A Grand Project On Comparative study of Emotional and Rational appeal in T.V.

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SUBMITTED TO:
GUJARAT UNIVERSITY In partial fulfillment of the re uirement of MBA pro!ram of Gu"arat Uni#er$it% &Bat'h: ())*+),-

SUBMITTED BY:

Mala ./ Go$0ami&1(-

2ro"e't Gui3e$: 2rof/Jinal 2ari4h

AES 2OST GRADUATE INSTITUTE O5 BUSINESS MANAGEMENT6 A7MEDABAD

CERTIFICATE

This is to certify that Ms. Mala K. Goswami has successfully completed her Grand Pro ect titled !Comparati"e #tudy of Emotional and Rational appeal in T.$. ad"ertisement% under the &uidance of Prof. 'inal Pari(h towards partial fulfillment of the re)uirement of M.*.A. pro&ram + *atch ,--./,--01 from AE# Post Graduate Institute of *usiness Mana&ement2% Gu arat 3ni"ersity. 4e wish her all the 5est for the future endea"ors.

6r. A. 7. Kalro E8ecuti"e 6irector AE# PG I*M 6ate 9 Place9 Ahmeda5ad

Prof. 'inal Pari(h Pro ect Guide AE# PG I*M

ACK:;4<E6GEME:T I ha"e &reat pleasute and e8citement in presentin& the &rand pro ect report on !Comparati"e #tudy of Emotional and Rational appeal in T.$. ad"ertisement%. I ta(e the opportunity to than( all those who ha"e directly or indirectly helped me in the successful completion of this pro edt. I am e8tremely &rateful to Prof. 'inal Pari(h for &uidin& me throu&hout the pro ect and &i"in& me the opportunity to wor( upon specific field to impro"e my (nowled&e a5out ad"ertisin&. I appreciate her efforts and readiness to help throu&hout the pro ect to ma(e it more presenta5le and "alua5le. #he has 5een a mentor and &uide who has 5een pro"idin& support2 &uidance2 timely su&&estions2 e8plicit decisions2 and has 5een sharin& immense (nowled&e without which the successful completion of this pro ect would not ha"e 5een possi5le. I would also li(e to e8tend my than(s to Mr. 7itanshu5hai2 computer la5 in/char&e for his support in my wor(. <ast 5ut not the least2 I also than( my classmate and my uniors for their support and help in doin& my pro ect effecti"ely.

Mala K. Goswami

E8ecuti"e #ummary9
This study is combination of advertisin Throu h this project !e are oin advertisin appeals on consumer behavior. Advertisin has under one a sea#chan e over the past fe! years. $o!#a#days every company !ants to capture the attention of the consumer and so every penny spent on advertisin by a consumer is a !ell thou ht of and informed decision. %n this cluttered environment& it is increasin ly difficult for the advertiser to predict !hich advertisin appeal !ill !or" and !hich !ill not. The aim of this study is to find out the effectiveness of advertisin sho!in appeals and consumer behavior research.

to ma"e an effort to study the effect of

'emotional and rational( in the minds of the consumers. )e did the study by *+ advertisements to respondents and as" them to fill up the ,uestionnaire. )e have selected three cate ories that are -.CG& Consumer /urable and 0ervice for this research !or". Each cate ory has 1 advertisement out of this 2 has emotional appeal and another 2 has rational appeal. 3y sho!in them !e have tried to find out !hich advertisin appeal is more appealin to the consumer and !hether ender has a role to play in preferences to!ards rational and emotional appeals. )e have used primary as !e as secondary data to carry out this research report !or". Primary data !ere collected from survey method by fillin andhina ar colle e students throu h 4uestionnaire from them. /ue to time and other

constraint !e have too" the 56 colle e students as a sample for our research !or". 0econdary data !ere collected from literature revie! of various research papers& journals of advertisin and consumer research& ad a ency reports and company !ebsites.

Ta5le of contents
Ac(nowled&ement E8ecuti"e #ummary =. ;5 ecti"e ,. Introduction >. Ad"ertisin& as a mar(etin& tool I II = , ?

>.= 7istory ? >., Ad"ertisin& 6efinition @ >.> Importance of ad"ertisin& ,, >.? The importance of emotional and rational appeals in consumer 5uyin& 5eha"ior. ,? ?. Emotional and Rational appeals ,@ ?.= 4hat is an ad"ertisin& appealA ?., Rational appeal in ad"ertisin& ?.> Emotional appeal in ad"ertisin& ?.>.= The #tren&th of Creati"ity and the Great Trap ?.>., Choosin& the 6ominant Mood ,@ ,B >= >, >>

C. Research on Comparati"e study of emotional and rational appeals C.= Research methodolo&y C.=.= ;5 ecti"e C.=., Research 6esi&n C.=.> Research Plan C.=.? #amplin& Plan .. Findin&s and Analysis @. Conclusion *i5lio&raphy Anne8ure

>. >. >. >. >. >. >0 C> C? CC

Chapter 1 : Objective
The aim of this study is to find out the effectiveness of advertisin appeals 'emotional and rational( in the minds of the consumers. To find out !hether the ender plays an important role to!ards rational and emotional appeal. 3y comparin & emotional 7 rational appeals subse4uently& it !ill be studied !hich out of the t!o is more effective for the different cate ory.

3.4 The importance of emotional and rational appeals in consumer buying behavior.
8ave you ever !ondered ho! entrepreneurs can predict !hether their products or services !ill sell9 much !ill they buy9 business. %dentifyin the types of customers most li"ely to buy your product comes first. The same products do not al!ays appeal to different roups. 0uch roups are defined as a specific tar et mar"et. People in such a tar et mar"et are defined by their a e& location& cultural bac" rounds& income& occupations& marital status& and behavior preferences. Census data and other research reports can tell you ho! many people there are in such tar et roups. :nderstandin !hy people spend their money in different !ays is essential to predictin customer behavior. Psycholo ists have found that consumer buyin behavior is first directed to!ard satisfyin basic needs ; such as bein hun ry& thirsty& tired or in need of a place to live. Those !ith lo! income have less money left over from these <basic needs= to spend on more e>pensive <!ants=. .ost people live above a basic survival level& and they ma"e many purchases to fulfill needs other than just the basic ones. Customers may choose to buy a car& for e>ample& for very rational reasons. They may be loo"in for the lo!est cost& the best as milea e& safety& 4uality of the materials& or other practical& rational motives. Or they may really base their car#buyin decision on more emotional motives such as presti e amon your social roup& po!er to attract the opposite se>& and po!er of the en ine. %t is li"ely that the youth tar et roup !ill be interested in buyin a different type of car 8o! can they predict !ho the customers !ill be and ho! )ithout such predictions you cannot put to ether a

business plan or determine ho! much money you !ill need to start your

than a successful business person !ith a lar e family. Auto dealers use these differences to reach specific tar et messa es. roups !ith their advertisin and sales

3uyin motives include the follo!in ? RATIONAL @ /urability @ Economy in use @ Economy in purchase @ 8andiness @ Efficiency in operation @ /ependability in use @ 0avin time EMOTIONAL @ Pride of personal appearance @ 0ocial achievement @ Ambition @ -ear @ Pleasure * %ncreased leisure time @ Romance or adventure @ Comfort @ Cleanliness Emotional motives may have a more important influence on the buyin decision than rational motives. .any customers convince themselves that they have Rational motives are rational motives to justify an emotional purchase.

conscious decisions& but emotional motives are often unconscious choices. Tar et mar"ets are continuously chan in & re4uirin the entrepreneur to !atch for chan es in the mar"et of their products and services. 0ome of the chan es to "eep in mind include? Population chan es& such as shifts in a e distribution and reater mobility 0iAe and distribution of income& increases in total purchasin po!er& the amount spent for <lu>uries.=

Chan es in lifestyle and attitudes A reater percenta e of !omen in the !or"force .ore leisure time .ore purchases on credit 8i her overall educational level Once you have identified your primary tar et mar"et !ith an understandin of !hy that particular roup or roups !ould buy your product& you must then loo" at your competition. Customers may choose to buy another similar product or they may even decide to spend their available income on a completely different product. Bour share of the sales of competin products !ill help you decide appro>imately ho! many items you really could sell.

Chapter appeals

Emotional

and

ational

4.1 !hat is an "dvertising "ppeal#

An advertisin appeal refers to the approach used to attract the attention of

consumers andCor to influence their feelin s to!ard the product& service& or cause. %tDs somethin that moves people& spea"s to their !ants or need& and e>cites their interest. Often it is the underlyin content of the advertisementE thin" of it as a <movie script=. /onFt confuse this !ith e>ecutional frame!or"& that !ill be another topic.

$eciding on an "dvertising "ppeal

)hen yDall are decidin on a direction for your submissions& revie! the Creative 3rief 'specifically objectives section( for tone& the nature of the product& the preferences of the client 'very important(. .ost importantly thou h& use your common sense and ut feelin s. There are t!o major types of appeals. They are? Rational& Emotional

Advertisin

Appeal

%n the lobal era& retainin a competitive ed e over the competition and tryin to !rest mar"et share a!ay from competitors remains difficult for firms& especially ones in mature mar"ets. :sin television advertisin is one method mar"eters use to try and achieve these oals& even thou h some 4uestion the ability of TV advertisin to affect consumer brand choice. $onetheless& corporate advertisers continue to spend heavily on television advertisin & accordin to the Gournal of Advertisin & <.ar"eters continue to spend lar e amounts of money on advertisin & !hich is one of the most important and visible mar"etin tools= 'Tellis and )eiss *(. 8o!ever& advertisers use different types of psycholo ical appeals to hopefully persuade consumers to choose their products. -ear& uilt& humor and promises of self#enhancement or an enhanced life are all routinely used to prompt consumers to buy everythin from deodorant to lu>ury automobiles. %n

this analysis !e !ill compare t!o TV advertisements !hich use self# enhancement and the promise of an enhanced life to pitch their products. 3oth commercials !ere aired durin my vie!in of them durin the T.$.T. ori inal movie& Pirates of 0ilicon Valley. The first advertisement !as mar"eted by .ercedes 3enA& for their ne! convertible. The second advertisement !as mar"eted by the company that manufactures $iAoral A/& a dandruff shampoo.

at by buyin the product featured a person !ill definitely improve their social life. The man is literally attac"ed as a social outcast !ith pain& isolation& embarrassment and a pitiful lac" of self#esteem because he has a fe! fla"es of dandruff. $ot only does the ad promise he !ill instantly chan e this situation if he uses $iAoral A/ t!ice a !ee"& but it also promises that he !ill instantly be the life of the party& includin bein attractive to all types of beautiful !omen !ho no! ostraciAe him because of his dandruff problem. Certainly& one can see ho! this "ind of advertisin is used to create a desire or perceived need for $iAoral A/ because it su est use of the shampoo !ill not only alleviate dandruff& but it !ill also ma"e the user popular and hi hly appealin to the opposite se>. Of course& li"e many advertisements based on such appeals& the members of the opposite se> !ho !ill be instantly attracted to the $iAoral A/#usin man are all beautiful& youn and perfectly thin. .any e>perts in the field su est that these "inds of advertisements actually do psycholo ical dama e to consumers& especially youn consumers& !ho turn to socialiAin forces li"e the media to develop their o!n identity and self#esteem

4.%

ational "ppeals in "dvertising

Rational appeals focus on the consumerFs practical& functional& or utilitarian need for the product or services and emphasiAe features of a product or services andCor the benefits or reasons for o!nin or usin a

particular brand. The content of these messa es emphasiAes facts& learnin & and the lo ic of persuasion. Rational Hbased appeals tend to be informative& and advertisers usin them enerally attempt to convince consumers that their product or service has a particular attribute or provides a specific benefit that satisfies their needs. Their objective is topersuade the tar et audience to buy the brand because it is the best available or does a better job of meetin consumersF needs. 0ome of the tactics typically used in mar"etin communication that is framed upon the lo ical approach include? Listing Product Benefits - To use this method effectively& the advertisement must underscore consumer benefits rather than product features. Convincing Proof # This approach is based upon the premise& I0eein is believin .I Ads or commercials ta"e the form of a product demonstration.

-ocus on the consumerFs practical& functional& or utilitarian need for the product or service and emphasiAe features of a product or service andCor benefits or reasons for o!nin or usin a particular brand. Print media is !ell#suited for rational appeals. :sed by business#to#business advertisers. )ell#suited for comple> and hi h involvement products.

Types of rational appeal are as under? Feature appea ! %t focus on the dominant traits of the product or service. These ads tend to be hi hly informative and present the customer !ith a number of important product attributes or features that !ill lead to favorable attitudes and can be used as the basis for a rational purchase decision. Co"petitive advantage appea ! %t is used& the advertiser ma"e either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes. Favora# e price appea ! %t ma"es the price offer the dominant point of the messa e. Price appeal advertisin is used most often by retailers to announce sales& special offers& or lo! everyday prices. Ne$s appea s ! ne!s appeal are those in !hich some type of ne!s or announcement about the product& service& or company dominates the ad. This type of appeal can be used for a ne! product or services or to inform consumers of si nificant modification or improvement.

Product%services popu arit& appea s - %t stress he popularity of a product or service by pointin out the number of consumers !ho use the brand& the number !ho have s!itched to it& the number of e>perts !ho recommend it& or its leadership position in the mar"et.

4.3

Emotional "ppeals &n "dvertising

Each of us enters the !orld as an irrational individual. -or infants& feelin s are everythin . Our earliest response is to nonverbal communication. %n the first years of life& motherDs smile is comfortin . Thunder is threatenin . Jife is simple. .eanin s are clear. Then !e invest *K years or more in formal education to learn ho! to thin" rationally. 3y adulthood& it has become a habit. 8o!ever& rational thin"in is an overlay on the primal vocabulary that continues to influence our decisions and behavior. 0o& !e invest in a certain stoc" because Iit feels ri ht.I )e vote for a candidate because Ihe can be trusted.I )e ma"e a critical business decision based on our I ut feelin .I Emotion#based advertisin spea"s the primal ton ue. %t communicates throu h desi n and color. .otion and sta ecraft. .usic and tonality. )hile the rational mind acts on lo ical relationships& the primal mind see"s symbolic relationships. 0ymbols are& indeed& the vocabulary of emotional mar"etin . Gust as !e instinctively trust the person !ith a !arm& firm handsha"e& !e have confidence in the announcer !ith a smile in his voice. The best radio and voice#over announcers understand this. They "no! just !hen to smile # even thou h theyDre not on camera. The primal mind evaluates the photo in a ma aAine advertisement or a televised ima e just as it !ould a real life situation. )e immediately reco niAe that the .arlboro man is a ru mi ht find fulfillment. ed individualist because !e see his tattoo. 8e controls his destiny as !e !ould li"e to be in command of ours. 3y emulatin him& !e& too&

4.3.1 The 'trength of Creativity "nd The (reat Trap

-re4uently in advertisin a encies& a battle line separates art directors from copy!riters. The reason is easy to understand. Artists instinctively communicate throu h symbols. )riters& on the other hand& profess to spea" to the rational ; and primarily verbal ; left hemisphere of the brain. This representation is simplistic. )e are all familiar !ith reat literature& !hich su ests underlyin ima ery throu h !ord choice and order.

Great authors use their pen as an artist uses his brush& to invite us to read bet!een the lines. )hen you feel the emotions of Gean Valjean& you sense the passion of Victor 8u oDs pen. %n the same !ay& s"illed copy!riters !eave underlyin meanin into mar"etin te>t. There is& ho!ever& a dan er in embracin this approach. The idea of communicatin to the non#rational& childli"e mind sometimes transmutes into I)e !ant to ma"e our advertisin fun.I %n the absence of stron leadership& the creative team loses its bearin s. Once this happens& the team is be lured do!n the path of irrelevancy. At the end of the trip& they arrive in a land of style !ithout substance. The problem enerally be ins !ith the 'very rational( assertion that& I!e must be creative to brea" throu h the clutter.I %n order to achieve this& the team tries to Ithin" outside the bo>.I :nfortunately& freeform thin"in can lead the project a!ay from both primal communication and rational persuasion. /one !ell& freeform thin"in results in brilliant advertisin successes? The A-JAC duc" turned the name of this little#"no!n insurance company into a household !ord and a po!erful brand. .any local retailers have made repetitive use of an outra eous stunt& such as smashin their cash re ister& to create a Imemory hoo"I in the prospectDs mind. )hen character actress Clara Peller as"ed& I)hereDs the beef9I )endyDs increased its sales by 26L. '%n this case& ho!ever& % !ould su rational sales point.( The unfortunate reality is that most attempts to entertain the vie!er result in meanin less irrelevancy& !hich fails to s!ay the prospect in any !ay at all. est that the ta line !as a clever implementation of a

4.3.% Choosing the $ominant )ood

The term Idominant moodI describes !here the productDs most important appeal resides on the scale bet!een rational and emotional. Once !e select the dominant mood for our brand& it !ill enerally remain consistent throu hout all mar"etin communication. 8avin said this& there are notable e>ceptions to this rule. An e>ample that is familiar to cable TV vie!ers& ditech.com, comes to mind. This advertiser runs parallel campai ns. One 'the rational campai n(& features a stand up pitchman !ho outlines a list of lo ical reasons !hy you should choose ditech to refinance your home. The other campai n presents a buffoonish ban"er !ho Ijust lost another one to ditech.I This surprisin ly po!erful campai n is Iattac" advertisin in a velvet love.I At the conscious level& itDs harmless and cute. At the ut level& this li hthearted campai n drives home t!o po!erful messa es that undermine the competition? *( ban"ers are stuffy& foolish and socially inept& therefore not !orthy of our respectE and& K( the process of refinancin throu h a conventional lender is a paper!or" ni htmare

The consumerDs perceptions of 'opinions about( the product or service define its subjective characteristics. These characteristics determine the appropriate dominant mood. Opinions of the advertiser should never decide the dominant mood. .ore importantly& the personal philosophy of the creative team should not define the dominant mood. 0ome advertisin a encies develop a house style based on the philosophy of the creative team. -or e>ample& if the creative director is an artist& the shop mi ht emphasiAe attractive desi n and emotional appeals. This is particularly true if the firm has built its reputation on handsome ads and a!ards. On the other hand& if the creative director learned his trade as a mail order copy!riter& the !or" !ill li"ely emphasiAe rational appeals. The brand itself should always be the basis for the decision of dominant mood& !hich is selected by evaluatin the product or service in several dimensions? 'ni(ueness # )hen your brand has a le itimate point of superiority& you can apply a rational approach. %n order to be effective& the uni4ue characteristic must be demonstrably beneficial to consumer. %f there is no real difference bet!een your product and its competition& a campai n aimed at the emotions may be your best strate y.

Price of t)e Product or *ervice # The purchase of e>pensive items enerally involves rational deliberation. 8avin said this& some mar"eters effectively use emotional appeals to sell bi #tic"et items. Automobiles and corporate jets are t!o cate ories that come to mind. $evertheless& %Dm confident that you !ould spend more time evaluatin the relative attributes of private schools for your child than you !ould the in redients in a candy bar. Consu"er Perceptions of t)e Brand Categor& # 0ome cate ories naturally lean to one approach over the other. %f % !ere creatin a mar"etin messa e for !or" boots& % mi ht offer + reasons !hy my clientDs brand offers more protection and better value. On the other hand& !ere % persuadin a man to buy a diamond bracelet for his !ife& %Dd concentrate on emotional appeals. Innovative or Intangi# e Products - The information revolution continues to spa!n a stream of ne! product cate ories. -rom !ireless technolo y to financial products& the consumer often canDt understand !hy he needs any of these items # much less ho! to differentiate bet!een brands. %f you are introducin an innovative product& ta"e it to mar"et !ith rational information. On the other hand& if yours is an undifferentiated& old economy product& consider an emotional appeal that ives your brand a uni4ue personality
I"portance to t)e Prospect - Rational appeals are enerally more effective in sellin products or services that mi ht si nificantly contribute to the success of a business ; or to the fortunes of an individual. An e>ecutive loo"in for a consultant to turn his company around !ill be motivated by mar"etin communication that offers many persuasive& lo ical points. 0o& !ill an individual !ho is !atchin a IBou Can .a"e a .illion 3y %nvestin %n Real EstateI infommercial on 0unday mornin TV.

Conc usion
Advertisers can achieve success !ith both rational and emotional appeals. Each has its place in the mar"etin toolbo>. The challen e is to "no! !hich is ri ht for your product or service.

Chapter : * *.1
*.1.1

esearch on the comparative study of emotional and rational appeals.

esearch )ethodology
esearch Objective9

The aim of this study is to find out the effectiveness of advertisin appeals 'emotional and rational( in the minds of the consumers. To find out !hether the ender plays an important role to!ards rational and emotional appeal. 3y comparin & emotional 7 rational appeals subse4uently& it !ill be studied !hich out of the t!o is more effective for the different cate ory.

*.1.% *.1.3

esearch $esign: /escriptive Research esearch +lan:

/ata 0ource? Primary /ata Research Approach? 0urvey Research Research %nstrument? ,uestionnaire

*.4 'ampling +lan:

0amplin siAe? 56

0amplin Procedure To have comparative study of emotional and rational appeal % used some advertisement in !hich there are advertisement !hich contains emotion and other !hich contains information re ardin the product or services. The main focus of this study is to find out that !hich appeals the most and also that !hether ender plays any role to!ards different appeal. % used KM advertisements !hich !ere sho!n to the audience and than as"ed them to fill up the 4uestionnaire.

Chapter , : -indings and "nalysis =. 6o you li(e to see ad"ertisementsA

yes no ?B =

N+L *66L N6L +6L O6L 16L 56L M6L 26L K6L *6L 6L yes no 0eries*

KL

There are B0D of the respondent said that they li(e ad"ertisement. There is only =D who said they donEt li(e to see ad"ertisement. #o it shows that most of the consumer li(e to see ads and &et information a5out the product throu&h that.

,. If yes2 than which (ind of ad"ertisement you li(e to seeA

Informati"e ,@ Emotional ,>

16L 56L M6L 26L K6L *6L 6L

55L M5L

0eries*

%nformative

Emotional

Respondent who li(e the ad"ertisement said that they li(e rational ads more than emotional ads. As it &i"es clear idea a5out the product or the ser"ice the company is offerin& to consumer.

>. 4hich medium appeals the most to you in terms of watchin& ad"ertisementA
T.$ Ma&aFine :ewspaper Radio *ill *oards Internet ?0 = = -

KL

KL

T.V .a aAine $e!spaper Radio 3ill 3oards %nternet N1L

B.D of the respondents li(e to see ads in T.$. than in any other medium. Its most prefera5le medium which attracts more to the consumer than radio and newspaper.

?. To what e8tent do ad"ertisements influence your purchaseA

- G ,- D ,-/?- D ?-/.- D .-/0- D 0-/=-- D => => =B C -

2+L M6L 25L 26L K5L K6L *5L *6L 5L 6L 6 H K6 L K6#M6 L M6#16 L 16#+6 L 6L *6L 0eries* K1L K1L

+6#*66 L

Throu&h this we can come to (now that ad"ertisement plays "ery important role in influencin& the consumer. >0D of the consumer said that ad"ertisement influence them to purchase product or ser"ices up to ?-/.-D.

C. ;ut of the ad"ertisements shown to you2 which ad"ertisement did you li(e the mostA
KL KL KL ML 1L +L 2+L 1L *6L *. Airtel KKL K. %dea'abhishe"( 2. %dea'3andar( +. 8/-C N.0urf E>cel *2.Center shoc" *M. /airy mil" *1. Per" *N.$o"ia no one

#urf e8cel ad is most li(ely 5y the respondent while the , most preferred ad is of Airtel. In 5oth ad"ertisements emotional appeal has 5een used. If we see care fully than ads li(ed 5y the respondent are emotional ads.

nd

.. 4hich part of the ad ma(es you consider that is interestin&A

Funny Informati"e Emotional Cele5rity >> C =, -

KML -unny %nformativ e *6L 11L Emotional Celebrity

Most of the respondent li(e the humorous which ma(e them lau&h. ..D of the respondent said that they li(e funny ads while ,?D said they li(e emotional ads. ;nly =-D of the respondent li(e informati"e ads.

@. ;ut of the ad"ertisements shown to you2 4hich ad"ertisement do you li(e the most in particular cate&oryA +;nly one1
%n advertisement sho!n to the respondent there are emotional and rational ads are ta"en by me. To find out that !hich appeal respondent prefer for the particular cate ory % choose three cate ories. They are 0ervices& -.CG& and
Consumer dura5le.

#er"ice =. Airtel ,. Idea+a5hishe(1 >. Idea+*andar1 ?. Idea+C- paise1 C. ICICI pru .. A"i"a @. Met life 0. 76FC D ,> ?. > => ? @ . ,. 0 =?

In the ser"ice sector the ad"ertisement which people li(e the most is Airtel with ?.D. 4hile ,.D of the respondent li(e idea +5andar1.

FMCG =.#urf E8cel ,. 4heel >.. Ariel ?. Rin ad"ance C.Center shoc( .. 6airy mil( @.6airy mil(+Rs. C1 0. Per( D >? .0 = = =? , , ,0

#urf E8cel is the most li(ely ad"ertisement in the FMCG sector. nd 4hile on the , one is the ad of Center shoc(

6ura5le =. Compa) ,.Essar >.:o(ia ?.:o(ia #lim C.$ideocon ..$oltas @. Godre 0.< G > == ? =0 @ , ? D . ,, 0 >. =? ? 0

-or the consumer durable also the ads !hich is more li"ely by the respondent is the ad of Videocon AC. This is the nd funny ad the person has ever seen. $o"ia is the K ad !hich

0. 6o these ad"ertisements influence you to purchase the productA

Hes :o ,C ,C

56L 56L M5L M6L 25L K5L K6L *5L *6L 5L 6L Bes $o

56L

0eries*

C-D of the respondent said that ad"ertisement shown to them can influence them to purchase the product or the ser"ice. *ut there are also remainin& respondent said that those ad"ertisement canEt influence them to purchase the product or ser"ices.

B. If yes2 which ad"ertisement do you feel can influence purchaseA

*. Airtel 2. %dea'3andar( 5. %C%C% pru MML ML ML *1L *K. Rin advance *2.Center shoc" ML ML *M. /airy mil" *N.$o"ia N.0urf E>cel

ML *KL

+L

The ad"ertisement of Airtel can influence the most to purchase the product accordin& to the ??D of the respondent. 4hich is an emotional ad"ertisement and other one ad"ertisement is of #urf e8cel and also emotional ad"ertisement.

=-. 4hat (ind of appeal accordin& to you is appropriate for consumer dura5les li(e 5i(es2 mo5ile2 T.$ etcA
Emotional =, Informati"e >0

O1L +6L O6L 16L 56L M6L 26L K6L *6L 6L Emotional %nformative 0eries* KML

Most of the Respondent said that informati"e appeal is more appropriati"e for the consumer dura5le. 4hile there are only ,?D of the respondent said that emotional appeal is appropriate.

==. 4hat (ind of appeal accordin& to you is appropriate for FMCG chocolate2 soaps2 6eter&entsA
Emotional ?= Informati"e B
+KL +6L *+L 0eries*

M6L K6L 6L

Emotional %nformative

For the product li(e the fast mo"in& consumer &oods emotional appeal is more appropriate accordin& to the 0,D of the respondent.

=,. 4hat (ind of appeal accordin& to you is appropriate for ser"ices li(e insurance2 5an(in&2 Telecom etc.A
Emotional ,. Informati"e ,?
5KL 5KL 56L M+L M1L Emotional %nformative

M+L

0eries*

A&ain for the ser"ices emotional appeal is more appropriate as C,D of the respondent said that. *ut in this case there are ?0D of the respondent said informati"e appeal is also appropriate. In the ads for the ser"ices it is necessary to &i"e information a5out the product as without that consumer will not &et the clear picture of the ser"ice the company is offerin&.

=>. In &eneral2 what (inds of ad are more appealin& to youA

Emotional ,C Informati"e ,C

56L 56L M6L 26L K6L *6L 6L Emotional %nformative

56L

0eries*

In &eneral2 its e)ual ration for the emotional and rational appeal. It shows consumer li(e 5oth appeals e)ually.

7ypothesis testin&9 7ypothesis9

The main o5 ecti"e is to find out whether &ender and the type of ad"ertisement preferred are independent of each other or not. For that we ha"e applied Chi/#)ure analysis.
#tep/=

7; 9 Gender and the type of ad"ertisement preferred are independent of each other. 7= 9 Gender and the type of ad"ertisement preferred are dependent of each other.

Actual Female Male Informati"e > ,, Emotional ==C 7ere the actual data is compared with the e8pected. The pro5a5ility I found is 0.C=..E/-C. 7ere2 pro5a5ility is less than alpha which is -.-C and it also lies in the ne&ati"e re&ion so the null hypothesis is re ected. #o we can say that &ender and the type of ad preferred are dependent on each other.

Chapter . : Conclusion
Most of the respondent prefers the emotional ad"ertisement than the rational ad"ertisement. This shows that emotional ads are more effecti"e.

Consumer li(es to see the ads which are of funny nature which can entertain them.

For the consumer dura5le consumer thin(s that rational ad"ertisement is preferred o"er emotional ad"ertisement.

4hile for the FMCG product emotional ad"ertisement is more appropriate than rational ad"ertisement.

For ser"ices emotional ad"ertisement is appropriate as per the consumer.

4hile Gender and the type of ad preferred are dependent on each other2 it shows that there is difference in the preference of female and male. Females prefer emotional ad"ertisement o"er rational ad"ertisement.

/ibliography
8e9$ite$
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Boo4
Ad"ertisin& and promotion 5y Geor&e E. *elch J Michale A. *elch

"nne0ure

#er"ice sector

FMCG

Consumer dura5le