The impact of emotional and rational advertising on consumers' self-concept
Discuss about the Consumer Behavior for Designing Brand Identity.
Saeed, K., & Siddiqui, K. A. (2016). Brand failure: Factor Analytic Findings.
Rational advertising and emotional advertising appeals to personal emotions. A good example is an advertisement that appeals to one’s self-esteem. By relating the advert to social and psychological needs, it becomes more appealing. This is an effective advertising method given that it appeals to human motives of purchase which is normally emotional (Bruno, Melnyk & Völckner, 2017). Emotional appeals work best when selling such brands that tend not to differ from other competing brands. Apple Inc. is one of the companies that has made an impact across the globe by using emotional advertising. The messages that Apple Inc. uses are very clear. They are accompanied by very alluring pictures. These picture appeal to emotions very powerfully. The most outstanding industry that is making a great impact with emotional advertising is the IT industry.
This industries appeals to emotions. This industry resonates well with a larger customer base across the globe. Apple Inc. motivates customers to buy more of their products by appealing to human emotions, self-esteem as well as status (Sudbury-Riley & Edgar, 2016).
By appealing to one’s status and emotions, Apple Inc. is able to sell its products across the globe to a larger audience. Emotional appeal works everywhere across the globe. This is due to the fact that human beings are emotional beings.
Bruno, P., Melnyk, V., & Völckner, F. (2017). Temperature and emotions: Effects of physical temperature on responses to emotional advertising. International Journal of Research in Marketing, 34(1), 302-320.
Sudbury-Riley, L., & Edgar, L. (2016). Why Older Adults Show Preference for Rational Over Emotional Advertising Appeals. Journal of Advertising Research, 56(4), 441-455.
A consumer’s self-concept is an amalgamation of ideas, attitudes, feelings as well as identity. The idea of self-worth is essential in marketing cosmetics. It is possible for an individual to have some form of negative self-perception even though in many occasions a majority tend to have a positive self-perception of themselves. In marketing cosmetics, a marketer should appeal to one’s self identity, this aspect of identity should appeal to image, self-esteem as well as an ideal self. In the event that a product being promoted by a marketer brings about a serious difference between the self-image and the ideal self then it follows that this will significantly bring down the self-image of the individual (customer).
The importance of using brand personality to appeal to consumers
There are three personalities well known for buying luxury products. These include trendsetters, connoisseurs and winners. Trendsetters are mostly seen as first movers. They are influential and as such find luxury products more appealing. Winners and Connoisseurs are also drawn to luxury products. Information search normally deals with alternative ways of solving existing problems.
In the process of information searching, mental, demographical, part related, relational, natural and source-related attributes impact the process of information searching. The choice to look for information is subject to inspiration which may have a psychological root or be sincerely based as in the need to strengthen past qualities (Mandel, Rucker, Levav & Galinsky, 2017).Before the important information is recovered the searchers must defeat conceivable boundaries, which in some cases are mental. They should encounter the circumstance as remunerating enough and themselves as sufficiently capable to really take an official conclusion to look for information.
Marketers love the idea of creating brand personalities. This is because most often, people connect with personalities. Marketers like creating brand personalities because they are more appealing depending of the people with which the brand is connected. Moreover it shapes one’s brand. This is very effective especially at such times when the personality to who the product is connected enjoys high ratings (Mandel, 2017).
Mandel, N., Rucker, D. D., Levav, J., & Galinsky, A. D. (2017). The Compensatory Consumer Behavior Model: How self-discrepancies drive consumer behavior. Journal of Consumer Psychology, 27(1), 133-146.
Mandel, (2017). Consumer Behavior and How Self-Discrepancies Drive Consumer Behavior.
One outstanding example of brand extension is that of Starbucks coffee company which created Starbucks ice cream. This particular ice cream was not to be sold at Starbucks retail stores but rather in grocery stores. The flavors of this ice cream uses the flavors that Starbucks use in selling its coffee at its coffee shop (Lane & Fastoso, 2016).
Product extension being the utilization of a set up brand name in new item classes. Such things as exposure, attention as well as incorporation procedures have the potential of influencing how effective an extension may be. This is due to the fact that this new grouping to which the brand is amplified can be linked to the current class of the item. The good thing about branding is that it aids in grouping items into new groups. Amplifying a particular brand especially beyond its class of items. This can be advantageous it might help in evaluating product grouping openings, distinguishes assets requisites, and aids to brings down hazard, as well as it measures a brand's importance and request.
Effective distribution and surprise in a distracted market environment
Superstores that specialize in single product line tend to have more information about that particular product. This is risky for the consumer given that in the event that a consumers is presented with too much information then it follows that these consumers may find it difficult to make decisions. Specialization brings about information overload as this encourage a deeper study and understanding of the single product in question.
In a distracted market environment, some of the widely used techniques to grab the customer’s attention include;
Effective distribution ensures that all customers including those who would not share a marketing message are reached. Proper distribution has been used to reach customer at their door steps.
Targeting viewers who will share the message
It has been noted that not all customers who get the message necessarily share it. It is therefore important to target those who can share the message in order to reach other customers (Keller, 2016).
The use of surprises has proved effective over the years for grabbing the attention of customers. Surprises are good but caution should be taken to avoid scaring the customers.
Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS review, 6(1-2), 1-16.
Lane, V. R., & Fastoso, F. (2016). The impact of repeated ad exposure on spillover from low fit extensions to a global brand. International Marketing Review, 33(2), 298-318.
In today’s business environment customer loyalty programs are not valuable. This is due to the fact that there is a lot of money that goes into actualizing the schemes. This involves giving customers incentives and gifts. While these programs are nearly in every business, it is important to note that the overall return that these programs bring into business are very minimal. The fierce competition has given customers various alternatives and a customer can only be loyal to a company if the services he or she gets are superior. A customer cannot be loyal to a company with inferior products (Stathopoulou & Balabanis, 2015).
Consumer can effectively learn from fellow consumers without necessarily having to get exposure. The use of alternatives goods or services are also effective in helping a consumer to learn.
Rehearsal which is some form of mental repetition of incoming information is important for the consumer’s memory as it helps in having the information retained in the memory for a long time. According to these authors Zopiatis, Theocharous, Kosmas, Webster & Melanthiou, (2016), a marketer can encourage rehearsal through repetitive advertisements. This can be through print media or via television adverts.
Zopiatis, A., Theocharous, A. L., Kosmas, P. C., Webster, C., & Melanthiou, Y. (2016). Developing a Country?wide Tourist Loyalty Scheme: A Barren Landscape. International Journal of Tourism Research, 18(6), 579-590.
Stathopoulou, A., & Balabanis, G. (2015). The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high-and low-end fashion retailers. Journal of Business Research, 69(12), 5801-5808.
This requires doing a proper launching of the new product. This can be achieved by availing the new product to important influencers. When important influence with proper online presence use a new product and write reviews about it then it is possible to get the product into the market more successfully (Wheeler, 2016). Another very effective method is by making it easy for people to learn more about the product. Keeping the launch rolling is another important aspect. Reporters may not write about the new product immediately. As such it is important to give them time to write about the new product afterwards. This will require that the release of fresh news concerning the product never dies down.
Favorable attitude though it might be an aspect to look at, it is not the deciding point. Joining a study at a university involves other major considerations to be taken into consideration. Some of these consideration may not go hand in hand with just having a favorable attitude. While a favorable attitude appeals to emotions according to Saeed & Siddiqui (2016), the deciding points in this case are not emotional. They do not appeal to emotions but rather to logic.
Wheeler, A. (2016). Designing brand identity. John Wiley & Sons.
Saeed, K., & Siddiqui, K. A. (2016). Brand failure: Factor Analytic Findings.
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