목차
McDonald’s
1.Low Involvement & Informational
2.Low
Involvement & Transformational
iPhone
3.High Involvement
& Informational
4.High Involvement &
Transformational
본문
3.High Involvement & Informational
In
2008, Apple launched new iPhone, 3G. As Apple introduced new iPhone, the company
made several TV commercial series to deliver the information about iPhone
including the fastness of the phone, social network which you can make by using
the phone, price of the phone, and so on. This ad, “Twice as fast”, was one of
the TV commercial series of iPhone. In this ad, the speaker continuously said
the phrase, “twice as fast”, so that this ad emphasized how the phone was
changed in terms of fastness. By this repetition, the ad explained the
convenience of the phone and gave the information to the customers in order to
attract their interests.
The phone, for the customers, is one of the products
for which they search and find information a lot. Because of this aspect, the
phone is in the category where the level of customers’ involvement is high.
Apple, considering this product’s characteristic, tried to deliver enough
information to the customers through the ad, so that the customers were
convinced and therefore, they purchased the product, iPhone 3G. In addition,
Apple chose the way to convince people not appealing to their emotion, but
appealing to their intellect
본문내용
and motivation. Since different
level of involvement (High or Low) has different perceived risk and buyer’s
engagement, it is important for advertiser to know involvement level of
audience. Motivation is also significant feature, which affect way how to design
the ads. According to the matrix analysis, there can be four cases. Let me tell
you that our team dealt with the same brand that is
differe |
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