Message-Response Involvement

This week's blog I am going to discuss the importance of message-response involvement. "A marketer can boost a person's motivation to process relevant information via one or more of the following techniques: 1) appeal to the consumers' hedonic needs 2) use novella stimuli 3) use prominent stimuli 4) include celebrity endorsers to generate higher interest in commercials 5) provide value that customers appreciate and 6) let customers make the messages" (Solomon, pg. 134).

Appeal to the consumers' hedonic needs: "Ads that use sensory appeals" (Solomon, pg. 134). This billboard advertisement for a nose hair trimmer did a great job of appealing to the eyes because it uses power-lines as well to really emphasize the importance of trimming long nose hairs. The use of other props besides just a billboard really grabs people's attention that are walking or driving by.

Use novel stimuli: "Using unusual cinematography, sudden silences, or unexpected movements, in commercials" (Solomon, pg. 134). This commercial by Planet Green uses unusual cinematography by relaying the message that if people wore less clothing energy would be saved because we would not have to crank up the AC. 

Use prominent stimuli: "Using loud music and fast action, to capture attention in commercials" (Solomon, pg. 134). This commercial by Park Ave BMW is an example of using prominent stimuli because there is constant loud music playing and cars driving fast.

Celebrity endorsers: "People process more information when it comes from someone they admire" (Solomon, pg. 134). This Chrysler commercial featuring Eminem is an example of using celebrity endorsement because many people look up to Eminem and if they see him driving a Chrysler they may go out and buy one too.

Provide value that customers appreciate: "Charmin bathroom tissue set up public toilets in Times Square that hordes of grateful visitors used" (Solomon, pg. 134). Pictured below is Charmin bathroom tissue providing value that customers appreciate by setting up bathrooms in Times Square.

Let customers make the messages: "Consumer-generated content, where freelancers and fans film their own commercials for favorite products" (Solomon, pg. 134). This commercial for the Samsung Galaxy Note is an actual fan-made commercial that turned out to work in Samsung's favor.