Advertising has become expensive, time-consuming and an important marketing activity. Firms have a great stake in the success of their advertising campaigns, for their growth…

The basic concepts in marketing tell us that PI: is all about satisfying consumer wants and needs. Product and services are offered by the marketer…

Esteem needs are of two types: one, those which are related to how a person sees himself reflected in his personal achievement and self-confidence; and,…

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…

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…

Maslow’s hierarchy of the need structure is the most widely accepted list of basic needs, a detailed knowledge of which is necessary for any advertiser….

An advertiser may try to induce a particular behavioral change by emphasizing either positive or negative appeals, or a combination of both. For example, an…

1. The advertising should have relevance. If the product needs attribute-based rational advertising, emotional appeals should be avoided. 2. There should be a natural flow…

The fear appeal is most important among emotional appeals, and also the most effective. It is said that the message’s effectiveness increases with the level…

Different kinds of motives encourage people to certain goals. All of man’s actions are guided by his cognition, i.e., his apprehension, his awareness and his…