Emotional & Rational Advertisement Content &

its continuum effect on emotion, perceived

informativeness
& attitude

The Hartwells:
a house of dynamic
marketing managers

Members:
Naimul Kader
Tamanna
Tabassum
Arzu Tabassum
Tanvir Tamim
Rahman
Sumon Kumar
Saha
Tasnur Asad

Agenda
Research Methodology, Product Category & Company Profile
Theoretical Aspect
Theoretical Implementation
Research Finding(s) 1: Analysis of Emotional Content
Research Finding(s) 2: Analysis of Rational Content

Research Methodology, Product Category, & Company

Profile

online survey using Survey Gizmo

20 random respondents
services: retail banking, corporate banking, & mobile
banking
Dutch Bangla Bank Ltd. & Mobile banking: banking and
financial services, such as cash-in, cash out, merchant
payment, utility payment, salary disbursement, foreign
remittance, government allowance disbursement, ATM
money withdrawal through mobile technology devices
launched 13 commercial ads in the market on mobile
banking out of which we conducted our research on 4!
successful advertisement campaign
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Theoretical Aspect
four advertisement: independent variable
persuasion matrix: message easily
comprehended, increased presentation,
positive image toward the service
indirect source; enhances the appearance of
the ads; source attractiveness based on
familiarity
combination of primacy & recency effect
use of one sided message
relation to mood maintenance theory
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Theoretical
Implementation
emotional advertising is most powerful
marketing research based on
neuroscience & behavioral economics
has transformed measurement from
rational aspect to consumer emotion
rational response as a poor witness of
thoughts & feelings
emotional/rational advertising: a
continuum method
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Research Finding(s) 1: Analysis of Emotional

Content

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Research Finding(s) 2: Analysis of Rational

Content

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Managerial Implication &

Conclusion
good researchers technique: combine balanced emotional & rational approach to
provide clients with actionable commercial insights
As a part of marketing campaign, when to use, what to use:
i) Market maturity:
Emotional appeal- older market
Rational appeal- younger market
ii) predisposition:
Creating positive disposition ought to be part of marketing strategy resulting in
increase in effectiveness of subsequent advertising campaign
iii) Level of involvement:
High involvement- rational appeal
Low involvement- emotional appeal
Conclusion(s):
Both rational & emotional appeal has its place in marketing arsenal
Challenge is to know which is right for the advertising campaign
Build relationship with your customer, gain insight, & then select appeal
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