The Role of Advertising Appeals, Role of Celebrity & Expert in T.V Advertising Attitude

Topics: Marketing, Infomercial, Advertising Pages: 8 (2453 words) Published: June 14, 2013
IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN:2319-7668, PP 52-57

The Role of Advertising Appeals, Role of Celebrity & Expert in T.V Advertising Attitude 1

Muhammad Rizwan, 2Shahzaib Pirzada, 3Ansar Sohail, 4Muhammd Nadeem, 5 Waqas Murid Lecturer, Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan Students of MBA, Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan 1


Abstract: The importance of our research work is for marketing and advertising concerns that how they can make their advertisement more effective and efficient. It also gives direction for marketing managers and advertisers for the application of appeals in their ads. TV ads attitude is made by using different appeals and celebrity expert roles and this remains very effective for marketing strategies. People take interest and spend time to watch such type of ads which give information about product’s features, specifications. We investigated the role of emotional and rational appeal in Television advertising attitude and we also detected that how the efficiently celebrity or any professional expert can be used in TV ads. Research showed the practical importance of rational appeal in TV ads and how people respond towards such appealing attitude of ads. The data was collected from the students and scholars of “The Islamia University Of Bahawalpur, Punjab, Pakistan. The briefing was given to the respondents before collection of the data by depicting the picture of cellular companies’ ads and mobile phone making companies’ advertisements, how they make their advertisements attractive and create arousal and intense desire for having their product and packages. Key Words: Rational Appeal, Emotional Appeal, celebrity & expert, advertising attitude.



Advertising has become one of the most important commercial activities in the modern competitive environment. Companies spend a large part of their budget to produce and run advertisements for promotions to communicate information about their company and products. Companies hope that consumers will purchase their products due to the advertisements, which deliver messages about a certain brand and its products. Of all marketing weapons, advertising is widely known for its long lasting impact on viewer’s mind (Katke, 2007). Advertising is a subset of promotion mix which is one of the 4P’s in the marketing mix i.e. product, price, place and promotion. Pakistani people mostly watches media news channels because in Pakistan there is democratic environment here people are political mind the main reason is their interest developed by media channels they watches talk shows, debate programs, current political affairs, morning shows, crime shows, drama serials etc. in every news channels they keep update with the breaking news in every news bulletin, after news updates of one minute or more, hourly and half hourly they takes news breaks and play advertisements of sponsored companies. Media takes breath on advertisement because sponsorship of news updates and programs which are taken by the companies whose advertisement being played on media channels. These companies fulfill channel’s expenses. Due this factor of large viewership of news channels in Pakistan, companies makes advertisements according to the psychology of Pakistanis people and in response they earn huge profits and sales their advertised products. Peoples remain in front of television every time they want to update their awareness & knowledge. Now in every shop, home, office even in every sort of waiting areas of business points like doctor’s clinic there is a television and the patients’ watches television. Mostly ads are of thirty seconds time duration that’s why advertisers use attractive factors which hit the psychology of every age of person who is watching that advertisement on television. A company cannot...
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