How to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

MANAGEMENT SLANT

  • Emotional appeal should be used more frequently than informational appeal, because it is more effective in four of the five persuasion objectives, with the exception of integration into the evoked set.
  • Emotional appeal also is very effective when an advertisement's objectives are to create awareness and brand liking among a target audience, irrespective of gender.
  • Against generally accepted belief, emotional appeal exerts a stronger impact on male than on female target groups across the five decision phases.
  • When an advertiser is addressing a relatively younger audience, emotional appeal has a stronger effect than informational appeal, especially in the...

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