Impact of Media context and Ad appeal on consumer response towards advertising of personal care products in FMCG sector

Priyanka Shah, Dr. R K Balyan

Abstract


Advertisement effectiveness has been a debatable topic for years. The topic has been studied extensively but still many areas of it remain unexplored. The current study deals with the impact of advertisement appeal and media context on consumer response. The study has its foray into personal care product category of FMCG sector wherein the scope of study was limited to Ahmedabad region. The sample size of 66 consumers was chosen for socio economic classes of A1, A2, A3, B1 and B2. The data collected was analyzed using SPSS software wherein statistical tool like chi square, regression, ANOVA and mann whitney were used. The study generated the impact of media type and ad appeal on consumer response. Varied difference in the consumer response was shown by various socio economic classes but no significant difference in consumer response for varied ad appeal and media context was exhibited by different genders. Since the study was limited only for 66 respondents, therefore the pure generalization of study is not possible. The beneficiaries of the study includes the FMCG sector, ad industry, students and researchers as the study gives in depth analysis of impact of consumer response affected by ad appeal and media context for demographic variables like socio-economic class and gender.

Keywords


Advertising effectiveness, emotional and rational ad appeals, emotional and rational media contexts, advertising in FMCG sector personal care products, consumer response to advertising

Full Text:

PDF

References


Aaker, D. A. & Stayman, D. M. (1992) Implementing the concept of transformational advertising, Psychology and Marketing, 9(3), pp. 237253.

De Pelsmacker, P. & Geuens, M. (1996) The communication effects of warmth, eroticism and humour in alcohol advertisements, Journal of Marketing Communications, 2(4), pp. 247262.

De Pelsmacker, P., Geuens, M. & Anckaert, P. (2002) Media context and advertising effectiveness: the role of context appreciation and contextad similarity, Journal of Advertising, 31(3), pp. 2537.

Herr, P. M. (1989) Priming price: prior knowledge and context effects, Journal of Consumer Research, 16(June), pp. 6775.

LaTour, M. S. & Henthorne, T. L. (1994) Female nudity in advertising, arousal and response: a parsimonious extension, Psychological Reports, 75, pp. 16831690.

Lee, A. & Sternthal, B. (1999) The effects of positive mood on memory, Journal of Consumer Research, 26, pp. 115127.

Lynch, K. & Stipp, H. (1999) Examination of qualitative viewing factors for optimal advertising strategies, Journal of Advertising Research, 39, pp. 719.

Perry, S. D., Jenzowsky, S. A., King, C. M. & Yi, H. (1997) Using humorous programs as a vehicle for humorous commercials, Journal of Communication, 47(1), pp. 2039.

Puto, C. & Wells, W. D. (1984) Information and transformational advertising: the differential efforts in time,

Advances in Consumer Research, 11, pp. 638643.

Weinberger, M. G. & Gulas, C. S. (1992) The impact of humor in advertising a review, Journal of Advertising, 18(2), pp. 3559.

Yi, Y. (1990) The effects of contextual priming in print advertisements, Journal of Consumer Research, 17(2), pp. 215222.

Yi, Y. (1993) Contextual priming in print advertisements: the moderating role of prior knowledge, Journal of Advertising, 22(1), pp. 110.






ISSN 2319-5614   
 

Copyright © Blue Ocean Publication (www.borjournals.com). All Rights Reserved.