Thursday, 5 February 2015

Advertising: Exploring Consumer Emotions


Advertising in itself carries huge implications of creativity and evolution. Being a crucial part of wholesome IMCs (Integrated Marketing Communications), advertising enjoys crucial position within the domain of marketing. It has always been a non-personal paid pattern of ideas and propositions that back up and support the concepts of products and services offered by organizations. The information and promotional gimmicks are communicated to the targeted audience through certain extent of use of visual, verbal, and textual media. There is always an identified sponsor behind the making of advertising messages and the use of emotions come into play in accordance with the end results in perspective. 

On the part of emotional response is that the advertising’s real essence is of creating and understanding the target audience. This understanding is intended to create positive vibes for consideration of the product and service in view. As it has been established through researches and expert observations, the marketing theory has always been mostly influenced by consumers’ attitude-towards-the-advert. The attitude towards the ads helps shapes up the perception of those customers for consumption of particular item thus it is surely linked to the attitude towards ad that how buyers figure out the whole product or service. As we can illustrate that consumer buying behavior is based on the concept and idea that he/she simply decided to purchase a product or service at the spot. The major aim of advertising is to create positive attitude towards the ad and the brand until consumer purchases that product and through this positive attitude create emotional response in the mind of consumer That is why basic aim of advertising to encourage people to buy things and creates awareness.

Traditional attitude theory describes that consumer behavior is recognized for its future implications as soon as the customers choose the brand to pick it up from the shelf against financial transaction. It is usually believed that consumers buy the brands that they like and the other arguments also abound that consumers might be someone else for the product or service being purchased. For the second part, the consumers might be buying the products or services for those who prefer the particular brand so in this case the emotional connection cannot be ascertained. Further the attitude per se can be regarded as a behavioral proposition based on acquisition from the outer world so there also is somewhat strong indication towards the authenticity of affective behavioral response in consumer behavior literature. The behaviors of consumers are acquired from the environ as they all interact with different advertising messages and also with different influential circles thus ending up with considerable magnitude of external influences. 

According to Schiffman (2001), the emotional response is pivotal for producing certain kind of behavior in the target customers and following are few factors that work in this regard:
Pleasure: the state in which person feel good, happy, or joyful in a particular situation. 
Arousal: the state of feeling that is varying from person to person in different situations i.e. feeling of excitement, active, bored, or sleepy. 
Dominance: this defines individual feelings, which are in control of or free to act in a particular situation. 

Consumers can be subjected to the advertising messages on daily basis so much so that there are certain ads that attract or start attracting the consumers’ attention and resultantly become preferable ads to watch. This in turn leads to the selection of those brands when consumers go shopping. The theoretical implications of marketing suggest that consumer really go to buy the brands that they prefer to watch ads of and this is something that deeply connects with the provisions of ‘actual buying behavior’ as it is mooted in formal marketing literature from around the world.

In addition the individual customers buy on the basis of impulse and they are usually influenced by the emotional make up as normal human beings have always been. There can be several attributes that can be enumerated to relate to the brand exclusively but the importance of visual and emotional appeal of ads cannot be disregarded in comparison. While advertisements’ appeal is more cogent for the audience that is subjected to the advertising messages most of the times through different media. There are several brand associations that the marketers try to come up with and the value of brand recall increases with the passage of time provided the consumers evolve positive feelings regarding the advertising messages that they frequently see on different media they consume. Emotional advertising is considered an effective tools, since consumer ultimately gives emotional response to product. Normally, a positive relationship between visual, verbal and text intensity of media and emotional response has been found.

Keywords: Advertising , Emotions, Marketing Communication , Integerated Marketing Communication, Traditional Attitude Theory

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