A Study on the Strategy of Advertising Communication according to the level the type of Involvement

The purpose of this study is to suggest guideline in order to develop the effective advertising strategy by analysing environment market.

For an advertising campaign to succeed, manager must make important decision in developing an advertising campaign. That is, (1) Environment Analysis→(2) Objectives Setting→(3) Budget Decisions→(4) Message & Media Decisions→(5) Message & Media Strategy→(6) Effect Analysis.

In this study, strategy model consist of two dimension : high-low involvement and thinking-feeling involvement. Using FCB grid, advertising managers can make each decision. This grid has four quadrants.

Every quadrants has effective advertising strategy just like follows.

Each quadrant :

I. High & Thinking - Informative Strategy

II. High & Feeling - Affective Strategy

III. Low & Thinking - Habitual Strategy

IV. Low & Feeling - Self-satisfaction Strategy

The theoretical foundation of this study is based upon the involvement theories and advertising communication theories. The methodology utilized in this study is questionnaire survey method. For empirical study, 177 college students in Seoul were selected by convenience sampling method, and field survey was conducted on them. Data collected was analyzed by MDS (multi demensional scale), correation, crostab, one-way method with SYSTAT and SPSS package.

Using these scales, managers are able to measure where their products are their competitions' are on this models

But this model has many shortcoming. Because it use two dimensions. Many aspects can not be explained by two dimensions are omitted. There are many difficulties to measure involvement, expecially thinking-feeling was introduced from Experimental Psychology that its measurement instruments.