Strategies to increase involvement
Being aware of some basic factors that increase or decrease attention, marketers can take steps to increase the likelihood that product information will get through.
1. Appeal to consumers’ hedonic needs
2. Use novel stimuli e.g. unusual cinematography, sudden
silences, unexpected movements in commercials.
3. Use prominent stimuli, e.g. loud music, fast action to capture attention in commercials.
4. Include celebrity endorsers to generate higher interest.
5. Build a bond with consumers by maintaining an ongoing relationships