business of emotions
DESCRIPTION
It is about the advertising appeal i.e comparing Emotional Appeal with Rational Appeal and lot more discussion about that.TRANSCRIPT
Business of Emotions
Under the Guidance of
Dr. Sudhir.M
Presented by,
Jolita Rita Rebello
Mahesh Wadde
Introduction
• Emotions.
• Two Reasons of Purchase.
• Indian Consumers.
Three Ways to do Business
• Rational Way
• Emotional Way
• 50:50 Way
The Wave of Emotional Appeal• Emotions are the new mantra of branding.
Examples:
- Maggi: 2 minute mein khushiyan.
-Hippo: Mom made munchies.
-Raymond: The complete man.
-Fair and Lovely: Beauty that empowers a
women to change her destiny.
-HDFC: Sir utha ke jiyo
Logic v/s Emotions in Sales, Marketing and Advertising
• Buying Decisions.
• Boring.
• Laundry Detergent Category.
• Emotions Influence Sales.
Steps to Build Emotional Attachment of the Consumers Towards the Brand
• Use Single and Strong Idea
• Infuse Personalities into Stories
• Stability
• Sustainability
• Security
Emotional Branding helps Retailing• Set the Right Mood
• Use Imagery to Reinforce Taste
• Show the Product
• Tell a Story
How Emotional Brands build Store Loyalty• The Challenge
• Strategic Response
• Communication
• Wider Reach
How Marketers Use Emotional Appeal and HowSuccessful they have been?
• Old Spice.
• Continental Airlines.
• Lowe
• NPO
Emotional Attachment drives Brand Loyalty
• Brand Loyalty Inspires Repeat Purchase.
• Creating and Engaging Marketing Strategies.
Ex: Toyota and BMW Racing Games.
Can Emotions Overpower Logic?
• Subliminal Effect.
• Positive and Negative Emotions.
• Emotional Benefit out of Advertisement.
Conclusion