“EFFECTS OF ADVERTISING APPEALS ON CONSUMER BRAND PERCEPTION” (original) (raw)
Related papers
Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals
Volume V Issue I, 2020
Advertising appeals play an important role in the effectiveness of advertising to attract or grasp consumer buying intention. This study is based on the differential effect of advertising appeals on consumers buying intentions. The results of the study show that advertising appeals have strong impact on consumers buying intention. All the hypothesis of the study was positive and significant. The results of this study are helpful in decision making for the corporate sector to develop and effectively use the ideas of advertising appeals for the promotion of a particular brand
Influence of Advertising Appeals on Buying Behaviour with Reference to Cosmetic Brands
International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 03, 2020 ISSN: 1475-7192, 2020
Advertising plays an important role in influencing the consumers purchase decisions. By using different advertising appeals, the brands are able to both create awareness about their products, as well as build perceptions around them that touch the consumer's heart or reason. Awareness and perception go hand in hand forming purchase intent, leading to the final purchase. This is true of advertising for cosmetic brands that is one of the fastest growing market in India. Glossy print ads, celebrity endorsement, sex-appeal, humor and online influencers are some of the advertising appeals used to create awareness and build perceptions around the brands. This particular research aimed to find out how these advertising appeals influence the buying behavior of the residents of Delhi-NCR. The study found that while the advertising appeals have been successful in creating awareness and changing attitude towards cosmetics consumption among the respondents, but building brand perception is a more complex process which requires time, trust and technology.
In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different advertising appeals on advertising effectiveness. As a research result, the model of the influence of advertising appeal on advertising effectiveness is elaborated. Accordingly, this research fills the gap in scientific literature by determining the influences of emotional and rational appeals on print / outdoor advertising effectiveness in the context of convenience product category. Moreover, by answering the research question, the contribution to the field emerges in integrating both marketing theory and neuroscience in order to analyze and evaluate consumer behavior.
International Journal of Marketing Studies Indian Perspective about Advertising Appeal
Everyday consumers are bombarded with different advertising campaigns but they do not respond as they need something other than tangibles. There is need to explore something more than tangibles that can attract their attention. This can be done by using appropriate advertising appeal in the advertising campaign. If advertising appeal is interesting then it grabs the attention of the customers. For the present study survey method was used. It was done in two stages; in first stage initial questionnaire was prepared and implemented on 50 judges and after analyzing this data final questionnaire was prepared and was implemented on 200 respondents in the age group of 18-25 years. Findings of the study revealed that persuasiveness, distinctness, perfectness, fascinating, sensational, energetic, aesthetic, elegant and captivating were the factors that emerged for the advertising appeal and dimensions were energetic, sensational, persuasiveness, distinctness and captivating. Factor and dimensions were compared on the basis of gender. It was found that persuasiveness, perfectness, sensational factors and energetic, sensational and persuasiveness dimensions do not vary on the basis of gender as males and females both felt that these factors and dimensions were important but females perceived that distinctness factor and dimension and aesthetic factor is more important than males but for males fascinating factor was more important than the females.
2021
Abstract: Competition in telecommunications industry makes industry players look for various ways to get awareness from consumers, one of which is by approaching them through advertising or advertising with the message appeals method that is attracti ve to consumers. The purpose of this study is to determine the message appeald in influencing the purchase intention of XL Axiata prepaid data card users in West Sumatra. The calculation of the number on samples using the Slovin formula with a total sample size of 400 and the sampling of districts / cities from the total sample using cluster random sampling. The collected data were analyzed using the Structural Equation Model (SEM) for all variables. The findings indicate that there is no significant rational appeals effect on purchase intention. Emotional has a significant effect on purchase intention. Rational has a significant effect on brand awareness. Emotional has a significant effect on brand awareness. Brand awareness has a sign...
2020
Advertisement is an important tool to introduce brand to people and television is one of the major source of which can differentiate one brand to the others. Previously, advertisers were only focusing on the utility features of the product but now the scenario has changed. Advertisers are pinpointing and using the emotions of the local public in their TV commercials. This review majorly focuses on emotional appeals used in TV commercials and its effect on the consumers’ buying decision. Literature review has been done from various journals, published papers and information collected from various sources which contributed to the work. Key word: Advertisements, Appeal, Emotional, Consumer, Decision INTRODUCTION In this age of globalization, competition has become a regular feature. Today, the markets have become a battleground and one has to strive hard for their survival and growth. To survive in the highly competitive market, companies have to take advantage of advertising and other...
ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT, 2019
Television media is becoming centre of attraction for its varied nature of programme. May it be a realty show or regular family drama, people like to spare more than one hour before television. Most of the time in any interval of programme, tuned with many advertisements whether emotional or rational appeal appeared in television. In order to draw the attention of the viewers, the media planner with celebrity endorsement, scientific appeal, humour, use of jingles/slogans etc. to inform, remind and persuade the viewers. Since advertisements are effective there would be increase in sales. However bra builders are intelligently creating the advertising message very effective to attract the attention of the viewers in a positive way. In this study it observed that emotional advertisement may build action to purchase by the viewers due to the accurate presentation of an ad through various psychological appeals rather than physical or rational appeal. The research includes low and high involvement of advertisement in the brain and its effectiveness on viewers. In this research 498 television viewers were where it observed that emotional appeal created high involvement of product purchase. Here, one way ANOVA test was applied to find the significance of viewers' attention on television adverting effectiveness and t attention.
Rational Appeal vs Emotional Appeal in Forming Consumer’s Interest Through Advertisement
Management and Sustainable Development Journal, 2019
The aim of this study is to examine the impact of emotional appeal advertisement in television and rational appeal advertisement in magazine to customer’s purchase intention. Data were collected using purposive sampling for 100 people and analyzed using multiple regressions. The finding of research is that emotional-appeal advertising in television has less impact on customer’s purchase intention because of switching behavior during commercial break. While the rational appeal advertisement has significant impact on customer’s purchase intention because they have enough time to think and analyze the information in the advertisement.
res publication, 2015
In a world of fierce competition and emergence of brands literally on a day to day basis, advertisements are working as a powerful tool for grabbing the attention of the customer and persuading them to buy products and services. This study will basically help Researchers and promoters to understand how appeals work and what kind of appeals will change the attitude of a customer and also the intention to purchase a product. Thus, it is important for the marketers to understand the concept of advertising appeals and the model which will actually help the advertiser to get the desired outcome. This research focused on respondents having knowledge of marketing and advertising as well as those who are not exposed to the field of advertising. A conceptual model was proposed and tested to find the impact of hard sell and soft sell advertisements tactics adopted by marketers on consumers and the outcome it has on the sale of the product.
SHS Web of Conferences, 2017
The link between the advertising appeal, attitude and behavioral intention is dynamic in nature, however, little research has been pursued towards explaining the mediating role of attitude towards the advertising in link of the advertising appeal with the behavioral intention. Researchers have identified the importance of the attitude in the connection of the advertising appeal within the framework of the (TPB) which remains unaddressed in the explicating the mediation of the attitude in relationship of advertising appeal and behavioral intention. This paper aims to provide insight of the attitude towards the advertising as the mediating factor in explaining the relationship between the advertising appeal and behavioral intention. In addition, this paper is only a theoretical exploration, it is expected that this work lead towards an explanation of the mediating role of the attitude to address the relation of advertising appeal and intention which may be studied further to determine the empirical finding about the other dynamic of the (TPB).