Using example of marketing communications describe how marketers try to change attitudes under differing levels of involvement

Using example of marketing communications describe how marketers try to change attitudes under differing levels of involvement

Marketing communications incorporates various methods and strategies to reach prospects or customers . Selection of any particular media or method depends on the target marketplace . The message , mode of communication , frequency and other details of the marketing communication strategy are based on the target market place

Marketing communicating strategies are based on the concept of consumer behavior and attitudes . It aims at influencing or changing the same

There are various examples in the market place

which aimed to influenced and attract consumers . In tourism industry itself various countries have utilized the same platform to reach consumers of different locations Malaysia Tourism have established itself as Malaysia truly Asia Malaysia tourism has grown with significant growth rate . It has helped the economy to grow

Cola war is an ongoing issue in the market place which always attracts the experts , media people and various other groups . Pepsi Co and Coca cola spend million dollars in their advertising media and publicity Recently they tried to use marketing communication by using celebrities of different countries to convey the message of being safe . Cola companies have been involved in controversy due to the health concerned and quality of product

IBM has utilized print and electronic media to attract the small and medium companies . These companies provide volumes to the big companies like IBM . The messages in these advertisements have been simple , clear and interesting

Now all the above mentioned examples the level of involvement of consumer has been different . In the case of tourism industry the level of involvement of a person would be high if he is going abroad or the first time or with special company like honeymooning , family and friends . Consumer is concerned about the money he is spending and value he is getting out of it . Tourism is a service which is intangible and can not be measured . In such case consumer depends on the information he receives and experiences he get from the service . Malaysia Truly Asia message concept provides images of beaches , natural beauty , facilities and services and many others

Cola is a product which requires low involvement of consumer for decision making . It is a drink and consumable . Decisions are made instantly usually at the point of purchase . Advertisement plays crucial roles in such decisions . The product which is on the top of the mind of the consumer is more likely to be sold . To be on the top of the mind companies keep their advertisements on air with greater frequency to maintain old consumers and attract new consumers

IBM product is targeted to small and mid size companies . Decision makers of these companies are concerned about pricing , quality services and solution to their problems . Consumer involvement in decision making is high . The advertisement efforts are aimed to convey the message that any kind of need can be catered with their products and services

The consumer behavior and attitude of consumers for...