Description
Describes the topics like what is emotions, dimensions of emotions and use of emotions in advertising.
Understanding and using EMOTIONS in Adevertising
Click to edit Master subtitle style
1/18/13
Emotions
Emotion is another word for feelings which arises in response to things that are going on at the moment or when we remember something that happened in the past . • Some common emotions are anger, fear, love, sadness, grief, jealousy, hurt, disappointment and joy. • Frequently, we also experience physiological changes, such as 1/18/13
•
Cont.
•
Emotions are strong, relatively uncontrolled feelings that affect behavior.
Ø Ø
Ø
They are strongly linked to needs, motivation, and personality. Unmet needs create motivation which is related to the arousal component of emotion. Personality also plays a role, e.g., some people are more emotional than others, a consumer trait referred to as affect intensity.
1/18/13
Nature of Emotion
1/18/13
Emotions & Advertising
Ø
Emotional content in ads can enhance attention, attraction, and maintenance capabilities. Emotional messages may be processed more thoroughly due to their enhanced level of arousal. Emotional ads may enhance liking of the ad itself. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. Emotion may operate via high-involvement processes especially if emotion is decision relevant.
Ø
Ø Ø
Ø
1/18/13
Emotion As A Benefit
Consumer's experience of emotional arousal can be a major motivation in the purchase of products. • Studies on the effect of the consumption of food products suggest several influences that might be interpreted as product benefits. Ø Foods high in protein or carbohydrates often create a sense of calmness or sleepiness. 1/18/13
•
Emotion As A Communication Enhancer
Emotion plays a successful role in an advertising campaign by simply increasing the impact of the message. • Ad Recall’ is an important factor for any ad and the Zoozoo ads by Vodafone managed to have a positive impact by using characters that can be related to humans. There is a storyline for each ad which helps 1/18/13 in this regard.
•
zoozo
1/18/13
Dimensions of Emotions
• • •
Pleasure Dominance Arousal
1/18/13
Emotions and Marketing Strategy
Ø
Ø
Emotion Arousal as a Product Benefit • Consumers actively seek products whose primary or secondary benefit is emotion arousal. Emotion Reduction as a Product Benefit • Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions.
1/18/13
Ø
Consumer Coping in Product and Service Encounters
Ø Ø Ø
Active coping Expressive support seeking Avoidance
1/18/13
Emotion in Advertising
Ø
Emotional content in ads can enhance attention, attraction, and maintenance capabilities. Emotional messages may be processed more thoroughly due to their enhanced level of arousal. Emotional ads may enhance liking of the ad itself. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. Emotion may operate via high-involvement processes especially if emotion is decision relevant
Ø
Ø Ø
Ø
1/18/13
General Motors Corp tied up Chevrolet in America as an " American Revolution” but in India it introduced weaving all Indian traditions under campaign of " I am Chevrolet". • Vinay Dixit(VP Marketing, sales & after sales, GM) says, "The whole idea of the ‘I am Chevrolet’ campaign is to make the brand culturally 1/18/13 relevant so that it meets the need of
•
Emotions and Advertisements
•
•
The emotional advertisement improves brand’s impression, personality and value with feelings. Here are some dashing examples in Indian scenario. The ‘Josh’ machine campaign gave a young-at-heart image for high brand recall to Ford Icon. ‘Youthful Individuality’ is the soul of Levi’s brand which defined universal values, Originality, self-confidence, integrity.
1/18/13
•
•
Titan had launched range of watches most suited to personality and attitude of the person. In the advertisement wherein the father and the younger daughter gift a Titan watch to the elder daughter on the occasion of her marriage. THE ICICI Prudential Advertisement brings out the emotional appeal of the husband and wife and therefore is able to move consumers into considering the Brand seriously.
1/18/13
•
1/18/13
Raymond (woolen and worsted textiles) is uniquely positioned as a brand that addresses the innate need of men to look good and at the same time possess strength of character. This emphasis on human values creates a warm emotional link with consumers- the essence of 'The Complete Man‘
Emotions & Brands
•
Such emotions helps advertiser to create brands. Brands are built in the minds and hearts of customers and it is important to understand that consumers like and consume brands rationally as well as emotionally. In countries like India, emotions are definitely a critical factor in consumers, accepting and loving brands. Promotions like small offers & reduction in prices or buy & win leaves short term impact on customer’s mind where as emotional appeal helps an advertiser to put long lasting impact.
1/18/13
Conclusion
•
Abraham Maslow, a famous psychologist, identified 5 groups of needs that people have and that emerge one after another, after each need is meet. Hierarchy of Needs 1. Basic Physiological needs, 2. Safety and security needs, 3. Belongingness and love needs, 4. Esteem needs, and 5. Self-actualization needs. Success of long lasting effect of any advertisement largely depends on in which stage we are and what our main needs are.
1/18/13
•
doc_318871864.pptx
Describes the topics like what is emotions, dimensions of emotions and use of emotions in advertising.
Understanding and using EMOTIONS in Adevertising
Click to edit Master subtitle style
1/18/13
Emotions
Emotion is another word for feelings which arises in response to things that are going on at the moment or when we remember something that happened in the past . • Some common emotions are anger, fear, love, sadness, grief, jealousy, hurt, disappointment and joy. • Frequently, we also experience physiological changes, such as 1/18/13
•
Cont.
•
Emotions are strong, relatively uncontrolled feelings that affect behavior.
Ø Ø
Ø
They are strongly linked to needs, motivation, and personality. Unmet needs create motivation which is related to the arousal component of emotion. Personality also plays a role, e.g., some people are more emotional than others, a consumer trait referred to as affect intensity.
1/18/13
Nature of Emotion
1/18/13
Emotions & Advertising
Ø
Emotional content in ads can enhance attention, attraction, and maintenance capabilities. Emotional messages may be processed more thoroughly due to their enhanced level of arousal. Emotional ads may enhance liking of the ad itself. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. Emotion may operate via high-involvement processes especially if emotion is decision relevant.
Ø
Ø Ø
Ø
1/18/13
Emotion As A Benefit
Consumer's experience of emotional arousal can be a major motivation in the purchase of products. • Studies on the effect of the consumption of food products suggest several influences that might be interpreted as product benefits. Ø Foods high in protein or carbohydrates often create a sense of calmness or sleepiness. 1/18/13
•
Emotion As A Communication Enhancer
Emotion plays a successful role in an advertising campaign by simply increasing the impact of the message. • Ad Recall’ is an important factor for any ad and the Zoozoo ads by Vodafone managed to have a positive impact by using characters that can be related to humans. There is a storyline for each ad which helps 1/18/13 in this regard.
•
zoozo
1/18/13
Dimensions of Emotions
• • •
Pleasure Dominance Arousal
1/18/13
Emotions and Marketing Strategy
Ø
Ø
Emotion Arousal as a Product Benefit • Consumers actively seek products whose primary or secondary benefit is emotion arousal. Emotion Reduction as a Product Benefit • Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions.
1/18/13
Ø
Consumer Coping in Product and Service Encounters
Ø Ø Ø
Active coping Expressive support seeking Avoidance
1/18/13
Emotion in Advertising
Ø
Emotional content in ads can enhance attention, attraction, and maintenance capabilities. Emotional messages may be processed more thoroughly due to their enhanced level of arousal. Emotional ads may enhance liking of the ad itself. Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning. Emotion may operate via high-involvement processes especially if emotion is decision relevant
Ø
Ø Ø
Ø
1/18/13
General Motors Corp tied up Chevrolet in America as an " American Revolution” but in India it introduced weaving all Indian traditions under campaign of " I am Chevrolet". • Vinay Dixit(VP Marketing, sales & after sales, GM) says, "The whole idea of the ‘I am Chevrolet’ campaign is to make the brand culturally 1/18/13 relevant so that it meets the need of
•
Emotions and Advertisements
•
•
The emotional advertisement improves brand’s impression, personality and value with feelings. Here are some dashing examples in Indian scenario. The ‘Josh’ machine campaign gave a young-at-heart image for high brand recall to Ford Icon. ‘Youthful Individuality’ is the soul of Levi’s brand which defined universal values, Originality, self-confidence, integrity.
1/18/13
•
•
Titan had launched range of watches most suited to personality and attitude of the person. In the advertisement wherein the father and the younger daughter gift a Titan watch to the elder daughter on the occasion of her marriage. THE ICICI Prudential Advertisement brings out the emotional appeal of the husband and wife and therefore is able to move consumers into considering the Brand seriously.
1/18/13
•
1/18/13
Raymond (woolen and worsted textiles) is uniquely positioned as a brand that addresses the innate need of men to look good and at the same time possess strength of character. This emphasis on human values creates a warm emotional link with consumers- the essence of 'The Complete Man‘
Emotions & Brands
•
Such emotions helps advertiser to create brands. Brands are built in the minds and hearts of customers and it is important to understand that consumers like and consume brands rationally as well as emotionally. In countries like India, emotions are definitely a critical factor in consumers, accepting and loving brands. Promotions like small offers & reduction in prices or buy & win leaves short term impact on customer’s mind where as emotional appeal helps an advertiser to put long lasting impact.
1/18/13
Conclusion
•
Abraham Maslow, a famous psychologist, identified 5 groups of needs that people have and that emerge one after another, after each need is meet. Hierarchy of Needs 1. Basic Physiological needs, 2. Safety and security needs, 3. Belongingness and love needs, 4. Esteem needs, and 5. Self-actualization needs. Success of long lasting effect of any advertisement largely depends on in which stage we are and what our main needs are.
1/18/13
•
doc_318871864.pptx