Emotional Advertising Essay

Added on - 21 Jul 2020

  • 36

    pages

  • 15125

    words

  • 5

    views

  • 0

    downloads

Showing pages 1 to 8 of 36 pages
Emotional Advertising
ContentsContents...........................................................................................................................................2CHAPTER 1: INTRODUCTION....................................................................................................1Aim:..............................................................................................................................................2Objectives:...................................................................................................................................2Research question:.......................................................................................................................2CHAPTER 2: LITERATURE REVIEW.........................................................................................4Kind of emotion employed in emotional advertising have an impact on the effectiveness of theadvertisement in terms of its influence on the subconscious minds of consumers...................10Ethical issues.............................................................................................................................11Effectiveness of emotional advertising......................................................................................12CHAPTER 3: CASE STUDIES....................................................................................................16CASE STUDY 1: Thai life insurance, Unsung hero.................................................................16Case study 2 – Novartis: Keep It Pumping................................................................................21CHAPTER 4: CONCLUSION......................................................................................................27Conclusion.................................................................................................................................27REFERENCES..............................................................................................................................30
CHAPTER 1: INTRODUCTIONIn the present dissertation, it has been expressed that there are different methods toconduct effective advertisement. Around the world, there are many companies that deliver theircustomers with similar set of products and services. In order to be better from their competitors,they make use of strategies so that they are able to develop positive perception within the mindof customers (Arora, Arora and Bradford, 2017). In all type of strategies employees need to haveethical values in which customers are not manipulated or forced to make purchases. When acustomer thinks of a brand, then they develop an image of the product, services or the logo. Thishappens when firm make use of advertisement or promotional tools through which they developpositive perception within the mind of customers. Main goal of any firm to gain maximum profitand present study focus on considering strategies to attract customers and to raise profit. This isonly possible when they are able to understand the requirement of customers. It is also importantfor the present report to know about the organization to understand the need and requirementsand appropriate steps that are taken so they are able to develop strong customer’s base. Further,in the dissertation, each of the strategies that are applied by the firm, there are involvements ofworkers required so that they are able to make use of the strategies (Gold, Lax and Toole, 2015).In the present study, employees have direct interaction with customers, they are the one whounderstand the requirement of customers and delivered to them. The type strategies that areincluded contain the business to work ethically so that they are able to work ethically to achievetheir goals. In conditions when workers are not able to perform effectively, then unethical waylike forcing service user to purchase the products are done. Present study has focus of theresearch is made on understanding the ethical issues related with emotional advertising thatinfluence that subconscious mind of customers. In advertisement, there are many benefits thatmanagement gets. In this context, advertisement help customers get to connect with the productsand services that firms are willing to deliver. Service users make purchases when they get toknow that the requirements will be satisfied and when employees force them and products arenot effective, then it has negative impact over the business (van der Goot, van Reijmersdal andKleemans, 2016). Ethics play important role in business as it help in maintaining strong relationwith customers. For this purpose it is important for company to provide right information to itscustomer related to product instead of cheating them. Along with this company they shouldcharge reasonable price on product and sale them quality products. It is important that for1
business to understand the requirement of customersand consider ethical aspects so that positiveperception can be developed.There are many research that are conducted and these have helpedin understanding the taste and preference of service users. For this purpose, there are frequentresearch and survey conducted. This is a helpful source that helps in developing positiveperception and in raising their sales and profitability. To conduct the research effectively thereare many case studies that are taken into consideration (Sudbury-Riley and Edgar, 2016). All thecases enable to understand the strategies that are applied by the business with the help of whichthey have been able to raise their sales and profitability.In the dissertation, when a customer, tent to make purchases, there are many stagesthrough which they go. It is important that at all the stated they are able to reach the satisfactionlevel. Satisfaction plays vital role within the mind of customers when they are willing the buyany products or services.Aim:To determine the ethical issues of emotional advertising in influencing the subconscious mindsof consumers.Objectives:To understand impact of emotional advertisement on subconscious mind of customersTo analyse the search methods conducted to examine the effectiveness of emotionaladvertising.To evaluate the effectiveness of emotions used in advertisement on brand.To determine the benefits of emotional advertising more suitable for branding ascompared to selling products or services.To understand whether emotional advertising is ethical in terms of manipulating thesubconscious minds of consumers without their knowledge.Research question:Does the kind of emotion employed in emotional advertising have an impact on theeffectiveness of the advertisement in terms of its influence on the subconscious minds ofconsumers?What are the research methods conducted to examine the effectiveness of emotionaladvertising?Does the kind of emotion used in an advertisement have an impact on a brand?2
Is emotional advertising more suitable for branding as compared to selling products orservices?Is emotional advertising ethical in terms of manipulating the subconscious minds ofconsumers without their knowledge?Focus of the research is to understand the impact of emotional advertising in influencingthe subconscious mind of customers. When service users are able to develop positive perceptionwithin the mind, then there will not make purchases. It is important that they are able tounderstand a unique place in their mind with the help of advertisement. With the help of thisresearch, companies will be able to develop strategies through which the rate of performance canbe improved and more customers can be attracted.This is an important aspect that enables to determine the chapter that will be covered withthe help of which the dissertation is carried out. Secondary information will be used to conductthe research. In this context, in total there are three chapters that will be covered. It is importantto determine the structure of the dissertations as it helps the viewers to understand the aspectsthat will be covered different chapters.3
CHAPTER 2: LITERATURE REVIEWAs per the view of Li, Walters, Packer and Scott, (2017), at every workplace ethicalstandard need to be maintained so that codes from the various organisation and nations will bemaintained in systematic way. In this regard, proper transparency will be maintained withimplement different approaches. Ethical implication of the two elements determines TV andmagazines. This is determined to be an important chapter that is helpful enough to develop indepth understanding for the research topic. There are many books, online sources, etc. in whichdata are available and these are helpful to develop learning for the aim and objectives that are setby the researcher. On the other hand Stewart and Cunningham, (2017) stated that in order toconsider aim and objectives, there are many case studies that are taken into consideration. Whencase studies are considered, then it helps in understanding the type of strategies and the effect ofcustomers when emotional advertising. Further, there are also negative impacts that are faced bycompanies due to ethical aspects of emotional advertising, then they are not able to connect withcustomers with the help of advertisements. Preference need to be made in which customers arenot forced towards the product. Apart from this, there are many advancements that have alsotaken place in respect with technology. This has helped in connecting with customers andforming an emotional attachment within the mind of customers. With the help of implementationof the creative and effective ethical standards, Tseng and Huang, (2016) interpret thatadvertisements play very important role in the consumer marketing. Therefore, it enables to meetwith the communication and marketing objectives. This should be done such a way that serviceusers are not manipulated and they just make purchases based on fulfilling their requirements.This chapter will focus on different case studies. According toMuralidharan and Sheehan,(2017)it is important for customers have proper information about the products of services thatare delivered by the firm. In this process, they have to understand the need and requirements ineffective manner. When firm have proper knowledge about the taste and preference ofcustomers, then it becomes favourable enough for them to develop positive perception within themind of service users and this way, firms follows ethical way to attract customers. There arecompanies that deliver their customers with similar set of products and services. In this process,they make use of strategies so that they are able develop positive perception within the mind ofcustomers. Workers have direct interaction with customers so they have better understandingabout the issue or problems that are faced by them. It is important for the business to make sure4
that appropriate feedbacks are gathered from employees so that they are able to take up steps toraise the sales and profitability.However, Stathopoulou, Borel and West, (2017) explored their views and said thatcomparative advertisements also considered as the legal aspect that increasing facts which iswidespread to use the acceptance towards the ethical standards. When firm is able to determinethe preference of customers, then it becomes helpful enough for the business to understand therequirement in effective manner (Hahn, Lee and Chae, 2016). There are condition in whichmanagement of the organization are able to develop advertisement that emotionally enable todevelop positive perception within the mind of customers. This is only possible for the firm,when they ethical operate their functions in which service users are not manipulated. As perMatthes, Wonneberger and Schmuck, (2014)there are four different type of emotional aspectsthat each of customers possess. Management focus on making sure that they take up steps so thatthey are able to develop these core emotions towards the products and services that are deliveredby the firm. In this context, the four core emotions include happy, sad, anger, surprise/afraid.Happy: Organizations make sure that their brand is associate with laughing, smiling,positive and happy customers. This is possible when they the rate of interaction from the side ofcustomers is high. In the criticism, Reichert and Lambiase, (2014), stated that there is no limit tointended effect on the society but also considered observes of the society. In the contrasting,Chandrasekaran, Srinivasan and Sihi, (2017) said that for this process, it is important to haveskilled workers who are able to understand the requirements and proper steps are taken so thatthey are able to understand the importance in effective manner. Positive posts are identified fromthe side of customers when they are satisfied from the type of services and products that aredelivered by the firm. This way, it can be stated that business is ethically operating and they areable to focus on preference of customers as per their needs. As perDaignault, Soroka andGiasson, (2013)there are expectations that each of the service users have, when theymanagement are able to satisfy them, then they will be become happy. Further, it also enablesthem to develop emotionally attached with the products or services.Sad: The advertisements that are shown need to have proper concept that can help thebusiness to develop a unique place within their mind. There are cases identified in which regularadvertisements have negative impact on preference of customers. However, Tseng and Huang,(2016) argued that advertisement need to consist economic benefits at workplace which is5
needed to perform different roles. This system guides development which effective utilisation ofthe resources will be carried in effective manner. It is identified that, the advertisement shouldhave valuable content in it so that people are able to connect with it emotionally. Whenadvertisements are shown, that make an individual sad and has positive impact on the servicesand products delivered. On the other hand (Dey, Chauhan and Chakraborti, (2015) argued thateffective utilisation of the resources create effectively response to the needs of socio-economickinds. Hence, ethical considerations also need to maintain in systematic manner to fulfil needs ofthe people. In addition to this, it can be said that sad type of emotion arises when the businessoperations are not ethical and service users are attracted based manipulation and forcing them totake purchase decision. When employees force customers to make purchase decision or whenthey manipulate them to take decision towards purchasing the product. This this is considered tobe unethical. However, when after making purchases, when customers are not satisfied with theproduct, then it has high negative impact.Afraid/Surprised: Different people have diverse set of perception that is carried out byindividuals for the situations that are faced by them. Fear can be determined as natural instinctthat enables a person to react appropriately to situations in which there are threats to increase ourchance of survival. When a person is in fear, then it enables to create urgency and also promptsto take up appropriate actions. The advertisements that are shown in which people develop fearwill make them make purchases for the product or servicesbut firms need to consider ethicalaspect in which customers are not manipulated or forced to take purchase decision. In thisregard, de Vos, Veale and Ilicic, (2016) said that every employee of the business needs todetermine effectiveness at workplace that enhances performance of the company. All theseeffectiveness’s require increment with development of the creative advertisement at workplace.Hence, systematic work performances develop at workplace. There are many types of scare-vertising tactics that are shown in commercials, these are done so that people prevent cigarettesmoking and drunk driving. One of the brand that is The World Wildlife Fund that is well knownfor its fear inducing imagery and controversial advertisements. However, it is identified that therate of risk that is involved in these type of advertisements are high. It is importanttomake surethat all the advertisements that are shown have positive impactand it consists of messages thatdo not manipulate service users.According to the point of Arora, Arora and Bradford, (2017),6
desklib-logo
You’re reading a preview
card-image

To View Complete Document

Become a Desklib Library Member.
Subscribe to our plans

Download This Document