Promoting Low Involvement Products

The question remains, how do marketers promote brands regarded as "low involvement"? These are brands that are very difficult to promote such as milk, stationaries and motor oil to name a few. It is the responsibility of the marketer to create an image of the brand likely to be accepted by consumers in a target market.

The creativity and expertise of marketers in promoting a brand in a convincing way during advertisement messages has been regarded as very impressive. Slogans like "I got milk", "Liquid engineering" have succeeded in drawing consumer interest in those brands regarded as difficult to market. Creativity, a strong spokes person and carefull selection of media if harnessed very well can built a strong brand in markets where differentiation is difficult to achieve.

Advertisement are designed with messages targeting a specific audience. These messages far often than not are desirned to shape or change consumer attitudes, induce action either short term or long term and remembrance of the brand especially at the point of purchase. The choice of medium in which to channel the message is very important. Impersonal medium can reach far wider audience with alot of success, but may not lead to the desired result. Advertisers or rather marketers may have to use personal messages in communicating the positive side (added values) of the brand.