politics[1].pdf

7/27/2019 politics[1].pdf

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POLTCL DVERTSNG N IND: A ERSECTVE

ok K', amod Pathak"

[email protected]

ABSTRACTworld ofadvertising is unique, ll ofvibran and beme highly erimental in nature Wth velmentof mo media, things have srted transming on advetising nt wi more inclination to psychologicalconcts, aeals hpen to be one of those. Another intensiing occurrence 'political advertising in India, itsconct, shpe and size has been increasing multild in is entyt ntuy, be it a national politil party or aregional one, all are resorting to su a mechanism enhance their rea amongst voting ppulation curent pertries to bring a juxtosed analysis to kningly or unknowingly, politil parties could have plied the conctsof aeals, of course thugh the ad-agen route, in the rently concluded Assembly elections of Utr Pradesh A

literature riew covering the details of political advertising histo and psychological aspects related to ad-aealsprecedes the analysis r better comprehension and understanding. Hower, it pears that politil advertising doesinject awaness amongst public but then what prails is the pular perception in the minds of public. oliticaladvetising is in ct in a state of inn and would ta time to gain maturity and meet the objectives r what it issigned.

RESEA OBJECTIVE & METODOLOGY:The ide beind presenng su pp is nw() hw he pi dvesng hs evved ndnged nnuusly in ny () wh dvesng ep nd psyh eud ve be ven suh dvesng )

whe neps f dvsg ppes w np dversng? Te edlgy se bednd e dversg en n un is e 'pi

r suh dvesen pg eeeny nuded U rdes AsseblyEe

TRODUCTION TO ADVRTISING:Adversg s defned s ny r pdn by n denfed sps ed f nd / psude ge udees bu n

rgns prdu, servie ide (Be& Belh2) I hs sy f i wn As MDnld nd (7) c e frs ype f dvising wswh we nw nw by he e f uddversing' Aegss hve unered

desens nd ven signs f nieniviizin suh s Egyp Mespi, Greeendig ds nd s wee een e e uy wh hey d se nd wh pe Siy ds f sves nd used

prdu ve been nd in ery wr rrds fhe peid Ler wn es nd velingns dversed gds nd sevies nd indg s e e re-s f dys veves n udi-vsu ds (MDnd & , 7)Te nds Revlun e 1730 nd 830bsed he pes f dvisng n bepiy exped by he ge e diffsin f edvisi f lbr wh nresigy neessidg sues f he vibly gds ndservies e en f wh ey we n ngedirey nvved n nd ply beuse endus Revun grely sed e e fpdun reng n bvus peus fnurers dverse i rde e e

prdue As es res nsfed g y egnl nn nd y

b The Indusi Revun s uses epiv le dvesg s neessy ubinfr en Wees Advesng n besid ee e needs i is pbe fhneng se needs by respig e in

wns A sde effe f se ends ws e ennd wig ipne f e e 'brnde lbe w w desie n ndivduprdu nd diferene i f peisAdveisng pfessls we qu ssig

'Docral Rsr Soar, "Pfsor;Dartment Managnt Studies, Indian Schoo ofMines Dhanbad (rkand)

V I, N1; Je 2012


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uque abes to poducts and assia them uque advantages not sred by competors. us 'ique ng Poposion (or P) was bo!OLIICAL ADVERIING : CONCEdvsng whose cena focus s the markng ofideas, atdes and conc about pubic ssues,cudng poiica concepts and poiica cndidaese essena ask of poca adveig is to gan cfdce of e peope for er acceptance ofideas and, te case of poica campaignadvetisng o fuence ther vote Poiticaadvesig dfs om commeria advsg ntha product is a peson o a phiosophy ath goods and sces and addo theadveng ocves must b met a specfcmeameso poca advesng carres a morapicao, bcaue resu have potny freachng effec on e popuaon at arge Pocaadvertising raises many conoversia sociaquesions conceg te fnding of poiicacmpigns,th or reiy of poicc, ndthe keood of defamatoy cams made bypoca candidas Poca advrsng ivoves use of advesng by pois to brng thrmessages to e masses.

Pocis pomote ei pres o gab the atenonof the eectorae ke come adversngwee poductspomoted, potc advesg

NAGEMENT INSGHT

pomos ndividua oitica paes vew eeconsaly ot oy his, ey fee that thesategies nvoved n marketng of produc andsrces by he companies may aso boost prospen eecon coness he stoy of pocs is as

od s e hstory of mkid ie Poci aveaways maketed emseves with naoove vs by abbng moe vos dug theeection season heir primary aim behindadvesg emseves and/ o thr pty is toov vrst s a fact that a ot of hd work gsnto adversngany factos have to be consideredev bfore acuay ayng out the f pan hea is to id the best sagy ha w ushe nsuccess. ike mkeng of a product or sevicewhich can be exded ov e fe of the poduc

poca cmpied for sort rm prio to theeecon andthe eecon

dverig i pocs is a reavey a new featre nou conhee are wo types of adversng n thecontext of poiica adverising- positive ndgave advsng a paty ies to prect aposive mage of it by hghg is achevenwen it was n powe, i s eferred as posiveadvesg whe n case of negave adveg; oneparty smers nothrs mage by cring ohposive and negave advesng e moscomon types of poica advsng. egaveadvesng is more equeny poyed to sh

F mE GS FRM mE MJR LLS WTSSED DURG

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am aadmi ke adhte adamar kadam a Bhaa uand

o, o1; une 2012VAR AM AI


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Poical Adversing In Inda: A Perspecve

he mage of e trge pary or ay parcarcdate I he process of sg e rvapary, e sponorng pary/ vidua es oeae a posive mage of ise / Negaveadveng usuay employed nvoke a egave

feeling among the voers abou he argetedcdate Tese taccs geerally sf he fusom wha s reay mpoan o wha s neglble. is believed a negave ads have a greaer mpaco te mids o te vos e posve ones.The are vrous saeges ha pres empoy nnegave campaigigThese cude aackg eoppones, personty, rord, g a hadegrade e opposo pry's repuaon leakgou e prudi formaon abou e oppoenor s pry, e For ste, pror o te 15" Lok

Sabha eeco, te opposio prty ed o hhe mage of he rlng par by iling e26/ Mmba tror atack Thou very onnegave advsng ves desred resus, one musremem tat can also boomerange messageis not conveyed well

I an expmal sdy that was conducted in1985, Grramoe assumed ha a backlas eect ofnegave adversing resuld due to foowgreasos rsy, mos vews code advsg

hat atacks cadda ad suc vewers maydevelop o posve bu negave feelngs abou esponsor of e adversemet cony, vewersmay perceive negaive adversng as an

ngem upon he i makg a decisonfor teselves Such a pcepo may resul nreactace, a boomerag efec whc the

nvidual reac n a n opposte o epersuader's no

I a yet noer emprcal sdy coduced (Gupa, 2000) o fnd e eects and efecveness ofnegave polical adversing in erms ofiformao-givig aby, belevabily andatdes owrds bo e sposor and he trge, iwas found tha people do otce politcaadverng h a avorabe roon andecall (aded reca!) Negave poca advsgdid no cause people to beieve at hey were beer

omed as a consequce o he havng beenposed o suc advsg Howev, seems

coary to prevous research (Garramoe) wchmeasured information levels ad poica

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practoners clams concerig negaiveformaon

Negave pocal adversing was pereved asn Wen onpocal orgasaos jon

te eloral debae and aack poical parestrough adversg, audiees do no see suchadversng as beg eeased a e behes o e

pocal pry opposg te pry nder aack nsuc advtsem cod be ndex ofelectorae mary or may be electorae nocce! eeds rter reserch wa aso od hategave polca advsng produced posiveevuaos of bo he sposor d he rge

OLIICAL ADVEIIG I IDIA

HIOICAL EECIVE:

ncooked form of poical advsng Indiadates back o he seves wh he orm PrmeMiser Mrs Ida Gadhi gave e sloga ofGrib Haao (Remove Poverty)sly e dsymbol o te Congess too became a idey

wch now serves as a k beee e pary and epubic (Congss ka aam aadm ke saath) But itwas 980 wen India wissed he dawn o rea ndom Poical Advesgor e rst me e

coy, advsng agey (Grhi A) wasroped n by he Cogess prty bu it was 984(whe Rajiv Gandi spped n as he ew leader o amod India ong o he caasophc polcsce as a resul of e asssnaon o Mrs. Indra

Gi) ha markeg skew began o ntve npocal ara Tere was almos no nessty of anycmpa n 1984 because he sympaty wavereduced e oh poical pes o ases andCongess capred e ito massve suppo ofte pubic wich anslaed o more han 4seats

he LokSabha

However, fer govg for five yers posInrandi Rajv Gandi vented o formal polcadversng n 989 wpary sied up wihoe of e op adversng agenes o te coy,Redsion Densu, Young and Rubcamto carry outelecon cmp somewhe of e ord of Rs20ores The campai brough te Mr. Oeaconcept or e Pe Miser Despe heaycampag aoss te exsng media (primarly

AIR, Doordrsan d some proe dlynewspapers; F Radio or soa neorkng or 'J VAR AM A


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Inet advsng we unhead of ding thosedays), e Coness lost e Geeral Elecos to theTrd Front headed by Vishwaa Pratap Sgh.Rjiv Gandi's ate did ot low m to ndsndthe nuances of reacing the public through

advesng(word mes to t oes aon!).He too succumbed to the hnd of et naueo teorsm n 1.

T year 1996 wiesed rer acos o thepoicl dvsng btleot. he oer policpares too got ossed n s comcaonmodel to rech e ger public. Te policchankya (as he was called), Nasma Rao,e Pme Mnsal cdidte o e gCongress pary was preced as a versale person

who cod gove versatle coy tr. e wastagged wth mode conc words lke doernd o course a reformist. Videos, grpcs,meodes, songs ed to he sce for the stme. Coness prty red e gcyMyordesignng is posters. The patys campai cedo the typicl Gani' brd and videos hpedo the balidaa (sacrce) o the Gndi famy.heman opposion py, e Bharya Jnta Party (or

BP) opd or paoc fervor n its campai.

Drng the 1998 ger eecon, both the Conessad BP ad task oce of media pofessionals todemarcate their brads. Through i-housecampaigning, the BP focused on the votersperspectve. Neveeless, it ad a big brnd clledAtal (Atal Bar Vajpayee) wic got spread aosse no even rough theae cmpis and oncable neworks as well. Te st also emerged heewi the pty embracng mode comcontecnques cudng he Iet. aunced iswebsite .bjp.o nde the stewdsip o thecampai commiee amod Maan. theer hand, the Coness cold not coe out of isGand' mndset nd the cmpign aced

focused on e mponce o Gani' dynasty orbet rulng or govece. n Gndi ws switi the rmewor of a 'oreigner' bahu(dauter--lw). The lnguage brrier ws spersitet alhou e pay did all out eor tomke her comcate n locl lvors aossdfet egons o e couy wic she did to the

bet of her capblity

NAGEMENT INSGHTTe 1999 gera elecons wessed he rse opoicl advsng The BP eased a seres ogh-profile campaing rough a specia medace heded by Ar Shorie. A sepate oce lsocame up guided by the Information nd

Broadcasg Mist o the rulng NDA,

Pmod Maan. It was om here t e imgebuildng d posiog steges we csted! The BP was ctully contesng as part o Naol Doac Allance d i reqredcreae vo she depended hevily o ipar pres n et stas aoss Ind.Moreover, it had to ght the n-ncmbecy actor.Anoer BP giant, n atley, also member o emeia cell opned at BP could oy it sucsiuaons with a eel good factor wic got

coported to it cmpgn at on. T eelgood cor was e frst emoonal appea to haveb exbited tou polic advsg. TKag vctoy ad the itoic Poa- feracceuated s ppeal d icoic Atl' brandgot e beter of ny oer dversng proposion. ese culmnad nto sogas ke Leader youcan ut, n war n pece (for AB Vapayee).Lookng posive, movemt towards bemtd hndg e opposio Coness cmpi

were mrkeg cllenges or e BP Tagencies Ta G nd Crayonwere o e ob for

BP, focusng o rur elecorate tumeas andhatsolk dnces nd seet theaes

Cogress o e oe hnd ws workng wagencies ie Mdison, Conept (for prt ads)coordited through stlwrts lie PrabMukhe, Kapi Siba, aram Ramesh, K Nad Jgsh y who helped the gcies developa doz pt rs ough naoal ad reonaldies bsed o the stablity plk.Soia Gi got

posioed as the ndispud leder o he Cogressd aly essy of Indra Gi. Cogressposioed iel a a relabe pocl py atcould provde a vsion to the couny workng onrmony tou seculrm The it got reedto Vapayee vsu Soi rather at beng BPversus Coness e forei oign nd lack opocal famiiaiy o na Gandhi er deede prosp of Cones wch ws a ncmood to egan power. Jaiam Rmesh commeeden, we BJP ght hve a Nia n Vapyee,

Cogress was lke industan Lerwih a sng o

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Pocal Adversng n India: A Perspecve

song brnds! He had fer ncad hateecons n or cony ae about 'each (ovoters) rather than becomg smarter Also,mkeng aciy covs merely 20 per cen o theelecorae!

Fo the 2 gera elecons, use o nformaontecnology reoluon o compeve edge was oncards. B became hi-tech and sared geting polleedback daily wh ny dong all sorts ofcaculations. Bdg up daabase, appoacg theeecorae rough emals nd S bu wh cauonwas on he pays saec nt. he ndiaSng' (or Bra U) campa (a sort ofsogate one) set e b oig o the BJ edDA. e Agcy Grey Worldwde released a

plehoa o such advsem tou the pessand vsu meda nl e nvon of EleconComssion o ndia. The ads ilighed theaccompshmen of he ve yer DA regme romso to economc betmt. he rget goup wasvery wde and the sae Doordarsha was usedmostly as ith e wdes reach n coun ndhe p chanes are ee-to-ar. Newspapesaoss India we seected fo the prnt of theseads, mosly n color, besides hoardngs acosshighways and selected cy roads. or the

tecnology savvy electorae, e e-media helped thecmpig. LK Advni, e B doyen known n thendian pocal story o ath yaas, oped oyet anoher such tng ced Bhra U day Yaa'.The ene dea was make e comon peson eegood trou 'na Snng.

T India snng cmpign escated he problemso e Congess wch was aleady out o powand had oh sues (ke nng) to t hena Snng was on e popularity d, the

Coness ough to take out some gloss of cmpign by posng quesons to each camp.he Agcy Orlrd Adverising got he Conessaccont o ad-handlng or te 2004 genal elecoswle eP exercises we haded ov to PecReaions he Congess quesoned the 'naS' with led pomises o the DAGovt. T US me w e common (aam aadm wich ced into e populaaglne - ngrs ka ah, aam aadmi ke (thehnd o Coness wi the common . asoond a wea l n B campai educaon nd

Vol. I, No.1; Jne 2012

9

empoyt. was ilighted by e ConessTwo ncd, wng of e At chisma(appe) nd adion o ew yong voers n eelectoa so helped the Coness con the itech campaign erson-o-person connectivty

trough Road shows wth sa campagnes(ncludg film and spot personaes) worked ore Congress. Soas orei ssue ws giv abeag by people at wh such ics weehighghted by the BP. Young leades likeJyotatya Scna, Sac ot ad asadwere nduced no the core cmpai team to enew bood no the paty and o get connected withe youth asprng or a ter tomorrow with goodeducaon and job. Howeve, ate the leconComisson drecve on ebrary 29 2004, sors

o polc ads we tak bac. v oad-sisdepicng Aa acor for e God QadrlaraHiway pro wee roved appered tha nomore such adversng wod occr in Theuse o public money o such campais eatednegaivy amongs public a he resus showedat BP ed DA had o ace e pubc e!

he 2009 Geneal Eecons cme up o becomegamor duced. 'Celebres' (nclung m starsnd sports pesos) too on the cmpaign ,

reasons cod have been numous, like to gemore meda aenon endorsem cod mkepublic nclned towrds vong as wel as towrds acern polic pry, even power could have gotassiad. could detood as a situaon both or e pry as we as te celebrityNot oly cern esmaes say at he ot adspd cod have ossed S $ 3 bon (moreUS Pesidential Elecion). elevision, Radio(ncludg FM), Moble services, oer dgta meda(ncung sial netwoing) nd outdoo mea

along w o corse print media helped policapres gn reach amongt e new' nd yongInda (who came voes o the frst me!). Bwas usng so mea more te Coness(even or rasg fds). Coness istead used eamous song "Ji ho (Slmdog Mionae) orcanvassg pposes snce it was youh cenic (ikethe youth anthem o todayKoaveridi). BJcounted wh Bhay ho (Be eaf-nng a evoters away rom Coness). Mass meamreng, diec makeng ques wee soresord to. Bogng too was on e cnvassg


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mu. However tet peeaos g quielow sl Ida forced pares to aso eavly ry ooer adioal media.

APPEALS DEYSFED:

Normaly it expeced at a advsig messageshold appeal drecy or decly to ose keyeeds whic fluece beavior respose ppeasre broadly cassfed as raona emoona ad moraappes. Ratol appeals re ose drected at eg press of e audice.Tey volve a sortof deberae reasog pocess wc a pesobeeves wod be accepable to oer embers of ssociety. raoal ad is believed o be eecve.mooal appeas athose wch are ot pecededby e c aalyss of the pos d cos of mag

a prchas or subscribg to idea. moos reose mal agiaos or cted saes of fgwch prompt us to mke aco. moomoves may be low the evel of cosousessmooal appeals may be posive or egave Ferappea falls e.More psychological elucdao of

e fear appeal appears i e ext secio Moraappes re ose appels wch appel to eaudces sese of t d wrog.Tese are ofused messages o rose a favorable respose tosl cases.

We kow cluter a scat poblem evyadvsg medum.Hmour s prove to be oeof the best tecques of cug ou cut.

heps gg s we as kepg ao. Tesuccess ofhumouras a adversg appea s basedo tree facrs - wa laug rembs. Forsuccess the product / svce / dea sould becocted dcly beef It sod e gere product featres the advage to cstomes ade persoal vaues of e meased ca (a

meod to des a ad; based o a model calledMECC or Measd Coceptuaizatio ofCompoets for dvertisg trategy; OlsoReyods 1988). oer tecque of breagoug the cut is Sex appeal. It o log workso a geat exet todays sceo raer it asreaced a satrao pot. To rl i usage dfft advesg parlace ive ways ave beeempoyed subl tecques (atmps to aectvewers subcoscious md troug icos) udiy(prl / over sexualy sexul suggesvessad sesualty. lthough sexually orieted

NAGEMENT INSGHT

advsem atact ao brad ral lower e becaus sul th disacs fom payg atto o e brad ame! (eveBelch& Belc )

APPEALPSYLGAL ULK:Mcoald ad ot(200) arge that from e early9 cet to e20"cry prt ads sed wat

we call ow fomaoal or rmet basedappeal. They staigtforwrdly ifomed te

cosum wat was for sae at what price d weoe cod buy it.Te approac bame kow as etell approac a more subte vrit of e more

pressg ardse approac of saesip prt wch ed a set of psusive rmets tocovce prospecve buys ad tus became

kow as reasowyapproac.ry s a reaco to s agessive approac amore suble softsell approach ws deveoped erly 20 cery wc somemes used emooa or affectbased appeal aimg tofuece e cosus feegs d emoosraer a is ougts. Te developmt of esofse approach ws wth e socel dacademic ed of e me easgy o view

hure as govd by sc oos d

oraoal process (Beard 20)Fox (984) asstated tat argmetbased ad affectbasedappeas have coexsted ou e ages raer oe approac evovg out of e oer Heceeve e beng of te 20 cet wiessedil u strati os of em ot io a l appeal s ext toformao oes what we see eve oday.

odays adversg pracces rdse ad sofsellappeas coest (ades2002)g about the mpact of advsg vrablyimples choosg a pespecve for dog so wecosder the pchooca approac ams atideg ef of advsg at the divduallevel. ts oecve is to rla spcc adversgstmuli to specic ad idvidual cosumer

resposes. Morov it seeks o arcla eitra persoal iterpersoal or group le velpsycoogic presses that ar e resposible for erelaosp bewe ad smul ad cosmerresposes pecfc outcome measures at tedividu evel clude ougts feelgs adacos or more fomally cove affecve d

bea voural cosumer resposes. Cogtve

Vol.VI No. Jue202


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Pocal Adversng In India: A Perspecve

cosmer resposes ae beies nd thou aboutbrds, produc d svces at cosumsgerate n response to adveng. ey ncude e'adioa ad eecvss dices such as brandawreess nd band rec / recoion, as we as

newly formed assiaos about producs andbrds wich re sos a ncon o epersuasve ormaon enconred i advsingAecve responses etl vrous more or essanset emoons and moods that ca occur as ancon o ad-exposre d er venceposve vsus negave) ad nsity (Arous).Beavor responses clude no ndacua behao response to adversng, such asbuyng e product, coosng a brand but soproduct ia, brand swing nd abandong a

product.Consumer thou feegs d behaiors mightbe afecd by adversg smu, e, we eed tonderstnd e pe o relaonsps ha cod exstbetwee n adve rtsi g stimu i ad co sum erresponse imry relatiosps a correlaonor causal. When a adversg smulus Qkenmber o rgmens a message) and comerresponse (lke atde owards the product /service) correlae en n obsed change onevariable is assocated with a change n e oth. A

posive correaon imples at arg areassocated wth a more posive attude (assated above) or the vice vsa. Zo correlaonmpies at no reaosip ex beween e tovariables. Correao is nomave becase eables us to prect the vues on one viablew the vues o the other re kown I addionto preicon a psychoogst wnts o expncomer resposes i respose to advsigsmi nd ere correlaon coefi f shor

Correaon is necessary codio but ot asuent one. Let the lusaon go lke is. Tonfe at A cases B (ad appea people vo),tree condions eed to be met A must precede Bad must prede vog), cages A must bessocated w cnges n B (den ads mayappea ertly) ad no oer expnao for ecge n B must be presen e change n Acange vog mut be explaed oy by n ad; rd vrable problem); correaon oy sus somethg about the sond cono ot e

rst d rd

Vol. I, No. Jne 202

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he man problem nerrng causy is usuyno mporl sequece but the rd vrablepobem C no-obvous case may reand become resposibe to cause e respoe Amedian anasis cod aempt to dety e

nermedary psychoogcal processes ta areresponsble or e ef o n depden on adepedt varable Accordng o an arce by Baronnd Kny (986) to demosa medaon wewod have to show tha the dependet varablehad n mpact on assud meiator atvaiaos e medaor sfcatly accoted

or varao n the depden viabe d atcoolng or e mediator signcanty reduced oreed mpac o ndepdt variabe ondepedt vaiabe. seems beevabe that e

amot o g does not oy depd o nmber o gments prested n an advtisemtbu also on deee o persona reevnce oadveed product or the tget audience. Wha alltis sugges we re no assuig at the eeco adversing variables are nvrint acrossconsumers Rather, we need to ake thepsycoogic make-up of the consumer andsitaona consans into accoun wh makngpredcos about e eect o some ad actor onsome dividua ouome measue, i.e., cosumerno a passve recpie absorbg waver exposed to. Hece, adversg eecs ca be bestnderstood as jo or nacon ec betesituaon and pson vrables (Kardes 2002). advesng message may ave a arg mpact onone oup o conmers o the oth or edrecon o ef may vry or dt oup oconser.

Sitation variabes re exte, romtalvariables tha ac as the independet or modator

variables conxt vriables at sg orcage e drecon o the eec o the independton he depedet variable) that aect somecosumer outcome. Examples o suatioalvariables ncude sorce nd message vriables nadversg smuli ad oth commcao toostha mke up markeers pomoona ix. sonvariables are mensos that are nl o aspefic idua d typcy ac as moderatorvariables hese ncude variables at are spefic toa pso and a sitaon, suc as consmernvovemen or pre-esg product owedge, or


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tey may vry over persos but be constn overstuaions, such as individual dferencecharacterstcs. Indvdual difference varablesnclude personlity such as he need forgntonor the need forcontve cosure.

L us now swich over to source nd messagevrabes n adversng mny cases, souces reindividus delveng e message may lso beorgsaon or brnd bend e poduc / svceCrediblty ncudes he dmensons of sourceperse nd ustworness Sorce edbyfluences message processng and persuasionmaly when recpiens are not particularlymovad to process e messageSnce ths s ote case w ad-messages, orgsaons focus on

ustohness wich cnconveyed by sessngtha e message source ds not have a vestednest n delverng e messageA source vriable,source ttrctveness, h receved grea atentonnow-a-days Many products / servces re sold byappealng o sex nd physicl beauty h eas'hloIt s nderstood that what s beaul s good!From the perspective of the advertiser, theatacvess hlo-fec cn easy extded tohave a posve mpact for a product / svceAdvsng message viables ncude rgumentquty nd messge structure. Ae nd Lu (1988)have suggesed t rgment qualty s bsed onpecepons of e valce of e gumt, as wel asthe lkelhood of curence Hce, a songgmen higi a produc atibue coupledwih ceny that would deivered with eproductMessage sucture refers o how he productinormaon is communicaed? Presng songestgmens rst proves beneficl lways n t ofconsumer attenion and ncreased processing

nsty but rgum at the end may beneftbecause theymost ecenly acvated n memory

Two oher message vbes hat e pcullyelevnt for ndestndng advesng effecveness messge sdedness ndrgument bsed versus ctbsed appes A onesided message s he cssc,based, lopsded ad hat conans ony gmenssuppong a concuson favorable to the adversedbndA wo-sided approach ncudes bo posvend negave, or supporng nd conrgmens.

Advsem cn use dfft types of appelThey can appeal o eason and use argumen or they

'j VA AM AI

NAGEMENT INSGHT

cn use emoons nd feelngs o get the messageaoss Hce, hey cn choose n rgment basedor a more aec based appeal. The useflness o eacho ese approaches depends on he product to adversed nd he nvolvement evel o the

audece

Anoth type o emoon s fe' They re alsoown asr rousng communtons ( to scaecosmer no acon) er appels n advesngequeny ref to r that the consmer cn eithpreven or educe by buyng or not bung theproduct Rsks as physical, socia, fnncal,opportty nd relad to product peormnce reequeny couned n advsng Hovlndnd colleagues (19) stded te mpac of such n

appeal on the accepnce of a recomdaon twod reduce e reat. hey found t thewekest appe was most efecve n chngngatdes and behavour. Hee e concept o'defsve avoidnce ws noduced gng tthe song fer appea was so theang that wsmore efecve or recipiens to educe fe byrejecng the appeal as mist rather thnacceptng the recommendaon he drivereducon mode of ear appeas Gais andFeshbach 9) assus t ndividuals who renormed of n mpendng teat wbe movatedto sech for resposes wch reduce the hreatWhen a recomded acon proses o prottthem nd us reduces fer, wll be reforced ndbecome pt of the ndvidul's pent resposeeperory. T mode predc h er ershould resut n more persuaso but oly theecommended acon is perceived as effecve naverng dng

evenl (970) noduced a more covetheory (Prel response model) which no longssmed hat emoon rous was a nessntecedt of e adaptaton to dngerA heat scogively evaluated nd cn ve ise to wopalle or ndepdent esponses, dnger conolnd fe conol Dng conol nvolves thedecson to act as well as acos ken to reduce thednger wle fer cono nvoves acons tak oconol emoonal esponses Wie (1992) landed the prel esponse model by addng the

plausble assumpon that e pceived ecacy othe ecommended esponse demnes wheth

VolVI, No; June 0


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Poica Advesig da: A Perspeve

divduas gage may dg or fea coo a recodao see efecve averg aheat, divduas wi egage i dag cooad f eecve, ey focus may o fer coo

TR D I T IONL ROCHE S FORDVERTIS ING EFFECTIVENESS

eis (2004) dstguishes the modeg adavoa approa. Whe e fomer focuses ohe agegae eve, he aer ocuses o dduacosmer resposes as a fuco of speccadvsg put vrabes ce, ad varabes

fuco as he deped vrbe ad cosmerresposes as depde oes Accorg esaes espose mode ses foow he aw of

dng : he cemet mpac ofadvg o ses dses wh creasg ecommcao budget. Aoher mode assumesha i mpact o adversg as a fo ofcommucao budget s ow. hs phase,advg wear- occus (Bar& abuck, 8)Aer phase, saes ieases expoeay wheasg expdres up to cea saraopo where the mpac of adversg eves offAer added veses may eve ead oadvse esu.

ierarchy-o-eecs modes do o maeassumpo of a dr betwee ad message adcosmer espose bu sad propose severmeiate steps coporas he 'cosmereg cocep oowg o e exposure oadvsg he AA (Aeo, teres, esre,Aco) mode, orly for pso seg, gousage i advesig proposes ea sequece ofeects so exps a cosmer as ever exposed o e brad befoe, advsg musduce cosmer ao ord to osr bradawaeess.he cosumer is awae of e brad bus awe about ay o its abues, advsgmus educa e cosum by rst arousig esad sod, desibe he producs atbus order o duce cosum desre. ce te fme ofdesre has bee sparked, cosumers wicossty ac upod buy he brd

AMA efg Adversg oas for

Measured Adversg esus (oey, 96)suggests ha adversg c yied e dffe

Vo. , o.1; Jue 2012

effec ha ae herarchcay orded-sg wihcaegoy eed, brad awareess, brad owedge/ compeeso, brad ade, bad purchaseo, puase aciao ad purchase, a eway up to brd sasaco ad brd oyay s

moe expc, is compabe w wo essefcos of advsg to orm d o psuadeosmer s passve is assued ios modesso cosu behavor re recet of e

researches of md or ae 20" cy gs havechaged ow.

osmer Atudes ca be fueced by eecvemarkeg comcaos atude a metposio ake owards y a fueces e

odes feegs, percepos, eg processesd subsequ beavious Fishbe & Ajze95 Atude compises o ee compoets feve, cove d coave. he aecvecompoe coas he eegs or emoos apso has abou te oec, opc or idea, ecove compoe res to a psos metamages ad dstadgs we e coavecompoe is a ddua's o, aco orbehaviou (Bagoz, ybou, rag & eaha,979 T mos como sequce a kes pace

whe atude fos s coive affecve coave

e cove respose mode (reewd, 968;ey, som& Brk, 98 speheaded te ewato o fomato pocessg ssues oocudes e cocep of cosmer eg asexped befoe) owever, coas o a xed seto cosum esposes, approach empaszese medag roe of cove resposes hatpeope gea whe beg exposed o a pesuasive

message. osmer o oger is passive, asbeome acve recipet ad makes sese of essce, he coive respose approach ods hatoce a eeiver s exposed o a psuasve message,

e/ she may acvey add o ad eaborate upomessage coe hs meas hat messagerecipies may come up w cor-gmetswhe hey ew e essage rgume as wek,ey may derogate he soce of te message, doubte auhcity o rgum, ec. ovsey, amessage cog sog gmets may provokemore posive oughs suc as supporive


10/15

24

gments, implementaon nnons n wihe advacy the meage, or favourable houon th soce credbiliy. is he vlence of heshough (posiive/neutral/negative) hadetermns th decon o ny esung atde

chage. hu coive espondng may ead opersuasio esisnce o mntning satus quo!Coive repondng is a fncon o the exen omovaon nd abity o gage n eaboavehinking, wih higher movaion and abiiyesulng n moe extive cove eponding

Mot of he eoe of normaon pesing, sialjudgm and desion-mking we bsed on heaumpon tha individual are abe and wiling ogage n cre nd meosmng normaon

proceng n order to arrive a a dion. necoion of he fac ha ndividu a ofneier willing nor able to carefy examne all henormaon a s avlable o em bu bse heideciions on rule-of-thumb heurisic, social

psychology saw th deveopment of da prcessheries j peaswn accordng o which normaonpressng, judgmen nd decision-mng eviewed a connuum.

UP ASSELY ELECIONS 12

a adesh has lways been a ce-stage ondian poc, i e Genal lecons o he okabha or he ssembly lecons. Before 201 le' a fahbac of2007 Maor campaignng ngpocl advsng ws wessed n e 2007semby lection (where Mayawai Bcaptured powe) of t radesh (). Theamawadi ary () campa wa pearheaded by fmous Bolywood icon miabh Bachchn.everal ads earing famous nd iconic place ofon bacgrond illusated "UPmedmhai" (U issong). erhaps i was on he lines o"Bharay y"(o ndia snng) o B n2004 ok abha pos bu

NAGEMENT INSGHT

e fled o ndtnd ha illusiosdon brig realiy, proved cotly for a it lo heelecons.

The pomoo ossd limits of paence wh

phooaphs of common applaudg e eorof he Goven n bnng abou a quiativechnge in hr e wee pasd in he ads of n he

fom o pnt ad nd hodng The ad-copycontned nes ie,Mayam mere ganne mias hai(Mulayam is e weee of my ugarcane),Mayam mere zgar mmeed hai (Muaym i hehope for my empoym), Mam meri medi degree hai (Muaym i my medicl deee) ec. TheB and Cone could no prect a proper CheMsil cndidae nd they oo fed n their ad

cp. However, g got a chge heecly concuded U ssemby lecons 2012where could capre power dehronig the archivl Mayawas B (Bahujnj y).

The contes nU ssemby econs in Febuy202was mosly or-coed: he rng B ande opposion , B nd Congress cndidaes

wee ou o prove hr supemacy. hi papacally eic o hee fou major pocal pe(or inces) The B nd e Congress (as uu)

wee e wo maor adver ao dfeenmedia. e u firs go rough e slogns of hese

four pare. B ud"Hm denge saajshri sarkaar"(e would give a clean Gove), used"ka ek ve baLaav saka hai" (our one vote can

bng about a change), B said "Hamne k rdikhaya" ad he power-dou rdden Congreshad no opon bu o ve fo chnge nyeas, eylighted no one bu many catch lines, "Unhe 22saa diye, hame saa d (ou gave hem yers,ve us 5years); "Snchiye zara!" a bt); "Uaag, bad Uar Pradesh" (Ge-up, We-up,nge tt adesh).

Vol. V, o.; June 202


11/15

Poliical Advesing In Inda: A Pspecve

As se in he advesems (dsplayed adit locaons n is pap), he Conessesored o 'aonl' appel comcang to the

msses (Ads in Hindi only) hat te saesdeveopmen agenda has been put on he

backb n e pasyers ofe non-ongress

25

regimes, e o a ea bu absence o n iconabout wo would lead e py nU le i downpps. The scemes o e Cenl Gove orhe stae wee also on e on scene FoodScyBor Resevaon oicy o te Mnoriesec The ads said e were no empoymen nd noprospity, how longwyou keep quie?

22m3nu ti1I!lil 3fJIMf i{iH w r. N';IJP"

l, iI:-VoV,No1; Jne 0

.I' :. l . YANAI


12/15

2 6

-oI l i 3u3 MiiU1H {iI

\ '_. '.

22 Hf 5 :";'w,onges/p"

O the conry, he BJP resord to bo 'oo(fer) and raoa' appes. As se in is ads, theprty rgeted e oher major pes /aiaces ad appeaed o vors ot o vote for thesehree prties oerwise hey would have to pay the

price! The ads ataced the poor Govence oerstwhie stae Goverents, the corrupioprevaing at he Cee nd Sate ec. Ther othprael ad n the UP press higighd theschemes what they wold impemen provided eycomepow ke pug n d to back

_

t" 1lI

alii

NAGEMENT INSGHT

, U, ' 1 ,

:\

_d"io"UO103 .f..lcrfu

$Io> i

mt

-mrkeng o seeds (UP eads n givng coun oodans), Unempoyment aownceor youh 0 =00 moy Reservaon orUpp cases Aanganadi empoyees / Shiksha-miao b regared Frmers getng ons a 1 %

rest waiver for frmers o ons up o 1 lkhe he BJP ads seemed to have caut ddeensive avoidnce' concep. he fer roused by

e first seies of ads may no have been lied to hesecond se of BJP ads depicng i offngs to pubicit came o power

Vo. VI No. 1; Jue 0


13/15


Mayawa's BSP resord to te hard-sell approactelling the public what e mfesto said, e BSPGovt dd it. It was i respect to elecicysuppy n state, brnging Dehi meo to Sugarcane dues paid to farms building id

roads nd bridges, upgrading urb ameiies,beter facilies to awys . The stament eacof a "Virodi bi en par o zameeniaqiqa aante ain o BSP saat ain" oppon say ytg but hose who ow

As per Levtha's paralle response model a reat covey evauated and c ve rise to toparallel or ndepdent resposes danger cono

and fer conol. Dang conol did BSP outwhile fear cono ousted he BP and Coness (othng shambles e orgisationl sctre scosided in e sta). could have let e SP infoowing lack of coice among the pubc. Depconof you con in SP, Akhiesh Yadav (the centC Mst of ) as swer to the aona

Vol. No. 1; June 2012

27

ound reaities a wth BSP) The ads refect atprty was convinced at t d beter othpreous remes and hece was n no mood tobrace the sof sel approach or trget nvdualsor oups. The party actally was confident that it

woud back to power, howev, it couderge as e lagest opposon pary fially. Thea resored to sorce atacveness', oyMayawa was seen comnicang pubc(icon of BSP).

you con of the Coness Rahul Gadhi couldhave worked for it! Snce depcos at d rebecial becase they are most recty acvated

n memory, t coud be noer reason for SP'ssuccess, only Akhes adav was se wearing theRed Smajwai cap and served as queueternator Qast person to be seen) exacy on ieswh Coness ads depcg Rahu Gandh at theend (a case of cognvecose).


14/15

28

CONCLU IONough the aove iuio it a oe ataverg ae re he to ay teuig eletio amaigg he ot e'aroah e ee o the ho uli le ome

raoal reaog uh averg maighough oial avig a relvey eature e I oli erio i i ere toay i e may get aome eeguo the hge meia tehology heaverg t a wou to a large ete uo he oahi realie eevag eoom oil ero he aageie eawe ol ge u to rovieuome olal averg oluo o a toeae eevee ae o

u a ogt e u t the ame meoial re mu raol ou e aoy eoum (vo hee) a eagly omgowlegeale mr to wat te woul a a em a queo o olia e tower

Howeve oe g very le e eeo hveewo ere oal are at ettime ue to oular eo rvailig atat oeg the re o aia aami ha lite oe o lay eite h leveo eavely volve e vot more matrea averig

FR RRCH D IRC IONMay more eeahe / ie a e ouoeg olal averg reate to euee o eleie eleo amaiimat o ial mea olil avg oyouth meag e eeive o oialaverg rou aoal moe me

hg the a-aeal e ee eleoamai lue o ar o treoial aveg et

RFRNC Sjeev Vr 2009: Do all veg

eal Iluee Coumer uhaeDeiio: eloaory Sty GobaBusess Reve10:1 (2009):

Muu Guta 2000: Negave oalveg: Some e rom the 13IiaGeal eleo 1 GDba Busess Rev

NAGEMENT INSGHT

:2 (2000): 249-277 B K 27: oal vig

Boo or Bae dvertsg Eress, oer2007: 19-21

Mral aey 200: Uertag the

rt Siee o Celerity oliiaEore ia dvertsg Eressuy 200: 3-39

aa ggawal 2010: oitiavg g 2009 Ge Eleodvertsg Eress 200: 33-3

B Veata Deeia 2009: oliiaCamaigg though ieet Meiadvertsg Eresstoer 2009: 2023

Vaha a 2009: olitial vertiigthrou Sial Mea dvertsg Eress,

Seme 29: 9-24 E Dori Rajaum o 2008: oli

veriig i Iia Case Studes dvertsg Sraeges-Treds ad ratesIABoo 30-39

M he & e jze 97: Belietitue tetio a Beaviour-ouo o eoy Reerh ReadgM,o Weey 97

Bo M Fei Wolgag Soee 202: syhDogy of dvertsg yhology e200: 2 0-229-37 4-9 73-80

ry o homa Reyol 983:Ueraig Coume CogitiveStuture-Imliatio or vertiigSagy dvertsg Cosumer syogyLeigo Boo: 77-90

M S Lar R Sie 1996: Dot aa to ue e-aeal- eemety Joua of dvertsg Researh 36:2(Mrh-ril 996): 9-68

K Flaerty M G Weege & c SG 24: he mat o eve hmorrout te a mour yle Raovg Joua of Curre Issues adResear dvertsg 26:1 (Srg 2004): -37

M Sue 2010: dvertsg ad md of he osumer, lle Uw 200: 36-4760-7

Rajeev Baa G Myer D aer 996:. 19 verg a ety dverg

ageme ee Hll o Iia vt LtNew Delhi: 668-676

Vol VI No 1 e 2012


15/15


S A Chnawalla & C Seta, 2002: Ch 17Advertsing Word, Foundation ofAdvertiing-eo and Pratie Hmalayablishng House, Mumbai: 383-399

eth E Oow & Doald B 2007: 6Adversng Des: Teoreical Frameworksad Types of Appeas, Integrated AdvertingPromotion and Marketing ommuniaionrce Hall of dia . Ltd, New Dehi :165-186

Sreekumar Nar, 2008: EmotonaAdvertsing-A Conceptal Framewor,Managing Emotiona Aea in Adverting EdRao, Wawge, Uivsy Press: 3-4

Ravan S Wawge, 2008: Emoona Appealsand Ad Execuon-A Ar of getg

Emoonal respose, naging Emotiona

Vol VI, No ; Je 202

29

Aea in Advertiing Ed Rao, Wawge, IIUversity ress: 3945

Ni Gpta, 2008: Emoon Appeal It's round ! Managing Emotiona Aea inAdvertiing Ed Rao, Wawge, ICFAI

Uversity ress: 55-63 G M Garramoe, 985: Effects of Negave

Pocal Adversg-The roles of sposorand rebutal, Joua of Broadating andEetroni dia29 (1985): 17-59

KU Cty edions of e Pioneer e ime of IndiaHindutan Time Amar Uaa ainik JagranHindutan Rahtriya Sahara ad Gandiv (mo ofFebrary 202)

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