A synoptic note

IMPACT OF VISUAL, AUDITORY AND KINESTHETIC ADVERTISEMENT

APPEALS ON BRAND IDENTITY, RECOGNITION AND RECALL--A
DIAGNOSTIC STUDY
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S. Hemanth Kumar
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Dr (Mrs.) M Surat Kumari
M.com, M.Phil, A.I.B.M., Ph.D
Professor
Department f Post!"ra#uate Stu#ies an# $esearch In %ommerce An#
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We live in a world of brands. Consumers are exposed to several kinds of advertisements during a
day some of them have a conscious impact and some sub-conscious. It just so happens that some
brands are better known and more respected than others. Given this prevailing scenario it is
imperative for those products!services to leave a concrete and sustainable image in the minds of
the customers. "his precious brand image becomes a high-voltage driver in choosing and buying
a particular brand. "he need for ingraining a customer with the specifics of a particular brand
with the various facets of brand recall is concomitant of the need to attract develop and cultivate
the ac#uisition of new customers retaining the existing customers and bring back the lost
customers.
"he concept of brand recall has been used by many companies to envelop the customers with
the brands via modes like visual auditory and kinesthetic appeals which carry themselves with a
lasting impact on them. "he network activation theory states that the brand knowledge is stored
in the customers$ memory in %nodes$ or concepts. &ach node can store very different things like
visual auditory and kinesthetic appeals. "he most important nodes are those tied to the buying
decision.
"his research investigation 'leading to (h.) in Commerce!*anagement+ seeks to understand
how well and #uickly customers recogni,e and recall the brands based on their visual auditory
and kinesthetic cues. It is also seeks to develop a framework for strategi,ing the blend of
advertisement with that of human psychology so as to prolong the memory of brands in the
customers$ minds. In brief we will focus on how to recogni,e and make intelligent use of
---some of the most powerful collective waves of contemporary visual auditory and kinesthetic
appeals and un,ip the most profound and relevant dream and practical needs of today$s
customers. "his should be an appropriate step to rebuild -stellar. and -living. brands. We try to
encompass these ad appeals with such mega trends which are essential for living brands as 'a+
mood and experience enhancement/reality versus synthetic reality0 'b+ humani,ed
technology!the #uest for physical and psychological perfection!techno-organic balance0 and 'c+
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self creation and personal expression. 1ence a brand identity is conceptually built in by the
efforts of brand recognition and brand recall.
Conceptually the brand recognition and brand recall spring from brand identity.
Bran# i#entity2 "he six dimensions of the brand identity are2
-(hysical facet.2 it is the basis of the brand.. It is the tangible elements of the brand
-(ersonality. answers the #uestion2 -What happens to this brand when it becomes a
person3. the kind of person it would be if it were human. Culture2 the set of values
feeding the brand$s inspiration
-Culture.2 symboli,es the organi,ation and the values it stands for.
-4elationship. is the handshake between the consumer and the organi,ation. 1ow a
brand interacts with its customers
-4eflection. is the consumer$s perception for what the brand stands for
-5elf-image. is what the consumer thinks of himself. It is the way consumers see
themselves
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"he following charts portray these six dimensions2
5ources2 6ean 7oel 8apferer %5trategic 9rand *anagement 8ogan (age ':;;<+
4
5ource2 www.brainmates.com.au =dapted from 6ean 7oel 8apferer$s concept of braned identity
prism.
9rand recognition is the consumer$s ability to recall previous exposure or experience with the
brand. >or e.g. %1ave you seen this brand before3$ It is the extent to which a brand is recogni,ed
for stated brand attributes and communications. It is a subset of 9rand recall where brand recall
is usually stated to top of mind attribute brand recognition happens only when it is prompted
with its actual name characteristic tag line logo and various such attributes. In short brand
recognition is defined as an aided recall. 9oth 9rand 4ecall and 9rand 4ecognition are concepts
that ingrain the attributes of a product or service in the minds of the consumer thereby making it
easier for the brand to populari,e itself for a longer period of time. 9rand recognition means the
customer is shown the brand and is asked to recogni,e provided he is already aware or has a
prior exposure to that particular brand whereas 9rand recall refers to giving a product category to
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the customer and asking him to recall the brand name for that particular product
category...example2 5howing the logo of (epsi to customer and asking to recogni,e is brand
recognition and giving the category of soft drinks and asking him to recall the brands is brand
recall.
9rand recall is the Consumer$s ability to retrieve the brand from memory when given the product
category as a clue or a hint. >or e.g. %What brands of personal computers are you aware of3$ It is
the extent to which a brand name is recalled as a member of a brand or service class by a
consumer. In a common man$s language brand recall can be explained as being -top of the
mind. for a consumer when presented with a choice of selection in a given category. It is a
#ualitative measure of how well a brand name is connected to with a product type or class of
products by a consumer.
"he interface among brand knowledge brand awareness brand recognition and brand recall is
portrayed in the following chart2

5ource2 ( Chandan 7ote on measuring brand awareness brand image brand e#uity and brand
value working paper series I75&=) 9oulevard de Constance *arch ?@@A
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Human psycholo&y in 5ran# recall an# reco&nition
"he principles of advertising in order to initiate brand recall and brand recognition is largely
based on cognitive psychology i.e. it studies the mental processes including how people think
perceive remember and learn. 5trong messages strong visuals colors audio and other aspects
are usually used to advertise a product or service these are done in order to draw attention of the
consumers and focus on retaining consumers interests. "hese factors leave an impact on the
minds of the consumers tending towards brand recall and recognition. "here are various
attributes towards leaving a strong impact on the minds of the consumers like visual auditory
and kinesthetic appeals. "he padding for these three powerful psychological appeals consists of
the broad framework of ad appeals which are given below2
Broa# .rame6or7 of A# Appeals
=dvertisements are full of appeals. We believe there is hardly any advertisement which does not
have appeals to make. Bnce born a brand needs ad appeal to stay healthy. 9asically they trigger
emotions and grab mass attention. "hey may be funny cute bold deceptive attractive or
inspiring. "hey carry an emotion which the masses can connect with. =nd thatCs how they fetch
mass appeal. >or all you need to know about the different types of advertising appeals. "he
various types of advertising appeals use different ways to highlight product features and draw
mass attention
"ypically ad appeals are categori,ed into two2 General appeals and &motional appeals
G&%"# "pp"#- include featuring product drives D instincts 'needs+ motives emotions roles
personality traits values traditions attitudes beliefs and knowledge. =n emotion is one of the
best appeals in advertising.
E1'ti'&"# App"#4 It means product advertising appealing to emotional desires rather than logic
economy or utility. 1ere are some examples of emotions that are catered to viewers in different
advertisements. F"%, h'p, "&5it2, #'+, ,i-t%--, -0%p%i-, .0i#t, -h"1, i&t%-t, 5!it1&t,
6'2, "&.%, ,i-.0-t, !'&t1pt '% #'"thi&., -",&--, h"ppi&--, "10-1&t, p"!$0#&--, .%i$,
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-'%%'), t%0-t, "&ti!ip"ti'&, ,p%--i'&, &+2, $%0-t%"ti'&, -21p"th2, #'&#i&--, 1("%%"--1&t,
h'%%'%, ,%",, ")3 Thi- "pp"# (!'1- !%2-t"# !#"% )h& ) #''* "t th $'##')i&. !h"%t
)hi!h '0t#i&- th +"%i'0- t2p- '$ 1'ti'&"# !'1p'&&t- '$ " (%"&,4
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S'0%!-4
(lutchik 4obert '?@@?+ &motions and Eife2 (erspectives from (sychology 9iology and
&volution Washington )C2 =merican (sychological =ssociation
(lutchik 4obert0 4. Conte. 1ope ':;;F+ Circumplex *odels of (ersonality and
&motions Washington )C2 =merican (sychological =ssociation
4obert (lutchik - 7&W GB482 1arper D 4ow :;H@. I597 @-@I-@J<?A<-H
We can use any of above in the advertisements 'may not be possible to use all of them in the
advertisements due to cost pressure and ad design problems+
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What are these advertising appeals and how do they influence the masses3 9asically they trigger
emotions and grab mass attention. "hey may be funny cute bold deceptive attractive or
inspiring. "hey carry an emotion which the masses can connect with. =nd thatCs how they fetch
mass appeal. >or we need to know about the different types of advertising appeals.
=dvertising intends to promote the sales of a product or service and also to inform the masses
about its features. It is an effective means of communicating the value of a product or service
with people at large. =dvertising utili,es different media to reach out to the masses. It uses
different types of appeals to connect to consumers spread across the globe. "he various types of
advertising appeals use different ways to highlight product features and draw mass attention.
5ome prominent ad appeals are discussed below22
A0,i'-+i-0"# 1,i" "pp"#4 In this advertising techni#ue advertisers use audio and visual media
to promote their products. It is the most widely used medium to influence the masses. "elevision
and radio have always been used to grab mass appeal. "K commercials that come in between "K
shows commercials shown during movies and advertisements aired on radio are some examples
of audio-visual advertising. "his advertising appeal makes use of sound and!or display to the
fullest to attract audiences. "he product has to be marketed in less time especially in case of "K
or radio commercials. 5o the product name needs to be repeated and the advertisement needs to
be catchy.
B"&,)".'& "pp"#4 "his advertising appeal aims to persuade people to do a certain thing
because many are doing it. It is a human tendency to do as the masses do. 9andwagon techni#ue
of advertising captures this to induce people to use a certain product or service. H out of every :@
women prefer using the xy, shampooL Br *ore than H@M of the dentists of our country are using
the xy, toothpaste. Which toothpaste do you use3 Br the world agrees with =9C... )o you3 =re
some popular ways to tricking people to join the bandwagon3 "his advertising appeal makes use
of statistics and surveys to back the statements made. "he idea is to stress that something is being
used by millions and hence you should also be using it.
B#"!* "&, Whit $"##"!2 "pp"#4 In this advertising appeal only two choices are presented
before the audience thus compelling them to buy the product being advertised. ItCs like saying
Nyou are either with us or with themN or Nyou are with us or against usN. In this method of
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advertising two opposite choices are given to the audience. "hey are compelled to choose one.
5aying something like Nthe elite class uses xy, productN can be a clever way of making people
use xy,. "hey are made to believe that if they do not use the product they are not elite.
C"%, -t"!*i&. "pp"#4 "his advertising appeal involves doing a comparative study of two
competing products. "he facts in favor of the product are selected. "hey are put forth in
comparison with those of a competing product to make the product being advertised appear
better. In this strategy only the positive points of a product are highlighted while the negative
ones are excluded. =dvertising the benefits of a skin lotion and not referring to the side effects it
can have is an example of card stacking. Comparing Google and *icrosoft with a bias against
one of them is an example of card stacking.
C#"--i$i, ",+%ti-i&. "pp"#4 "his type of advertising makes use of newspapers and periodicals
to make public appeals about a product or service to be advertised. 5ponsors pay for
advertisement messages which are published in newspapers or other print media. Osually
advertisers purchase newspaper space which determines the si,e of their advertisement. Words
and graphics are used to gather mass appeal.
C'%p'%"t ",+%ti-i&. "pp"#4 Corporate advertising is an advertising appeal wherein corporate
logos and company messages are publici,ed on a large scale. 1ot air balloons are commonly
used in advertising. 5ome companies propose to place their logos on booster rockets and space
stations to achieve publicity. In this advertising appeal improving public relations is the
objective. Increasing good reputation of the company among its customers is the prime objective
of corporate advertising while product promotion is secondary
C'+%t ",+%ti-i&. "pp"#4 "his is the practice of achieving indirect publicity of a product by
advertising it through movies and "K shows. "K actors or characters in movies are shown using
certain products. Covert advertising is an indirect way of advertising a product by featuring it in
films and television shows. >or example the main character in a film is shown using a certain
brand of shoes or a certain car thus endorsing it indirectly. "his advertising techni#ue is also
known as guerrilla advertising
D1'&i7i&.- th- &12 "pp"#2 In this appeal the advertisers present the people with
unacceptable opposing points of view. (eople who think or feel in a certain way or have a certain
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idea are made to appear among the disliked section of society. "his form of advertising involves
the idea of encouraging one idea by discouraging ideas that contradict it. It is like proving a
theorem by disproving its inverse. "his method can be used in times of war to arouse hatred for
the enemy nation. It can be used in environmental or social awareness advertisements too.
Di%!t '%,% "pp"#4 When advertisers appeal the masses by showing them the steps to take in
order to opt for a particular product or service they are said to be using direct order techni#ue.
"his advertising appeal communicates the steps to choose a certain product or service and
presents them to the audience in a simplified manner. With something so directly and plainly
stated one feels compelled to go for it.
Di-i&$'%1"ti'& "pp"#4 "his techni#ue involves a purposeful dissemination of false information.
In context of the military this techni#ue is used to mislead the enemy. It commonly includes
forging of documents and spreading of rumors. In context of advertising it can include slight
fabrication of the truth to make it more impressive or to exaggerate it a little. In this techni#ue
some true information is mixed with false information and presented to the audience in an
appealing manner.
E1"i# ",+%ti-i&. "pp"#4 "his advertising appeal makes use of emails to advertise products.
=dvertisements are sent to potential customers through emails. In this form of advertising
emails are sent with the purpose of improving customer relations or increasing the customer
base. &mails contain advertisements or messages intended for product promotion.
E1'ti'&"# )'%,- "pp"#4 "his advertising appeal makes use of positive words to generate
positive feelings about a certain product in the minds of people. =dvertisers often use words like
CluxuryC CcomfortC and CsatisfactionC to create a positive vibe among the masses and attract them
towards the product being advertised. (ositive words can create a deep impact on people making
them feel like using the product or service being advertised.
E0ph'%i" "pp"#4 "his advertising appeal uses events that can create euphoria. =nnouncing
discount offers offering holiday discounts and making luxury items available at affordable prices
are often used to grab mass appeal. 5ometimes advertisers organi,e social events in which
existing and potential customers are given the chance to participate. "he product!service is
marketed during the event or customers taking part are given special offers.
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F#".-)"+i&. "pp"#4 "his advertising appeal makes use of the patriotic flavor to publici,e a
product. In case of flag-waving advertisers try to justify certain actions on grounds of patriotism.
*asses are persuaded to choose a particular product because doing so will be an expression of
patriotism. In this method advertisers associate buying or using their product with love for the
country. "hey make people believe that in using a certain product0 they are showing love for their
country.
G#itt%i&. .&%"#iti- "pp"#: In this form of advertising advertisers make use of logical
fallacies. "hey use appealing words without giving any concrete idea about what is being
advertised. "he words used have an emotional appeal and do not necessarily state anything
logical or in a direct manner. 5tatements like NBur miracle lotion gives you a soft skin and...N or
NBur magical drink helps you lose weight in...N are examples of glittering generalities. "hey use
words like 'magical' and 'miracle' to emphasize how good the products are.
H"#$ truth appeal4 In this advertising appeal advertisers use deceptive statements to publici,e
their product. "hey often use double-meaning words or statements to convey their message.
WhatCs partially true or true in certain cases is presented. "hus the message conveyed through
the advertisement is neither completely true nor entirely false. In some cases it is worded in such
a way that it can be interpreted in more than one ways.
H01'% "pp"#4 "his advertising appeal uses humor as a tool to achieve product promotion.
Cartooning joking mocking or satire is the commonly used elements of humor appeal. "he
funny way in which a product is advertised attracts customers. 5ometimes people remember the
joke or satire associated with the product which makes them attracted to it. "he message is
conveyed in a very light-hearted or funny manner. "his style of advertising appeals to the masses
and product sales are boosted. 1umor affects everything from our health to our relationships.
*ore importantly for marketersC purposes it plays a big hand in persuasion. *arketers often use
E=*( 'liking attention memory purchase+ as a mnemonic device to illustrate the influence of
funny marketing. 1umorous advertising can improve the amount an audience likes a brand
consumer attention span recall of the brand and the product and intent to purchase. 5uccessful
advertising humor depends on five elements2 type relevance style audience and product.
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'a+ ,ype of humor
"here are two types of humor -- incongruity resolution and nonsense. (eople who appreciate the
former are neurotic religious 'monotheistic+ and authoritarian 'meaning that they have faith in
our elected leaders+. >urther incongruity resolution -- NBn the other hand... I have different
fingersN -- is best employed on advertisements for larger high-risk items like insurance large
tools 'such as lawnmowers+ jewelry and sports cars. 7onsense humor appeals to a different
more outgoing crowd. "hese people are more likely to be sensation-seeking extroverts. "his type
of humor works best for low-risk items like gasoline cleaning products beer and coffee.
'b+ $ele8ance
4elevance is a vital step to getting the most success out of humorous advertising. If a
commercial is hilariously funny but the humor doesnCt relate to the product or the brand at all
people will remember the commercial itself but not what it was for.
"hereCs no way youCll forget that the above commercial is about drama.
*eanwhile this commercial while hilarious leaves you scratching your head as to what the
product being advertised actually is.
'c+ Style
5tyle is an element that varies widely between countries and demographics. Osually marketers
donCt want to offend people with their ads and style is the best place to reduce offensiveness. Is
the tone positive or negative3 5elf-enhancing or self-defeating3 =ffiliative or aggressive3 =ll are
essential elements for brands to consider. "he best option for marketers is to aim for as affinitive
a tone as possible -- we want to bring people together rather than ostraci,e.
'd+ Au#ience and 'e+ Pro#uct
=udience goes back to knowing who our consumer is. Bnce we have that knowledge we use the
applicable type of humor accordingly. 5imilarly we need to look to the type of humor that will
best enhance our product. If we are selling coffee we will have more success with nonsense.
(romoting a new jewelry line3 9etter to go with incongruity resolution.
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"hereCs no doubt about it2 1umor works. Getting it to work for our brand can be trickier.
&xploiting this resource is all about striking the balance between the aforesaid five elements. In
the marketing world unless we are Gas-P a plain old fart joke just wonCt cut it.
1umor when appropriate is an excellent way to capture the attention of the public. >or example
=laska airlines portrayed their companyCs strength through exaggerating the competitionCs
weaknesses. It was humorous and kept people watching and flying with them for several years
I&t%"!ti+ ",+%ti-i&. "pp"#4 "his advertising appeal makes use of interactive media to reach
out to the target audience. =dvertisers hold exhibitions or trade-shows and offer rewards in the
form of discounts or free gifts to increase the sales of their product. )istribution of free samples
of a newly launched product and publicity of a product through interactive means are some
examples of interactive advertising. 1ave you participated in contests intended to promote
products3 1ave you come across websites offering free products to their users3 1ave you felt
lucky to get hold of freebies3 "hen you have been a target for interactive advertising
I&t%&t ",+%ti-i&. "pp"#2 It is a relatively recent form of advertising. Internet has become one
of the most influential media of the modern times. Websites attract thousands of users$ everyday
and show them advertisements. 5ponsors pay for posting their advertisements on the page. "he
website owner gets paid for ad clicks. Gou must have come across advertisements on search
engine results pages on 9logs in forums in emails. "hey are commonly used ways of
advertising online.
L"(#i&. "pp"#4 With an intent to increase or diminish the perceived #uality of a product
advertisers use labeling or categori,ation. Categori,ing a product under a group of associated
entities makes it appealing or unappealing to the masses.
N"1-!"##i&. "pp"#4 "his advertising appeal makes use of direct or indirect attack on the
products in competition with the product being advertised. )irect name-calling involves making
a direct attack on the opponent while indirect name-calling makes use of sarcasm to demean
products of competitors.
O0t,''% ",+%ti-i&. "pp"#2 Butdoor advertising is a popular advertising appeal that uses
different tools to attract the customers outdoors. 9illboards kiosks and tradeshows are some of
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the commonly used means of outdoor advertising. >airs exhibitions and billboards that draw
attention of the passersby are often used in outdoor advertising.
P%$'%1"&!-("-, ",+%ti-i&. "pp"#4 In the performance-based advertising appeal
advertisers pay only for the results. "he advertising agency takes complete risk and hence
ensures that the advertisement is pitched well.
P#"i& $'#*- "pp"#4 "his advertising appeal aims at attracting the masses by using common
people to advertise a product. 9ombastic words may not always appeal to common folks. "hey
can rather be attracted by communicating with them in their language. "he use of homey words
as they are called and purposeful errors while speaking to give a natural feel to the speech is
characteristic to this advertising appeal. (rint *edia =dvertising2 "he print media is one of the
most effective means of advertising. *any advertising appeals make use of the print media to
reach out to the masses. *edia like newspapers brochures manuals and maga,ines are used for
publici,ing products.
P0(#i! -%+i! ",+%ti-i&. "pp"#4 "his advertising techni#ue is used to convey socially relevant
messages to the masses. 5ocial messages on issues like poverty ine#uality =I)5 awareness and
environmental issues such as global warming pollution and deforestation are conveyed by
means of appeals to the public through public service advertising.
80't- '0t '$ !'&t5t "pp"#4 "his advertising appeal makes use of popular #uotes. =dvertisers
using this advertising appeal alter widely known #uotes to change their meaning. "his techni#ue
is used in political documentaries.
R#"ti'&-hip 1"%*ti&. "pp"#4 "his form of advertising focuses on retention of customers and
customer satisfaction. =dvertisers appeal to target audiences with information that suits their
re#uirements and interests.
Rptiti'& "pp"#4 "his advertising appeal uses the techni#ue of repeating the product name
several times during an advertisement. 6ingles are often used in this advertising techni#ue to
make the product name linger in the minds of the masses. With repetition advertisers can
bombard their message on the masses so that the product being advertised is remembered.
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R'1"&! "pp"#4 = man is shown using particular cologne after which women are attracted to
him. = girl is shown using a particular skin cream and then boys are shown flocking to her. "his
is romance appeal. It uses the opposite sex attraction element to grab mass attention. *asses are
made to believe that on using a certain product they will be perceived as sexier or that they will
attract the opposite sex. "his advertising works especially well with teenagers as they easily
believe that using something will make them look more attractive or that if they use a certain
product more girls!boys will be attracted to them.
S!i&ti$i! +i,&! "pp"#4 "his techni#ue attempts to attract masses to use the advertised
product by providing them with survey results. "he advertisers often use statistical evidences
and market surveys to publici,e their product. 4esearch or statistical data supporting the
advertisement makes it appear more authentic. (eople tend to trust the advertisement because it
is backed by surveys.
Sh'!*+%ti-i&. "pp"#4 "his advertising appeal makes use of shocking images or scenes to
advertise a product. "he name is derived from the combination of CshockingC and CadvertisingC.
(rovocative images and use of controversy to grab attention are examples of shock advertising.
Bn the other hand showing scary images illustrating the ill-effects of smoking on health seeing
which one would begin to hate the habit is also an example of 5hockvertising.
S#'."&- "pp"#4 5logans as we all know are striking phrases used to convey important
information about a product to be advertised. 5logans make a message more interesting. (eople
remember the slogans and thereby the products they endorsed. "here are so many famous
advertising slogans that we still remember and associate the products with them.
S&'( "pp"#4 5nob appeal is an exact reverse of the bandwagon techni#ue. In this advertising
appeal people are induced to buy a certain product so that they can stand out from the crowd. It
is often indicated that buying that product will make them look different from the rest. It is
indicated that the product is not affordable for common people. = sense of exclusivity is attached
to the products.
St%'t2pi&. "pp"#4 = stereotype is a popular belief about a certain thing!person. "his
advertising appeal is also known as name-calling or labeling and attempts to categori,e the
advertised object under a certain class of entities. )epicting women with a fair skin tone as
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attractive or showing an obese teenager being bullied in school are common examples of
stereotypes. "his form of advertising uses popular beliefs like these to promote a certain idea.
S0(#i1i&"# ",+%ti-i&. "pp"#4 "his advertising appeal makes use of subliminal messages
which are intended to be perceived subconsciously. 5ubliminal signals go undetected by the
human eye. 1owever they are perceived at a subconscious level. 5ubliminal appeal makes use of
hidden messages and optical illusions.
S0%%'."t ",+%ti-i&. "pp"#4 In cases where advertising of a particular product is made illegal
product companies come up with other products with the same brand name. =dvertising the legal
products with the same brand name reminds the audience of their legally banned products as
well.
T-ti1'&i"# "pp"#4 (eople relate to their favorite personalities from the glamour industry. "hey
are ready to follow what people from the glamour world do. "hey want to be like the celebrity
they are fans of. "estimonials make use of this human tendency. Celebrities are used as
ambassadors. "hey are shown using the product and recommending its use. (eople fall for these
products just because they see someone famous endorsing them.
T%"&-$% "pp"#4 "his advertising appeal is implemented in two ways. In positive transfer a
product is made to associate with a respectable and popular person. 1owever in case of negative
transfer advertisers state an analogy between a product and a disliked or notorious person. >or
example saying something like N&ven the (resident uses thisN is positive transfer. Osing a
certain corrupt politicianCs name in saying that he uses a certain product is an example of
negative transfer.
U&-t"t, "--01pti'& "pp"#4 When the idea behind the product or service being advertised is
repeatedly implied it is known as unstated assumption. In case of using this advertising appeal
the advertisers do not convey an idea explicitly. "hey rather imply their ideas in indirect ways.
Vi%"# ",+%ti-i&. "pp"#4 It can take the form of word-of-mouth publicity or Internet advertising.
"he aim of the advertiser is to market the product on a very large scale. "his advertising appeal
intends to achieve speedy publicity of a product. "he speed with which the message spreads is
comparable to the spread of a disease-causing virus.
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W'%,-'$-M'0th ",+%ti-i&. "pp"#4 It can turn out to be a very effective advertising appeal. It
can achieve success to an extent where a brand is e#uated to a common noun. Kaseline can be
sited as an excellent example of word-of-mouth publicity where the company name CKaselineC
became synonymous with the product name Cpetroleum jellyC. Br Perox a trademark came to be
used as a synonym of CduplicateC.
Y'0th "pp"#-4 With the increasing population in this section of society youth appeals have
assumed great importance. Goungsters are also the most vulnerable to external influences.
=nything can impress them easily. 5o advertisers try to specifically target this group. Gouth
appeals include television advertisements and programs for promoting trendy items. =dvertisers
use flashy words catchy messages and make the product look CcoolC to the youngsters. "eenagers
fall for such advertisements #uite easily which is why youth appeals are almost always
successful.
%)%+P,S . *IS'A(, A'DI,$- A)D KI)+S,H+,I% APP+A(S
>or the purpose of our analysis we adopt the following explanations to these three elements
which will enable us to make effective projections in this research investigation which in turn
yield better results
Vi-0"# "pp"#-
Kisible elements of a brand such as color form and shape which encapsulate and convey the
symbolic meanings that cannot be imparted through words alone can be stated as visual appeal.
Kisual cues not only grab a reader$s attention but also evoke deep thoughts and emotions. It
allows them to interpret the image in a literal or metaphorical way.
A0,it'%2 "pp"#
=n alternative to traditionally prompted advertising research techni#ues is the use of musical
cues to elicit responses from consumers. "he use of auditory cues in advertisements is majorly
done through usage of music in ads as music plays a major part in advertising effectiveness and
leaves a prolonged impact on the minds of the listeners. 5ongs and jingles can cut-through to
achieve reach and increase the longevity of a campaign by residing in the consumerCs mind.
20
Ki&-thti! "pp"#
8inesthetic means any of the elements by which stimuli from outside or inside the body are
received and felt as the faculties of hearing sight smell touch taste and e#uilibrium. It results
in a perception or feeling produced by that stimulus. Osing the same cue an individual responds
to a particular set of stimuli related to a product or service they have the information and opinion
about that stored in their mind. Eater when the same customer comes in contact with same kind
of stimuli the kinesthetic elements that are already stored in the mind will help them to recall the
information about the same. "hese kinesthetic elements can be used by a customer to recall and
recogni,e various brands of product and services

>or any of us to communicate with another person we must get our message across through one
of their five senses. =dvertisers of course know this. =t times the sense of smell is used. Gou
walk by a bakery and decide to stop in and find out what smells so good. "he taste test is used
for soda drinks or pi,,a ads. (ictures of food appeal to previous memories of its good taste.
"ouch is the main seller when people are buying a mattress. Consumers want to lie on it to find
out if lying on it would be restful for eight straight hours.
"he most influential of all our senses is that of sight. In fact H@M of all we learn comes in
through our eyes. *ost of the other ?@M is learned through hearing. = radio ad then must capture
the consumerCs attention through words alone. With H@M of what we learn entering our eyes
advertisers are wise to center their ads on the visual. If they can add sound this is even better.
(rinted ads can be read over and over by many people. "hey can last longer and for this reason
potentially influence more consumers than sound ads alone.
Kisual advertisement comes in two forms words and pictures. Words are abstract for they
represent a reality. "he word ChouseC stands for a dwelling of brick and wood. Words can also
stand for products. 5logans have caught on and identify products. Bne of the most famous was
NWhereCs the beef3N from the WendyCs ad. "hough mainly verbal that one phrase sold more
hamburgers than anyone will ever know.
4arely will the #uantity of words sell an item. Osually it will not be the #uantity but the #uality
that is important. (eople are busy and always in a hurry. "he message of the ad must be succinct
and catchy. It must give the message and yet not bore the audience. "his is a hard balance.
21
5ometimes the ad is whittled down to just a motto a logo or a symbol. "hese along may
associate a particular product to peopleCs needs. "he colors of (epsi without words will sell the
product. In other words the wordless picture is the whole ad.
In the sum good ads use visual and audio use precise words and may add a touch of humor.
"his combination will most likely get the attention of the public. It re#uires creativity but is
achievable. Bnce this is done then the company must choose where the ad will appear. 5ome
creative people have put their brief message on a banner and paid to have it flown over a large
group of people. "his is a banner ad. It effectively gets the concise message to many people at
minimal cost. With the added audio of the planeCs engine to attract attention both sight and sound
are giving the one-two punch to drive the message home to the consumers. "his was an overview
of the different advertising appeals that advertisers around the world use with the purpose of
marketing their products and services. *any of the popularly used products!brands of today have
gained popularity thanks to the advertising techni#ues that were implemented for their publicity.
"he advertising appeal that a company uses goes a long way to determine the success or failure
of its product!brand. 5o appeals should be chosen wisely.
It is our belief and conviction that the visual auditory and kinesthetic appeals carry with
themselves significantly greater magnitude of influence on the store age and retrieval of brand
knowledge in the customers$ mindsets which together help them to recall the brand at the critical
state of buying decision i.e. point of purchase '(B(+. "he fundamental assumption of our
research investigation is 9th (%"i& %-p'&- -2-t1 '$ th !0-t'1%- i- th %-0#t '$ -ti10#i
!%"t, (2 +i-0"#, "0,it'%2 "&, *i&-thti! "pp"#-9, "- i- +i,&t $%'1 th $'##')i&. !h"%t
)hi!h i##0-t%"t- th (%"&, -2-t1 "&, th -ti10#i4
22
5ource2 Conceptuali,ed and Constructed by the researche
23
$+*I+: . (I,+$A,'$+4
"he most prominent and pioneering literary works of researchers relevant to our study have been
stated below2
Samu Sri#har ; Shan7er.H.Krishnan
2
has analy,ed in their 6ournal -Bran# relate#
information as conte<t4 the impact of 5ran# name characteristics on memory an# choice.9
that consumer exposure to new brand names can occur in contexts with or without brand
information being present. Whereas previous researches had examined the effects of brand name
characteristics 'association set si,e and word fre#uency+ on memory in the presence of brand
information this paper also assessed the brand name effects in contexts without brand related
information and extended it to brand consideration and choice. "wo different processes were
found to be operating as consumers retrieve brands and made a choice. 4ecall seems to benefit
from a distinctiveness based route which also guides consideration and choice. In contrast
implicit memory is influenced by familiarity with corresponding consideration and choice
effects. "he implications are that firms$ choice of brand names and media needs to consider the
combination of brand name characteristics that will lead to desired outcomes vis-Q-vis
distinctiveness or familiarity based processes.
Delattre, +ric

; %olo8icAna
0
in their article -Memory an# perception of 5ran# ! mentions
an# placement of 5ran#s in son&s= explain that although brand placement in movies and "K
series has attracted significant interest from researchers and practitioners little is known about
the financed insertion of brands in songs. 1owever evidence is growing that this kind of
placement could be of interest for addressing certain types of target audience. "his article sheds
light on this new form of communication and highlights its interest for advertisers. It also
studies its effectiveness. 9ased on a web survey where the paper analyses recall and recognition
of :F brands placed in two songs '(arentsC 'Gour parents+ a >rench chanson-style song by
Kincent )elerm and CWonderbraC a rap song by *C 5olaar+ and attitude towards the use of
brands in songs.
2
5amu 5ridhar D 5hanker.1.8rishnan Journal of the Academy of Marketing Science0 >all ?@:@
Kol. AH Issue
?
&ric )elattre D =na Colovic International Journal of Advertising0 ?@@; Kol. ?H Issue <.
24
Ba7er, :illiam +.
3
in his article -Does Bran# )ame Imprintin& in Memory Increase Bran#
Information $etention>= introduces and explores the concept of brand name imprinting. 9rand
name imprinting is the process of creating and strengthening the brand name node in the brand
memory network through brand name exposure. 9rand name imprinting at a time prior to the
presentation of specific brand information is posited to improve the retention of that information
by strengthening the association between the brand name and brand information. "he effect is
proposed to be automatic and independent of other known means to strengthen memory
associations 'e.g. level of attention cognitive elaboration stimuli vividness and stimuli
distinctiveness+. "his research also proposes that brand names with neutral meaning better
facilitate the imprinting effect because they do not carry perceptual baggage that can interfere
with the creation of new brand name-information associations. =n experiment involving brand
name imprinting and the learning of brand information supports these assertions. Implications for
communication strategy and brand name selection are discussed.
In recent years researchers have begun to recogni,e the central role that visual design plays in
successful marketing efforts. 1owever little research has effectively bridged the gap between
product innovation and visual design. 9efore consumers can judge the competitive newness of a
product based on its functionality they first encounter its visual form. "herefore both innovation
researchers and product managers need to be aware of the impact that visual design can have in
communicating product newness. In the work done by $a#for#, Scott K. ; Bloch, Peter H
?
.
two studies are described which examines consumersC responses to visual product newness. "he
first study in this journal 9(in7in& Inno8ation to Desi&n4 %onsumer $esponses to *isual
Pro#uct )e6ness= explores the ability of consumers to recogni,e and assess product newness
using visual design cues and then examines the basis on which these evaluations are made. "he
second study examines the cognitive and affective reactions that are engendered by exposure to
products that are high in visual product newness.
A
9aker William & sychology ! Marketing0 )ec ?@@A Kol. ?@ Issue :?.
J
4adford 5cott 8. D 9loch (eter 1 Journal of roduct Innovation Management0 7ov ?@::
5upplement Issue :
25
Hoe&&, @o An#rea

; Al5a, @oseph :
A
in their journal 9Seein& Is Belie8in& (,oo Much)4 ,he
Influence of Pro#uct .orm on Perceptions of .unctional Performance.= investigated the
manner in which product form communicates functional performance and examines how the
form of a product can alter judgments about feature function. In a series of experiments product
form is pitted against objective information about feature function to understand how conflicting
visual and verbal cues are reconciled. "he findings indicate that when a productCs form suggests a
particular level of functional performance consumers naturally incorporate that information into
judgments of feature performance even when presented with conflicting feature information
from an objective source. "he role of consumer attention in the process is also explored. "he
results suggest that product developers may be able to improve perceived performance by
focusing design efforts and marketing communications on specific features that visually
communicate functionality.
"he article 9Plates, Smiley .aces an# Price ,a&s4 Ho6 %onte<tual .actors Bias
%onsumption.= (resented by Men& Bhu
I
related to consumer research includes the influence of
visual cues in inducing a halo effect and bias the consumption experience of food products the
visual cues bias consumption in an advertising context and how contextual factors influence
consumption of goal-relevant alternatives in consumer consumption context.
<
1oegg 6o =ndrea

D =lba 6oseph W Journal of roduct Innovation Management0 *ay?@::
Kol. ?H Issue A
I
*eng Rhu Advances in "onsumer #esearch0 ?@:@ Kol. AF.
26
"he focus of this paper 9%ross!cultural a#8ertisin& communication4 *isual ima&ery, 5ran#
familiarity, an# 5ran# recall= by Mi7hailitchen7o An#rey, @a8al&i $aCshe7har ($aC) ",
Mi7hailitchen7o "alina, (aroche Michel
D
addresses the issue of visual imagery in cross-
cultural consumer research. "he authors investigate the relationship between visual imagery
brand familiarity and brand claim recall in two distinct cultural environments / the O.5. and
4ussia. "he paper consists of two studies that explored imagery potency from the point of view
of memory-evoking effects. "he results suggest that image-intensive tools generate different
returns depending on the level of brand familiarity and cultural media. "he research findings may
be of interest to marketing scholars studying cross-cultural consumer behavior as well as to
practitioners operating in international advertising and global brand building.
:ilson, $ic7 ,. ; ,ill, Brian D
E
, in their journal 9Pro#uct placement in mo8ies an# on
Broa#6ay.= has explained that product placement is increasing in importance as a non-
traditional method to reach consumers. = review of previous research on this topic indicates
three research gaps2 the need for additional ecologically valid field testing more research using
category cued recall of the brand as the basic measure of product placement effectiveness and
more studies covering entertainment media other than film and "K. "o these ends we conducted
two field studies. "he first replicates prior laboratory research by assessing brand recall from
product placements in four movies while the second extends previous research by assessing
brand recall in a 9roadway musical. 9oth these field studies confirm previous laboratory
findings in that those placements that are combined audio-visual prominently displayed have
actor involvement and have two or more verbal mentions of the brand significantly increase
consumersC subse#uent category-cued recall of the brand name of the product placement.
D
*ikhailitchenko =ndrey 6avalgi 4ajshekhar '4aj+ G *ikhailitchenko Galina Earoche *ichel
Journal of $usiness #esearch0 Bct ?@@; Kol. I? Issue :@.
H
Wilson 4ick ". D "ill 9rian ) International Journal of Advertising0 ?@:: Kol. A@ Issue A.
27
Patric7 De Pelsmac7er, Domini7a Maison, Ma&&ie "euens
F
, in their research 9+motional
an# rational a#8ertisin& messa&es in positi8e an# ne&ati8e polish me#ia %onte<tsG=studied
that an emotional and a rational advertising message for a new brand of juice are tested in a
positive and negative newspaper context in a sample of :@@ young (olish consumers. "he
positive context leads to more positive attitudes and to better ad content recall. "he rational
advertising message results in significantly more positive attitudes in a higher purchase
intention and in better ad content recall. "he attitude towards an emotional ad and ad
contentrecall are significantly more positive in a positive context. (urchase intention and content
recall as a result of rational ads are higher in a negative context.
Alan Branth6aite
21
in his journal 9In8esti&atin& the po6er of ima&ery in mar7etin&
communication4 e8i#ence!5ase# techniHues= studied that Kisual imagery has potentially
powerful effects on human psychology and physiology affecting ideas perceptions beliefs
feelings behavior and health. It plays a central role in most advertising especially posters print
and "K but also radio through the ability of language and description to conjure up images
internally. In order to investigate the effects of imagery and devise appropriate tools to analy,e
its influence on the consumer we need an understanding of the mechanisms involved.
"echni#ues that are grounded in knowledge and theory have greater validity and credibility as to
their effectiveness and can give clients more confidence when buying #ualitative research
;
(atrick )e (elsmacker )ominika *aison *aggie Geuens 7ew )irections in International
=dvertising 4esearch Advances in International Marketing Kolume :?
:@
=lan 9ranthwaite %ualitative Market #esearch: An International Journal Kol. < Issue
28
%hil#ers, ,erry (, Hec7ler, Susan + ; Houston, Michael @
22
, in their research 9Memory for
the *isual an# *er5al %omponents of Print A#8ertisements.= )eveloped a model and
proposed to describe the underlying processing of the visual and verbal components of print
advertisements. 9ased upon past research the processing of these two components of print
advertisements is viewed as consisting of
':+ )ifferent levels of processing
'?+ &laborative encoding and
'A+ &ncoding distinctiveness. =n empirical test of the model indicates that the visual!pictorial
component of the print ad is more elaborative and more distinctively encoded than the verbal
component. 4esults of the research are discussed in terms of their implications for understanding
vivid versus salient effects of information presentation.
"he article 9Pac7a&in& communication4 attentional effects of pro#uct ima&ery=, presented
by $o5ert (. 'n#er6oo#, )oreen M. Klein, $aymon# $. Bur7e
20
, provides a theoretical
framework for understanding the communicative effects of product imagery on attention to the
brand specifically the attentional effects of incorporating a picture or illustration of the product
on the packaging of the product. &mpirical results from a virtual reality simulation show that
package pictures increase shoppers$ attention to the brand. 1owever this effect is contingent
occurring only for low familiarity brands 'private-label brands+ within product categories that
offer a relatively high level of experiential benefits. "hese results suggest that package pictures
may be especially useful for private label brands and!or lesser tier national brands whose
strategic objectives are to improve consumers$ perceptions of the brand and enter the
consideration set.
::
Childers "erry E 1eckler 5usan & D 1ouston *ichael 6 sychology ! Marketing0 >all %HI
Kol. A Issue A.
:?
4obert E. Onderwood 7oreen *. 8lein 4aymond 4. 9urke Journal of roduct ! $rand
Management ?@@: Kol. :@ Issue F.
29
9,he impact of color traits on corporate 5ran#in&=, a research conducted by :ei!(un
%han& an# Hsieh!(ian& (in
23
, considers using colors to manifest corporate brand image and
charm and believes that inappropriate usage of colors may confuse the corporate brand memory
and image. "his paper utili,es 9irren$s Color "heory to identify each color trait and explore the
consistency between color traits of the corporate brand and the vision and goal of corporate
identity. "he results reveal that color also guides consumers to recogni,e corporate brands and
corporate brand recognition and image improves purchase and profit.
9rands that target children fre#uently use a brand character to improve childrenCs recall and
recognition and to develop a relationship with young consumers. "his paper 9'sin& 5ran#
character 6hen tar&etin& chil#ren4 :hat for> An e<ploration of mana&erIs an# chil#renIs
8ie6points= authored by *alerie Hemar J )icolas ; Mathil#e "ollety
2?
aims to explore the
reasons why marketers use brand characters to target children and how children perceive and
understand them. 9y exploring managersC and childrenCs viewpoints this research suggests some
levers to build childrenCs relationship with brand character and improve childrenCs brand loyalty.
"his article has given an insight into the way brand character establishes a close relationship with
children. In particular it underlines that a child feels all the closer to a character if the character
is used in the long-term and has experiences that resonate with his!her life.
:A
Wei-Eun Chang and 1sieh-Eiang Ein African Journal of $usiness Management Kol. J':<+ J
7ovember ?@:@.
:J
Kalerie 1emar S 7icolas D *athilde Gollety &oung "onsumers: Insight for Ideas for
#esponsi'le Marketers Kolume :A Issue : ?@:?.
30
"o elicit the visual memory of packaging that facilitates consumers$ identification and selection
of products from store displays children were asked to draw a cereal box and the results were
compared with actual cereal boxes. Bver ;F percent spontaneously drew a cereal box with a
brand name and other brand related symbols. "his may be the first time to have a glimpse of the
consumer$s evoked set as it really exists. "he results suggest that one$s evoked set is not just a
list of brand names in the mind but an elaborate symbolic environment made up of visual and
verbal codes in which the brand name is nested. *ajor implications for brand and package
management are discussed in 9%hil#renIs *isual Memory of Pac7a&in&=, a journal written by
@ames ' Mc)eal ; Min#y . @i.
2A
:<
6ames O *c7eal D *indy > 6i Journal of "onsumer Marketing Kolume ?@ Issue < ?@@A.
P$B(+M S,A,+M+),
= consumer on a day to day basis is bombarded and battered by innumerable brands through
their linked-in promotions. "his often leads to a confused and a vague memory of the many
brands advertised. "here are only seven rungs in the consumer$s mind which means he!she can
recall only seven brands in a particular brand category at a time. If he!she tries recall eighth
brand he!she needs to forget any one of them so that the sum total will be seven only. &ven in
respect of seven brands there will be a problem of -obscure recall. of these brands. "he crux of
this issue is the following research #uestion2
1ow do we pin the cloudy and mysterious box of brand recall memory chip in terms of visual
auditory and kinesthetic ad appeals for rewinding the brand from the brain response system3
B@+%,I*+S . ,H+ S,'D-4
9y crystalli,ing the problem statement we crank out the following research objectives2
31
"o examine the phenomena of brand identity brand recognition and brand recall
"o diagnose how customer$ buying decision is influenced by the complex interaction
among their minds brains bodies and society
"o examine the relative significance among visual auditory and kinesthetic appeals on
the one hand and all other ad appeals on the other hand through multi-discriminant
analysis
"o assess how the visual auditory and kinesthetic memory chips 'projected through
advertisements+ act as a powerful enabling mechanism to the customers$ recall of the
brands and based on this analysis to make recommendations for the %supersonic mega-
brand pulley$ promotion strategy
M+,HD("-4
"his research investigation is %diagnostic$ in nature. We believe that this type of research helps in
determining the appropriate research design data collection methods data analysis tools and
drawing inferences meaningfully and effectively.
"he scope of en#uiry is restricted only to the visual auditory and kinesthetic memory chips that
help in brand identity brand recognition and brand recall
"he geographical area chosen for this research investigation is 9angalore *etropolitan =rea.
"o have a representative finding the sampling techni#ue used must be objective. "his is an
important effort adopted by most researchers in order to furnish a finding pertinent to the
general. "o choose the sample for this study we propose to use a three-stage systematic sampling
techni#ue2
>or selecting the sample of respondents we propose to adopt convenient sampling
method. It is a non-probability sampling techni#ue where the respondents are selected
because of their convenient accessibility and proximity to the researcher.
32
>or selecting the sample of network of mobile service units we seek to use simple
random sampling method as the numbers of the units functioning in 9angalore
*etropolitan =rea are innumerable.
>or selecting the sample of iconic brands of mobile sets we propose to adopt a simple
random sampling method as most of these units in 9angalore are multi-brand outlets.
We seek to collect the data primarily from primary sources through structured #uestionnaire
blended with face-to-face interviews with the respondents. "o a limited extent we also propose
to use -focus group method.. "he research instrument '#uestionnaire+ will be validated through
)elphi techni#ue. "he relevant secondary data sources will also be tapped. "he survey will be
calibrated through pilot studies. "he data collected will be subject to statistical analysis.
=ppropriate statistical tools will be used depending on the type of distribution of data. "he
#ualitative analysis of the data with the help of rating scales will also be undertaken so that we
can cover the hard core of research investigation
P(A) .$ ,H+ :$K4
We propose to develop and present the research findings 'emerging from this research
investigation+ in the following se#uence2
)eclaration
Certificates
33
=cknowledgments
Eist of tables graphs charts and diagram
Contents2
&xecutive summary
Chapter :2 Introduction
Chapter ?2 Eiterature survey leading to research gaps
Chapter A2 (roblem statement
Chapter J2 4esearch objectives
Chapter <2 1ypotheses
Chapter I2 4esearch methodology!setting including research limitations
Chapter F2 )ata analysis and inference
Chapter H2 8ey research findings
Chapter ;2 )iscussions and 4ecommendations
&nclosure2
5elect bibliography including websites used
Tuestionnaire
&xplanations to the research instruments used
)irections 'green pastures+ for further research
(IMI,A,I)S . ,H+ S,'D-4
"his research investigation is beset with the following limitations2
"he research investigation is confined to only one geographical area
"he research seeks to focus on limited sample
34
(rejudice!bias among respondents leading to non-response errors
"ime and cost constraints
1owever we propose to obviate the severe impact of the aforesaid research limitations through
appropriate rigorous cross checking of data against multiple sources.
S+(+%, $+.+$+)%+S
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4esearch Guide 4esearch 5cholar
5.1emanth 8umar
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