Management

Romance Appeals in Advertisements Romance appeal is the attraction between the couples displayed in advertising. To convey a message that the product or service will increase the attachment or closeness between couples or opposite sexes these appeals are used in advertisements. To promote automobiles, perfumes etc Romantic appeals are used in ads, especially if youth are the target audience. It is said that sex is the second strongest psychological appeal next self-protection.  Application romance appeal in advertisements increases the attention, perception and interest towards the ads and to do the advertising job quickly and more effectively. Projecting affection between two sexes, a feeling of closeness and bonding are the modes of displaying romance appeals in advertising. Some of the brands used Romance appeals in their ads. To name a few Airtel De Beers Lux HeroHonda Joy-Alukkas. To evoke a positive feeling towards the brand some of the companies use this appeal.

Courtesy: World Economic Forum

Nancy D.Albers and Marla Royne Stafford in their article "International Services Advertising: An examination of Various appeals" discussed about 14 rational appeals and 9 Emotional appeals. They are as follows Rational Appeals Cheap Convenient Durable Effective Health Independence Modern Natural Neat Productivity Safety Trend Technological Wisdom Emotional Appeals Adventure Affiliation Casual Community Dear Distinctive Enjoyment Family Frail Emotional appeals play a crucial role in Indian setup. Pollay has listed 42 advertising appeals in his study. A few of the emotional appeals are given below. Freedom Humility Magic Maturity Modesty Morality Nurturance Ornamental Plain Popular Relaxation Self-Respect Sexuality Status Succorance Traditional Untamed Vain Youth Most of the appeals are untapped by the Admen. Only Fear, Sex and Humour are widely used in Indian Ads. I express my views on emotional appeals one by one wi

Statistics and Story telling in Marketing Communication Marketing communications carrying statistical information provides insights on the achievement of the product, brand or the company. But the impact of the statistical information reaches the audience or remains mere information which is difficult to recall, whereas stories in the advertisements or any mode of marketing communication has great impact. Research studies show that stories are 22 times more memorable than facts. It is not only the memorability benefit the audience get through stories but also the likability which act as a starting for brand loyalty. Stories are important because they are meaningful, they are meaningful because they are memorable, impactful and create a personal connection to the audience. Statistics helps to understand the message but stories helps to feel the message. 

In this Kurl-on ad, the images used depicts what happened to Mahatma in South Africa and he became a freedom fighter. There are three factors which can be learned from this ad.  1. Story telling (South Africa Train incident) 2. Using humor (bouncing)   3. Relevance of the product for the above two factors (story and humor).  We are all fond of stories and a moral in it. The story of Mahatma is known to us, here the seriousness of his story is converted into humour with the brand (product) attached to it, the feature of the product (spring) especially. Brand elements criteria like the memorability and the likeability strengthens the impact of this ad. Humour engages the audience and the ad frees itself from the clutter. Irrelevant use of appeals and celebrity may hurt the image of the brand. Humour appeal and the story told and its relevance to this ad will occupy a space in the minds of the customers.

Projecting Authenticity in Advertising Communicating to the prospective customers with the objective of persuasion, needs credibility and authenticity in the message strategy. Audience should trust the message and the brand to take further steps. Successful advertisements are successful, because they have created messages with trust and authenticity. Authenticity not only gives the audience trust towards the brand, it reduces the cognitive dissonance created by wrong understanding about the brand, puts the brand first in the consideration set.  

Excellent way of telling a story through images. Both the ads had followed the knack of conveying messages through pictures. Creativity and impact in print ads can be enhanced by adding relevant pictures. Visual effects through pics added with catchy headlines create impact.

Various appeals are used in advertisements to grab the attention of the audience. Projecting the convenience in buying and using the products can also be an appeal in advertisements. I can name that as 'convenience appeal'. What it is? what is the convenience a customer get in buying that product. this appeal can be used in comparative advertisements, ads for services etc. In the process of communication, an audience member is easily persuaded if the message has the solution for the question, "what is in it for me?". Generally advertisements talk about the product features which has become a regular portion in ads, to distinct their ads from the clutter, convenience can be identified in the selling process and can be projected in ads.

The role of ad likability in predicting an ad's campaign performance.(Table)(Report) Journal of Advertising| June 22, 2008 | Bergkvist, Lars; Rossiter, John R. Bergkvist et al said "Ad likability, which measures how much the consumer likes or dislikes the ad, has emerged as one of the most important copy-test measures that advertisers use to decide whether to approve the ad for a campaign" Advertisers in India give importance to create likeable ads. in my opinion, academiciams and students who are into advertising show less interest in testing the likeability items. like customized marketing efforts Ads can also be customized as per the needs of the audience. The first step in AIDA model indication the importance of getting the attention of the audience. Once they are attrated audience, the task of converting them into Customer will become easy. What do they like really is the vital question here? Audience to a movie don't say to the movie directors about their

Cognitive Dissonance (CD) is an uncomfortable feeling caused by two confounding ideas. As a consumer an individual is optimistic about his decision (in purchasing a product or service). when there is an inconsistency in the opinions or beliefs or behaviours, CD occurs. He confirms his decision with others or with the media messages. When he feels he is incorrect in his decision or behaviour in the buying process, his consonance is getting disturbed and enters into 'cognitive dissonance'. The so called objectives of advertising viz. Informing, Persuading and Reminding should have a strategy in its message to take care of reducing or eliminating dissonance. The message strategies in advertising to reduce cognitive dissonance is applicable in pre-purchase stage and post-purchase stage. When a consumer feels the brand already decided by him is not delivering the expected benefits and when there is dilemma to go for other competitive brand, he is dissonant about his belief. Th