A

Grand ProjectOn

Comparative study of Emotional andRational appeal in T.V. advertisement

SUBMITTED TO:GUJARAT UNIVERSITY

In partial fulfillment of the requirement of MBA program ofGujarat University (Batch: 2006-08)

SUBMITTED BY:Mala K. Goswami(12)

Project Guides:

Prof.Jinal Parikh

AES POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT, AHMEDABAD

CERTIFICATE

This is to certify that Ms. Mala K. Goswami has successfully completed her Grand Project titled “Comparative Study of Emotional and Rational appeal in T.V. advertisement” under the guidance of Prof. Jinal Parikh towards partial fulfillment of the requirement of M.B.A. program ( Batch 2006-2008) from AES Post Graduate Institute of Business Management,” Gujarat University. We wish her all the best for the future endeavors.

Dr. A. H. Kalro Prof. Jinal Parikh Executive Director Project Guide AES PG IBM AES PG IBM

Date :

Place: Ahmedabad

ACKNOWLEDGEMENT

I have great pleasute and excitement in presenting the grand project report on “Comparative Study of Emotional and Rational appeal in T.V. advertisement”. I take the opportunity to thank all those who have directly or indirectly helped me in the successful completion of this projedt.

I am extremely grateful to Prof. Jinal Parikh for guiding me throughout the project and giving me the opportunity to work upon specific field to improve my knowledge about advertising. I appreciate her efforts and readiness to help throughout the project to make it more presentable and valuable.

She has been a mentor and guide who has been providing support, guidance, timely suggestions, explicit decisions, and has been sharing immense knowledge without which the successful completion of this project would not have been possible.

I would also like to extend my thanks to Mr. Hitanshubhai, computer lab in-charge for his support in my work.

Last but not the least, I also thank my classmate and my juniors for their support and help in doing my project effectively.

Mala K. Goswami

Executive Summary:

This study is combination of advertising and consumer behavior research.

Through this project we are going to make an effort to study the effect of

advertising appeals on consumer behavior.

Advertising has undergone a sea-change over the past few years. Now-a-days

every company wants to capture the attention of the consumer and so every

penny spent on advertising by a consumer is a well thought of and informed

decision. In this cluttered environment, it is increasingly difficult for the advertiser

to predict which advertising appeal will work and which will not.

The aim of this study is to find out the effectiveness of advertising appeals

(emotional and rational) in the minds of the consumers. We did the study by

showing 18 advertisements to respondents and ask them to fill up the

Questionnaire. We have selected three categories that are FMCG, Consumer

Durable and Service for this research work. Each category has 6 advertisement

out of this 3 has emotional appeal and another 3 has rational appeal. By showing

them we have tried to find out which advertising appeal is more appealing to the

consumer and whether gender has a role to play in preferences towards rational

and emotional appeals.

We have used primary as we as secondary data to carry out this research report

work. Primary data were collected from gandhinagar college students through

survey method by filling questionnaire from them. Due to time and other

constraint we have took the 50 college students as a sample for our research

work. Secondary data were collected from literature review of various research

papers, journals of advertising and consumer research, ad agency reports and

company websites.

Table of contents

Acknowledgement I

Executive Summary II

1. Objective 1

2. Introduction 2

3. Advertising as a marketing tool 4

3.1 History 43.2 Advertising Definition 73.3 Importance of advertising 223.4 The importance of emotional and rational appeals

in consumer buying behavior. 244. Emotional and Rational appeals 27

4.1 What is an advertising appeal? 274.2 Rational appeal in advertising 294.3 Emotional appeal in advertising 314.3.1 The Strength of Creativity and the

Great Trap 324.3.2 Choosing the Dominant Mood 33

5. Research on Comparative study of emotional and rational appeals 36

5.1 Research methodology 365.1.1 Objective 365.1.2 Research Design 365.1.3 Research Plan 365.1.4 Sampling Plan 36

6. Findings and Analysis 38

7. Conclusion 53

Bibliography 54

Annexure 55

Chapter 1 : Objective

The aim of this study is to find out the effectiveness of advertising appeals

(emotional and rational) in the minds of the consumers.

To find out whether the gender plays an important role towards rational

and emotional appeal.

By comparing, emotional & rational appeals subsequently, it will be

studied which out of the two is more effective for the different category.

3.4 The importance of emotional and rational appeals in consumer buying behavior.

Have you ever wondered how entrepreneurs can predict whether their products

or services will sell? How can they predict who the customers will be and how

much will they buy? Without such predictions you cannot put together a

business plan or determine how much money you will need to start your

business.

Identifying the types of customers most likely to buy your product comes first.

The same products do not always appeal to different groups. Such groups are

defined as a specific target market. People in such a target market are defined

by their age, location, cultural backgrounds, income, occupations, marital status,

and behavior preferences. Census data and other research reports can tell you

how many people there are in such target groups.

Understanding why people spend their money in different ways is essential to

predicting customer behavior. Psychologists have found that consumer buying

behavior is first directed toward satisfying basic needs — such as being hungry,

thirsty, tired or in need of a place to live. Those with low income have less

money left over from these “basic needs” to spend on more expensive “wants”.

Most people live above a basic survival level, and they make many purchases to

fulfill needs other than just the basic ones.

Customers may choose to buy a car, for example, for very rational reasons.

They may be looking for the lowest cost, the best gas mileage, safety, quality of

the materials, or other practical, rational motives. Or they may really base their

car-buying decision on more emotional motives such as prestige among your

social group, power to attract the opposite sex, and power of the engine. It is

likely that the youth target group will be interested in buying a different type of car

than a successful business person with a large family. Auto dealers use these

differences to reach specific target groups with their advertising and sales

messages.

Buying motives include the following:

RATIONAL EMOTIONAL* Durability * Pride of personal appearance

* Economy in use * Social achievement

* Economy in purchase * Ambition

* Handiness * Fear

* Efficiency in operation * Pleasure

* Dependability in use * Increased leisure time

* Saving time * Romance or adventure

* Comfort

* Cleanliness

Emotional motives may have a more important influence on the buying decision

than rational motives. Many customers convince themselves that they have

rational motives to justify an emotional purchase. Rational motives are

conscious decisions, but emotional motives are often unconscious choices.

Target markets are continuously changing, requiring the entrepreneur to watch

for changes in the market of their products and services. Some of the changes

to keep in mind include:

Population changes, such as shifts in age distribution and greater mobility

Size and distribution of income, increases in total purchasing power, the

amount spent for “luxuries.”

Changes in lifestyle and attitudes

A greater percentage of women in the workforce

More leisure time

More purchases on credit

Higher overall educational level

Once you have identified your primary target market with an understanding of

why that particular group or groups would buy your product, you must then look

at your competition. Customers may choose to buy another similar product or

they may even decide to spend their available income on a completely different

product. Your share of the sales of competing products will help you decide

approximately how many items you really could sell.

Chapter 4 : Emotional and Rational appeals

4.1 What is an Advertising Appeal?

An advertising appeal refers to the approach used to attract the attention of

consumers and/or to influence their feelings toward the product, service, or

cause. It's something that moves people, speaks to their wants or need, and

excites their interest. Often it is the underlying content of the advertisement; think

of it as a “movie script”. Don’t confuse this with executional framework, that will

be another topic.

Deciding on an Advertising Appeal

When y'all are deciding on a direction for your submissions, review the Creative

Brief (specifically objectives section) for tone, the nature of the product, the

preferences of the client (very important). Most importantly though, use your

common sense and gut feelings. There are two major types of appeals. They are:

Rational, Emotional

Advertising Appeal

In the global era, retaining a competitive edge over the competition and trying to

wrest market share away from competitors remains difficult for firms, especially

ones in mature markets. Using television advertising is one method marketers

use to try and achieve these goals, even though some question the ability of TV

advertising to affect consumer brand choice. Nonetheless, corporate advertisers

continue to spend heavily on television advertising, according to the Journal of

Advertising, “Marketers continue to spend large amounts of money on

advertising, which is one of the most important and visible marketing tools” (Tellis

and Weiss 1). However, advertisers use different types of psychological appeals

to hopefully persuade consumers to choose their products. Fear, guilt, humor

and promises of self-enhancement or an enhanced life are all routinely used to

prompt consumers to buy everything from deodorant to luxury automobiles. In

this analysis we will compare two TV advertisements which use self-

enhancement and the promise of an enhanced life to pitch their products. Both

commercials were aired during my viewing of them during the T.N.T. original

movie, Pirates of Silicon Valley. The first advertisement was marketed by

Mercedes Benz, for their new convertible. The second advertisement was

marketed by the company that manufactures Nizoral AD, a dandruff shampoo.

at by buying the product featured a person will definitely improve their social life.

The man is literally attacked as a social outcast with pain, isolation,

embarrassment and a pitiful lack of self-esteem because he has a few flakes of

dandruff. Not only does the ad promise he will instantly change this situation if he

uses Nizoral AD twice a week, but it also promises that he will instantly be the life

of the party, including being attractive to all types of beautiful women who now

ostracize him because of his dandruff problem. Certainly, one can see how this

kind of advertising is used to create a desire or perceived need for Nizoral AD

because it suggest use of the shampoo will not only alleviate dandruff, but it will

also make the user popular and highly appealing to the opposite sex. Of course,

like many advertisements based on such appeals, the members of the opposite

sex who will be instantly attracted to the Nizoral AD-using man are all beautiful,

young and perfectly thin. Many experts in the field suggest that these kinds of

advertisements actually do psychological damage to consumers, especially

young consumers, who turn to socializing forces like the media to develop their

own identity and self-esteem

4.2 Rational Appeals in Advertising

Rational appeals focus on the consumer’s practical, functional, or utilitarian need for the product or

services and emphasize features of a product or services and/or the benefits or reasons for owning or

using a

particular brand. The content of these messages emphasizes facts, learning, and the logic of persuasion.

Rational –based appeals tend to be informative, and advertisers using them generally attempt to convince

consumers that their product or service has a particular attribute or provides a specific benefit that

satisfies their needs. Their objective is topersuade the target audience to buy the brand because it is the

best available or does a better job of meeting consumers’ needs.

Some of the tactics typically used in marketing communication that is framed upon the logical

approach include:

Listing Product Benefits - To use this method effectively, the advertisement must

underscore consumer benefits rather than product features.

Convincing Proof - This approach is based upon the premise, "Seeing is believing." Ads

or commercials take the form of a product demonstration.

Focus on the consumer’s practical, functional, or utilitarian need for the product

or service and emphasize features of a product or service and/or benefits or

reasons for owning or using a particular brand.

Print media is well-suited for rational appeals.

Used by business-to-business advertisers.

Well-suited for complex and high involvement products.

Types of rational appeal are as under:

Feature appeal – It focus on the dominant traits of the product or service. These ads tend to be

highly informative and present the customer with a number of important product attributes or

features that will lead to favorable attitudes and can be used as the basis for a rational purchase

decision.

Competitive advantage appeal – It is used, the advertiser make either a direct or an indirect

comparison to another brand and usually claims superiority on one or more attributes.

Favorable price appeal – It makes the price offer the dominant point of the message. Price appeal

advertising is used most often by retailers to announce sales, special offers, or low everyday

prices.

News appeals – news appeal are those in which some type of news or announcement about the

product, service, or company dominates the ad. This type of appeal can be used for a new

product or services or to inform consumers of significant modification or improvement.

Product/services popularity appeals - It stress he popularity of a product or service by pointing

out the number of consumers who use the brand, the number who have switched to it, the

number of experts who recommend it, or its leadership position in the market.

4.3 Emotional Appeals In Advertising

Each of us enters the world as an irrational individual. For infants, feelings are everything. Our earliest

response is to nonverbal communication. In the first years of life, mother's smile is comforting. Thunder is

threatening. Life is simple. Meanings are clear. Then we invest 12 years or more in formal education to learn

how to think rationally. By adulthood, it has become a habit.

However, rational thinking is an overlay on the primal vocabulary that continues to influence our decisions

and behavior. So, we invest in a certain stock because "it feels right." We vote for a candidate because "he

can be trusted." We make a critical business decision based on our "gut feeling."

Emotion-based advertising speaks the primal tongue. It communicates through design and color. Motion and

stagecraft. Music and tonality. While the rational mind acts on logical relationships, the primal mind seeks

symbolic relationships.

Symbols are, indeed, the vocabulary of emotional marketing. Just as we instinctively trust the person with a

warm, firm handshake, we have confidence in the announcer with a smile in his voice. The best radio and

voice-over announcers understand this. They know just when to smile - even though they're not on camera.

The primal mind evaluates the photo in a magazine advertisement or a televised image just as it would a

real life situation. We immediately recognize that the Marlboro man is a rugged individualist because we see

his tattoo. He controls his destiny as we would like to be in command of ours. By emulating him, we, too,

might find fulfillment.

4.3.1 The Strength of Creativity And The Great Trap

Frequently in advertising agencies, a battle line separates art directors from copywriters. The reason is easy

to understand. Artists instinctively communicate through symbols. Writers, on the other hand, profess to

speak to the rational — and primarily verbal — left hemisphere of the brain. This representation is simplistic.

We are all familiar with great literature, which suggests underlying imagery through word choice and order.

Great authors use their pen as an artist uses his brush, to invite us to read between the lines. When you feel

the emotions of Jean Valjean, you sense the passion of Victor Hugo's pen. In the same way, skilled

copywriters weave underlying meaning into marketing text.

There is, however, a danger in embracing this approach. The idea of communicating to the non-rational,

childlike mind sometimes transmutes into "We want to make our advertising fun." In the absence of strong

leadership, the creative team loses its bearings. Once this happens, the team is be lured down the path of

irrelevancy. At the end of the trip, they arrive in a land of style without substance.

The problem generally begins with the (very rational) assertion that, "we must be creative to break through

the clutter." In order to achieve this, the team tries to "think outside the box." Unfortunately, freeform thinking

can lead the project away from both primal communication and rational persuasion.

Done well, freeform thinking results in brilliant advertising successes:

The AFLAC duck turned the name of this little-known insurance company into a household word

and a powerful brand.

Many local retailers have made repetitive use of an outrageous stunt, such as smashing their cash

register, to create a "memory hook" in the prospect's mind.

When character actress Clara Peller asked, "Where's the beef?" Wendy's increased its sales by

30%. (In this case, however, I would suggest that the tag line was a clever implementation of a

rational sales point.)

The unfortunate reality is that most attempts to entertain the viewer result in meaningless irrelevancy, which

fails to sway the prospect in any way at all.

4.3.2 Choosing the Dominant Mood

The term "dominant mood" describes where the product's most important appeal resides on the scale

between rational and emotional. Once we select the dominant mood for our brand, it will generally remain

consistent throughout all marketing communication.

Having said this, there are notable exceptions to this rule. An example that is familiar to cable TV viewers,

ditech.com, comes to mind. This advertiser runs parallel campaigns. One (the rational campaign), features a

stand up pitchman who outlines a list of logical reasons why you should choose ditech to refinance your

home.

The other campaign presents a buffoonish banker who "just lost another one to ditech." This surprisingly

powerful campaign is "attack advertising in a velvet glove." At the conscious level, it's harmless and cute. At

the gut level, this lighthearted campaign drives home two powerful messages that undermine the

competition: 1) bankers are stuffy, foolish and socially inept, therefore not worthy of our respect; and, 2) the

process of refinancing through a conventional lender is a paperwork nightmare

The consumer's perceptions of (opinions about) the product or service define its

subjective characteristics. These characteristics determine the appropriate

dominant mood. Opinions of the advertiser should never decide the dominant

mood.

More importantly, the personal philosophy of the creative team should not define

the dominant mood. Some advertising agencies develop a house style based on

the philosophy of the creative team. For example, if the creative director is an

artist, the shop might emphasize attractive design and emotional appeals. This is

particularly true if the firm has built its reputation on handsome ads and awards.

On the other hand, if the creative director learned his trade as a mail order

copywriter, the work will likely emphasize rational appeals.

The brand itself should always be the basis for the decision of dominant mood,

which is selected by evaluating the product or service in several dimensions:

Uniqueness - When your brand has a legitimate point of superiority, you

can apply a rational approach. In order to be effective, the unique

characteristic must be demonstrably beneficial to consumer. If there is no

real difference between your product and its competition, a campaign

aimed at the emotions may be your best strategy.

Price of the Product or Service - The purchase of expensive items

generally involves rational deliberation. Having said this, some marketers

effectively use emotional appeals to sell big-ticket items. Automobiles and

corporate jets are two categories that come to mind. Nevertheless, I'm

confident that you would spend more time evaluating the relative attributes

of private schools for your child than you would the ingredients in a candy

bar.

Consumer Perceptions of the Brand Category - Some categories

naturally lean to one approach over the other. If I were creating a

marketing message for work boots, I might offer 8 reasons why my client's

brand offers more protection and better value. On the other hand, were I

persuading a man to buy a diamond bracelet for his wife, I'd concentrate

on emotional appeals.

Innovative or Intangible Products - The information revolution continues

to spawn a stream of new product categories. From wireless technology to

financial products, the consumer often can't understand why he needs any

of these items - much less how to differentiate between brands. If you are

introducing an innovative product, take it to market with rational

information. On the other hand, if yours is an undifferentiated, old

economy product, consider an emotional appeal that gives your brand a

unique personality

Importance to the Prospect - Rational appeals are generally more effective in selling products or

services that might significantly contribute to the success of a business — or to the fortunes of an

individual. An executive looking for a consultant to turn his company around will be motivated by

marketing communication that offers many persuasive, logical points. So, will an individual who is

watching a "You Can Make a Million By Investing In Real Estate" infommercial on Sunday morning

TV.

Conclusion

Advertisers can achieve success with both rational and emotional appeals. Each has its place in the

marketing toolbox. The challenge is to know which is right for your product or service.

Chapter : 5 Research on the comparative study of emotional and rational appeals.

5.1 Research Methodology5.1.1 Research Objective:

The aim of this study is to find out the effectiveness of advertising appeals

(emotional and rational) in the minds of the consumers.

To find out whether the gender plays an important role towards rational

and emotional appeal.

By comparing, emotional & rational appeals subsequently, it will be

studied which out of the two is more effective for the different category.

5.1.2 Research Design: Descriptive Research

5.1.3 Research Plan:

Data Source: Primary Data

Research Approach: Survey Research

Research Instrument: Questionnaire

5.4 Sampling Plan:

Sampling size: 50

Sampling Procedure

To have comparative study of emotional and rational appeal I used some

advertisement in which there are advertisement which contains emotion and

other which contains information regarding the product or services. The main

focus of this study is to find out that which appeals the most and also that

whether gender plays any role towards different appeal.

I used 24 advertisements which were shown to the audience and than asked

them to fill up the questionnaire.

98%

Chapter 6 : Findings and Analysis

1. Do you like to see advertisements?

yes 49 no 1

100%90%80%70%60%50%40%30%20%10%0%

2%

yes no

Series1

There are 98% of the respondent said that they like advertisement. There is only 1% who said they don’t like to see advertisement. So it shows that most of the consumer like to see ads and get information about the product through that.

2. If yes, than which kind of advertisement you like to see?

Informative 27Emotional 23

60% 55%

50% 45%

40%

30% Series1

20%

10%

0%Informative Emotional

Respondent who like the advertisement said that they like rational ads more than emotional ads. As it gives clear idea about the product or the service the company is offering to consumer.

3. Which medium appeals the most to you in terms of watching advertisement?

T.V 48

Magazine 0

Newspaper 1

Radio 1

Bill Boards 0

Internet 0

2%2%

T.V

Magazine

Newspaper

Radio

Bill Boards

Internet

96%

96% of the respondents like to see ads in T.V. than in any other medium. Its most preferable medium which attracts more to the consumer than radio and newspaper.

4. To what extent do advertisements influence your purchase?

0 – 20 % 1320-40 % 1340-60 % 1960-80 % 580-100 % 0

40%38%

35%

30%26% 26%

25%

20%

15% 10%Series1

10%

5% 0%

0%0 – 20 % 20-40 % 40-60 % 60-80 % 80-100 %

Through this we can come to know that advertisement plays very important role in influencing the consumer. 38% of the consumer said that advertisement influence them to purchase product or services up to 40-60%.

5. Out of the advertisements shown to you, which advertisement did you like the most?

2% 10%2%

2%

4%

38%

22%

6%

8%

6%

1. Airtel

2. Idea(abhishek)

3. Idea(Bandar)

8. HDFC

9.Surf Excel

13.Center shock

14. Dairy milk

16. Perk

19.Nokia

no one

Surf excel ad is most likely by the respondent while the 2nd most preferred ad is of Airtel. In both advertisements emotional appeal has been used. If we see care fully than ads liked by the respondent are emotional ads.

6. Which part of the ad makes you consider that is interesting?

Funny 33Informative 5Emotional 12Celebrity 0

24%

10%

66%

Funny

Informativ

e

Emotional

Celebrity

Most of the respondent like the humorous which make them laugh.66% of the respondent said that they like funny ads while 24% said they like emotional ads. Only 10% of the respondent like informative ads.

7. Out of the advertisements shown to you, Which advertisement do you like the most in particular category? (Only one)

In advertisement shown to the respondent there are emotional and rational ads are taken by me. To find out that which appeal respondent prefer for the particular category I choose three categories. They are Services, FMCG, and Consumer durable.

Service%

1. Airtel 23 46

2. Idea(abhishek) 3 63. Idea(Bandar) 13 264. Idea(50 paise) 05. ICICI pru 4 86. Aviva 07. Met life 08. HDFC 7 14

In the service sector the advertisement which people like the most is Airtel with 46%. While 26% of the respondent like idea (bandar).

FMCG%

1.Surf Excel 34 68

2. Wheel 03.. Ariel 1 24. Rin advance 1 25.Center shock 10 206. Dairy milk 4 87.Dairy milk(Rs. 5) 08. Perk 0

Surf Excel is the most likely advertisement in the FMCG sector. While on the 2nd one is the ad of Center shock

Durable%

1. Compaq 3 6

2.Essar 03.Nokia 11 224.Nokia Slim 4 85.Videocon 18 366.Voltas 7 147. Godrej 2 48.L G 4 8

For the consumer durable also the ads which is more likely by the respondent is the ad of Videocon AC. This is the funny ad the person has ever seen. Nokia is the 2nd ad which

8. Do these advertisements influence you to purchase the product?

Yes 25No 25

50% 50%

50%45%40%35%

25%20%15%10%5%0%

Yes No

Series1

50% of the respondent said that advertisement shown to them can influence them to purchase the product or the service. But there are also remaining respondent said that those advertisement can’t influence them to purchase the product or services.

9. If yes, which advertisement do you feel can influence purchase?

1. Airtel

8%4%

12%

4%

4%

44%

3. Idea(Bandar)

5. ICICI pru

9.Surf Excel

12. Rin advance

16%4% 4%

13.Center shock

14. Dairy milk

19.Nokia

The advertisement of Airtel can influence the most to purchase the product according to the 44% of the respondent. Which is an emotional advertisement and other one advertisement is of Surf excel and also emotional advertisement.

10. What kind of appeal according to you is appropriate for consumer durables like bikes, mobile, T.V etc?

Emotional 12Informative 38

80%

70%

60%

50%

40%

30%

20%

10%

0%

24%

76%

Series1

Emotional Informative

Most of the Respondent said that informative appeal is more appropriative for the consumer durable. While there are only 24% of the respondent said that emotional appeal is appropriate.

11. What kind of appeal according to you is appropriate forFMCG chocolate, soaps, Detergents?

Emotional 41Informative 9

82%

80%

40%

20%

0%

18%

Emotional Informative

Series1

For the product like the fast moving consumer goods emotional appeal is more appropriate according to the 82% of the respondent.

12. What kind of appeal according to you is appropriate for services like insurance, banking, Telecom etc.?

Emotional 26Informative 24

52%

52%

50%

48%

48%Series1

46%Emotional Informative

Again for the services emotional appeal is more appropriate as52% of the respondent said that. But in this case there are 48% of the respondent said informative appeal is also appropriate. In theads for the services it is necessary to give information about the product as without that consumer will not get the clear picture ofthe service the company is offering.

13. In general, what kinds of ad are more appealing to you?

Emotional 25Informative 25

50%

40%

30%

20%

10%

0%

50% 50%

Emotional Informative

Series1

In general, its equal ration for the emotional and rational appeal. It shows consumer like both appeals equally.

Hypothesis testing:

Hypothesis:

The main objective is to find out whether gender and the type of advertisement preferred are independent of each other or not. For that we have applied Chi-Squre analysis.

Step-1

HO : Gender and the type of advertisement preferred are independent of

each other.

H1 : Gender and the type of advertisement preferred are dependent of

each other.

ActualFemale Male

Informative 3 22Emotional 10 15

Here the actual data is compared with the expected.

The probability I found is 8.5166E-05.

Here, probability is less than alpha which is 0.05 and it also lies in the negative region so the null hypothesis is rejected.

So we can say that gender and the type of ad preferred are dependent on each other.

Chapter 7 : Conclusion

Most of the respondent prefers the emotional advertisement than the rational advertisement. This shows that emotional ads are more effective.

Consumer likes to see the ads which are of funny nature which can entertain them.

For the consumer durable consumer thinks that rational advertisement is preferred over emotional advertisement.

While for the FMCG product emotional advertisement is more appropriate than rational advertisement.

For services emotional advertisement is appropriate as per the consumer.

While Gender and the type of ad preferred are dependent on each other, it shows that there is difference in the preference of female and male. Females prefer emotional advertisement over rational advertisement.

Bibliography

Websites

www. m e d i a kno w a ll . c om

www. l e a r n t h a t . c om

www.o r w i g .n e t

htt p:// adsoft heworl d.com

BookAdvertising and promotion by George E. Belch & Michale A. Belch

Annexure

Service sector

FMCG

Consumer durable