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Advertisements are a widely
used form of communication
for influencing customers as well as potential customers to
purchase a particular product or service. An advertisement uses the principle
of positive reinforcement and motivates people to go
in for particular brand, thus, helping the company in
creating brand image and brand loyalty.
In earlier times, advertisements were used primarily to inform
people about products and services. No doubt, cognitive elements, such
as objective information and rational thinking, have immense influence
on the buying behavior of a person. At the same time, emotions too have
a powerful role to play. In today's increasingly competitive marketing
environment, emotional appeal is being used as a very strong technique
in advertising communications.
In order to make advertisements effective, the advertising agencies
have to identify the needs of customers and also the driving force that
pushes them to pursue their needs. According to the motivational theory, need
is converted into a specific want, which drives one towards action to
satisfy the want. Therefore, advertisements have to zero in on appeals that
have the power to attract the attention of consumers, arouse their latent
desires or influence feelings, and thus lead them to the advertised
product or service.
This appeal stems predominantly from the question `what' the
product or service does and speaks more to the left or rational side of the
brain. Advertisements based on rational appeal mainly inform about the
features of the product (quality, performance, durability,
convenience, etc.), and persuade consumers to use their logical and analytical power
in deciding to purchase the product or in making the best decision
considering the available options. |
