The Influence Of Advertising Appeals On Brand Attitude

Download The Influence Of Advertising Appeals On Brand Attitude full books in PDF, epub, and Kindle. Read online The Influence Of Advertising Appeals On Brand Attitude ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!

The Influence of Advertising Appeals on Brand Attitude

Author : Yara Nabil El-Sabagh
Publisher :
ISBN 13 :
Total Pages : 51 pages
Book Rating : 4.:/5 (124 download)

DOWNLOAD NOW!

Book Synopsis The Influence of Advertising Appeals on Brand Attitude by : Yara Nabil El-Sabagh

Download or read book The Influence of Advertising Appeals on Brand Attitude written by Yara Nabil El-Sabagh and published by . This book was released on 2020 with total page 51 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude

Author : Tapas K. Panda
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

DOWNLOAD NOW!

Book Synopsis Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude by : Tapas K. Panda

Download or read book Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude written by Tapas K. Panda and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Effective Advertising

Author : Gerard J. Tellis
Publisher : SAGE Publications
ISBN 13 : 1452262713
Total Pages : 217 pages
Book Rating : 4.4/5 (522 download)

DOWNLOAD NOW!

Book Synopsis Effective Advertising by : Gerard J. Tellis

Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE Publications. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.

The Impact of Message Framing with Advertising Appeals on Consumer Attitudes and Brand Choice

Author : Monika Rawal
Publisher :
ISBN 13 :
Total Pages : 154 pages
Book Rating : 4.:/5 (113 download)

DOWNLOAD NOW!

Book Synopsis The Impact of Message Framing with Advertising Appeals on Consumer Attitudes and Brand Choice by : Monika Rawal

Download or read book The Impact of Message Framing with Advertising Appeals on Consumer Attitudes and Brand Choice written by Monika Rawal and published by . This book was released on 2019 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: An advertisement is meant to persuade consumers by using different message framing (gain or loss) within advertising themes also known as appeals, broadly classified into rational and emotional appeals. Previous research has studied the impact of either message framing or advertising appeals on consumers' attitudes. Because message framing and advertising appeal both are an intrinsic part of an advertisement, it is important to understand the combined impact of message framing and advertising appeals on consumer attitudes. Hence, this research examines the effect of gain versus loss message framing with advertising appeals on consumers' attitudes toward the advertisement the and advertised brand, leading to their choice of brand. The study also examines if reactance acts as a mediator between message framing with advertising appeals and consumer attitudes. Finally, this study investigates the relationship between attitude toward ad, attitude toward brand, and brand choice in current context. The results of this study suggest that for rational and positive emotional appeals, messages with gain frame lead to more positive consumer attitudes, as compared to messages with loss frame. In addition, the results suggest that for negative emotional appeals, there is no significant difference between loss frame and gain frame messages as they relate to consumer attitudes. The results from mediation analysis suggest that reactance does not mediate the relationships between message framing with any of the advertising appeals, but has an indirect effect between message framing with negative emotional appeals and consumers attitudes. Finally, the results show that attitude toward ad is positively related to attitude toward brand, which is further positively related to brand choice. These findings can help advertisers in using appropriate combination of message frames with advertising appeals, which can have a significant impact on consumers' attitudes and finally their brand choice.

Attention, Attitude, and Affect in Response To Advertising

Author : Eddie M. Clark
Publisher : Psychology Press
ISBN 13 : 1317783379
Total Pages : 346 pages
Book Rating : 4.3/5 (177 download)

DOWNLOAD NOW!

Book Synopsis Attention, Attitude, and Affect in Response To Advertising by : Eddie M. Clark

Download or read book Attention, Attitude, and Affect in Response To Advertising written by Eddie M. Clark and published by Psychology Press. This book was released on 2019-10-25 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

Customer Engagement Marketing

Author : Robert W. Palmatier
Publisher : Springer
ISBN 13 : 3319619853
Total Pages : 332 pages
Book Rating : 4.3/5 (196 download)

DOWNLOAD NOW!

Book Synopsis Customer Engagement Marketing by : Robert W. Palmatier

Download or read book Customer Engagement Marketing written by Robert W. Palmatier and published by Springer. This book was released on 2017-08-29 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.

Marketing Opportunities and Challenges in a Changing Global Marketplace

Author : Shuang Wu
Publisher : Springer Nature
ISBN 13 : 3030391655
Total Pages : 701 pages
Book Rating : 4.0/5 (33 download)

DOWNLOAD NOW!

Book Synopsis Marketing Opportunities and Challenges in a Changing Global Marketplace by : Shuang Wu

Download or read book Marketing Opportunities and Challenges in a Changing Global Marketplace written by Shuang Wu and published by Springer Nature. This book was released on 2020-06-15 with total page 701 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings volume explores marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace. Current global issues such as the rising middle class in emerging markets, disruptive technological breakthroughs, big data analytics, changing consumer habits and concerns over national trade policies have renewed ethical concerns around consumer privacy and the tools companies use to operate, market to, connect and build a relationship with their customers. Featuring the full proceedings from the 2019 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, this book explores and assess the rate of change that drives companies to evaluate and adapt their marketing strategies to remain competitive. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Psychological Processes and Advertising Effects

Author : Linda F. Alwitt
Publisher : Taylor & Francis
ISBN 13 : 1000549127
Total Pages : 318 pages
Book Rating : 4.0/5 (5 download)

DOWNLOAD NOW!

Book Synopsis Psychological Processes and Advertising Effects by : Linda F. Alwitt

Download or read book Psychological Processes and Advertising Effects written by Linda F. Alwitt and published by Taylor & Francis. This book was released on 2022-02-16 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.

Consumer Advertising Appeals Used in Television Commercials

Author : Sharma Ajeet
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.8/5 (899 download)

DOWNLOAD NOW!

Book Synopsis Consumer Advertising Appeals Used in Television Commercials by : Sharma Ajeet

Download or read book Consumer Advertising Appeals Used in Television Commercials written by Sharma Ajeet and published by . This book was released on 2023-12-19 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Consumer Behavior

Author : Harold W. Berkman
Publisher : Thomson South-Western
ISBN 13 :
Total Pages : 696 pages
Book Rating : 4.E/5 ( download)

DOWNLOAD NOW!

Book Synopsis Consumer Behavior by : Harold W. Berkman

Download or read book Consumer Behavior written by Harold W. Berkman and published by Thomson South-Western. This book was released on 1986 with total page 696 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Persuasion and Athlete Endorsements

Author : Courtney McCrocklin Hodge
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (961 download)

DOWNLOAD NOW!

Book Synopsis Persuasion and Athlete Endorsements by : Courtney McCrocklin Hodge

Download or read book Persuasion and Athlete Endorsements written by Courtney McCrocklin Hodge and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The use of athlete and celebrity endorsements is an effective marketing strategy for companies attempting to break through the advertising clutter and increase the visibility of their brands. Unfortunately, much of the research on celebrity endorsements has focused on how celebrities influence consumer attitudes and behaviors toward the brand. Consequently, little attention has been paid to the influence of advertising on consumer perceptions of the endorser. This is a potentially problematic omission because evidence has suggested that advertising content plays an important role in influencing consumer attitudes and behaviors toward advertisements and brands. The purpose of this study was to examine the influence of advertising appeals on consumer perceptions of the advertisement, endorser, and brand. A secondary purpose was to assess the influence of emotions on consumer perceptions of the endorser and the mediating role of emotions between advertising content and attitude toward the ad. The study featured a 4 (appeal type: humorous vs. inspirational vs. warm vs rational appeal) x 2 (athlete endorser vs. non-athlete endorser) between-subjects factorial design. Participants were randomly assigned to one of eight experimental conditions and were asked to watch a television commercial produced by the Nike brand. The hypotheses were tested using analysis of variance (ANOVA), multivariate analysis of variance (MANOVA), multiple regression, and multivariate multiple regression. The results revealed that athlete endorsed ads containing warm appeals are more effective in general, than all other appeals. Further, the results suggested that marketers are capable of augmenting an endorser's image via advertising and other marketing related activities. This study extends the literature by testing the influence of advertising appeals on attitude toward the ad and consumer perceptions of the brand. In addition, this study provides important building blocks in our understanding of emotional dimensions arousal and pleasure and their role in influencing the athlete endorsement process. The electronic version of this dissertation is accessible from http://hdl.handle.net/1969.1/155653

A Better Advertising Planning Grid

Author : John R. Rossiter
Publisher :
ISBN 13 : 9781862740716
Total Pages : 31 pages
Book Rating : 4.7/5 (47 download)

DOWNLOAD NOW!

Book Synopsis A Better Advertising Planning Grid by : John R. Rossiter

Download or read book A Better Advertising Planning Grid written by John R. Rossiter and published by . This book was released on 1989 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Carry-over Effects in Advertising Communication

Author : Alan Sawyer
Publisher :
ISBN 13 :
Total Pages : 114 pages
Book Rating : 4.4/5 (91 download)

DOWNLOAD NOW!

Book Synopsis Carry-over Effects in Advertising Communication by : Alan Sawyer

Download or read book Carry-over Effects in Advertising Communication written by Alan Sawyer and published by . This book was released on 1976 with total page 114 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Influence of Adult Attachment Style and Advertising Appeals on Consumer Brand Attachment and Measures of Advertising Effectiveness

Author : Jason Jerome Flowers
Publisher :
ISBN 13 :
Total Pages : 300 pages
Book Rating : 4.:/5 (936 download)

DOWNLOAD NOW!

Book Synopsis The Influence of Adult Attachment Style and Advertising Appeals on Consumer Brand Attachment and Measures of Advertising Effectiveness by : Jason Jerome Flowers

Download or read book The Influence of Adult Attachment Style and Advertising Appeals on Consumer Brand Attachment and Measures of Advertising Effectiveness written by Jason Jerome Flowers and published by . This book was released on 2015 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: The relationship consumers form with products and brands is well researched. Products provide consumers with a way to create a sense of stability, comfort and expression and can serve as an actual or psychological extension of the consumer. The theoretical idea that consumers form relationships with brands that often mimic interpersonal relationships is the foundational assumption this dissertation operates under. The common thread that ties various transitions of branding scholarship together is the notion of attachment. In the domain of consumer behavior, current research that examines attachment fails to address the impact advertising plays in the effective communication of brand messages. The purpose of this research is to further examine the role advertising plays in the formation of consumer emotional brand attachment. But specifically, this research examines how various types of advertising appeals and adult attachment interact to influence advertising effectiveness. Two studies were conducted. Study 1 examined the impact of adult attachment and one advertising appeal on participants' emotional attachment to a brand that was perceived to have a sincere personality. Also, participants were asked to rate the effectiveness of the ad by reporting their attitude toward the ad, attitude toward the brand and purchase intention. Study 2 further examined the anxiety dimension of attachment by looking at the affects of secure and preoccupied attachment styles and two advertising appeals. The study sought to understand how participants with varying levels of anxiety coupled with seeing two advertising appeals would report their emotional brand attachment and their perception of the advertisement shown. Overall, this research seeks to bring attention to the importance of the role attachment and advertising play in fulfilling consumers' needs. Consumers with different attachment styles often have different consumption goals that need to be taken into account when trying to craft effective strategic communications that help build strong consumer brand relationships.

Integrated Marketing Communications

Author : Shimp
Publisher :
ISBN 13 : 9781408093566
Total Pages : 250 pages
Book Rating : 4.0/5 (935 download)

DOWNLOAD NOW!

Book Synopsis Integrated Marketing Communications by : Shimp

Download or read book Integrated Marketing Communications written by Shimp and published by . This book was released on 2013-12-19 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, SouthAfrican Edition provides a contemporary view of the role and importance of marketingcommunications. Emerging topics such as the enormous popularity of social media outlets,online and digital practices, viral communications, and personal selling – along with all of their effects on traditional marketing – are also discussed in this edition.

Cognitive and Affective Responses to Advertising

Author : Patricia Cafferata
Publisher : Free Press
ISBN 13 :
Total Pages : 440 pages
Book Rating : 4.3/5 (97 download)

DOWNLOAD NOW!

Book Synopsis Cognitive and Affective Responses to Advertising by : Patricia Cafferata

Download or read book Cognitive and Affective Responses to Advertising written by Patricia Cafferata and published by Free Press. This book was released on 1989 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: Practitioner's and academicians' views are integrated in this overview of current thought regarding consumers' cognitive and affective responses to advertising.

Sport Consumer Behaviour

Author : Kostas Alexandris
Publisher : Routledge
ISBN 13 : 1317431510
Total Pages : 378 pages
Book Rating : 4.3/5 (174 download)

DOWNLOAD NOW!

Book Synopsis Sport Consumer Behaviour by : Kostas Alexandris

Download or read book Sport Consumer Behaviour written by Kostas Alexandris and published by Routledge. This book was released on 2016-07-18 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: All successful marketing strategies in sport or events must take into account the complex behaviour of consumers. This book offers a complete introduction to consumer behaviour in sport and events, combining theory and cutting-edge research with practical guidance and advice to enable students and industry professionals to become more effective practitioners. Written by three of the world’s leading sports marketing academics, it covers a wide range of areas including: social media and digital marketing the segmentation of the sport consumer market service quality and customer satisfaction sport consumer personalities and attitudes the external and environmental factors that influence sport consumer behaviour. These chapters are followed by a selection of international case studies on topics such as female sport fans, college sports, marathons and community engagement. The book’s companion website also provides additional resources exclusively for instructors and students, including test banks, slides and useful web links. As the only up-to-date textbook to focus on consumer behaviour in sport and events, Sport Consumer Behaviour: Marketing Strategies offers a truly global perspective on this rapidly-growing subject. This book is an invaluable resource for anyone involved in the sport and events industries, from students and academics to professional marketers.