This pertains to purchase of products like food, etc , where rational approach is followed and buyer follows a Do – Learn – Feel pattern
Advertising can therefore focus on:
- Don’t use comparative ads
- Use one-sided appeals
- Use credible/expert source
- Present strongest arguments first
- Use a large number of arguments
- Draw a conclusion
- Reminder ads and repetition
- Catchy music and slogans
- Small space ads
- Point of sale ads.
Possible implications:
Test: Sales
Media: Small space ads, 10 second Ids, radio, POS
Creative: Reminder
The Sugar free ad that features Raveena Tandon and Harsha Bhogle, Dettol ad that features the lady saying “mei apne parivaar ka dhyaan nahi rakhoongi to aur kaun rakhega?”
