These involve low involvement products whereby individuals exhibit an emotional approach and follow a Do – Feel – Learn pattern. Products are to be purchased for self-gratification.
Thus advertising must look at:
- Create a likable ad via the use of music, celebrities, humor, attractive visuals
- Use likable sources
- Attention getting
- Impulse purchase
- Point of sale
Media: Billboard, newspapers, POS
Gilbey’s Green Label ad that that uses the emotional appeal for a low involvement product,shows the man working hard in mines and the song “ Kuch pana hai kuch kar dikhana hai”
Pan Pasand, in its ads, talked about how having a Pan Pasand lozenge changes moods from anger to polite and loving.
FCB Grid Model to convey communication objectives