguments, and the subsequent research, evidence and analysis of each, will be briefly presented, to give a snapshot of the debate at a minimum, and hopefully sufficient coverage of the topic for the interested reader to reach a reasonably informed opinion.

  1. Analysing TV Advertising - The Guinness surfers advertisement and the Levis Odyssey Advertisement, directed ...

    You then see the four surfers running frantically towards the sea and mustering every ounce of strength and stamina in their bodies to try and tackle it. The shots are then showed in very quick concession, showing the surfers' thrashing bodies amongst a midst of white foam and waves.

  2. Marketing Media and Audience Feedback

    In addition, the position of the newspaper in its life cycle will also influence the price it sets for the product. However, The Sun has a large amount of control over its pricing as it has the highest circulation of any daily English-language newspaper in the world, daily readership is high and is Britain's most popular daily newspaper.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work