5 It's.

5 IT’s.

These are the five ways in which a consumer can be impacted by communication techniques.

‘See it’- make a consumer aware/notice a piece of information.

• Ensure the product fits alongside Gillette’s current product range.
• Design fits alongside Gillette’s ready established brand identity.
• Use humour within advertising.
• Address the underlying ESP of the safety of children.

‘Do it’- encourage consumer participation.

• Introduce the product into the consumer’s everyday life.
• Introduce the innovative technology into the consumer’s everyday life.

‘Get it’- engage the consumer’s brain.

• Encourage the purchase of the product.
• Encourage the download of the complimentary app.

‘Share it’- encourage the consumer to act like a media channel and share communications.

• The consumer demographic is the key user of social media.
• Consumers will be encouraged to share promotional material.
• The promotional material may turn viral.

‘Feel it’- engage with consumers on an emotional level.

• Not relevant- but could be developed through the additional ESP.