USAGE OF EMOTIONAL TELEVISION ADVERTISEMENTS IN FMCG INDUSTRY

Abstract

Advertising is a mechanism that is employed by marketers to sell or promote a product, service, or cause. At its core, an advertisement is the product of what its target market wants. Despite being conceived and created by agencies and creative marketing teams, the advertisement is made to be a reflection of what is most effective when appealing to the product’s target audience. Though the use, extent, and design of advertising initiatives have undergone numerous changes over the years, its ability to attract attention and persuade the buying behaviors of consumers has remained relatively constant. It has became common place to see advertisers more frequently reach out to their markets using an emotional appeal. Some campaigns link a product with a social movement in order to promote a cause and c0nnect its 0wn brand with the “g00dness” 0f adv0cating 0n behalf 0f that cause. 0ften times, these commercials encourage us to break down stereotypes and encourage viewers to be their most genuine selves. As a staunch juxtaposition, other companies have chosen to use humor to appeal to their audiences. The usage of these contrasting advertising tactics proposes many questions about our culture and preferences as the consumer base. The purpose of this study is to examine the presence of emotional advertising in Indian Television in Fast-moving Consumer Goods Industry and its impact and perception. The main aim of the study is to analyze the effect of different factors of an emotional advertisement. The study is done in two phases. First phase includes- Designing of questionnaire and Response collection Second phase includes-Data analysis and Recommendations