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

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    Publication date
    2018-09-01
    Author
    Teichert, T.
    Hardeck, D.
    Liu, Y.
    Trivedi, Rohitkumar
    Keyword
    Advertising effects; Informational appeal; Emotional appeal; Age; Gender
    Rights
    © 2018 ARF. Full-text reproduced in accordance with the publisher’s self-archiving policy.
    Peer-Reviewed
    Yes
    
    Metadata
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    Abstract
    Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy. This study offers a framework for the appropriate choice of advertising appeals based on advertisers’ objectives and target group demographics. The study differentiates magazine advertisements’ effects for five marketing objectives along the hierarchy-of-effect model, while accounting for moderating effects of age and gender. Results show that emotional appeals are superior to informational appeals for most marketing objectives, but not for achieving integration into the evoked set. Consumers’ age and gender significantly influence the effects of advertising appeals and reveal interaction effects.
    URI
    http://hdl.handle.net/10454/15643
    Version
    Accepted Manuscript
    Citation
    Teichert T, Hardeck D, Liu Y and Trivedi R (2017) How to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics. Journal of Advertising Research. 58(3): 363-379.
    Link to publisher’s version
    https://doi.org/10.2501/JAR-2017-054
    Type
    Article
    Collections
    Management and Law Publications

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