Low-Involvement

Low-involvement situations require emphasis on repetition. Since there is little active thought on the part of the consumer, the effectiveness of the advertising depends on the frequency of exposure rather than the actual advertisement. The bulk of the media budget should go toward achieving high frequency. It is through repetition that the message will be absorbed into long-term memory.

How much repetition is enough? It is Krugman (1977) who suggested that three advertising exposures represented the optimal frequency. Many media planners consider this a rule of thumb. However, in the long term, for low-involvement products there is constant need for reminder advertising.

In addition, the message should be brief and emphasize a few key points rather than a broad range of information. Positioning is key in low-involvement products. A simple, single-minded message like "Snicker's really satisfies," can be absorbed into memory and easily recalled when one is staring at a vending machine.

Krugman (1966) states that broadcast media are best suited for low-involvement situations. In view of the growth of integrated marketing, point-of-purchase displays, outdoor, and product placement would also be opportune in low-involvement situations. In low-involvement situations, pricing, discounting, and coupon strategies are also very important.

High-Involvement

In high-involvement situations, a traditional hierarchy approach is still in order. It is assumed that the consumer is seeking and processing information. Attitude precedes behavior. More information and longer messages are appropriate.

Krugman (1966) believes that print media are more apt for high-involvement cases. Print media requires the reader to exert effort in order to learn. Trade ads are a perfect example of this. It is more beneficial, and reasonable, for a company that produces a complicated product to place an ad in a trade magazine than to produce a 15 second commercial.

With high-involvement products lower budgets are more acceptable because less repetition is required. Defining and reaching the target market is of much greater importance.

Since advertising is generally considered a low-credibility source of information. with high involvement products, consumers are more likely to seek information besdies advertising, like consumer reports. Therefore, the advertising should function as preparation for personal sales (Rothschild, 1979). Advertising plays a more peripheral role in high-involvement situations. It serves to support the sales staff and reduce the dissonance of the consumer.

Conclusion

What are advertisers to make of low-involvement research? Harris (1987) sums it up as such, [low-involvement] indicates limited interest and a certain mental or emotional laziness, but it does not mean that behavior is random, or that advertising cannot create attitudes.

Consumers are bombarded with so many commercial messages, little attention is given to ads. Many purchase decisions are of very little importance. And yet, most people are very aware of brand images. The answers to questions about low-involvement theory are vague. Indeed, the answer to how advertising works remains unclear. To paraphrase John Wanamaker: half the money spent on advertising is wasted, but which half.