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.
