Marketing Assignment: Low vs. High Involvement Product Promotion

This marketing assignment explores the nuances of product promotion, differentiating between low and high-involvement products and their advertising strategies, with examples including Super Bowl commercials. It delves into how supermarkets establish a competitive edge through marketing, analyzing their positioning strategies and the effectiveness of their MarCom strategies. The assignment also examines the impact of experiential marketing on consumer behavior, using a personal experience as an example, and assesses the continuing relevance of print media in integrated marketing communications (IMC) campaigns, highlighting its role in the digital age. The student provides references supporting the analysis of these marketing concepts.

Running head: - PROMOTION OF PRODUCTS
PROMOTION OF PRODUCTS
Name of the Student
Name of the University
Author Note

1PROMOTION OF PRODUCTS
Table of Contents
1. Question-1:.............................................................................................................................2
2. Question-2:.............................................................................................................................2
3. Question-3:.............................................................................................................................3
4. Question-4:.............................................................................................................................4
5. References:.............................................................................................................................6

2PROMOTION OF PRODUCTS
1. Question-1:
What are the differences between low- and high-involvement products in advertising? To
support your discussion please refer to some Super Bowl commercials that are for low- and
high- involvement products.
Answer:
The primary difference that exists between both the products are,
i) Brand Loyalty- in reference to the high-involvement commodities the customers
who prefer a particular brand have the will to pay more for the brand than for the
loyalty (Andersson and Schill 2019). While, the products related to low
involvement do not have loyal customers and such customers hop from one place
to another.
ii) Risks- presence of high risk typically lead to high-involvement of commodities
while, presence of low risks to a particular product refer to low involvement.
2. Question-2:
Discuss how each supermarket is establishing a point of difference over its competitors
and how you view each brand is attempting to position themselves in the minds of the
consumers. Is it easy to see what is ‘the big idea’ behind the MarCom strategy of each
brand?
Answer:
The supermarkets in regards to the current situation has been making use of various
marketing strategies to uphold their own brand and to go ahead of their competitors. Such
supermarkets are advertising their products in whatever way is possible with the particular
usage of digital and social platforms such as social media (Altstiel, Grow and Jennings 2018).

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Every single brand wants to bring out an innovative product that will help them to make a
mark within the daily lives of consumers.
Each brand wants to follow the MarCom strategy and bring out such a product in the
market that has the carriage of a strong message that might be socially profound.
3. Question-3:
Have you ever bought a product or service because of creative or engaging experiential
marketing? What made it so effective and drove your consumer behaviour? If you have
never been persuaded by experiential marketing, what could marketers do with this tool to
be more effective with you?
Answer:
I have been a part of experiential marketing when Darmaaan Pharma LLP had
manufactured and sold Energex Drink powder (Smilansky 2017). The primary reason behind
getting attracted to this product was the idea that led towards manufacturing of this product
that was to create something that is portable and can be again transformed into a drink
providing energy to the consumer.
With the help of this tool, the marketers can specifically get hold of the demands
associated with the consumers and manufacture products likewise to attract the respective
consumers on the basis of their needs or expectations.

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Figure-1: Energex
(Source- Smilansky 2017)
4. Question-4:
Do you feel print media still has a role to play in an IMC campaign- or is print media
becoming less relevant each year?
Answer:
Print media has been a primary contributor towards marketing the brand worldwide.
With the increase of digitization in the global world, there might be a possibility that print
media become irrelevant at some point of time (Aye and Yee 2019). However, the fact is
print media still holds a pillar in marketing the IMC campaigns, since magazines and
newspapers are still read by people on a daily basis that help towards making a mark with the
brands among consumers.

5PROMOTION OF PRODUCTS
Figure-2: Usage of print media
(Source- Aye and Yee 2019)
For example, kiwi shoe polish still advertises their products using print media before
launching a digital advertisement. In addition to this, Burger King has got the award of the
top company to make use of proper print publishing for their brand and marketing purposes.
Figure-3: Burger King
(Source- Altstiel, Grow and Jennings 2018)

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5. References:
Andersson, E. and Schill, E., 2019. StorySelling: An exploratory study on the effect of
storytelling on the consumer brand experience with low involvement products.
Altstiel, T., Grow, J. and Jennings, M., 2018. Advertising creative: Strategy, copy, and
design. Sage Publications.
Smilansky, S., 2017. Experiential marketing: A practical guide to interactive brand
experiences. Kogan Page Publishers.
Aye, T.T. and Yee, M.M., 2019. Optimal Selection of Advertising Print-Media using Linear
Programming.