...Title: Emotional Advertising Author: John Pope Contact Email: jpope20@frontier.com Emotional Advertising Emotional advertising has become more popular than what it used to be. What this advertising does is use emotions like passion, ambition, love, and all other emotions. Emotional advertising arouses these emotions to get our attention, to touch us more deeply and to persuade us more effectively. (Advertising) This way of advertising catches people eyes and ears. The way emotional advertising works is it discovers how a product really fits in a person’s life and what emotional need is satisfied with the product. When you find what emotional need your product can satisfy then you can connect your product to the consumer. You want to make an advertisement that will stir or arouse the emotion that your product will satisfy. The first part of emotional advertising is looking at what emotion is satisfied with your product. Maybe your product is a product to help your looks. If this is so you would be using the emotion of happiness and pride. These emotions would be because you want to look good and that would bring your self esteem up. So an example you could maybe use would be a male or female looking very sad, then they use your product and become happy and gain more pride in themselves. You could also show that they gained more friends this way. You can see how the emotional advertising has such a great effect on people. With emotional advertising you want to arouse...
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...History of Emotional Intelligence The earliest roots of emotional intelligence can be traced to Charles Darwin's work on the importance of emotional expression for survival and, second, adaptation.[2] In the 1900s, even though traditional definitions of intelligence emphasized cognitive aspects such as memory and problem-solving, several influential researchers in the intelligence field of study had begun to recognize the importance of the non-cognitive aspects. For instance, as early as 1920, E.L. Thorndike used the term social intelligence to describe the skill of understanding and managing other people.[3] Similarly, in 1940 David Wechsler described the influence of non-intellective factors on intelligent behavior, and further argued that our models of intelligence would not be complete until we could adequately describe these factors.[2] In 1983, Howard Gardner's Frames of Mind: The Theory of Multiple Intelligences[4] introduced the idea of multiple intelligences which included both interpersonal intelligence (the capacity to understand the intentions, motivations and desires of other people) and intrapersonal intelligence (the capacity to understand oneself, to appreciate one's feelings, fears and motivations). In Gardner's view, traditional types of intelligence, such as IQ, fail to fully explain cognitive ability.[5] Thus, even though the names given to the concept varied, there was a common belief that traditional definitions of intelligence were lacking in ability to...
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...1. Examine the approach Trader Joe’s uses to promote a positive work environment for its employees. Determine at least three (3) ways in which Trader Joe’s is able to increase job satisfaction and performance. By making employees a priority and showing appreciation for them, Trader Joe’s has managed to retain loyal employees. Many retailers claim that their employees are top priority, but unfortunately do not treat them as such and do not provide an environment conducive to their growth and development. In an effort to increase job satisfaction and performance, Trader Joe’s has designed jobs that focus not only on actual work/retail experience, but they seek employees who possess “soft skills” such as, ethical, ambitious and overall happy/pleasant personality (Hunt, Osborn, Schermerhorn, Uhl-Bien pg.w-100). In addition to acquiring quality employees, Trader Joe’s encourages their staff and has created a work environment in which employees are trained to be extremely knowledge about the store and its products, thus employees are then able to engage customers creating a positive experience for them. It is the goal of Trader Joe’s to nurture their employees through training; as a result, they have a higher job performance rate. In a huge effort to show how much Trader Joe’s values their employees, those who work for them are considerably compensated much more than other retailers. They provide starting benefits, to include medical, dental insurance, company paid retirement and...
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...Selecting the right employee is crucial for any organization. Organizations may use two or more techniques for this process. Some of these techniques are, interviews, tests, background check, reference, check and more. Implementing these techniques the right way is extremely important, if not employers may face high rates of employee turnover. Introduction The process of selecting employees is critical, and is something every organization goes thru. This process can be time consuming and cost a lot of money. Therefore, organizations must be careful with their selection. Selecting the right employee will be beneficial to the organization long-term and as a result, the productivity and the overall environment of the workplace will benefit. With employee selection involves many procedures, laws, and regulations that must be followed. During the process of selection, employers should keep in mind that the employees would be a reflection of the company. Thus, when selecting employees, employers must follow proper guidelines and steps so that they will only have to do that once. When this is done, employers can diminish employees that would not work efficiently and effectively. Employers use several of techniques for selection of employment. Some of these techniques are background investigations, interviews, tests, and much more. These techniques are use to make sure that applicant is telling the truth by the information they provided. Interviewing There are many ways to conduct...
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...Marketing managers are often faced with many decisions on how to best develop a brand. Branding is a focal part of marketing which helps companies distinguish themselves from one another. Today’s marketers are faced with challenges on selecting the best branding strategies; should branding be done using functional marketing and or using physic(emotional) marketing? Marketing is an ever-evolving dynamic process that doesn’t seem to have a one simple cut solution. It’s important for a company to convey their brand in a powerful manner while embodying the true essence of what the company stands for. Today’s marketplace is more challenging than ever and it’s important to have a strong marketing message that resonates well with consumers. In the post-recession era, consumers are far more meticulous and price-conscious on purchasing quality goods at the best value. Marketers need to be aggressive more than ever to develop good branding messages to chase after scarce discretionary dollars. Branding Strategies Creating a brand strategy is an intricate process while considering a company’s target market, value opportunity gap, and competitive opportunities to establish the brand’s concept. Companies place great focus on the brand concept, because this is how their product is desired to be perceived by consumers. In developing a brand marketing strategy, marketers must create a viable strategy for the long-term to create and sustain notable distinctions of a product over its competitors...
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...Introduction Advertising is the powerful source to impact the psyche of viewers and gives viewers Presentation towards a specific item or administration . Advertising play a paramount part in business presentation and is a helpful technique to pull in clients. It is a part of special blend to make mindfulness among target populace. Like different parts of the world, in Egypt as well, it has turned into a weapon for organizations to change clients' brain and their conduct towards buying. Presently days, advertising have turned into one of the critical business exercises in aggressive business environment. Each district has its own society and fluctuating pictures and images for item advancement are utilized by the advertisers. Really these images, the greater part of the times, reflect conventional society also way of life. In the present advanced world, everything like society, propensities for the individuals, engineering and so forth, are headed of globalization. This quick pace globalization is minimizing the separation among clients'. Presently with the assistance of cutting edge engineering, it has ended up workable for promoters to achieve all portions of a target market. Alongside praiseworthy engineering, in country territories the advertisers further need to address different variables also to successfully impact clients' psyche. Case in point clients in provincial regions may need to be taught for better...
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...iiste.org Effective advertising and its influence on consumer buying behavior Zain-Ul-Abideen (Corresponding Author) Department of Management Sciences, Abbasia Campus, The Islamia University of Bahawalpur, Punjab, Pakistan. E-mail: zuabideen@gmail.com Salman Saleem Department of Business Administration, Federal Urdu University of Arts, Science & Technology, Islamabad, Pakistan. E-mail: salmankhan302@gmail.com Abstract Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services etc. This paper investigates the relationship between independent variables which are environmental response and emotional response with attitudinal and behavioral aspect of consumer buying behavior, by tapping the responses of 200 respondents using telecommunication services from Rawalpindi, Islamabad, and Lahore (cities of Pakistan). The major findings of the study demonstrate an overall normal association between the variables but in-depth analysis found that emotional response of consumer purchase behavior is the variable that results into strong association with the consumer buying behavior. It is true that people purchase those brands with which they are emotionally attached. This study reports new evidences in the field of consumer buying behavior of consumers pertaining to the local markets of these cities of Pakistan. Keywords: Environmental response, Emotional response, Consumer...
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...Emotion-based advertising Discuss some of the reasons why emotion-based advertising appeals are effective. Give example of a company or brand that is using an advertising campaign based on emotional appeals. Emotional appeal refers to a promotional activity aimed at highlighting emotional factors such as appearance, status value, and popularity of a product, rather than the logical or practical factors. It is a method of persuasion that’s designed to create an emotional response. Emotional-based advertising appeals are effective because the right emotional appeal can touch the consumer’s cores and make it easier for them to recall the advertising message. Besides that, linking positive emotions to a brand name may help in creates goodwill for the product. In addition, it’s also reasonable that the more positive and frequent the emotional associations, the more likely consumers will favor the product compared to competitors that are less well known. For example, Google Chrome used an advertising appeals based on emotional appeals. Google Chrome created a touching video campaign that highlighted some of life’s most emotional and heartfelt experiences and how people can share them across multiple media platforms. This campaign attracted the audience’s attention by connects to real-life situations using real people and events. The advertisement called “Dear Sophie” is shown from a father’s perspective as he documents his daughter’s life through email, YouTube and other Web applications...
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...about a specific brand. In short, it is nothing but the consumers’ perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organization’s character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organization’s mission and vision to all. The main elements of positive brand image are- unique logo reflecting organization’s image, slogan describing organization’s business in brief and brand identifier supporting the key values.Brand image is the overall impression in consumers’ mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. An image is formed about the brand on the basis of subjective perceptions of associations bundle that the consumers have about the brand. Volvo is associated with safety. Toyota is associated with reliability. | The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant. Brand images can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc. Brand image develops and conveys the product’s character in a unique manner different from its competitor’s image. The...
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...the company. WBC has to use promotion to persuade potential customers that there is something about this new product that they cannot live without. Regardless of the advertising the promotion should be demand oriented. * Advertising- Apart of the promotional mix is advertising and with advertising WBC must get the message across and focus of the selling goals of the company with their advertising campaigns. WBC must use all three thematic approaches in their messages. * Rational appeals to customers– WBC will appeal to customer’s rational thinking in advertising. This is important because some people make purchase after rationalizing their true need for the product. So here WBC will explain in advertising why this bottled water that makes sense to buy and why they cannot live without it. For example in a advertising a commercial may air with the importance of hydrating and replenishing the body of water through the day and with this water it has a comprehensive measurement system on the label to know how much water is needed throughout the day. * Emotional appeals to customers- WBC will also through advertising make an emotional plea to customer to buy this water because they will love the benefits of it and without it life would not be the same. For an example of an emotional advertisement that WBC will run is a Soccer mom at the field with her daughter for a game and the daughter and during the break the daughter bypass the drink coolers...
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...McDonalds do not need to waste profits on advertising as they already have a vast and loyal customer base. Student ID: 0080379103 Student Name: Jing SUN Word count: 1639 The role of advertising in the developments of brand image and brand extension in established companies. Utilizing advertising in a most effective and efficient way is always a concern in most companies, as advertising requires a costly investment in both capital and human resources, which in return is expected to create positive outcomes. With a large volume of consumers and brand loyalties created in established, some argue that advertising can be merely a waste of money. While this idea addresses two major outcomes of conducting advertisement, attracting potential consumers and building brand loyalty, it ignores other contributions, for example, brand extension and brand image building, that could be enhanced by advertising in established companies. This essay will illustrate the reason why advertising is required in established companies, focusing on how appropriate advertising may contribute to developing brand extension and enhancing brand image. First of all, the informative function and social function of advertising will be interpreted. The following sections will demonstrate why large companies should focus on building up brand image and developing brand extension and how advertising contributes to these two dimensions. Then, the negative impact of advertising that advertisement may help to increase...
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... Friday 12th April Word Count: 2201 (3743). By Raphael Strauss Word Count: Friday 12th of April, 2013 By Raphael Strauss Friday 12th April Word Count: 2201 (3743). By Raphael Strauss Word Count: Friday 12th of April, 2013 Advertising effectiveness Advertising effectiveness MKT5A5 – Advertising and Media in the Marketing Environment Gordon Bowen MKT5A5 – Advertising and Media in the Marketing Environment Gordon Bowen Table of contents : Executive Summary: 2 Introduction: 3 Findings: 4 Factors: 4 Brand awareness: 4 Creativity: 4 Media: 5 Rational appeal: 6 Emotional appeal: 6 Specialized area: 7 Celebrity endorsement: 7 Recommendations: 8 Conclusion: 9 References: 9 Appendices: 12 Executive Summary: This report examines five factors that make an advertisement effective. They were chosen, as they are probably the most important. These factors are: 1. Creativity. It is believed that it encourages people to pay more attention (Heath, Nairn and Bottomley, 2009). Also, it allows the advert to stands out from all the other adverts,...
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...personal to professional needs in order to get “buy in” from the consumer. Pre-existing desires are often the prime motivator of why a consumer will give an advertisement their attention. The point is does advertising create a need for a product, or is it fulfilling an existing need already there hidden inside and stimulated once a product of interest is advertised, or a combination of both. It may be more of an underline need to satisfy a pre-existing desire that propelled a consumer to acquire a product, not the advertising creating a need. Advertisement, to what extend does advertisement create needs in consumers is an ongoing argument among society. “Advertising: It fosters materialism, it psychologically manipulates people to buy things they don’t need” (Laurence & Leonard 2011). There may be manipulation at hand that has little or no affect, but not a creation of a need for things they don’t need with advertising. There has been many studies of AMI (Advertising message involvement), which has been identified as an important individual or situational factor influencing the advertising processing. (Laczniak & Muehling 1993). This statement a lone said that advertisement is based on research of an individual needs or situations, which drives advertising not advertising driving needs. “In a marketing context, Perdue and Summers (1986) have discussed several issues regarding timing, construction, and analysis of manipulation and confounding checks. They concluded...
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...What is emotional itelligence and what is cultural intelligence? Emotional intelligence: Emotional intelligence (EI) refers to the ability to perceive, control and evaluate emotions. Some researchers suggest that emotional intelligence can be learned and strengthened, while others claim it is an inborn characteristic. Perceiving Emotions: The first step in understanding emotions is to accurately perceive them. In many cases, this might involve understanding nonverbal signals such as body language and facial expressions. Reasoning With Emotions: The next step involves using emotions to promote thinking and cognitive activity. Emotions help prioritize what we pay attention and react to; we respond emotionally to things that garner our attention. Understanding Emotions: The emotions that we perceive can carry a wide variety of meanings. If someone is expressing angry emotions, the observer must interpret the cause of their anger and what it might mean. For example, if your boss is acting angry, it might mean that he is dissatisfied with your work; or it could be because he got a speeding ticket on his way to work that morning or that he's been fighting with his wife. Managing Emotions: The ability to manage emotions effectively is a key part of emotional intelligence. Regulating emotions, responding appropriately and responding to the emotions of others are all important aspect of emotional management. Cultural intelligence: (sciencedirect, Kerri Anne Crowne...
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...Q . If you were advertising manager and wanted to advertise a new DVD player to people. What type of appeals could you use? What type of media could you used to reach the target audience? Advertisement is the non personal communication of information usually persuasive in nature about product services or idea by identified sponsor through the various media. Advertising intends to promote the sales of a product or service and also to inform the masses about the highlights of the product or the service features. It is an efficient means of communicating to the world, the value of the product or the service. Advertising utilizes different media to reach out to the masses and uses different types of appeals to connect to the customers across the globe. The various types of advertising appeals harness different means of highlighting the features of a product and drawing the attention of the masses towards it. Here is an overview of the different types of advertising appeals. Advertising intends to promote the sales of a product or service and also to inform the masses about the highlights of the product or the service features. It is an efficient means of communicating to the world, the value of the product or the service. Advertising utilizes different media to reach out to the masses and uses different types of appeals to connect to the customers across the globe. The various types of advertising appeals harness different means of highlighting the features of a product and...
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