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?”