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INVESTIGATION THE RELATIONSHIP BETWEEN LOW INVOLVEMENT PRODUCTS AND HIGH INVOLVEMENT PRODUCTS WITH ADVERTISEMENT STRATEGIES

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Author(s): Amin Asadollahi

Journal: Contemporary Marketing Review
ISSN 2047-041X

Volume: 1;
Issue: 4;
Start page: 1;
Date: 2011;
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Keywords: Consumer Involvements | Advertisement Strategy | Effectiveness Strategy | Structure or Contents Advertising

ABSTRACT
Involvement of consumers to one level of product is the main variable in relation to advertising strategy. Many of researchers in classifying investigate involvement of consumer in relation to products type not based on consumers. However, different groups of involvement, provide different reactions to effectiveness of advertisement for similar products. This article considers classifying the market based on consumer involvements and personal characteristic of them and also investigates the relation between advertising strategy and degree of involvement. It is noteworthy mentioning that in this article, we consider advertising strategy based on two secondary variables which consist of effectiveness of advertising and structure and content of advertisements. The result shows that there is positive relationship between consumer involvements and importance of structure and content of advertisements. Also, there is positive relationship between degree of consumer involvements and hierarchy if effectiveness of advertisements. Consumer high degree of involvement cause high affectivity of advertisements. Thus, consumer involvement is the main and important stimulus foradvertising strategy.
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