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Communication and Advertising Appeals: Consumer (Dis)Connect?

CASELET, CONSUMER BEHAVIOR
ET Cases, 9 pages

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Communication and Advertising Appeals: Consumer (Dis)Connect?

 

The following are ads pertaining to companies representing six product categories (or industries) and to non-profit organisations/departments of governments. Select an ad from each of the category that appeals to you the most, and answer the assignment questions provided.............

Teaching Note Preview

Communication and Advertising Appeals: Consumer (Dis)Connect?

 

Synopsis

This exercise-based caselet helps connect the science behind advertising appeals and the intended consumer behavior. While every advertisement (including the print advertisements and those displayed on hoardings presented in this caselet) tries to influence the consumer behavior (with an underlying advertising theme highlighting a ‘value proposition’), the consumers’ response may not be the one that is intended. A deeper understanding of the advertising appeals’ power to connect with the customers would be a valuable input for designing appropriate consumer-related communication strategies.

Prerequisite Conceptual Understanding (PCU)/Before the Classroom Discussion

This caselet presupposes an understanding of the concept of communications and consumer behavior. This would enable an effective discussion leading to an appreciation of and application of various advertising appeals employed to influence consumer behavior. The participants were asked to read the following to help them better connect the concepts:

  • • Leon G. Schiffman, et al., “Chapter 9: Communication and Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson Education, Inc., 2010: To focus on understanding the advertising appeals in the backdrop of all the ways and means through which companies engage with their target consumers to influence their behavior
  • • Leon G. Schiffman, et al., “Chapter 5: Personality and Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson Education, Inc., 2010: To have an overview of the concept of visualizers vs verbalizers outlined in the chapter
  • • Y L R Moorthi, “Working Paper No: 443: Value Proposition of Banking Brands in India”, http://www.iimb.ernet.in/research/sites/default/files/WP%20No.%20443.pdf, December 2013, (accessed date: January 2nd 2015)

 

Case Positioning and Setting

This caselet can be used in MBA or Executive MBA programs for either of the following courses/modules:

  • • Communication and Consumer Behavior – To understand how print communications’ advertisement appeals and of those advertisements displayed on hoardings are designed to influence consumer behavior
  • • Advertising and Consumer Behavior (in Advertising and Marketing Communications course)

 

Assignment Questions

  • I. What do you mean by advertising appeals? What is their importance in understanding the consumer behavior?
  • II. The chapter from the mandatory readings (chapter 9) suggests a few advertising appeals. What is your assessment of these appeals from the standpoint of view of understanding consumer behavior?
  • III. Why do you think the companies in the respective industries cited in the caselet are using different advertising appeals? What do you think would be their intended purpose?
  • IV. .......................

 

Case Analysis

The classroom discussion could be divided into three broad sections as explained in Exhibit (TN)-I. The classroom discussion and analysis for this caselet could be summarized through the Board Plan [Exhibit (TN)-II].............

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Abstract


This caselet enables a discussion on the advertising appeals used in advertisements, presenting three ads employing diverse advertising appeals from six different product categories/industries. These ads also trigger a discussion on why some advertising appeals are used more commonly than others. These ads can also be used as a basis for discussion on the benefits constituting a brand's value propositions. This is besides the use of these ads to better understand the concepts of verbalizers and visualizers.



Pedagogical Objectives

  • To understand how advertising appeals help in influencing consumer behavior
  • To appreciate the constraints to the employment of advertising appeals

Case Positioning and Setting
This caselet can be used in MBA or Executive MBA programs for either of the following courses/modules:

  • Communication and Consumer Behavior - To understand how print communications' advertisement appeals and of those advertisements displayed on hoardings are designed to influence consumer behavior
  • Advertising and Consumer Behavior (in Advertising and Marketing Communications course)



This Case Pack Includes:
 - Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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