There are two kinds of products. One is High Involvement product where in customer spends great time in evaluating the specific product from its competitors’.
Product like Cars, Schools, Mobile Handset etc are the examples of High Involvement products.
On the other hand, Low involvement products are those products where in the customer purchases on the whims. Products like candies, chocolates, toothpaste etc fall into the category of low involvement product.
Therefore, there are two kinds of advertisements to target these different kinds of products.
Informational Advertisements in which companies try to give as much information as possible in the ad so as customer gets a choice to evaluate various parameters as compared to that of competitors. High involvement ads change the consumers’ brand attitude through information.
In the case of low-involvement ads, companies try to transform the consumer’s brand attitude through transformational ads. Here in these ads, more emphasis is on creativity and repeat purchase is what companies look for. As creative ads may get customer to the product but then repeat purchase is what makes the brand successful.
According to Schiffman and Kanuk, ads can create affect and this leads to attitude building for the ad and subsequently for the brand, this is true in the case of low involvement products. In the case of high involvement products, ads first create cognition, then develop attitude towards the ad and subsequently towards the brand.
Now a days, even the products like mobile services which to certain extent is high involvement product in India. But Still services like Call, SMS, Other VAS etc. It is difficult to differentiate two brands like Airtel and Vodafone. So companies use transformational advertisements where companies try to target directly to the mind of the people with its creative ads.
19 comments:
Well Ankur the concept you have told about transformational ads is correct,but i think the context you have used here is wrong. Its not always that because of products being non-differentiable we use these kind of ads. I think even if products are differentiable we use such kind of ads to show the identity of brand i.e. the spirit of brand (showing clear hai in sprite) or the meaning and direction of brand such as style, sporty and poshness attributes of many mahindra adds although there cars(SUVs) are totally different from others. Its just a view from my side although i am just a novice when it comes to all this. Even Bajaj recently designed a add with robots which is a kind of transformational when compared to their other adds which are quite informational. Moreover the recent vodafone asds seems to be exact mixture of transformational and informational ads
Hello Anchit,
Thanks for commenting.
Well In case of Sprite, I believe that what is common in all Cola companies is that it is the thirst quenching drink in different colors and flavors.
Now By Sprite or any soft drink for that matter, normally it is seen that a THUMS UP drinker hardly tries Coke and vice versa, so the ads here i.e. transformational ads as said will just be used to make them aware that we too exist and it might convert into actual purchase,
Yes for Bajaj, the ads are very creative but at the same time informational also. I know it is very difficult to find out the differentiate between the tow and more over it is not possible to create an ad just based on facts and figures then no one will view it.
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