An online advertisement that exhibits high-involvement learning is Apple’s 2019 advertisement in which they introduce the MacBook Pro 16-inch. The video advertisement shows various professionals in different fields using the MacBook Pro 16-inch to complete their tasks. It also shows them revealing the product’s features. The professionals emphasize why they like the MacBook Pro 16-inch’s specifications and how the specifications are important to them in terms of allowing them to carry out their daily work tasks (Apple, 2019) . The video advertisement ends with all key features of the product being highlighted and a final message emphasizing that the product is the best for the brightest individuals.
The MacBook Pro 16-inch video advertisement is a high-involvement advertisement since it depicts a product that has highly technical features that motivate the consumers to learn about them. In high-involvement learning, the consumer is motivated to learn about the product, which typically has different alternatives in the market (Schmidt & Eisend, 2015) . The consumer has to think critically about the product’s specifications and determine whether they are the best in the market. There is a high need for information when making a decision regarding the best laptop to purchase. The video advertisement is aimed at convincing the consumer to purchase Apple's laptop product since, according to the advertisement, it is the best in the market for professionals. The laptop is highly-priced, and other companies such as Dell and HP offer alternatives to the MacBook Pro 16-inch. In this scenario, the consumer has to be highly rational in deciding whether to purchase the MacBook Pro 16-inch or an alternative. The purchase of the laptop is a high-risk decision for the buyer, given the hefty price for the item.
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The learning theory explains why the digital marketer chose to convey the MacBook Pro 16-inch video advertisement in the way they did. According to the learning theory, reasoning and vicarious learning are two essential cognitive approaches that are commonly used in high involvement learning (Chandler & Hwang, 2015) . The video advertisement showed how the two learning cognitive learning approaches were used to great effect. Vicarious learning was illustrated in the video advertisement by the positive results of users of the MacBook Pro 16-inch. The digital marketer showcased various professionals using the MacBook Pro 16-inch to complete their tasks. They showed how the users of the product realized positive results in performing routine tasks. For instance, they showed how Charmaine Chan, a visual effects artist used the MacBook Pro 16-inch and realized speed gains in completing her tasks in a time-crunched set. The digital marketer also showcased Oak Felder, a Grammy-nominee and songwriter and producer utilizing the MacBook Pro 16-inch for music recording and production tasks (Apple, 2019) . In this case, the digital marketer used the vicarious learning approach in the form of celebrity modeling, given that Felder is a famous person in the music entertainment scene. In addition, the professionals in the video, including Felder and Chan, highlighted the laptop's features and, in this case, the digital marketer ensured that target audiences, including students and professionals, were highly engaged by the advertisement. Reasoning is another high-involvement process showcased by the digital marketer when they provided credible information that challenged existing consumer's beliefs. They offered consumers valid information regarding the MacBook Pro 16-inch's specifications, with consumers made to believe that it is the best laptop in the market. Given the existence of other alternatives, the features of the MacBook Pro 16-inch challenged the consumers’ view that there are other better laptops in the market for professionals.
Operant conditioning, a key component of behavioral learning, also justifies why the video advertisement is high involvement. In operant conditioning, the consumer's reaction to a stimulus is affected by reinforcement in the form of reward or punishment. In the video advertisement, the digital marketer showcased how the professionals benefited from the unique specifications of the MacBook Pro 16-inch. For instance, they showed the positive comments made by Chris Burkard, an adventure photographer, regarding the 8-terabyte storage of the device. Burkard mentions that the 8-terabyte storage is a big deal since he can store all his images on the device (Apple, 2019) . In this case, the digital marketer is keen on urging the consumer to purchase the product to receive a reward in the form of unique specifications.
A key change to make on video advertisement is making the video shorter to maintain the target audience's attention. The video's length is 2 minutes and 30 seconds and, in this case, can be shortened to 1 minute to meet learning objectives.
Low-Involvement Learning Advertisement
A video advertisement that depicts low-involvement learning is the Crest toothpaste advertisement involving Laurie Hernandez, a famous artistic gymnast. In the advertisement, in the first portion, Hernandez is seen uttering the words “I got this” three times in different scenarios (Laurie Hernandez news, 2017) . In the second portion, she is seen applying Crest toothpaste on a toothbrush and brushing her teeth. In the last part, she poses for the camera while smiling.
The advertisement depicts low-involvement learning since the product being advertised, that is, the Crest toothpaste is inexpensive and leads to low risk on the part of the consumer of they make a mistake when purchasing it. In low-involvement learning, there are numerous other brands selling toothpaste, and, in this case, brand hopping is common (Schmidt & Eisend, 2015) . Toothpaste is frequently purchased by all individuals, including students, given that it contributes to proper hygiene. The consumer gives little thought when making a purchase decision regarding the purchase of Crest toothpaste or another brand.
The learning theory explains why the digital marketer chose to convey the Crest toothpaste in the way they did. According to the learning theory, iconic rote learning and vicarious learning are two cognitive models that are commonly used in low-involvement learning (Chandler & Hwang, 2015) . In the video advertisement, the digital marketer showcased Hernandez uttering the phrase “I got this” four times. The digital marketer ensured the words were repeated to promote the consumer’s brand memorability. The marketer utilized the catchy phrase to ensure customers memorized the repeated messages. In effect, customers could remember the Crest toothpaste by remembering the catchy phrase. Such a scenario would likely contribute to the increased purchase of the Crest toothpaste when the consumer is faced with a purchase decision. The marketer promoted iconic rote learning, which is focused on learning by memorizing repeated texts. The digital marketer also utilized vicarious learning in the form of celebrity modeling by using Hernandez to promote the product. Hernandez is a famous individual in the field of gymnastics. In vicarious learning, there is observation and imitation of other’s behaviors. The digital marketer was keen on encouraging the consumer to imitate the behavior of Hernandez. In the video, Hernandez is seen applying Crest toothpaste on a toothbrush and brushing her teeth. Consequently, the marketer was keen on teaching the consumer how to brush their teeth using Crest toothpaste and a toothbrush and, in effect, promote vicarious learning.
Classical conditioning was utilized in the video advertisement by the digital marketer. The marketer paired an unconditional stimulus reaction, such as hearing the words “I got this” and smiling, with the Crest toothpaste brand. The use of classical conditioning supports low-involvement learning in the video.
I would change the advertisement by starting it off with Hernandez brushing her teeth with the Crest toothpaste and later issuing the message “I got this” confidently in different scenarios. Such a move would show the customers that they would gain confidence after brushing their teeth using the toothpaste.
References
Apple. (2019, November 13). Introducing MacBook Pro 16-inch — Apple
[Video]. YouTube. https://www.youtube.com/watch?v=ysRigNyavF4
Chandler, D., & Hwang, H. (2015). Learning from learning theory: A model of organizational adoption strategies at the microfoundations of institutional theory. Journal of Management , 41 (5), 1446-1476. https://doi.org/10.1177/0149206315572698
Laurie Hernandez news. (2017, March 31). Laurie Hernandez - Crest ad (30 seconds) - English version [Video]. YouTube. https://www.youtube.com/watch?v=k8W6IrVVshk
Schmidt, S., & Eisend, M. (2015). Advertising repetition: A meta-analysis on effective frequency in advertising. Journal of Advertising , 44 (4), 415-428. https://doi.org/10.1080/00913367.2015.1018460
