Documente Academic
Documente Profesional
Documente Cultură
PARTH B. SHAH
MBA PHARMA SEM 1 EXAM No. 38
Content
Overview Types
Advantages
Disadvantages
What is it?
Emotional appeal is the type of advertising in which the copy is designed to stimulate one's emotions, rather than one's sense of the practical or impractical type of advertising. This relates to the customers social and/or psychological needs for purchasing a product or service. This appeal is much effective because many consumers motives for purchase decisions are emotional. Many advertisers believe an emotional appeal work better at selling brands that do not differ markedly from competing brands. India is a hugely emotional country. Therefore, a heart-touching commercial will definitely help to convince the target audience to buy that particular product.
Social feelings
Recognition, Status, Respect, Involvement, Embarrassment, Affiliation/belonging, RejectionAcceptance, Approval etc. E.g. Bajaj Endeavor Raymonds
NEGATIVE FEELINGS
Love and sentiments Laughter Attitude Happiness Joy Excitement Affection Pride Respect
Dairy Milk
ICICI Prudential
Ego appeal Desire for status For comfort items, luxury items, big ticket Credit cards, luxury cars, designer clothing Hero worship Uses athletes, celebrities You will be like your hero, if you use the product
Attitude
Fear Appeals
Fear has facilitating effects and inhibiting effects.
Facilitation = motivation to approach / avoid something Inhibition = discouragement from approaching / avoiding something
Moderate fear appeals work best by encouraging facilitation and minimizing inhibition.
Too much fear: the audience tunes out the message
Low credibility or elaboration of harmful consequences is unpleasant.
Advantages
Long
lasting impact
Promotions like small offers & reduction in prices or buy & win leaves short term impact on customers mind where as emotional appeal helps an advertiser to put long lasting impact.
Improves
India,
being the country of rituals and festivals gives an opportunity to advertisers to generate emotions for their brand amongst consumers.
Disadvantages
Emotional
appeal advertisements have often had negative effect on the audience. People have been seen to commit suicide too. Also, there has been a restrained desire in the heart of people who are not sufficient enough to purchase a produce that generates a desire in them. This leads to disappointment! Advertisements for fairness creams in which people are emotionally targeted.
Unrealistic Claim
Is this the only way left to connect with Indian consumers? Cant Indian advertisers be more rational?
Its true that there are certain products that need an emotional connect with the consumers. But does it make sense to use sentiments in a low-involvement category such as cement, where the purchase decision should be driven by rational thought? Its easier to sell a brand through emotional connects, even in drab categories such as cement or a money transfer service Electric switches have become a symbol of sensuality. Cement is a carrier of legacy. Even a money transfer service can strengthen familial bonds.
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