Engagement matters. Except for when it doesn’t
Most of our purchases are low-involvement decisions. We don’t need long lists of reasons to buy. In many cases “I’m more familiar with this brand” is sufficient to tip the scale.
9 Media Planning: Recency planning / Erwin Ephron / Admap / February 1997 10 Low involvement processing
- a new model of brand communication / Robert Heath / Journal of Marketing Communications Volume 7,
Issue 1 / 2001
Chapter 3
Low-involvement processing of an ad, clearly identifying a brand and connecting it to a category, is sufficient. Advertising works to build and reinforce awareness, and serves to remind people about brands at the point of purchase. So a low engagement...
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