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International Conference on Engineering and Business Management (EBM 2010 PAPERBACK)

Chengdu,China,China,3.24-3.26,2010

ISBN: 978-1-935068-05-1 Scientific Research Publishing, USA

Paperback 6066pp Pub. Date: March 2010

Category: Engineering

Price: $280

Title: Research on Advertising Strategies Based on Involvement
Source: International Conference on Engineering and Business Management (EBM 2010 PAPERBACK) (pp 500-503)
Author(s): Hua-Ye TAO, Shandong Institute of Business and Technology, P.R. China, 264005
Yan-Feng XU, Shandong Institute of Business and Technology, P.R. China, 264005
Ji-Hong HE, Shandong Institute of Business and Technology, P.R. China, 264005
Abstract: Abstract: Based on the research of involvement, according to consumer involvement in consumer’s decision- making, this paper analyzes involvement and its psychological mechanism of the effect to advertising. Besides, it puts forward the advertising strategies based on involvement from the following sides: providing reasons for purchase, developing persuasion key, providing full justification, using bidirectional information communication, employing positive and negative motivation. By using newspaper, magazine, internet, focus media etc, advertisers can realize multiple communication of the merchandise involved, optimize media strategy and build up brand image comprehensively.
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