Marketing Communications in Nonbusiness Situations or why its so Hard to Sell Brotherhood like Soap

A framework for considering very high and very low involvement cases is considered and options for marketers are presented.

Abstract

In order to effectively use marketing communications techniques for public and nonprofit sector problems, one must consider the extreme differences between these and private sector problems. Major differences may include the presence of very high or very low involvement, issues offering few perceivable benefits to individuals, and high monetary prices. A framework for considering very high and very low involvement cases is considered and options for marketers are presented.