Role Of Emotional Appeal In Advertising Of Social Product: A Quantitative Study

Abstract

Apart from the digital and technological world it is also an era of modern marketing where marketers bombard various types of techniques to sell their products and to gain a special place in customers’ hearts. One of the marketing strategies that is very impactful from older days is emotional appeal or emotional advertisement. Emotional advertisement has been a very influential technique of marketing where marketers try to build a favorable attitude towards a brand in the mind of customer. There are various factors responsible for the effective use of emotional appeal in advertisement. When there are two similar products in the market and when they are completed for the same customer, the effective way of advertisement that help one marketer to approach efficiently towards a customer is emotional appeal. Emotional appeal has been successful in developing brand loyalty by creating an emotional connection between the brand and the customer.