A brand of aspirin (a low-involvement, informational product) wants to communicate the key benefit of "fast relief." Which of the following creative tactics is most appropriate?

Question

BlackTom AI · Accepted Answer

Consider the scenario: a low-involvement, informational product (aspirin) communicates a key benefit of fast relief. The most fitting tactic should highlight the benefit clearly and quickly to match low involvement.
Option 1: 'A message that requires the audience to personally identify with the user.' This approach is more about user identification and empathy, which is typically stronger for high-involvement or brand-storytelling contexts rather than a straightforward informational product where quick comprehension is key.
Option 2: 'A user-oriented positioning.' While user-oriented messaging can be effective in many contexts, for a low-involvement product emphasizing a concrete benefit like fast relief, the emphasis should be on delivering the benefit itself succinctly rather than a broad positioning claim.
Option 3: 'A long, detailed explanation of the chemical formula.' This is unsuitable for a consumer-facing ad, especially for a low-involvement product. Consumers seeking fast relief don’t want technical chemistry details; it would slow comprehension and reduce impact.
Option 4: 'An emotionally authentic scene of a happy family on vacation.' While emotional storytelling can be powerful, for a product centered on a rapid, practical benefit, this approach risks diluting the clear, functional message and could be seen as over-elaborate for a quick decision context.
Option 5: 'A simple, impactful presentation of the "fast relief" benefit.' This choice aligns with the need for clarity and brevity in low-involvement purchase decisions, ensuring the core benefit is immediately understood and memorable.

MARK5560 (L1) Final Exam

A brand of aspirin (a low-involvement, informational product) wants to communicate the key benefit of "fast relief." Which of the following creative tactics is most appropriate?

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