Advertising Appeals in television.

                    

                               Advertising Appeals in  television.

Inconsistent and conflicting research findings on emotional appeal being more effective than rational appeal or vice versa. Some advertisers prefer specific channel over other channel and frequency of these ads in respective channels confirms the same. Overall maximum appeal used on 11 national GEC’s is combination of rational and emotional appeals.

          Product placement is being done successfully now on small screen. The marketers and brand endorsers are largely benefiting from this. The success of serial and placement depends upon the involvement of consumers in the serial as well as its popularity. Therefore, placement of brands is different for each channel the pattern followed is different for each channel as every channel has a different genre; every channel has set of advertisements that they air, FMCF is highly placed on all GEC’s with high and low frequency of other product categories, various appeals used all over national GEC is combination of emotional and rational, fear and rational and only rational and emotional. 

Advertising has learnt that man is at the mercy of his emotions. We know that emotional responses precede conscious thought, determine allocation of attention and can occur without our being aware of them. Some behaviors may even be driven by emotional responses without the mediation of conscious thought so, much as we may stress the rational persuasive merits of an ad, if it does not evoke emotion, it is still born.

Emotional messaging creates an enduring sense of brand differentiation. It reduces price sensitivity it increases sales and log – term profitability. Believability is based on gut feeling. Positive emotional connections help to overcome skepticism toward advertising. Emotional connections lay the groundwork for brand loyalty. Amongst all the appeals Indian audiences still prefer emotional appeal followed by rational. A mix of other appeals does wonders. Marketers can take a cue from this.

    Product placement in TV serials provides them with the right kind of target audience to get their message through The objective of positioning is to occupy a distinctive place in the minds of the target market product placement has shown better product /brand recall. There is a positive relationship between those product placements ‘recalled and product category / brand familiarity and appeal used by the advertisers. 

An appeal is the basic idea behind an advertisement or the basic reason why an audience should act. As a rule of thumb, the appeal is categorized as emotional or rational, even though these two types are, in other context, used interchangeably as mood/logical and transformational/ informational appeals 

                         Rational appeals are those directed at the thinking process of the audience. They involve some sort of a deliberate reasoning process, which a person believes would be acceptable to other members of his social group.

Emotional appeals are those appeals, which are not preceded by careful analysis of the pros and cons of making a buying. Emotions are those mental agitations or excited states of feeling which prompt us to make a purchase. Music has been widely used in advertisements because it is believer to improve recall of the advertised product. Music can set the right mood for the audience and help them feel the emotions one needs to understand an advertisement. There are many different types of music that can use in an advertisement. In can be in the form of background music, music with lyrics, music with out lyrics, jingles, hit songs, parodies and so on. Music in advertising can be used to attract the listener’s attention, carry the advertised product’s message, and act as a mnemonic device. Music also creates excitement and adds energy to the message being conveyed in an advertisement. the advertisement divided in two parts one is Human character second is Non- human characters in television. 

It also offered detailed in sights into the type of characters. The type of human characters that are used in television advertisements are Bollywood actors, models, sports person and eminent personalities to win over the consumers in the market, advertisers need to cash on consumers obsessions which are Bollywood actors and sports persons and thus, one can see spill over of film stars and cricketers used as brand endorsers, Models are used more by advertisers than Bollywood  actors, reason being using Bollywood actor increases budget. The type of non-human characters used in the television advertisements  were animals, animation, and human animate and animal animate. these characters do not have any characteristics like human, they are the fictitious characters the attachment level with the character might be little as compared to human characters and therefore it was observed that they were less viewed and believed.