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Literature review example - The Impact of Creative Advertising on Consumer's Attitudes towards High and Low Involvement Products
Pages 10 (2510 words)
Advertisements are a way of communicating the concept and idea or views regarding the products and services. The receivers are the people for whom the services or products are created. The discussion here pertains to the effect of creative advertising on the attitude of the consumer. …
Extract of sample
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. ...
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