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Is your ad being limited in its impact by competion from other ads run by your own company ? If you are a multi-product , multi-brand company , the answer is almost certainly “yes”。A Toyota Corolla commercial competes against ads for other vehicles manufactured by Ford ，GM ，Nissan ，BMW or Volvo。It is not as obvious ， but nevertheless real ，that it also competes with all other ads screened by Toyota itself in the same week 。These，too，are competing for consumer’ mind and memory .
Commercials aimed at audiences with high involvement may be less subject to these effects than those aimed at audiences with low involvement.8 This is because , in high-involvement situations , the consumer may consciously and deliberately process the message in such a way as to make consciously and deliberately process the message in such a way as to make it more resistant to forgetting . That is, it gets filed in a careful way that anticipates a future need to retrieve it . With high-involvement messages , the viewer anticipates a future need to use the intfomation , unlike low-involvement messages