Nowadays, it is a consumer-oriented marketing so consumer plays an important role in marketing activities. In companies’ opinion, it is necessary to understand the customers’ attitude of products that means firms need to realize the consumers’ behaviour. The marketers should investigate the action of different customers in different industries or merchandises previously in order to determine their marketing strategies. One of the important issues of the advertising is involvement which marketers should concern and realize it. This essay will outline the involvement including the definition and types of involvement also the methods of influencing the involvement by marketers. It will then explain the elements of print advertisement (ad).
The information technology (IT) industry has developed extremely over the last three decades in Taiwan and this country is a major participant of the IT industry in the world. ASUS is the leading company among these manufacturing in Taiwan and it not only produces motherboard, peripherals, and projectors but also generates notebooks, tablets, and mobile phones (ASUS, 2013). Furthermore, it is the world's largest motherboard manufacturer and among the top three laptop brand in the global market. ASUS also focuses on quality and continuously provides innovative technology solutions for consumers and business users (ASUS, 2013).
The product named G75VW, which is chosen for the print ad (Appendix 1), is a notebook which is particularly produced for mobile gaming. The main character of G75VW is the 3D Active Shutter and 3D LightBoost technology which are not only suitable for playing games but also for watching movies (ASUS, 2013). In addition, people who are interested in mobile games or are the professional gamers are the target groups of this product. Therefore, the product can be more attractive to consumers than other competitors.
The earlier research of involvement was by Sherif and Cantril...