G.L.

BAJAJ
INSTITUTE OF MANAGEMENT& RESEARCH
Approved by A.I.C.T.E. & Affiliated to DR. APJ Abdul KalamTechnical University, Lucknow
Plot No. 2, Knowledge Park III, Greater Noida, Uttar Pradesh-201308
A
RESEARCH PROJECT REPORT
ON

EMOTIONAL ADVERTISING

FOR
THE PARTIAL FULFILMENT OF THE REQUIREMENT
FOR THE AWARD
OF
MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO :- SUBMITTEDBY :-
Dr. Saroj Dash Abhishek Kumar Singh
(Asst. Professor) 1480170010
Department of Management Studies Session – 2014-2016

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 ACKNOWLEDGEMENT

A desertion report is a golden opportunity for learning and self development. I consider

myself very lucky and honored to have so many wonderful people lead me through in

completion of this project.

My grateful thanks to ( Dr. Saroj Dash Asst. Professor ) who in spite of being

extraordinarily busy with his duties, took time out to hear, guide and keep me on the correct

path. I do not know where I would have been without him.

A humble ‘Thank you My Friends & Familymonitored my progress and arranged all facilities

to make life easier. I choose this moment to acknowledge his contribution gratefully.

Last but not the least there were so many who shared valuable information that helped in the

successful completion of this project.

Abhishek Kumar Singh

1480170010

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 DECLARATION

I hereby declare that the Project report titled “EMOTIONAL

ADVERTISING” is my original work and has not been published or

Submitted for anydegree, diploma or other similar titles elsewhere. This has

been undertaken for the purpose of partial fulfillment of “MASTER OF

BUSINESS ADMINISTRATION” at G.L.BAJAJ INSTITUTE OF

MANAGEMENT & RESEARCH.

Date: -Abhishek Kumar Singh

Roll No. : - 1480170010

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 PREFACE

This project report attempts to bring under one cover the entire hard work

and dedication put in by me in the completion of the project work on

“EMOTIONAL ADVERTISING”I have expressed my experiences in my

own simple way. I hope who goes through it will find it interesting and worth

reading. All constructive feedback is cordially invited.

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 TABLE OF CONTENT
Declaration

Certificate from Faculty Guide

Acknowledgement

Executive summary

----------------------------------------------------------------------------------------------------------------
Chapter no. Subject Page no.

Chapter 1 Introduction 8

Chapter 2 Company Profile 15

Chapter 3 Literature Review 26

Chapter 4 Problem Statement 30

Chapter 5 Research methodology 32

Chapter 6 Results and Discussions 37

Chapter 7 Suggestions 73

References & Bibliography

Annexures

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Executive Summary

We are in the era of cut throat competition not only between companies/brands but also
between consumers. Advertising plays a major role in informing, persuading, reminding the
target audience about the new and existing brands.
In this report I have tried to analyze the present scenario of advertising world especially
Emotional advertising used by major companies these days and its impact on consumers.
I complement this with the study of advertising as a medium to reach not only the minds of
the consumers but also the heart.
My dissertation at the completion of my MBA program has added immense value in
understanding the world of advertising, its appeals and executions. The Dissertation has been
an inspiration from the work done during the research project which created curiosity to study
the sector of media and entertainment in depth.
The project is basically market research. The research comprises collection of primary data
from consumers/audience of Emotional Advertising. It also involves collecting secondary
data, collected specifically for the purpose, about the various companies and also the agency
that creates/manages the advertisement.
The emphasis in Emotional Advertising is on the television as a medium of reaching our
target audience. The effectiveness of Emotional TV commercials has been analyzed in the 2 nd
part of my questionnaire. With the help of which I have tried to come to the conclusion that
how well can emotional ads lead to brand recall and awareness. Also I have tried to link it
with the 1st half of the questionnaire which talks about which type of advertisements works,
i.e. Rational or Emotional; the buying behavior after such ads; the real motive behind a
purchase ; the role of media ;etc.

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 CHAPTER 1

INTRODUCTION

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 INTRODUCTION

WHAT IS ADVERTISING?

Advertising, generally speaking, is the non-personal form of promotion of goods,

services, companies and ideas, usually performed by an identified sponsor. Marketers see
advertising as part of an overall promotional strategy. Other components of the promotional
mix include publicity, public relations, personal selling, and sales promotion.

Advertising involves the process where in a massage is designed so as to promote a

product, a thought, an idea or even a service. The concept of advertising has assumed a
dynamic form with the use of the various mediums of communication. From the newspaper,
magazines, posters, neon and fluorescent signboards, billboards to the commercial on TV,
laser shows to inflated high-rise figures and objects, advertising has come a long way. The
work is formidable as it spearheads a process intended to attract, modify, change and
influences public opinion.

From the local business to multinational firm and all need to advertise. While
politicians, social organizations, government special groups need to advertise their motto,
national airlines, auto mobile manufactures, food and consumer goods manufacturers have to
reach the consumer. Specialist products and services are often advertised through trade
magazines and exhibitions. Lately mail-shots, handbill circulation, special offers have
become very popular. There are still other ways of advertising. There are window displays,
display on telephone directories, transit sign on buses, lamp posters, banners, etc. Advertising
through the electronic media has been perhaps the most popular medium.

Advertising, as an effective medium, uses a variety of techniques to create effective

advertisements. A basic appeal is at the heart of advertising. Slogans and product characters
are created to catch the attention of the viewers. Most winning advertisements would
encompass factual information with emotional appeal. The advertising industry has three
major sectors.

 Business or organization which wishes to advertise,

 Media which provides the medium for advertising and

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  Ad-agency which creates the ad to suit the need of the firm.

Evolution in Advertising

Advertising has long been viewed as a method of mass promotion in that a single message
can reach a large number of people. But, this mass promotion approach presents problems
since many exposed to an advertising message may not be within the marketer’s target
market, and thus, may be an inefficient use of promotional funds. However, this is changing
as new advertising technologies and the emergence of new media outlets offer more options
for targeted advertising.

Advertising also has a history of being considered a one-way form of marketing

communication where the message receiver (i.e., target market) is not in position to
immediately respond to the message (e.g., seek more information). This too is changing. For
example, in the recent years technologies have been made readily available to enable a
television viewer to click a button to request more details on a product seen on their favorite
TV program. In fact, it is expected that over the next 5-10 years advertising will move away
from a one-way communication model and become one that is highly interactive.

Another characteristic that may change as advertising evolves is the view that advertising
does not stimulate immediate demand for the product advertised. That is, customers cannot
quickly purchase a product they see advertised. But as more media outlets allow customers
to interact with the messages being delivered the ability of advertising to quickly stimulate
demand will improve.

TYPES OF ADVERTISING:

If you ask most people what is meant by “type” of advertising, invariably they will respond
by defining it in terms of how it is delivered (e.g., television ad, radio ad, etc.). But in
marketing, type of advertising refers to the primary “focus” of the message being sent and
falls into one of the following four categories:

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PRODUCT-ORIENTED ADVERTISING:

Most advertising spending is directed toward the promotion of a specific good, service or
idea, what we have collectively labeled as an organization’s product. In most cases the goal
of product advertising is to clearly promote a specific product to a targeted audience.
Marketers can accomplish this in several ways from a low-key approach that simply provides
basic about a product (informative advertising) to blatant appeals that try to convince
customers to purchase a product (persuasive advertising) that may include direct comparisons
between the marketer’s product and its competitor’s offerings (comparative
advertising).However, sometimes marketers intentionally produce product advertising where
the target audience cannot readily see a connection to a specific product. Marketers of new
products may follow this “teaser” approach in advance of a new product introduction to
prepare the market for the product. For instance, one week before the launch of a new
product a marketer may air a television advertisement proclaiming “After next week the
world will never be the same” but do so without any mention of a product or even the
company behind the ad. The goal is to create curiosity in the market and interest when the
product is launched.

IMAGE ADVERTISING:

Image advertising is undertaken primarily to enhance an organization’s perceived importance

to a target market. Image advertising does not focus on specific products as much as it
presents what an organization has to offer. In these types of ads, if products are mentioned it
is within the context of “what we do” rather than a message touting the benefits of a specific
product. Image advertising is often used in situations where an organization needs to educate
the targeted audience on some issue. For instance, image advertising may be used in
situations where a merger has occurred between two companies and the newly formed
company has taken on a new name, or if a company has received recent negative publicity
and the company wants to let the market know that they are about much more than this one
issue.

ADVOCACY ADVERTISING:

Organizations also use advertising to send a message intended to influence a targeted

audience. In most cases there is an underlying benefit sought by an organization when they

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engage in advocacy advertising. For instance, an organization may take a stand on a political
issue which they feel could negatively impact the organization and will target advertisements
to voice their position on the issue.

PUBLIC SERVICE ADVERTISING:

In some countries, not-for-profit organizations are permitted to run advertisements through

certain media outlets free-of-charge if the message contained in the ad concerns an issue
viewed as for the “greater good” of society. For instance, ads directed at social causes, such
as teen-age smoking, illegal drug use and mental illness, may run on television, radio and
other media without cost to organizations sponsoring the advertisement.

METHODS OF ADVERTISING

Media

Commercial advertising media can include wall paintings, billboards , street furniture
components, printed flyers, radio, cinema and television ads, web banners, web popups,
skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab
doors and roof mounts, musical stage shows, subway platforms and trains, elastic bands on
disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio
and video, and the backs of event tickets and supermarket receipts. As explained earlier any
place an "identified" sponsor pays to deliver their message through a medium is advertising.

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Profile of major advertising mediums

MEDIUM ADVANTAGES LIMITATIONS

Newspapers Flexibility; timeliness; good local market Short life; poor reproduction
coverage; broad acceptance; high quality; small pass along audience.
believability.

Television Combines sight, sound and motion; High absolute cost, high clutter,
appealing to the senses; high attention; fleeting exposure, less audience
high reach. selectivity

Direct mail Audience selectivity, flexibility, no ad Relatively high cost, junk mail
competition within the same medium, image.
personalization.

Radio Mass use, high geographical and Audio presentation only; lower
demographic selectivity; low cost. attention than television; non
standardized rate structure; fleeting
exposure.

Magazines High geographical and demographic Long ad purchase lead time; some
selectivity; credibility and prestige; high waste circulation; no guarantee of
quality reproduction, long life; good position.
pass-along readership.

Outdoor Flexibility; high repeat exposure; low Limited audience selectivity;

cost; low competition. creative limitation.

Brochures Flexibility; full control; can dramatize Overproduction could lead to run
message. away costs.

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 Covert advertising embedded in other entertainment media is known as product
placement. A more recent version of this is advertising in film, by having a main character
use an item or other of a definite brand - an example is in the movie Minority Report, where
Tom Cruise's character Tom Anderton owns a computer with the Nokia logo clearly written in
the top corner, or his watch engraved with the Bulgari logo.

The TV commercial is generally considered the most effective mass-market

advertising format and this is reflected by the high prices TV networks charge for commercial
airtime during popular TV events.

Virtual advertisements may be inserted into regular television programming through

computer graphics. It is typically inserted into otherwise blank backdrops or used to replace
local billboards that are not relevant to the remote broadcast audience. More controversially,
virtual billboards may be inserted into the background where none existing in real-life.
Virtual product placement is also possible. Increasingly, other mediums such as those
discussed below are overtaking television due to a shift towards consumer's usage of the
Internet.

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based

advertising space are dependent on the "relevance" of the surrounding web content and the
traffic that the website receives. E-mail advertising is another recent phenomenon.
Unsolicited bulk E-mail advertising is known as "spam".

In-film advertising

In-film advertising used to mean a couple of product billboards placed behind the
hero's car, Till Taal came along. That's the film that put Coke — and product placements —
firmly in the plot.
In-film advertising has only gathered more fans since. It's not just the colas, brands
like Hero Honda, Bru, and Fair & Lovely have got into the act. It has become a well-thought
out and legitimate part of a brand's marketing plan, and as the film industry gets more
corporatised, it's likely to get more popular.

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Celebrity Endorsements
Last year, when the controversial pesticide issue shook up Coca-Cola and PepsiCo
and resulted in much negative press, both soft drink majors put out high-profile damage
control ad films featuring their best and most expensive celebrities.
While Aamir Khan led the Coke fightback as an ingenious and fastidious Bengali who
finally gets convinced of the product's `purity,' PepsiCo brought Shah Rukh Khan and Sachin
Tendulkar together once again in a television commercial which drew references to the
`safety' of the product indirectly.
The success that the Aamir Khan commercial brought Coca-Cola is universally
acknowledged. A creation of Prasoon Joshi, National Creative Director, McCann-Erickson,
and the ad has been exported to foreign markets as well. Thus it has also proved beneficial for
international marketing of the product.

Aamir Khan in COCA-COLA commercials

The Tata Group has some of India's most famous personalities from the sports and
entertainment fields endorsing its products and services, and the Tata brand like Narain
Karthikeyan, Sourav Ganguly and Irfan Pathan, Sania Mirza, Naseeruddin Shah and Aamir
Khan who have greatly contributed to the success if Tata’s products and services.

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Advertising Process
When preparing your search proposal, you should take into account that the “lead-in”
time needed to place an ad can vary anywhere from days to months depending on the
publication. You should plan to have your ad approved and an estimate of the cost done at
least one month prior to the date when you want the ad to be published. The advertising
process for professional staff and faculty positions involves five basic steps:
1. Writing an Ad
2. Getting Approval for the Text of the Ad
3. Estimating the Cost of the Ad
4. Placing Ads & Posting Announcements
5. Paying for Ads

If the advertising needs to be successful, the product needs to:

 Solve a purpose
 Fulfill a need
 Be satisfactory
 Have a credible proposition

What Advertising Can Do For Your Business:

 Remind customers and prospects about the benefits of your product or service
 Establish and maintain your distinct identity
 Enhance your reputation
 Encourage existing customers to buy more of what you sell
 Attract new customers and replace lost ones
 Slowly build sales to boost your bottom line
 Promote business to customers, investors

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Advertising objectives can be classified by primary purpose:
 Inform
-Introducing new products
 Persuade
-Becomes more important as competition increases
-Comparative advertising
 Remind
-Most important for mature products

Specific Reasons for Advertising

Let us go somewhat deeper and learn the varied reasons for using advertising as a tool. These
reasons speak volumes about the multi-dimensional nature of advertising and its special
importance The same reasons are why EMOTIONAL ADVERTISING is being extensively
used by all sectors and companies these days to attract both old and new customers :

1. To announce a new product or service: To promote new products, advertising becomes

bold and dramatic. It should also convince us about the novelty. For new products, we need
an initial splash of advertising but it has to be followed by sustained efforts.
2. To expand, the product to new buyers: Here what has been successfully sold to one
segment of the market is advertised to a new segment, Soft drinks are the craze for teenagers.
But they are now promoted for children.
3. To announce a modification: Many consumer’s products time and again are given a new
1ease 6f life by a certain product modification, e.g., Clinic Shampoo becomes Clinic Plus, or
salt becomes iodized salt. Advertising has a role-to play here.
4. To announce a price change: Price is used as key variable at times to boost sales.
Reduced prices or discounts available on products become a matter of advertisement. For
example, in Mumbai MAROO sells moulded luggage at discounts ranging from 10-25 per
cent.
5. To announce a new pack: Advertisement in illustrations and photos identify a pack when
a pack design is changed the whole personality of the product changes. So this is announced
through advertising.Eg:Fanta new bottle which was endorsed by Rani Mukherjee.

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6. To make a special offer: There are gifts and premiums that go with the product. There are
introductory offers. There is a special offer in slackseason.Eg: Videocon Electronics.
7. To invite enquiries: Most industrial advertisements and many consumer product
advertisements (especially of services) bring forth enquiries from potential customers.
Coupons are generally employed to bring the enquiries.Eg: Dell Computers
8. To sell direct: Mail order selling of books, sports goods, textiles, gift items, transistors etc.
is conducted through pamphlets called direct mailings.Eg: Sauna Belt Infomercials.
9. To test a medium: Couponed advertisement placed in an untried media tests the
effectiveness-of that media.
10. To announce the location of stockiest: The list of dealers appended to an advertisement
supports the dialers’ selling efforts.
11. To obtain stockists: This is a pull strategy. The consumers demand an advertised product
from the retailers. These in turn approach the wholesalers, who then solicit agency from the
company. This strategy is very much successful for new products. However, for other
products, which are not available, it is not wise to advertise them.
12. To educate’ customers: We come across both informative and persuasive advertising.
The informative variety is more acceptable such a copy is educative it gives explanation
about & product or service. People need education about air travel, foreign jaunts, packaged
tours and tourist places.
13. To maintain sales: Advertising continues for the whole life of a product. Introductory
advertising is of course heavy. But then to maintain sales, moderate advertising is necessary.
Absence of total advertising may lead to extinction, of a product.
14. To challenge competition: A campaign may be designed to take on the competitor. Such
challenges may be in the form of sales promotion methods or a comparison by a competitor
of your product with his product.Eg: Pepsi and Thumps up war.
15. To remind: though it sounds like sales maintenance, it is somewhat distinct. Small items
like milk, bread toffees, chocolates, éclairs, blades, tea etc. are purchased repeatedly in small
units. Reminder advertising asks the buyers to stick to the same brand; it also encourages the
re-purchases of the brand. Slogans and jingles are a great help here. Sometimes this genre
makes up our mind or a particular
brand whose need may arise in future. Mentally, we say I will buy such and such brand of TV.
Reminder advertisement makes one stick to this decision. Most outdoor and transit
advertising including that on DTC buses and suburban trains are of this type.

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16. To get back lost sales: Sometimes a company reduces advertising abruptly and suffers a
loss in terms of sales. Again we will have to arrange a special campaign to get back the lost
sales. Mail advertising is used for trade. Special SP methods are used.
17. To please stockist: The goods must move from shelf. There should be rapid turnover of
stock, since the margins are small. It is like re-using the capital. Advertising thus helps the
stockiest to achieve this. It makes them inclined to make the shelf space available. Direct
mails are used to sell in, and consumer advertising and SP are used to sell out.
18. To please the sales force: Effective advertisement improves the moral of the sales force.
Advertising support also supplements their selling efforts.
19. To recruit staff: Advertising is a source of recruitment. It may be a small classified
advertisement or a prominent display advertisement.
20. To attract investors: Financial advertising has come of age. There are special agencies
who handle this. It makes you favourable towards an investment or a donation. It gives the
details of returns on this investment or the social benefits of the donation. Share and
securities issues are floated with sound advertisement support
21. To export: Media abroad are quite different. There are trade fairs etc. International
advertising requires expert guidance. Export advertising without market research and media
research can be a costly failure.
22. To announce trading results: it is also financial advertising. Extracts of chairman’s
speech are published in the media. In a way, he is announcing the financial results. The
speech is well edited and well illustrated. Advertisement interacts directly with other-
elements of marketing mix. It is basically a communication’s to achieve marketing objectives.
It is meant to bring something de1iberately to the - notice of someone else - this is the
semantic truth of the word, which comes from the french word avertir, to notify Nicoll -
Advertising is one element of the integrated marketing effort. The relative importance of the
advertising would depend on: types of the products and form of marketing

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Advertising Communication System

Advertising communication always involves a perception process and four of the

elements: the source, a message, a communication channel, and a receiver. In addition, the
receiver will sometimes become a source of information by talking to friends or associates.
This type of communication is termed word-of-mouth communication, and it involves social
interactions between two or more people and the important ideas of group influence and the
diffusion of information.

An advertising message can have a variety of effects upon the receiver. It can:

 Create awareness
 Communicate information about attributes and benefits
 Develop or change an image or personality
 Associate a brand with feelings and emotions
 Create group norms
 Precipitate behaviour

Message Strategy and Tactics

The actual development of an advertising campaign involves several distinct steps.
First, the advertising manager must decide what the advertising is meant to communicate by
way of benefits, feeling, brand personality, or action content. Once the content of the
campaign has been decided, decisions must be made on the best and most effective ways to
communicate that content.

Media Strategy
Although there are many rules of thumb often used to decide how much money to
spend on advertising, the soundest rules involve beginning with a detailed specification of
what a corporation is attempting to accomplish with advertising, and the resources necessary.
It is only when the job to be done is well specified that the amount and nature of the effort the
amount of money to be invested in advertising can be really determined

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EMOTIONAL ADVERTISING

Types of advertising appeals

Advertising appeals build from human needs, persuasion theories, and psychological
research. Although types of advertising appeals vary as much as human needs, advertisers
primarily organize advertising appeals into the seven types covered in this series.

·Fear is an emotion. We all fear something and spend time and money to lesson our fears.
·Humor relates to the emotional need to have fun and to enjoy life. Laughing is more than
physiological. It’s an emotional release that we all need in order to stay healthy.
·Sex is a basic physiological and emotional need. It involves many emotions from the need
for love and intimacy to self-esteem.
·Music fills an aesthetic and emotional need for beauty and pleasure. The type of music that
we prefer relates to the emotion of belonging.
· Scarcity, which I’ll cover in tomorrow’s post, appeals to our emotional need to be included
and not to miss out on something good.

Fear

Fear ranks low as a type of advertising appeal. However, many Internet marketing gurus
contend that fear is effective. If you agree with the gurus, choose your fear appeals carefully.
This appeal works best when it’s related to lesser fears like having bad breath or losing out on
a money-making opportunity. When it relates to the big fears like dying or loosing a loved
one, people are more inclined to block the advertising message. They move into denial mode
and ignore the rest of the message.

Humor

Humor proves to be a more effective type of advertising appeal, but it too must be used
carefully. What one person finds funny, another considers appalling.So advertising employees
in these positions tend to be young – Generation Yers and Xers.

Sex

Sex sells, but it can also offend. So whether sex is effective in an advertising campaign
depends much upon whether it is blatant, suggestive, or symbolic.A scantily clad model
stroking an automobile a good example of blatant sex in advertising. Such an advertisement

20
is designed to appeal to men. Many women consider such commercials offensive. “Feminist
women consider any advertisement demeaning if it portrays women as sex objects. Women
and men, with strong religious ties, consider such advertising sinful.

So blatant sexual advertising may appeal to a target market while turning off others, who are
not in the target market. For this to work, you have to deliver the message through a medium
that reaches the target market, rather than through mass media. Suggestive advertising
doesn’t actually show scantily clad men or women, but leaves a sexual feeling that many
people recognize. For instance, shots of a woman gently touching or stroking a man’s hand,
or vice versa, is suggestive.

Music

Different types of people prefer different types of music. So if you choose to use music as a
type of advertising appeal, you need to know the music preferred by your target market.
Choose wrong, and you can destroy your advertising campaign.

Companies need to consider the generation, social class and lifestyle of your target market.
Each provides insights into your potential customers’ music preferences. Companies can get
information on these demographics and then know their customers and sell their brand to
them.

If companies are creating a radio advertisement, most radio sales people can provide
demographic characteristics of their listeners. Talk to one for each radio format and ask for
this information. Select the format that best reaches their target market. Then use that kind of
music in the advertisement and run your advertisement on stations with that music format.

Another choice is to use generic music or music that crosses radio formats. This can be a
good choice for advertisements intended for mass audiences. But it’s not as effective as
catering to your target market’s music preference.

Scarcity

As people, we are more inclined to want what’s in limited supply. We are also more inclined
to take immediate action if we have limited time to act. Limited supply and time provide
scarcity appeals.

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Time Scarcity

Example:One night while I was working late, I went to a membership site that I considering
joining. The sales page offered a number of free days membership if I registered within six
hours of first opening the sales page. I was tired and decided to wait until the next morning.I
slept about seven hours then went back. The free days were no longer available to me. I even
tried on another computer, but I still couldn’t get the free days. So I had to register for a full
30 days and pay for them all. The owner of this site was serious about scarcity of time to
make a decision about joining his membership site. And he had tracking in place to support it.

That is not always the case. I’ve also gone to sales pages that say I have until midnight to
purchase at a discount, but when I go back the next day I’m offered the same discount and
again told that I have until midnight to purchase at the discount.

The first example used real scarcity of time. The second example only tried to make visitors
think there’s a time scarcity when there really wasn’t. Visitors will tell others when scarcity is
real and when it’s fake. So don’t try to fake scarcity. It backfires.

NEED FOR ADVERTISING (EMOTIONAL)

Consumers must have always startled by the sheer variety of toothpastes being sold at my
local drug store. It's a classic example of excessive choice: all those different products, most
of which seem interchangeable, actually make them less likely to buy anything. So how do
corporations distinguish their brand of toothpaste, if they all contain the same active
ingredients? The answer is predictable: they spend hundreds of million dollars on advertising

When faced with a choice task, consumers need to evaluate the overall utility of each of the
alternatives they are facing and compare these utilities in order to make their final choice.
Such a utility computation process is likely to vary from case to case based on the exact
information consumers consider, the particular facts they retrieve from their memories, as
well as the particular computations that they carry out; any of these process components is a
potential source for decision inconsistency. For example, when shopping for a new Nikon
digital camera, it is possible that consumers might change the aspects of the camera they
focus on, the particular information they retrieve from memory, the relative importance
weights they assign to the attributes, or the process of integrating these weights.

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For the consumers, contrary to lay perceptions, attending to one's emotional responses may
prove to be very valuable in understanding one's preferences. It is possible consumers would
be much happier with choices based more on their emotional reaction. For example, if one
buys a house and relies on very cognitive attributes such as resale value, one may not be as
happy actually living in it, as opposed to a person who attends to his or her emotional
reaction to the house prior to purchasing it. Indeed, our results suggest that the heart can very
well serve as a more reliable compass to greater long-term happiness than pure reason.

DIFFERENCE IN EMOTIONAL AND RATIONAL ( Pictorial example)

Rational

This ad is of Mahindra Xylo which shows the details,features and benefits(spacious,free leg
space) of the car thereby informing the rational viewers.

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Emotional

This ad of Airtel Cellular wherein a grandson comes to his native village and makes his father
speak to his grandfather after years of seperation .It ad is enough to evoke so many emotions
in the viewers that they had never thought could come watching Indian TV.

Both Emotional And Rational

This ad talks about the price of the burger and food items at Mc Donalds at Rs 20 and at the
same time about the old couple remembering their young age,thereby demonstrating both the
rational and emotional appeal.

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Emotional Advertisements in India

Yeh hain emotion-istan!

Why is it that the majority of advertisements sell emotions to sell their products? Josey Paul,
a top ranking creative director believes in the persuasive power of emotions. “Emotions are
very necessary. One must understand that any form of persuasion has an emotional quotient
in it. Things become desirable when there are emotions attached to it and it’s one of the most
attracting factors for a product,” he feels.

Though there are several tools to sell a product, the most saleable tool is emotions, which
appeal to one and all. Ad guru Prahlad Kakkar believes that “emotions are everything today”.
He says, “See, it has to be a perfect blend of emotions and the promises that the company
makes to its customers. Why will a customer buy if a product does not appeal to him?”

Paul reasons that the fundamental principle of advertising itself is reaching out to the
‘irrational’ mind. Hence, the appeal has to be emotional. “Emotional mind operates on the
illogical level, whereas rational mind will see reasons not to buy a particular thing. If a
product does not appeal to the consumers emotionally, it will not sell. Any form of seduction
is not rational. We are a combination of many things and at the centre of these things are
emotions,” he thinks.

But is it true that advertisements here in India exploit the formula of emotions much more
than they do it in the West? Maybe, we as a people, are an emotional lot — a fact that is also
reflected in the relationships we share, the close-knit family bonds that we nurture and the
values that we cherish. Renowned ad-man Piyush Pandey definitely thinks so. Ads here do,
indeed, use sentiments to connect to people, as opposed to the West. “You rarely see emotions
in British advertisements. Do they cry like we do when we have lost someone very close? No,
they don’t. Yes, we are a more emotional nation and more expressive, too. So advertisements
here work on what touches our heart rather than the mind,” he says. Paul agrees with him.
“India runs on sentiments. We are still a very family-oriented country. There are strong
interactions in relationships. So through ads, we reflect what is already there,” he says.

Does ‘wit’ work for India?

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So, emotions work for us Indians. What about other elements like humour or wit? Can’t we
sell a product without stuffing a good dose of emotional quotient in the ad? But why should
we? India is an emotional country. Thus, most of the ad films here are based on emotions.
And I don’t see anything wrong in this. We sell what people want. If they come to buy the
product like this, then why not?

Though emotions sell big time, not all advertisements can use them to their
advantage. “Different categories demand different buttons to be pressed. If you see the ads of
chewing gum or shampoo or even automobiles, these are more witty and humorous.
Variations have to be there. However, emotions rule the larger picture. “At the end of it all,
one has to see what’s more dominating, emotion or rationality. And we are people with higher
level of emotions, as compared to the West. Their ads are designed for awards. Therefore,
they are more witty and humorous.

Even though emotions are a sure-shot way of reaching out to people, the way it is done also
makes a difference. A bad ad, however emotionally rich it is, won’t succeed in selling a
product. “Emotions can’t be used as a fixed formula to sell a product. They have to be
presented in a manner that appeals to the audiences and they are forced to walk into a shop
and buy the product,It’s about who does the ad better and reaches out to the people. Earlier
two ads were directed to hit you emotionally. But only that one will sell which offers the
product in a more innovative and unique manner.”

But isn’t the younger generation more practical and reluctant to get carried away by
emotions? Are advertisements experimenting with elements other than emotions, to connect
with the youth? “I would say though they will like practical, humourous, witty ads, at the end
of the day, emotional ads will appeal to them. It’s because we are brought up that way.Newer
brands cannot risk adopting an untried approach in their advertisements. “It’s the established
brands that can experiment with new approaches in their advertisments. Those who want to
get recognition in the market and do not want to take the risk, will always bring the emotion
factor, which is a guaranteed formula, in their ads,” she adds. Looks like it will be a long time
before we see smart-alecky, tongue-in-cheek, witty ads ruling the advertising scene in India.
Till then, let your heart have its say.

ADVERTISING EXECUTION STYLES

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Creative execution refers to the manner in which an advertising appeal is carried out or
presented
• A particular advertising appeal can be executed in a variety of ways and this means of
execution can be
applied to a variety of advertising appeals
• The impact of the message depends not only on what is said but also on how it is said
• Any message can be presented in different execution styles
• Message execution can be decisive

1. STRAIGHT - SELL OR FACTUAL MESSAGE

This type of execution relies on a straightforward presentation of information about the
product or service such as specific attributes or benefits

2.SCIENTIFIC/TECHNICAL EVIDENCE

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A variation of the straight sell where scientific or technical evidence or information is
presented in the ad to support a claim

3. DEMONSTRATION

This type of execution is designed to illustrate the key advantages or benefits of a product or
service by showing it in actual use or in some contrived or staged situation

4. COMPARISON

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This type of execution involves a direct or indirect comparison of a brand against the
competition

5. TESTIMONIALS
Advertisers present their advertising messages in the form of a testimonial whereby a person
speak on behalf of the product or service based on his or her personal use of and/or
experiences with it.

6. SLICE OF LIFE
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This type of execution is often based on a problem/solution type of format.The ad attempts to
portray a real-life situation involving a problem, conflict or situation consumers may face in
their daily lives.The ad then focuses on showing how the advertiser's product or service can
resolve the problem.Slice-of-life executions are also becoming very common in business-to-
business advertising a companies use this approach to demonstrate how their products and
services can be used to solve business problems

6. ANIMATION

This technique uses animated characters or scenes drawn by artists or on a computer

animation is often used as an execution technique foradvertising targeted at children

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7. PERSONALITY SYMBOL
This type of execution involves the use of a central character or personality symbol to deliver
the advertising message and with which the product or service can be identified.The
personality symbol can take the form of a person who is used as a spokesperson, animated
characters or even animals.

8. FANTASY

This type of appeal is often used for image advertising by showing an imaginary situation or
illusions involving a consumer and the product or service.Cosmetic companies often use
fantasy executions although the technique has also been used in advertising for other products
such as automobiles and beer.

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9. DRAMATIZATION

This execution technique creates a suspenseful situation or scenario in the form of a short
story.Dramatizations often use the problem/solution approach as they show how the
advertised brand can help resolve a problem

10.HUMOUR

Humour can be used as the basis for an advertising appeal. Humour can also be used as a way
of executing the message and presenting other types of advertising appeals.

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11.LIFESTYLE
Shows how well the product will fit in with the consumer's lifestyle.

12.MOOD OR IMAGE

Builds a mood or image around the product, such as peace, love, or beauty.DeBeers ads
depicting shadowy silhouettes wearing diamond engagement rings and diamond necklaces
portray passion and intimacy while extolling that a"diamond is forever."

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13. MUSICAL
Conveys the message of the advertisement through song.Prior to the 1980s music in
television advertisements was generally limited to jingles and incidental music on some
occasions lyrics to a popular song would be changed to create a theme song or a jingle for a
particular product

14.CULTURE OR TRADITION

Connects with the culture or traditions to convey the message.Cadbury celebration ads
leverage the festive occasions

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15. SURROGATE

This kind of a technique is more like a proxy for a product, where there is a substitute product
used to depict the brand.Typically used for liquor and cigarettes.

17. COMBINATIONS

Many of these execution techniques can be combined in presenting an advertising message

for example, slice-of-life ads are often used to demonstrate a product or make brand
comparisons
DEMONSTRATION /STRAIGHT SELL COMBINATION

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17. SOCIAL

Public service advertising that seeks to spread awareness for the benefit of the community.

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37
MEDIUMS USED FOR EXECUTING ADVERTISING MESSAGES/ STYLES

• Radio
• Television
• Press (Newspaper & Magazine)

CHAPTER 2

LITERATURE REVIEW

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 LITERATURE REVIEW

Emotions in Advertising
Since the days of Aristotle's ethos, pathos and logos, scholars and practitioners have
studied the topic of persuasive communication. By it's very nature, advertising exists to
persuade through whatever means possible, for commercial and/or ideological "products". In
many cases, this persuasion takes the form of an emotional appeal. It is this use of emotion as
a creative tool in advertising which will be discussed in each of the following pages.
What techniques are commonly used in emotional advertising and how successful are
they?
Advertisers strive to engage consumers through their choice of message tone. Some of
the most common emotional appeals focus on fear, humor and self-idealization. The use of
fear as a motivation in advertising places emphasis on the severity of the threat. Zeitlin and
Westwood (1986) found that fear appeals range in intensity from mild to severe. Their
research suggests that in order to be most effective (not just attention getting), fear-based
messages should present a mild to moderate threat and provide a do-able solution. If the fear
instilled is either too severe or not followed up with a reasonable solution, the viewer will not
be able to surmount his/her sense of dread and process the advertising message. In a similar
vein, negative ads (ads in which the viewer is exposed to annoying or unpleasant creative
content) can also be effective if the negative technique is used to promote a product benefit.
This situation is often referred to as the "love that product, hate that ad" syndrome (Zeitlin
and Westwood, 1986) and has been used to describe Charmin's Mr. Whipple and Wisk's Ring
Around the Collar campaigns.
Humor is another frequently used emotional technique which must be employed with
caution (Kover, Goldberg and James, 1995). Some advertisers view humor as a can't lose
method for enticing viewers into paying attention to the message. However, it is important

39
that the humorous creative technique does not result in a loss of product message. Research
by Kover, Goldberg and James (1995) indicates that in most cases, humor has little on
viewers' interpretations of advertising effectiveness.
In accordance with the theory that consumers choose brands to fulfill both rational and
emotional needs, it is not surprising to discover that ads which evoke notions of personal
enhancement have been found to be highly effective (Kover, Goldberg and James, 1995).
Messages that play to consumers' desires for achievement of the ideal self arouse high levels
of message empathy and, in turn, ad liking and purchase desire. Nike's "Just Do It" campaign
is a prime example of successful advertising based on consumers' desire to achieve the ideal
self.
How are levels of emotional response tested?
Researchers use a variety of verbal, visual and physiological response tools to measure
consumers' emotional responses to advertising. Verbal measurement scales involve extensive
adjective check lists which are often viewed as time consuming and lengthy for users to
complete. Visual measurement tools include dial turning instruments and the Self Assessment
Manikin (SAM). Morris (1995) supports the use of the SAM as an easier method for PAD
(pleasure-arousal-dominance) measurement that commonly uses verbal listings. Finally,
physiological response tools include the galvanic skin response meter and pupil dilation
monitors which base emotional response levels on changes in the physical state of the viewer.
These measurement tools provide the benefit of immediate response measurement, which in
many cases, cuts through the clutter of respondent self-monitoring, a situation which may
occur when using either verbal or visual measurement tools (Kover, Goldberg and James,
1995).
When should (or should not) an advertiser employ emotional appeals?
Decisions regarding advertising message tone can be divided into a number of
consideration sets including:
• Informational/ transformational message,
• High/ low involvement and perceived risk,
• Emotional/ rational benefits and
• Congruency between product and message.

In many instances, creative executions are developed by approaching the question, "Should
our brand message cater to informational or transformational needs?".In the case of
informational motives, the brand seeks to provide a solution to a problem, satisfaction where
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there is disappointment or reminder in case of shortage. Transformational motives are
addressed when advertising elevates itself to a less information-driven, tangible level where
brand messages fulfill sensory and social needs (Kover and Abruzzo, 1993). As the figure
below shows, both motivational perspectives elicit emotions which may be felt by consumers.

Source: Kover and Abruzzo, 1993

Chaudhuri's (1998) studies on luxury and necessity items have yielded information on the
relationship between high-involvement and low-involvement products, perceived risk and
emotional experience. High-involvement purchase decisions often involve high levels of
perceived risk, sending consumers into a state of increased information search. This suggests
that informational motives should be addressed in advertising for many high-involvement
products. Conversely, low-involvement decisions usually incorporate low levels of perceived
risk. When developing message appeals for either high or low-involvement categories, it is
important to know that perceived risk shares a direct, inverse relationship with emotional
experience. That is to say that high perceived risk is decreased through positive emotional
experiences, while low levels of perceived risk are increased when a person is in involved in
a negative emotional experience. Advertisers' may attempt to influence opinions of perceived
risk to their benefit by using a negative emotional approach to increase the perceived risk
associated with brand switching in a low involvement category. Meanwhile, a high-
involvement brand may employ a positive emotional message to lower the perceived risk of a
consumer who is carefully studying brand alternatives.

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 Foote, Cone and Belding has developed a model called the Contingency Approach
(Holbrook and O'Shaughnessy, 1984) as a guide for choosing whether to apply emotional or
rational messages in their client’s advertising. The Contingency Approach states that
emotional appeals should be made when promoting attitude changes towards feeling products
like jewelry, cosmetic and fashions. Thinking products such as cars and furniture should
employ rational messages, according to this model. It is important at this point to introduce
the concept of congruency (Zeitlin and Westwood, 1986). Advertising congruency is achieved
when the brand message is consonant with the tone of the advertising. When congruency is
not achieved (for example, through misapplication of sex appeal or inappropriate choice of
celebrity spokesperson) ads are often not liked and considered to be uncreative and not
persuasive. Therefore, it is important to recognize the potential for exceptions to the
Contingency Approach. Thinking aspects of fashion do exist, as do feeling aspects of cars.
Advertisers who fail to understand this duality do so at their own risk.

Who responds to emotional advertising?

Of course, the short answer is everyone. However, Stout and Rust (1993) found that
females and older people are most easily persuaded by emotional advertising. These groups
are more likely to feel empathy toward the situations presented in emotional ads and as a
result, view the brand more favorably than those competitors advertising based upon rational
appeals.

Significance of Emotion
Brand Development
Early ads followed the classical advertising model which stated that products should be
promoted on the basis of their competitive advantages in a way that consumers would
understand the believe (Rago, 1989). The difficulty in accepting this philosophy has become
more apparent over time as many products have spawned "me too" imitators which have all
but eliminated tangible elements of product differentiation. Therefore, it has become
increasingly important for individual brands to build relationships with consumers through
their advertising. Mantineau (1957) explains that while competing products may be
standardized, brands are emotion-laden entities formed by both the manufacturer and
consumer through a variety of means such as pricing, packaging, distribution and
advertising.Observers (Rago, 1989; Martineau, 1957) have noted that consumers buy

42
products to fulfill both functional and emotional needs. Therefore, ads should incorporate
both rational and emotional approaches to insure success. In today's high-tech
communications environment, consumers can "zap" ads so quickly that advertisers must now
entice and engage viewers. In 1963, Marshall McLuhan summarized advertisers' need to
draw the consumer in by stating,"...the need is to make the ad include the audience (in the)
experience." (Rago, 1989)
Ads As Emotion

In addition to theories that all brands are built upon emotional relationships with the
consumer, Edell and Burke (1987) go one step further, proclaiming that all ads convey
emotion, regardless of their intent to do so or not. By applying emotional appeals in their
advertising, brands communicate their messages, influence consumer attitudes and (in some
cases) allow the emotion to serve as the product benefit (Zeitlin and Westwood, 1986).

The study of consumer response towards emotional advertising allows advertisers to

understand consumer decision-making processes, which can be difficult to explain. In many
cases, consumers are consciously unaware of the real motivations behind their purchase
decisions. Simply asking them to explain their behavior may not yield complete answers, as
many revert to the "safety" of logical explanations for what are largely decisions/reactions
often based upon emotions. Stout and Rust (1993) emphasized the importance of studying
emotions in advertising b concluding that the feelings consumers experience as the result of
viewing ads correlate to such evaluative and action-oriented behaviors as ad liking, brand
affect and purchase intention.

Relationship Between Cognition And Emotion

The debate between the roles of cognition and emotion in advertising evaluation is
similar to that of the old adage, "Which came first, the cart or the horse?". Biological and
Behavioral theorists contend that emotions are the result of physiological responses to
external changes in environment or repeated stimuli. Little attention is paid to the intellectual
side of stimulus reception. A basic flow of these theories might resemble this:

Stimulus-> Physiological Response-> Emotion

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In contrast, Cognitive theorists add the element of cognitive evaluation in harmony with
physiological response to stimuli. While other schools of thought neglect the concept of an
individual's active participation in the creation of emotional response, Cognitive theorists
maintain that emotions are the product of a synthesis between physiological and cognitive
experiences. A revised cognitive model might resemble the following:

Stimulus-> Physiological Response + Cognitive Evaluation-> Emotion

Most scholars (Stout and Leckenby, 1986; Chaudhuri, 1998; Martineau, 1957;
Holbrook and O'Shaughnessy, 1984; Plummer and Holman, 1981; Edell and Burke, 1987;
Lazarus, 1991; and Plutchik, 1980) agree that both cognitive and emotional evaluations of
advertisements play a role in message interpretation and acceptance. The differences among
these observers lie in the order and intensity with which each is applied to advertising
evaluation.

Emotion Before Cognition

Plummer and Holman (1981) place primary emphasis on emotional responses to

advertising. Their Communication Perspective submits that cognitive responses are memory
structures which cannot be recalled and/or built until emotional stimuli are presented to evoke
or construct them from our past. Under this premise, emotion-laden advertising is the most
effective way to involve memory processes which will, in turn, allow the viewer to interpret
the advertising message. Plutchik's (1980) theory agrees with those who emphasize emotion
over cognition in message processing. He claims that emotion is the center of life, guiding all
behavior in functional ways. Plutchik goes to far as to pinpoint eight emotional states which
serve as the derivative of all other emotions. These eight emotional starting points include:

1) Anticipation,

2) Acceptance,

3) Surprise,

4) Joy,

5) Fear,

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6) Anger,

7) Sadness and

8) Disguist.

Cognition Before Emotion

Other researchers including Chaudhuri (1998) and Edell and Burke (1987) support the
idea that consumers must process the message logically before emotional values are
transferred to the ad/product. Chaudhuri (1998) explains that the nature of the product
advertised plays a key role in determining the amount of cognition required to process an
advertising message. Specifically, the amount of perceived risk associated with purchase pre-
determines the level of interest given to a product's message.

Collaborative Process

It is by far the majority of advertising and communication analysts (Stout and

Leckenby, 1986; Holbrook and O'Shaughnessy, 1984; Lazarus, 1991) who agree that
consumer’s cognitive and emotional interpretations of advertising messages work hand-in-
hand, each influencing the other. Stout and Leckenby (1986) reveal that an individual's level
of emotional response lies in their ability to find empathy in a situation. This empathy can be
found on either a rational or affective level, leading to descriptive, empathic or experiential
responses. Furthering an earlier observation which supported both cognitive and emotional
influences on message processing, Holbrook and O'Shaughnessy (1984) point out that many
psychologists agree that emotional response involves an interaction between cognition and
physiology.

45
 Source: Holbrook and O'Shaughnessy, 1984

They go on to say, "Emotion involves cognition in at least two senses- first, in appraisal
and, second, in attribution." (p.53). Lazarus (1991) typifies an interrelation between cognition
and emotion by explaining that a personal stake must be involved in communication, or else
it will not generate an emotion. Once the emotion is perceived, cognitive measures will be
applied in order to appraise the meaning of the emotion.

Contextual Impact On Advertising

In some cases, advertising (whether rational or emotional in content) effectiveness is

influenced not by the technique applied in the ad itself, but by the emotional context in which
the ad appears. Contextual factors can work either to the benefit or detriment of the brand
being promoted in the advertisement. Some theories suggest that interruption of an exciting
program or story results in a heightened level of attention to an advertiser's message. Others
disagree, stating that the interruption of highly stimulating programs or stories causes viewer
frustration, which interferes with the processing of the advertising message (Mundorf,
Zillman and Drew, 1991). No conclusive results have been presented on either side of this
argument, so the debate continues.

Some evidence does exist to support the idea that affective elements of program or
editorial content influence viewers'/readers' affective interpretations of the advertising
messages placed within the program or story. For example, Mundorf, Zillman and Drew
(1991) found that viewers' abilities to attend to, process and store ads shown shortly after

46
disturbing news sequences were adversely affected by the viewers' preoccupations with the
bad news. The residual effects of negative news appeared to last for as much as 2.5 minutes
after the end of the segment, with attention levels returning to normal thereafter.

Gardner (1985) explains a study which further supports contextual effects on

advertising. She discusses research which shows that the mood induced by an emotional film
may transfer over to interpretations of ads placed within the film itself. For example, feelings
elicited by a family drama may lead to warm feelings towards a product advertised during the
program.

Advertisers recognized the power of contextual media placement long ago and
regularly use it as a tool for selecting ad placement. The extraordinary fragmentation of both
broadcast and print media over the past several decades has made contextual placement
considerations a standard part of an effective media placement strategy. Many magazines
produce special "advertorial" sections on a regular basis, capitalizing on the power of
contextual placement. Other advertisers have brought their products to the silver screen via
in-film product placement, hoping to align their brand with a particular star, activity sequence
or film genre.

The desired response of getting the viewer or reader to shed a tear (even a microscopic one)
or to spend a few seconds reflecting on the message is always effective.

A study done for TACODA finds that Internet ads achieve more engagement when targets are
reached by ads on sites where the consumer does not expect to see ads in that category.
Surprise is an emotion. Surprise is a powerful player in the subconscious domain.

The role of Research in Advertising is to ensure that the latest methodologies of research are
used at all stages of creative development, execution, delivery, accountability, learning, and
improvement.They use brainwaves, metaphorics, Conversion Model, longitudinal
singlesource tracking and whatever else works to plumb the depths of the consumer mind and
subconscious, where the emotions dwell. For most products and services the ultimate goal is
ROI and Lifetime Value. For special categories (political, public service, etc.) the ultimate
success metrics will be adapted accordingly.

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The most important findings of research, in the last few years, relate to the need to touch
consumers below the level of cognitive thought.
P&G makes many important statements all the time,perhaps the most important thing that
they have ever said was at a conference in Geneva in 2004, when Bernhard Glock, P&G
Global head of Media Strategy said “We don’t just want to reach consumers, we want to
touch their hearts.”
Most ads do not do this. Many ads offend consumers by their very intrusiveness. A “push”
message starts from behind and has to be very good indeed to overcome the fact that it was
not requested in the first place. One is immediately drawn into a mini-movie. The characters
are folks we immediately care about. Zero to engagement in two seconds. An entire story
unfolds in 30 seconds, an entire Aristotelian plot trajectory from problem to resolution. Some
of the ads make the eyes leak. One is always grateful for having seen the ad. Often the
brand’s selling point has been tied to something larger, such as our love for our children or
our home or our nation.
Advertising: Emotional vs. Rational
Slowly, I've watched the advertising industry get very emotional. The argument for this
approach is that emotional advertising gets more attention than advertising that presents a
solid rationale for a purchase.
Let me give you two examples:
Once upon a time, Continental Airlines had a simple, rational reason to fly with them instead
of their competitors. Their slogan: "More airline for the money." They had plenty of support
for this idea, and they still have. Then some agency that didn't come up with that line changed
it to "Work hard. Fly right." What does that mean? Their argument was something about how
this was a more powerful emotional argument.
Lowe's, a very successful challenger to Home Depot, had a brilliant rational argument for
shopping at their stores. Their slogan: "Improving home improvement." So what did they do?
They replaced this concept with a more emotional slogan, "Let's build something together."
This kind of advertising is being produced all over the industry as clients are being sold on
the concept that people have to love brands, not just buy them.
Clearly, the moral of the story is: If you only have 30 seconds to state your case, skip the
seduction and sell your heart out!

Rational vs. Emotional Advertising

48
Rational or emotional advertising! People still feel that this is a worthy distinction to make.
The argument (normally put forwards via the advertising agency) is that rational messages
can’t make a connection with the consumer as deep as emotional messaging. It goes like this
‘we are the advertising agency and we believe the best way to build brand loyalty is through
an ‘emotional connection’. This has a lovely picture of a bridge on it with the voice over ‘we
want to build a stronger connection between your brand and the consumer’. Rational
advertising is seen as limiting creativity, and has much less chance at winning awards .

Emotional advertising on the other hand is completely unexplained in the above argument.
What are emotions? Which ones are we attempting to resonate with – and why? The industry
(clients and creatives) normally go for funny ads.People are not trained to know which
emotions are going to be motivating in various situations.
However, perhaps the biggest gripe with the rational vs. emotional thing is that it is an
artificial dichotomy – it is very weird to pull the two apart at all. Behavioural change is
achieved via the following; What you think, controls how you feel – which in turn dictates
how you behave (and in turns drives what you think and so on). For example you think ‘My
CEO is a goose’, you therefore feel ‘Frustrated”, you therefore ‘Ignore what she has to say’.
Change how you think – you’ll change how you feel and therefore your behavior.

Therefore the rational vs. emotional debate is redundant as

a) ‘Rational’ thought is the precursor to emotions anyway,
b) Emotions rarely exist in the absence of thought, and
c) We can alternatively forget rational or emotional messaging and just jump to behaviours
encouraging people to act via a promotion.Once people act – through cognitive dissonance
they post-rationalise their thoughts and feelings to make sense of their behaviours anyway.

How To Be Happy - and How Brands Can Help

There are a lot of chatter around at the moment about happiness, and in particular the role
marketing plays in it. Some marketers are completely deluded like Faris Yacob and Jane
McGonigal who refers to herself as a Happiness Engineer. There argument is that marketing
done right can make people happy. Encouraging people to play games, making life more fun

49
and less boring. Brands should be measured in how much happiness they generate says Faris,
because 'Happiness is the new capital".
There are other books that have a slightly different view 'Affluenza' by Clive Hamilton, and
'Bonfire of the Brands'. These authors hold a very different view and believe that brands - and
our desire for them creates among other things anxiety, depression and a general level of
discontent.

However, when you speak to an independent Happiness 'Expert' (somewhat unconvincingly

called 'Dr Happy') he doesn't mention brands at all.Dr. Happy (Tim Sharp) runs 'The
Happiness Institute' his answer to being happy consists of doing the following (as
summarised in a TV interview):
 Connect: Developing relationships with family, friends, colleagues and neighbours
will enrich your life and bring you support
 Be active: Sports, hobbies such as gardening or dancing, or just a daily stroll will
make you feel good and maintain mobility and fitness
 Be curious: Noting the beauty of everyday moments as well as the unusual and
reflecting on them helps you to appreciate what matters to you
 Learn: Fixing a bike, learning an instrument, cooking – the challenge and satisfaction
brings fun and confidence
 Give: Helping friends and strangers links your happiness to a wider community and is
very rewarding

So here is the exciting bit.A marketer has to ask himself. How can my brands help people
achieve these 5 behaviours.? No not just advertise around these themes - but genuinely get
people off the couch and participate in the above activities. If Faris and Jane are right,
'Happiness Engineers' can't just go around making games - they need to understand what
makes people happy and ensure that their brands are contributing to these behaviours.

As a consumer ask yourself - 'Do the brands I consume genuinely make me happier by
helping me in some way participate in the above activities?
Consumers have to be careful with some brands that will promise the above (friends,
popularity, an active lifestyle, a giving nature) in glossy advertising. You will believe you are
getting these things when in fact they wont deliver. Just purchasing a brand that promises

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you'll be popular / cool / successful doesn't make it so. Consumers look for brands that
actually practice these behaviours, and encourage you to do so too.

Philosophy of Emotional Advertising

The human spirit is a rich reservoir of powerful emotions: Passion, ambition, vanity, love,
desire, fear, hope and much,much more.

Emotional advertising of brands arouses these emotions to get one’s attention, to touch them
more deeply and to persuade them more effectively.

Emotional advertising discovers how a product truly fits into a person’s life and how it
satisfies an emotional need. When that truth is revealed and understood, it becomes possible
to create a more honest, relevant and lasting relationship between the consumer and the
product.

Ideas and executions that are conceived and created to awaken, stir and stimulate emotional
responses produce advertising that is new, unexpected and audacious, advertising that is the
most persuasive and provides the greatest return on investment.Emotional Advertising is
founded on these beliefs.

Companies are drowning in a sea of communications, bombarded by an ever increasing

number of images and messages each day, through an ever expanding spectrum of media.
Images and messages that are almost exclusively jumbled, mumbled, rapid-fire, quick cut,
superficial and silly. Communications of great technical sophistication and persuasive
ignorance. Now –a –days it’s the world where getting your message heard is increasingly
difficult, and getting it to move, affect and persuade even more difficult.

P&G head of worldwide media strategy Bernhard Glock announced two years ago that the
world’s leading package goods company saw the need to “touch the hearts” of consumers.

Emotional advertising that is memorable and persuasive has been practiced throughout the
history of advertising. This kind of advertising requires a rare and varied combination of
ingredients: A clear understanding of the human condition. Years and years of thought and
practice about how to communicate in a more sharply focused manner, on a deeper, more
visceral level. And a small smattering of wisdom. When all these ingredients are in place,

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emotional advertising can be created and executed that is clear, vivid, powerful and
memorable. In today’s world, that is something very new.

Advertising Appeals: How To Use Emotional And Rational Appeal

You can improve your advertising by emphasizing emotional advertising appeals and
supporting them with rational ones.

Although people buy more for emotional reasons than for rational ones, the best advertising
provides both.

Emotional advertising appeals tap into basic human needs like the need for safety, for social
interaction, for love, and beauty. But for all except low-priced products, rational advertising
appeals have to justify the purchase decision.

For instance, a small toy car requires only an emotional decision. The child wants the car, and
the parent wants the child to be happy. So a Rs 50-100 car doesn't get much rational thought.

But when parents buy a family car, most will gather information before making a purchase.
They'll ask from friend’s recommendations, read consumer reports and sales literature, and
read reviews online. Rationality needs to support emotional decisions. It's just too expensive
and long term a decision to rely totally on emotion.

If a consumer is in the market for a car.When he would go for car shopping, and if the
salesman asked, "Don't you just love it?" It would offend him because he wasn't going to buy
just because he liked the car. And he would not buy then.

Although emotionally he should prove to himself that it would meet his needs, provide him
with good service, provide good value, and retain its value well. To have purchased on
emotion without this rational justification would have seemed irresponsible to him.

If you sell a product that is not vital or that your customers consider expensive, you have to
advertise the emotion, but provide reason to justify their emotional decisions.

You can do this though detailed sales literature or by sending your customer to a Web site
with this detail. You can also provide testimonials or references to help your customers justify
their emotional need to purchase your product.

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But don't fill your advertising with rational reasons to buy. That will leave your customers
cold. Instead advertise to your customers' emotional needs and support their desire with
reason.

Emotional advertising appeals more effectively create a desire for your product. But you need
to provide access for information to provide needed rational advertising appeals.

CHAPTER 3

PROBLEM STATEMENT

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PROBLEM STATEMENT

From the review of literature it’s concluded that advertising by companies can be rational or
emotional depending on the target audience.Different factors are to be considered before
investing time,money and efforts .So, I analyzed the information from consumers as to what
impact and influence does Emotional Advertising creates.

OBJECTIVES:

To find the answers to the following :

a) Does Emotional Advertising result in only brand recall or does it lead to to purchase

as well?( Keeping in mind the reason for the company’s existence ,growth and

survival is sales and revenue)

b) Various Emotions in advertisements which drive the customer to purchase.

c) The role of media and celebrities in Emotional Advertising

d) The order of occurrence of feelings/cognition after viewing an advertisement.

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 CHAPTER 4

RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

The main objective of a research is to know the Effectiveness and Impact of Emotional
Advertising. For this research I collected primary as well as secondary data to facilitate
accurate analysis and ensure an error – free result.

RESEARCH DESIGN

A research design is the blue print that is followed to complete a study. It is the frame work
for a study, used as a guide to collect and analyze data. A research design ensures that:
(a) The study will be relevant to the problem
(b) It will use economical procedure.

The research design for the study is Exploratory Research. An exploratory research is
conducted to gain ideas and insights into the problem. It is conducted to increase the
familiarity with the problem. An exploratory research is appropriate when very little is known
about the problem. Here the purpose of the researcher was to study the effectiveness and
impact of Emotional Advertising. Hence an exploratory design was selected.
It includes survey and collection of data from the Consumers. This research required me to
collect data from consumers/viewers of the most influencing medium in this case –
Television.
So for the study I used questionnaire method which includes Open ended Questions and

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Close ended Questions. So this includes both Qualitative Research as well as Quantitative
Research. As the data is collected only for my research, thus it is one-time research. This
research required me to collect data directly from the field thus this research is Natural (field-
setting) research.
DATA COLLECTION

A good research always starts with the data already existing. So I also started with the
Secondary data - The primary objectives of collecting secondary data are as follows:

(a) To get a clear understanding of the subject under question.

(b) Help clarify problem under investigation.
(c) To get comparative benchmarks against which primary data can be more
insightfully interpreted.

The data was collected from Internet, Books and Publicity material . The data was used to
gain insight into the advertisements being used by the companies or/and agencies.
Primary data – For collecting the primary data the questionnaire was prepared and the
objectives of the research were given prior importance while preparing the questionnaire,
The main objective of collecting primary data was to gauge the attitude and opinion of the
respondents .The following choices were made while collecting primary data: -
a) Communication

Degree of structure Structured

Degree of Disguise Undisguised
Method of administration Personal Interview

DESIGNING THE QUESTIONNAIRE

For the purpose of study the researcher decided to design Structured-Undisguised
questionnaire as the questions are presented with exactly the same wordings, in the same
order to all respondents and also it standardizes the responses ensuring that all the
respondents are replying to the same question.
The questionnaire included Open Ended questions as well as Close Ended Questions.
The Primary data has been collected from Consumers at different locations by interviewing
the Consumers.
SAMPLE DESIGN
The sampling procedure is defined with the target population which were the
Consumers/Viewers of urban areas like Delhi, Noida, Ghaziabad.

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SAMPLING TECHNIQUE
Non Probability Sampling
It is basically a form of Convenience sampling in which the population elements are
purposely selected based on the judgment of the researcher.
Non judgment sampling is used as there are more than millions of consumers targeted by
advertising companies/agencies..
Sample Size
The sample size is taken as: -
 Number of Consumers covered : 100

Location: - The Research was done in urban areas Delhi, Noida, Ghaziabad

LIMITATIONS

 There are more than 100 Consumers, so the sample may not be a true representation
of the entire population.

 The study is conducted to analyze the effectiveness, impact, appeals and execution of
Emotional advertising on consumers of Delhi,Noida and Ghaziabad region hence the
results cannot be generalized to all regions or states of India.

 There is a possibility of error because of chance difference between the members of

population.

 Inclusion of errors at the time of observation, approximation and processing of data is

not ruled out.

 Non coverage error, the error can be introduced because of exclusion of some
elements of the target population.

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 CHAPTER 5

RESULTS AND DISCUSSIONS

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Demographic characteristics of Respondents:
 Age group of respondents:

PARTICULARS %
18-22 26
23-47 38
28-32 20
32 & Above 16

 Sex Ratio:

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GENDER %
Male 46
Female 54

OCCUPATION:

What is more important when you view an Advertisement?

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What do the feelings you experience as the result of viewing ads,correlate with the:

This question helps to analyse the objective that whether emotional advertising results in
only brand recall or does it lead to purchase as well.

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  As a result of feelings experienced after viewing an Emotional Advertisement only
24% of viewers corelate it to purchase decisions regarding the brand or product.

 On the other hand as much as 76% of viewers only like the brand and can corelate it
only to that extent.

What is the real motive behind a purchase decisions after viewing an advertisement?

The 1st two factors in the question-Price and Looks relate to rationality.The later ones-
Celebrity and Emotional Content/Appeal relate to Emotions.

 Celebrity in an advertisement has no impact on the purchase decisions.

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  Price has the highest impact followed by Looks,therefore 70% of consumers buy or
purchase a product on account of rationality and benefits thereby leaving only 30%
motives based on of Emotional Appeal/Content.

Is there a difference in High/Low involvement products while viewing and

understanding the emotional display in ads?(Eg:High Involvement Product-Car and
Low-Toy)

Majority of consumers agree that the difference in product involvement(High/Low) leads to

the difference in viewing and interpretation of an Emotional Advertisement.According to the
survey there is a difference of more than half in the interpretation of both such products.

Which Emotions in an advertisement lead to maximum results?

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What is the order of happening you feel while seeing such ads?

 58% of consumers 1st emotionally feel the Advertisements and then rationally think
about the product and it’s purchase decision.
 On the other hand 42% of viewers think about the brand under question and then
emotionally link to it.

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Is Emotional Context important for you in an ad?

Does the placement of ad in between your favourite serials and movies effect the
interpretation of Ad?

 When being asked whether the placement of Ad effects the interpretation of it or not
44% agree that it would and 56% feel the soaps and movies do not play any role in the
understanding and liking of the product advertisements.

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Which Media has the highest impact of an advertisement on your Emotional
understanding?

All the respondents choose TV as an option of media impacting their emotional

understanding of advertisements by companies.
Do celebrities effect the way you view an emotional advertisement?

 56% of consumers are effected by celebrities and like to see them in the ads to
understand them better.They feel that these celebrities catch their attention.

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  44% do not feel that celebrities in an ad effect their liking for it and thereby the
brand/product.
Which brand comes to your mind when you think of an Emotional ad?
The top 5 responses for this question were-
1. Airtel
2. HDFC Insurance
3. Cadbury/Dairy Milk
4. Raymonds
5. Fevicol

PART 2 OF QUESTIONNAIRE

The 2nd part of the questionnaire was undertaken to understand the effectiveness of 7
emotional ads being showed on TV these days.It was a way of measuring the impact by
POST TESTING which was aided through 4 options for each ads.It helped me analyse
whether viewers had the brand awareness of these ads or not.

FINDINGS

ADVERTISEMENTS BRAND AWARE( in % ) NOT BRAND AWARE

( in %)
Airtel 92 8
HDFC 76 24
Lead India(TOI) 80 20
Idea 86 14
Fair & Lovely 96 4
Raymonds 94 6
Pampers 84 16

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It can been seen through the graph that mostly all the respondents were aware of the brands
and could recall the emotional advertisements associated with it.
Fair & Lovely had the highest recall,followed by Raymonds,Airtel,Idea,Pampers,Lead
India,HDFC respectively.

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 CHAPTER 6

SUGGESTIONS AND RECOMMENDATIONS

SUGGESTIONS AND RECOMMENDATIONS

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 According to the findings of the research it can be drawn that consumers only develop
a brand liking and do not go to purchase even after they emotionally feel for the
brand. The companies should try and create the "gotta have it" feeling in consumers.
The consumers should not only link themselves to the ad but also be inclined to go
for it.

 For the consumers to buy the product ,which is the main objective of an
emotional/rational ad by any company it should satisfy a combination of needs,
thereby giving a sense of security to the consumers that the brand is the ultimate
solution to their problem.

 The companies should demonstrate both emotions and the benefits consumers will
receive. This would lead not only to brand liking but also influence their buying
behaviour externally. As it has been analysed that rationality is more important than
emotions and characters used in an emotional ad.

 Tell your prospect in simple, straight forward and Emotional language how your
products or services are better than all the rest.

 After you create the "emotional itch" that needs to be scratched, you must then
make it abundantly and IMMEDIATELY clear that you can provide the solution to
the itch.

 The surest way to arouse and hold the attention of the reader is by being specific,
definite and concrete

 Limit Your Offer For Unlimited Appeal. Let the consumer think to her/himself,
"There's no other person in the world like me and no other product in the world like
this one. I must have it."

 Consumers want an easy shopping experience-the ability to buy what they want,
when they want. The emotional advertisement should tell them that the product is not
only likeable but also accessible and convenient to use.

 The consumers while being targeted in an advertisement should be put on ease on the
concerns like-
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 • Did I buy the best?
• Did I buy a lemon?
• Did I overpay?
• Did I buy something I really didn't need?
• Will I get what was promised?
• Will I be able to get a refund if I made a mistake?
• Do I really need this?

 Design the advertisement as such that Your uniqueness referred to as a unique selling
position or unique sales proposition will be the key message communicated and
targeted to your emotional audience.

 Appeals in an emotional advertisements should be carefully used by the advertisers as

the use of negative appeals like Fear,Sadness,Disgust have little or no impact on
consumers as compared to the positive appeals like Acceptance,Joy,Anticipation
which makes the consumer/viewers like the brand automatically to a great extent.

 The advertisers should not incur heavy costs on the use of celebrities in an emotional
advertisement as although this huge investment leads to the increased brand liking and
understanding of the ad but does not lead to the purchase.

CONCLUSION

Emote VERTISING – This is the new Mantra of advertising in India.

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In today’s world which is fast moving & dynamic, people’s wants, need and desires are
changing; it’s very important to know them and give them what they want. This is the main
objective of emotional advertising where ad agency plays major role in market research,
making of creative, launching it in the market, taking the feedback of consumer and making
any product famous and acceptable among consumers. Ad agencies are playing an important
role in shaping present and future of not just selected brand but of entire company. There is
no one -- sure-fire -- best way to advertise your product or service. It is important to explore
the various advertising media and select those which will most effectively convey your
message to your customers in a cost-efficient manner. Companies have to always remember
that advertising is an investment in the future for their business.

The advertising campaigns of things like life insurance, beauty products, baby products,
retirement solutions, healthcare products, tour operators & social messages can never
separate themselves from the emotional content. A viewer even expects an emotional connect.
What, however, is not easily conceivable is why some companies practice emotional
advertising even though there is no need for it. In particular, advertisements of products like
electrical switches, salt, telecom companies, hawai chappals, newspaper & paint to name a
few.

There are two factors that affect the way a viewers sees an emotional advertisement:

 Emotion - people buy with their hearts, not their minds

 Logic - how we use our mind to justify what we want to do emotionally

Both the factors should be kept in mind and used while creating and producing the
advertisement targeted towards a certain set of consumers.

REFERENCES

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Books
 Advertising Management by B. S. Rathor

 OGILVY ON ADVERTISING by David Ogilvy

 Advertising and promotions-An integrated marketing communication by George E.

Belch.

Websites

 www.magindia.com
 www.ogilvyindia.com
 www.agencyfaqs.com
 http://en.wikipedia.org/wiki

References

 1991b. “The Role of Psychophysiology in Consumer Research.”In Handbook of

Consumer Behavior. Eds. Thomas S. Robertson and Harold H. Kassarjian.
Englewood Cliffs, NJ: Prentice Hall, 124-161.

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 ANNEXURES

QUESTIONNAIRE

NAME AGE 18-22 23-27 28-32 32 and

above
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Occupation : Student Self-Employed Service Others(Please
Specify)........................
Gender : Male Female

Q1) What is more important when you view an ad –

Rationality Emotions Characters

Q2) Do the feelings you experience as the result of viewing ads,correlate with the -
Purchase Brand liking
Q3) What is the real motive behind a purchase decisions after viewing an advertisement?
Price of the product Looks of the product Celebrity Emotional
content/appeal
Q4) Is there a difference in High/Low involvement products while viewing and
understanding the emotional display in ads?(Eg:High Involvement Product-Car and Low-
Toy)
Yes No
Q5)Which Emotions in an advertisement lead to maximum results?
Anticipation Acceptance Surprise Joy Fear Anger Sadness
Disgust
Q6) What is the order of happening you feel while seeing such ads?
Emotion-Cognition(Thinking) Cognition-Emotion
Q7) Is Emotional Context important for you in an ad?
Yes No
Q8) Does the placement of ad in between your favourite serials and movies effect the
interpretation of ad?
Yes No

Q9) Which Media has the highest impact of an advertisement on your Emotional
understanding ?
TV Radio Newspaper Magazine Outdoor Internet
Q10) Do celebrities effect the way you view an emotional advertisement?
Yes No
Q11) Which brand comes to your mind when you think of an Emotional ad? Reasons for it?

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 .............................................................................................................................................
......................................................................................................................................................
.........
Try to recollect the ads seen on TV and answer the following Question:
Q1) Which telecom advertisement shows the relationship of a father and a son?
Idea Airtel Vodafone Reliance
Q2) Which insurance company has the tagline “Sar utha kar jio”
Max New York HDFC Life insurance ICICI Lombard Standard Chartered
Q3) Which Social cause advertisement shows a small boy pushing a fallen tree off the road
thereby motivating
others to do so ?
Oriental insurance Lead India(TOI) Tata tea HUL
Q4) Which Ad takes the opinion of public through an SMS?
Femina Idea Tide Bajaj
Q5) In which Ad is a girl humiliated of being dark and ugly?
Garnier Fructis Boro Plus Fair & Lovely Dove
Q6) In which Ad does a father give away the responsibility of his daughter to the son-in-law
while she
is about to fall?
FA Deo Raymonds Barbie Archies
Q7) Which Ad shows a baby giggling while a bride is crying leaving her home after
marriage?
Johnson’s Soap Pampers Fisher Price Nestle Cerelac

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