Advertising Appeals in Print and Television Ad Campaigns by Mobile Service Provider A Delhi Based Study 2014 to 2016

Abstract

Advertising is the most visible marketing activity which seeks to transmit an effective message newlinefrom a marketer to a group of individuals with the help of mass media. It creates a favorable newlineimage and demand of the advertised product in the mind of the audience. Advertising helps in newlineproducing the psychological effects in the audience; it affects their mental states, give answers newlineto the logical reasoning thereby changing their mental perception and persuasion to buy the newlineproduct. newlineThis study tries to unfold the importance of Appeals and other aspects; prospects of either newlinesingle or in combination of two approaches emotional or rational are present in the newlineadvertisement to fulfill its objectives. There are many attributes of the two appeals and audience newlineget influenced by few only, the ad campaign can t put all the attributes like price, feature, ease newlineof use, family, love, fear, security in one ad. Therefore it is necessary to know that which appeal newlineinfluence audience the most in terms of Mobile Service Provider they use. Mobile Service newlineProviders (MSP), has been used for study as the research object because being the luxury newlineproduct it has become the product of basic utility for all age groups and available with different newlinefeature and at different cost. Thus audience gets much affected by their ad campaigns and can newlinerespond well. There are many other demographic variable, which plays a vital role in newlineinfluencing the audience perception while getting exposed to the ad campaigns. So it is required newlineto study effects of some basic variables on audience perception. newlineThe study will analyze the major attributes of emotional and rational appeals, importance of the newlineappeals from the audience and experts side, audience acknowledgement of the appeals, newlinedemographic variable and their effect on audience perception, consumer preference towards the newlinead campaigns of MSPs . newlineKeywords: Ad Campaigns, Appeals, Consumer Behavior, Audience Preference, Mobile Service newlineProviders, Emotional and Rational Appeals, Attributes, Demographic Variables, newlineAcknowle