Emotional vs. Rational Approach of Print Advertising: from the Swedish consumer's perspective
Nowadays, marketers can choose between plenty of different marketing channels when reaching out to consumers. It is difficult for marketers to achieve successful advertisement due to all advertisements the world contains and because of more and more homogenous products. Also, consumers are being exp...
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ftluleatu:oai:DiVA.org:ltu-58752 2023-05-15T17:09:14+02:00 Emotional vs. Rational Approach of Print Advertising: from the Swedish consumer's perspective Johansson, Elin Öberg, Lisa 2014 application/pdf http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-58752 eng eng http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-58752 Local f511cbb6-2975-4422-a90d-1abce1690c90 info:eu-repo/semantics/openAccess Social Behaviour Law Samhälls- beteendevetenskap juridik Student thesis info:eu-repo/semantics/bachelorThesis text 2014 ftluleatu 2022-10-25T20:51:48Z Nowadays, marketers can choose between plenty of different marketing channels when reaching out to consumers. It is difficult for marketers to achieve successful advertisement due to all advertisements the world contains and because of more and more homogenous products. Also, consumers are being exposed to large amounts of advertisements and can easily choose not to pay attention to them, especially when it comes to printed ads, since they can choose whether to look at them or not. Marketers must find a way to create successful ads, and the approach can be either rational or emotional. There is an ongoing debate about which approach is the best, and the purpose of this study is to gain a better understanding on how consumers perceives rational versus emotional ads.This study is a qualitative study and six people have been interviewed around the city of Luleå. The purpose of this study is to help international advertisers gain a deeper understanding of the Swedish consumer’s perception, of both emotional and rational printed ads, by looking at how to capture their attention and how describe their attitudes toward the ad.Our main findings are that celebrities and sexual content generate a high level of attention from the viewers. Further, rational ads should include understandable and trustworthy information in order to receive positive attitudes from the consumer. The emotional ads received mixed and strong feelings, and generated attention. However, marketing managers need to be careful in order to not influence the consumer negatively. Validerat; 20140829 (global_studentproject_submitter) Bachelor Thesis Luleå Luleå Luleå Luleå University of Technology Publications (DiVA) |
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Open Polar |
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Luleå University of Technology Publications (DiVA) |
op_collection_id |
ftluleatu |
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English |
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Social Behaviour Law Samhälls- beteendevetenskap juridik |
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Social Behaviour Law Samhälls- beteendevetenskap juridik Johansson, Elin Öberg, Lisa Emotional vs. Rational Approach of Print Advertising: from the Swedish consumer's perspective |
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Social Behaviour Law Samhälls- beteendevetenskap juridik |
description |
Nowadays, marketers can choose between plenty of different marketing channels when reaching out to consumers. It is difficult for marketers to achieve successful advertisement due to all advertisements the world contains and because of more and more homogenous products. Also, consumers are being exposed to large amounts of advertisements and can easily choose not to pay attention to them, especially when it comes to printed ads, since they can choose whether to look at them or not. Marketers must find a way to create successful ads, and the approach can be either rational or emotional. There is an ongoing debate about which approach is the best, and the purpose of this study is to gain a better understanding on how consumers perceives rational versus emotional ads.This study is a qualitative study and six people have been interviewed around the city of Luleå. The purpose of this study is to help international advertisers gain a deeper understanding of the Swedish consumer’s perception, of both emotional and rational printed ads, by looking at how to capture their attention and how describe their attitudes toward the ad.Our main findings are that celebrities and sexual content generate a high level of attention from the viewers. Further, rational ads should include understandable and trustworthy information in order to receive positive attitudes from the consumer. The emotional ads received mixed and strong feelings, and generated attention. However, marketing managers need to be careful in order to not influence the consumer negatively. Validerat; 20140829 (global_studentproject_submitter) |
format |
Bachelor Thesis |
author |
Johansson, Elin Öberg, Lisa |
author_facet |
Johansson, Elin Öberg, Lisa |
author_sort |
Johansson, Elin |
title |
Emotional vs. Rational Approach of Print Advertising: from the Swedish consumer's perspective |
title_short |
Emotional vs. Rational Approach of Print Advertising: from the Swedish consumer's perspective |
title_full |
Emotional vs. Rational Approach of Print Advertising: from the Swedish consumer's perspective |
title_fullStr |
Emotional vs. Rational Approach of Print Advertising: from the Swedish consumer's perspective |
title_full_unstemmed |
Emotional vs. Rational Approach of Print Advertising: from the Swedish consumer's perspective |
title_sort |
emotional vs. rational approach of print advertising: from the swedish consumer's perspective |
publishDate |
2014 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-58752 |
genre |
Luleå Luleå Luleå |
genre_facet |
Luleå Luleå Luleå |
op_relation |
http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-58752 Local f511cbb6-2975-4422-a90d-1abce1690c90 |
op_rights |
info:eu-repo/semantics/openAccess |
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1766065216760578048 |