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Abstract

The document discusses advertising appeals used in Pakistan and their influence on consumer purchase intentions. It explores rational and emotional advertising appeals and how celebrity endorsements can impact consumers. The study aims to determine the relationship between advertising appeals and consumer purchase intention by surveying consumers on how influential different appeals are.

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Ahmed Bilal

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0% found this document useful (0 votes)

27 views

Abstract

Uploaded by

Ahmed Bilal

Available Formats

Download as DOCX, PDF, TXT or read online on Scribd

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Abstract:

In Pakistan the advertisement generally followed the styles and trends which are accepted

globally. Advertising is a kind of a technique which is used to remind, persuade and encourage

the audience. Different appeals of advertising are used by the print and in commercial media

for advertising. The brand managers or advertisers use these appeals to attract customers and

make them consume their product or service. They are designed in such a way that shows the

audience that whatever there need, want or desire is, it can fulfill it. The most commonly used

advertising appeals are Rational appeal, emotional appeal, celebrity endorsement. The

relationship between advertising appeals and consumer purchase intention was tested through

a questionnaire. The study shows that how much a consumer can be influenced by a rational or

emotional appeal

Social media is an important and emerging area of research, which is of interest to marketers

and academicians. Researchers have been studying the impact of social media marketing on

dimensions such as consumer-based brand equity, purchase intentions, attitudes and others.

However there are insignificant numbers of studies that have investigated the influence of

social media marketing on brand experience.

The growing usage of social media is changing the influence inessofluen. Increasing chances for

firms to market their products and services in a customized and a personal way. But there are

still needed answers concerning to which extent social media as marketing tools are being

employed by companies and what’s their effect on brand awareness.

This study is to investigate the impact of social media marketing activities on face book,

integral, Google, twitter, LinkedIn and other social apps on brand awareness keeping into

consideration the effect of demographics, age, and gender e.t.c

Introduction:
Advertising is one of the most important commercial activities in the modern competitive

world. Companies spend a large part of their budget to run advertisement and promotion to

communicate information about their company and their products among the people.

Companies think that consumer will purchase their products due to the advertisement and

promotion because this can deliver message about their brand and products. Advertisement

contains a certain information of the product or service that a certain company provides this

will help the consumer to make their decision to purchase that certain product. Now a day

technology has been increasing day by day to contributing the constant renewal and changes in

the broadcasting and advertisement style. Advertisement is useful for the representation of a

brand image this will also includes the corporate image and product positioning.

Advertisement is also used to communicate an idea to a mass amount of people to convince

them to take a certain action by encouraging them to use environment friendly or healthy

products. This will help consumer to aware of healthy and environment friendly product as well

it also helps the companies to increase in their profits. Advertisers think that people are more

enough to set their minds about a certain product to buy or not but on some point effective

advertisement can changes their mind by providing useful information of that product or

service. Advertisement also makes positive impact on the culture and society by telling people

which product is useful or which product is not useful like awareness among people about

healthy or unhealthy products or eco-friendly products. To highlight the brand image many

companies invite famous stars and celebrities to be their products spokesperson. Expert

spokesperson will helps to present product differences very effectively by using their expert
opinions and knowledge of that product. The choice of right advertising spokesperson will be

the crucial element in the success of that advertisement. Advertising spokesperson will

influence the consumer attitude towards the purchase of the product. Advertising style or

attitude will help to create a certain influential power on purchase intention of the consumer.

(kotler, 2003) divided advertising appeal into two categories rational appeal and emotional

appeal. Basically advertising appeal attracts the consumer attention towards the product and

influences the feeling towards the purchase intention of the product. Rational appeal is mainly

focuses on practical and functional need and want of the consumer it contains the particular

attributes of the product or service that satisfy the consumer. While on the other hand

emotional appeal is focusing on experience of using a brand and consumer social and

psychological needs and wants. The advertising appeal can make a positive impact on the

buying behavior of the consumer because it will help the consumer to identify their needs and

wants through the advertising appeal.

The most important element of advertising appeal is not only just giving information to

consumer but also suggestion more or less use to make decision to purchase the product.

Advertisement is seen in many ways. People can seen them mostly while watching television,

reading magazine, newspapers, surfing on the internet or simply while walking down the roads.

Advertisement can be most effective on products that have essential qualities so consumer can

easily make the purchase decision. This will also helps the companies to influence the purchase

intentions of the consumer. There are social benefits of advertisement as well as economic

benefits because without the advertisement the media is not much strong as it could be.
Advertisement can gives revenue for commercial mediums that actually funded by the actual

consumer of these mediums. The advertisement has positive impact on economy but when we

see them through negative aspect that it could raise the price of the goods and services.

The main purpose to conduct that research is to find out and compare the influence of the