Does Emotional Appeal Work In Advertising The Rationality Behind Using Emotional Appeal To Create Favorable Brand Attitude
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Does Emotional Appeal Work In Advertising The Rationality Behind Using Emotional Appeal To Create Favorable Brand Attitude
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Author : Tapas K. Panda
language : en
Publisher:
Release Date : 2013
Does Emotional Appeal Work In Advertising The Rationality Behind Using Emotional Appeal To Create Favorable Brand Attitude written by Tapas K. Panda and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
The paper attempts to assimilate the current thinking on the use of emotional appeals in advertising, positioning and communication in order to build a favorable attitude towards a brand. It elucidates the areas where emotional appeals would work best, while pointing out the possible pitfalls in employing such a strategy across the board. Further, an attempt has been made to interpret the current body of knowledge on the subject and create a context for general application of emotional appeal in advertising. The paper identifies products and services for which emotional advertising appeals will be more suitable. It also elaborates the risk involved in using emotional appeals. Factors influencing effectiveness of emotional appeals are discussed in detail and guidelines are drawn for effective use of emotional appeals. The authors have suggested future direction of research in the area of use of advertising appeal and its influence on brand attitude formation.
The Influence Of Advertising Appeals On Brand Attitude
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Author : Yara Nabil El-Sabagh
language : en
Publisher:
Release Date : 2020
The Influence Of Advertising Appeals On Brand Attitude written by Yara Nabil El-Sabagh and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with categories.
This research paper seeks to study the influence of adverting appeals on brand attitude. The research question this paper seeks to answer is as follows: How can advertising appeals influence brand attitude? By using the quantitative method through an online survey, the brand attitude of three nonexistent brands was measured and a comparison was set between the emotional and the rational appeal of the advertisements. The results showed that for all three brands, the advertisements which employed an emotional appeal led to a more positive and desirable response towards brand attitude than the advertisements with a rational appeal did. Which allows the conclusion that advertisements that target the emotions of consumers create a more desirable brand attitude than advertisements that target logic and rationality. *****This research paper seeks to study the influence of adverting appeals on brand attitude. The research question this paper seeks to answer is as follows: How can advertising appeals influence brand attitude? By using the quantitative method through an online survey, the brand attitude of three nonexistent brands was measured and a comparison was set between the emotional and the rational appeal of the advertisements. The results showed that for all three brands, the advertisements which employed an emotional appeal led to a more positive and desirable response towards brand attitude than the advertisements with a rational appeal did. Which allows the conclusion that advertisements that target the emotions of consumers create a more desirable brand attitude than advertisements that target logic and rationality.
Emotional Appeals In Advertising Banking Services
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Author : Emmanuel Mogaji
language : en
Publisher: Emerald Group Publishing
Release Date : 2018-05-01
Emotional Appeals In Advertising Banking Services written by Emmanuel Mogaji and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-05-01 with Business & Economics categories.
Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.
A Plethora Of Emotions
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Author : Tanu Bura
language : en
Publisher: The Little Booktique Hub
Release Date :
A Plethora Of Emotions written by Tanu Bura and has been published by The Little Booktique Hub this book supported file pdf, txt, epub, kindle and other format this book has been release on with Fiction categories.
Emotions are in charge of so much in our life. Emotions are elusive at the same time as they are the means by which we transmit our deepest feelings to people around us. We couldn't live without them, but we rarely think about how many there are. Emotions, and how we experience and express them, can be blatant or surprisingly subtle. The basic emotions, however many there may be, serve as the foundation for the more complex and subtle emotions that make up the human experience. We are all affected by emotions. It's one of the characteristics that distinguishes us as human beings. Anger, despair, fear, joy, and love are all feelings that almost everyone has experienced at some point in their lives. “A Plethora of Emotions” is a collection of poetry and proses by 31 writers that revolves around emotions.
Promoting Consumer Engagement Through Emotional Branding And Sensory Marketing
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Author : Gupta, Monika
language : en
Publisher: IGI Global
Release Date : 2022-12-09
Promoting Consumer Engagement Through Emotional Branding And Sensory Marketing written by Gupta, Monika and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-12-09 with Business & Economics categories.
Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.
Introduction To Advertising
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Author : Emmanuel Mogaji
language : en
Publisher: Routledge
Release Date : 2021-05-30
Introduction To Advertising written by Emmanuel Mogaji and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-05-30 with Business & Economics categories.
This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.
Advances In Advertising Research Vol Xi
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Author : Martin K.J. Waiguny
language : en
Publisher: Springer Nature
Release Date : 2021-09-01
Advances In Advertising Research Vol Xi written by Martin K.J. Waiguny and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-01 with Business & Economics categories.
This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle and alternative advertising formats, renowned scholars from around the globe contribute state-of the-art research on these issues in 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world.
Consumer Advertising Appeals Used In Television Commercials
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Author : Sharma Ajeet
language : en
Publisher:
Release Date : 2023-12-19
Consumer Advertising Appeals Used In Television Commercials written by Sharma Ajeet and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-12-19 with Business & Economics categories.
Consumer advertising appeals in television commercials are strategic techniques employed by advertisers to capture the attention and interest of their target audience. These appeals leverage various psychological, emotional, and rational factors to influence consumers' attitudes and behaviors. A closer examination of television commercials reveals a diverse range of advertising appeals that advertisers utilize to create memorable and impactful messages. One common type of advertising appeal is emotional appeal. Advertisers often tap into consumers' emotions, aiming to create a strong connection between the product or service and positive feelings. This could include evoking happiness, nostalgia, love, or even empathy. For example, a commercial for a family car might depict heartwarming scenes of a family enjoying quality time together, associating the product with the emotional value of family bonding. Conversely, advertisers also employ fear as a powerful emotional appeal. This approach relies on instilling a sense of urgency or anxiety in viewers, compelling them to take action. Anti-smoking campaigns, for instance, often use graphic imagery and emotionally charged narratives to evoke fear and discourage smoking. The fear appeal is designed to provoke a strong emotional response that can influence consumer behavior and decision-making. In addition to emotional appeals, rational appeals focus on logic, facts, and reasoning to persuade consumers. These commercials provide information about the product's features, benefits, and competitive advantages. This approach is common in advertisements for technology products, where consumers are often swayed by specifications, performance metrics, and comparisons with competing brands. Rational appeals aim to engage the audience's intellect and convince them based on the product's functional attributes. Another widely used advertising appeal is the humor appeal. Comedic elements in commercials serve to entertain and amuse viewers, creating a positive association with the product or brand. Humor can make a commercial memorable, and the positive emotions elicited can contribute to brand recall and consumer liking. However, it's crucial for advertisers to ensure that humor aligns with the target audience's preferences and does not overshadow the product or message.Celebrity endorsements represent a form of testimonial appeal, leveraging the popularity and credibility of well-known personalities to promote a product. Celebrities can lend their influence to enhance a brand's image, establish trust, and create a sense of aspiration among consumers. This appeal is often used in industries such as fashion, beauty, and luxury goods, where associating with a celebrity can elevate the perceived value of the product. Moreover, advertisers frequently employ the scarcity appeal to create a sense of urgency and exclusivity. Limited-time offers, exclusive deals, or products in short supply can drive consumers to take immediate action, fearing they might miss out. This appeal capitalizes on the psychological principle that people are often more motivated to acquire something if they perceive it as scarce or exclusive.
Digital And Social Media Marketing
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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11
Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Advances In Human Factors In Communication Of Design
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Author : Amic G. Ho
language : en
Publisher: Springer
Release Date : 2019-06-07
Advances In Human Factors In Communication Of Design written by Amic G. Ho and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-07 with Technology & Engineering categories.
This book focuses on the emerging role of human factors in understanding, communicating with and engaging users. It reports on innovative approaches, highlighting visuals cues, such as new typographies, geometries and graphics for mobile and computer interfaces. The book also covers image and video processing, user-focused data compression, generative visuals, computational photography, and interactive design. Further topics include creative and empathetic design, human touch in digital graphics and experiential graphics. Based on the AHFE 2019 International Conference on Human Factors in Communication of Design, held on July 24-28, 2019, in Washington D.C., USA, this book reports on new findings, best-practices and case studies, providing readers with a fresh perspective and novel insights into the applications of human factors for enhancing the communication of design to users.