Distraction with low involvement productsPresentation Transcript
Distraction for low-involvement products Adapted from AdPrin.com
When might distraction be useful for low-involvement products? It is useful if there is nothing important to say about the product. This is common for many ads. Of course, one might argue that every product as some advantage for at least a portion of the market.
Dove lotion “Skin Fact No. 21: The smoke from burning giraffe skin is used to treat nosebleeds among some tribes in Africa. These tribes always travel with a spare giraffe and a box of matches, in case they bump into a tree. (Not really: I made the last bit up.)” [It then had a picture of Dove lotion and closed with]: “(Dove is all you need to know about skincare.)” Good ad? Explain. Adapted from AdPrin.com 3
It uses distraction for a low-involvement product. That is acceptable as a way to keeps your product in the consumer’s thoughts when you have nothing that needs to be said about the product (Persuasive Advertising 107). For more, to go AdPrin.com Adapted from AdPrin.com 4
Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, if you provide low-involvement services or goods, brainwrite five ways to use distraction. Adapted from AdPrin.com