Rational vs
Emotional appeal in IMC
The decision of what to keep the base of marketing is an all-time debate-able topic in marketing community.
There have been arguments from few marketers who prefer rational appeal as they believe demonstrating product feature, its use helps consumers to take better decision. While on the other side there few marketers who advocates – emotional appeal leads to effective communication connecting at a visceral level.So, the best marketing communication if often generated with perfect blend of both rational as well as emotional appeal. This decision in backed by the saying:
“People do buy on emotion but then they justify their decision with logic”
What is Rational appeal?
Ads in which physical qualities of product is being advertised is said to have rational appeal. This framework also follows the approach of listing benefits- by this we mean that the products benefits to the consumer are advertised rather than the product features. It is also backed by some statistics showing the user base of the product.
Example: Generally most of the electronic gadgets like laptops, cell phones focus more on the rational appeal of the ad. Now-a-days even big food-chains also follow this like dominos.
What is emotion appeal?
It is believed that emotional advertising speaks more or less the primal tongue. The communication is mainly through the design, color, music and motion. While the rational mind seeks logical relationship, the primal mind follows symbolic relationship.
The emotional advertising use various appeals like humor, love, fear, pride, guilt and so on.
Example: The best examples on this line is of dairymilk ads, Tanshiq ads on the concept of remarriage,etc
How to decide when to have rational appeal and emotional appeal in ads???
This decision can be taken by concept of “dominant mood”. The dominant mood explains where the product’s most important appeals falls on the scale between rational and emotional appeal. Once the dominant mood is decided, it remains fixed for the entire marketing strategy in all forms.
The dimension on which this is decided is as follows:
Differentiation – if the brand is highly differentiated from its competitors, then one should apply rational approach. In order to highlight on the uniqueness of the product demonstrating the benefit to customer is essential. But when there is not much difference between brand and others in the category, one should go for emotional appeal.
Innovation-If the product is new in market, then it should be aired with rational appeal as highlighting the features, advanced technology used and ease in usage, is very much essential.
Price-It is believed that goods with high purchasing value involve rational approach. Reasoning being that people tend to evaluate the relative attributes of product/service. But at same time some marketers also believe that use of emotional appeal is necessary to sell luxurious items.
The final dimension would be the importance of the product/service to the concerned prospect.
The decision of what to keep the base of marketing is an all-time debate-able topic in marketing community.
There have been arguments from few marketers who prefer rational appeal as they believe demonstrating product feature, its use helps consumers to take better decision. While on the other side there few marketers who advocates – emotional appeal leads to effective communication connecting at a visceral level.So, the best marketing communication if often generated with perfect blend of both rational as well as emotional appeal. This decision in backed by the saying:
“People do buy on emotion but then they justify their decision with logic”
What is Rational appeal?
Ads in which physical qualities of product is being advertised is said to have rational appeal. This framework also follows the approach of listing benefits- by this we mean that the products benefits to the consumer are advertised rather than the product features. It is also backed by some statistics showing the user base of the product.
Example: Generally most of the electronic gadgets like laptops, cell phones focus more on the rational appeal of the ad. Now-a-days even big food-chains also follow this like dominos.
What is emotion appeal?
It is believed that emotional advertising speaks more or less the primal tongue. The communication is mainly through the design, color, music and motion. While the rational mind seeks logical relationship, the primal mind follows symbolic relationship.
The emotional advertising use various appeals like humor, love, fear, pride, guilt and so on.
Example: The best examples on this line is of dairymilk ads, Tanshiq ads on the concept of remarriage,etc
How to decide when to have rational appeal and emotional appeal in ads???
This decision can be taken by concept of “dominant mood”. The dominant mood explains where the product’s most important appeals falls on the scale between rational and emotional appeal. Once the dominant mood is decided, it remains fixed for the entire marketing strategy in all forms.
The dimension on which this is decided is as follows:
Differentiation – if the brand is highly differentiated from its competitors, then one should apply rational approach. In order to highlight on the uniqueness of the product demonstrating the benefit to customer is essential. But when there is not much difference between brand and others in the category, one should go for emotional appeal.
Innovation-If the product is new in market, then it should be aired with rational appeal as highlighting the features, advanced technology used and ease in usage, is very much essential.
Price-It is believed that goods with high purchasing value involve rational approach. Reasoning being that people tend to evaluate the relative attributes of product/service. But at same time some marketers also believe that use of emotional appeal is necessary to sell luxurious items.
The final dimension would be the importance of the product/service to the concerned prospect.
No comments:
Post a Comment