Discuss the difference between low and high involvement media.

How would you apply the knowledge of Hemispherical lateralization to the designing of TV commercial and Print advertisement.

Hemispheric Lateralization Split Brain Theory

The Left and Right hemisphere of the brain are specialize in processing different kind of information. The left Hemisphere is primarily responsible for cognitive activities like reading, speaking, attribution information processing. Individual exposed to verbal information cognitively analyze it through the left brain processing and form the mental images. The Right Hemisphere is concerned with passive processing and store pictorial,graphic,timeless,and holistic information. Left side of brain is more rational, active and realistic whereas Right side is more emotional,intutive, metaphoric, and Impulsive.

LOW INVOLVEMENT MEDIA- TV is a low involvement media because it is a primarily pictorial, nonverbal, allowing viewers passive and holistic processing of information. It bring change in consumer behavior prior to consumer attitude.

HIGH INVOLVEMENT MEDIA- Print media such as newspaper & magazines are high involvement media because information is processed clearly leading to attitude formation and finally behavior.

Difference
DIMENSION Part of brain Involve
Type of Information Type of Learning Process Example Characteristic of Media

LOW INVOLVEMENT MEDIA Right Hemisphere

Non verbal, pictorial, graphic, visual information Passive learning TV Commercial, Movies, Animated picture

HIGH INVOLVEMENT MEDIA Left Hemisphere

Verbal information Active Learning Print Media(Magazines, Newspaper, Pamphlets etc)

Short, Attractive ,rich in visual Provide detailed information symbolisms, reflect consumer behavior. Create Brand recognition and awareness Effective for consumer non durables, low value goods Provide overall image of product Effective for valuable items like Car, Jewelry etc

Objective Type of product

Sequence of attitude and behavior change

Level of consumer literacy

Brings change in consumer behavior prior to change in attitude

May or may not required

Brings change in consumer attitude prior to behavior

Required for mental processing of information

Role in Designing TV commercial and Print media Advertisement

TV commercial
It should be short, Rich in visual symbolism Repeated frequently Reflect consumer perception, emotions, lifestyle etc The major objective of TV ads should be to form consumer familiarity with the brand and package which will result in the objects recognition and purchase by consumers.

Print Media
Providing complete information about the product so that consumer get the holistic image of the product. Focus on addressing the unique feature, advantages and disadvantage of the product. It should be simple and easily understand by the consumer.