In order to explain the difference between the high involvement products and low involvement products, an example between toothpaste and laptop is given (Bajaj, 2001). Here tooth paste is the low involvement products, while the laptop is a high involvement product. Both the products are evaluated on the basis of the benefits that can be received from them (Mintzberg and Waters, 2009). Apart from that, a high involvement product costs considerable more than a low end product (Benner and Sandstrom, 2012). Due to this reason the customer looks for differentiating factors in that particular product, which are not present in other products. The customer looks for specific features in the product that justifies the price paid for that product (Morgan and Linda, 2005). In other words the customer wants to achieve greater differentiation within the particular budget earmarked. In case of low involvement product, the products are more or less the same, offering the same benefits and features at the same cost (Bonaccorsi and Daraio, 2009). Thus, the low involvement products are characterized by less products differentiation. So for this reason the customer can reach to a conclusion easily (Robert, James and Jean, 2004). Creativity in advertising Creativity helps to transform thinking which are strategic in nature into ideas. These ideas then enable the advertisers to create effective communication (Samiee and Roth, 2003). There are mainly three different stages in creativity; create, creation and creative. In order to create, the advertisers need to float a new idea that is unique and different from the other ideas. The new idea is linked to the main purpose. It constitutes the...
This report stresses that creativity in advertisements creates the difference in the way customers perceives a low involvement product and a high involvement product. The numerous experiments indicate that creativity in advertisement influences the buying pattern of the goods. The effect of creative advertisement is more on high involvement products than the low involvement products. A customer has to factor in different kinds of variables and information while buying a high involvement product.
This article makes a conclusion that the involvement of the customer can be eased and the buying process can be fastened up and smoothed if the customer is made well aware of the product and the way it can be differentiated with other brands. By bringing in creativity in the advertisement the advertiser is in reality serving the same proposal although in an innovative way. The idea of doing the same and usual thing in a different way create lasting impression on the mind of the customer. The customer is able to associate with or recall the product for a longer period of time. The closest memory the customer accesses are long term memory where the information regarding the brand is stored. Creativity advertising helps to create that niche space in memory through connecting with the most basic features a customer looks while making a decision. The basic features are attention, perception, emotion, senses, reasoning, though, language as well as assimilation and recognition.