Abstract: The importance of our research work is for marketing and advertising concerns that how they can make their advertisement more effective and efficient. It also gives direction for marketing managers and advertisers for the application of appeals in their ads. TV ads attitude is made by using different appeals and celebrity expert roles and this remains very effective for marketing strategies. People take interest and spend time to watch such type of ads which give information about product’s features, specifications.
We investigated the role of emotional and rational appeal in Television advertising attitude and we also detected that how the efficiently celebrity or any professional expert can be used in TV ads. Research showed the practical importance of rational appeal in TV ads and how people respond towards such appealing attitude of ads. The data was collected from the students and scholars of “The Islamia University Of Bahawalpur, Punjab, Pakistan. The briefing was given to the respondents before collection of the data by depicting the picture of cellular companies’ ads and mobile phone making companies’ advertisements, how they make their advertisements attractive and create arousal and intense desire for having their product and packages. Key Words: Rational Appeal, Emotional Appeal, celebrity & expert, advertising attitude.
Advertising has become one of the most important commercial activities in the modern competitive environment. Companies spend a large part of their budget to produce and run advertisements for promotions to communicate information about their company and products. Companies hope that consumers will purchase their products due to the advertisements, which deliver messages about a certain brand and its products. Of all marketing weapons, advertising is widely known for its long lasting impact on viewer’s mind (Katke, 2007). Advertising is a subset of promotion mix which is one of the 4P’s in the marketing mix i.e. product, price, place and promotion.
Pakistani people mostly watches media news channels because in Pakistan there is democratic environment here people are political mind the main reason is their interest developed by media channels they watches talk shows, debate programs, current political affairs, morning shows, crime shows, drama serials etc. in every news channels they keep update with the breaking news in every news bulletin, after news updates of one minute or more, hourly and half hourly they takes news breaks and play advertisements of sponsored companies. Media takes breath on advertisement because sponsorship of news updates and programs which are taken by the companies whose advertisement being played on media channels.
These companies fulfill channel’s expenses. Due this factor of large viewership of news channels in Pakistan, companies makes advertisements according to the psychology of Pakistanis people and in response they earn huge profits and sales their advertised products. Peoples remain in front of television every time they want to update their awareness & knowledge. Now in every shop, home, office even in every sort of waiting areas of business points like doctor’s clinic there is a television and the patients’ watches television. Mostly ads are of thirty seconds time duration that’s why advertisers use attractive factors which hit the psychology of every age of person who is watching that advertisement on television.
A company cannot make dream to be a well known brand until they invests in their promotional activities, for which consumer market have been dominating through advertisements (Hussainy et al., 2008). The major aim of advertising is to impact on buying behavior; however, this impact about brand is changed or strengthened frequently in people’s memories. Memories about the brand consist of those associations that are related to brand name in consumer mind. Doing so advertiser creates those types of advertisements, which carry emotional bond with consumer. Therefore, that consumer is more likely to associate with advertisements of those brands, which have emotional and rational values and messages.
Because emotional and rational appeals also provide a strong brand cue and stimulate category-based processing. Advertisers use different appeals in advertisements which arouse the viewer’s emotions which creates purchase intention for product. They use different psychological barriers, celebrities, models, create persuasive attractive environment which directly impacts on viewers mind and customer’s purchase intention.
The Role Of Advertising Appeals, Role Of Celebrity & Expert In T.V Advertising Attitude tends to be logical, and television advertising tends to be emotional or rational in its appeal. The impact of advertisements in Pakistan can easily observed, people copy the style and dresses of actress, actors, female models people becoming trendy and fashionable. Their memory about product’s specifications and features are very sharp due to watching TV ads. The sales of advertised products are very high. People get mental satisfaction after purchasing the advertised products. Attitude has crucial importance in psychology but it is also have great extent use in social sciences and marketing. Schiffman and Kanuk (2007) say that attitudes are psychological tendencies which grow by addition from learning and a continuous attention towards object.
Lin (2008) defined advertising attitude is a continuous reactive orientation got from a certain object. Such orientation represents an individual’s liking and disliking, and what is right and wrong. Celebrities are the people who publically famous figures. Companies expects from consumers to become habitual through the high popularity or attraction of a celebrity and then feel good about the products being recommended (Lin, 2008). An expert is a person with a unique social status due to his/her profession, special training, or extraordinary experience that allows him/her to provide consumer opinions (Lin, 2008). Some of the celebrities and experts take professional part in making advertisements of companies due to being their brand representatives. Celebrity and expert includes: Drama & movie’s actors, actresses, cricketers, players, Doctors, media channels anchor persons etc.
II. Literature Review
Today, advertising companies invest huge amounts of their earnings in advertising in different media such as television, radio, magazine and etc. television is one of the most common media for this purpose. Television generally has massive effects on viewers for a variety of reasons. First, a heavy investment is spent on advertising, and big spenders are assumed to know what they are doing. Also, people spend lots of time from the day. The use of different appeals and celebrity, Expert role made advertising attitude and these factors have positive impacts to shape out the tv.ads. Now ads are prepared based on these approaches and have very significant impact on customers mind.
In the response of watching advertised products on T.V people memorize the product and they move towards purchasing whether this product is necessary for them or not. When an ad played again and again then it creates positioning in the customer’s mind ads made their image and makes psychological impacts due the use of celebrity, music, appeals (emotional, rational), young female models, humor, experts these factors made an ad popular and easy to recall for customer while purchasing. In Pakistan 75% of the total population consists of youth and mostly they are student in school, college, universities some people do jobs.
When young people choose advertising information and characters as their role models, they may not only identify with them but also intend to copy them in terms of how they dress and what they are going to buy (Latif et al., 2011). Other 25% people work in offices, factories and have their own businesses. People don’t have enough time to take information about the company and its products they depend on advertised products on T.V which is based on strong marketing campaigns using such appeals and celebrities for making their ads more persuasive. People don’t have enough time to take information about the company and its products they depend on advertised products on TV. In our study we took example of cellular companies and mobile phone making companies’ advertisements in general for taking the real respondent’s data for the actual results of our research.
III. Hypothesis Development
3.2the Use of Advertising Appeals In T.V Advertisement Schiffman and Kanuk (2007) defined advertising appeal as supplier’s application of a psychologically motivating power to arouse consumers desire and action for buying while sending broadcasting signals to change receivers concepts of the product. Hence, advertising appeal is applied to attract the consumers’ attention, to change their concepts about the product, and to affect them emotionally about a specific product or service (Belch and Belch, 1998; Schiffman and Kanuk, 2007). 3.3Rational Appeal Rational appeal is used as it shows rationality of consumer choices in products by making clear differences of competitor’s product. This appeal is used in a way that it gives sense to the viewer what to buy and what not buy. H1: Rational appeal has a significantly positive impact on TV Advertising Attitude. 3.4Emotional Appeal Emotional Appeal is actually emotional bindings by psychological attributes of consumer’s family & blood relationships in TV ads. Emotional appeal is used in a way to capture the attention of consumer towards
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