Online media and its increasing usage rate have changed the marketer’s world for targeting their consumers. Internet advertising has recaptured the imagination of marketers, who see an enormous potential to raise the profile of their brands through Internet vehicles. Companies are moving online across the spectrum of marketing activities, from building awareness to after-sales service, and they see online tools as an important and effective component of their marketing strategies. In the light of widespread use of Internet, the marketers & advertisers target their consumers by developing emotional bonding/ connection with them. Today, most of the Internet advertisements are created on the basis of emotional integration appeals. Currently, there exists are limited studies related to emotional connection and its formation. Therefore, the objective of this research paper is to provide an insight at the factors responsible for developing emotional appeal, and a means by which internet advertising can contribute to the formation of emotionally-charged consumer connection. The paper first describes the importance of Internet advertising in this digital economy and emotional message appeals used by the advertisers in the internet advertisements The second part explores contribution of each of the factors in the process of developing emotional connection with the audience and also Integration of these factors in developing emotional bonding with the viewers.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- Introduction
- Internet Advertising
- Quarterly Internet Ad Revenues
- Growth of Internet Advertising
- Emerging Trends in Internet Advertising
- Categories of Internet Advertisements
- Banners
- Sponsorships
- Pop-Ups/Pop-Unders
- Interstitials
- Push Technologies
- Why appeals required in internet advertisement?
- Reasons for Emotional appeal in an internet advertisement
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research paper explores the factors contributing to the development of emotional appeals in internet advertising. The goal is to understand how internet advertising can create emotionally charged connections with consumers, fostering brand loyalty and purchase decisions.
- The growing importance of internet advertising in the digital economy
- Emotional message appeals used by internet advertisers to connect with consumers
- Factors that contribute to the development of emotional connections with audiences
- The role of emotional integration in developing emotional bonding with viewers
- The use of emotional appeals in internet advertisements to hit consumer's minds and build relationships
Zusammenfassung der Kapitel (Chapter Summaries)
The paper begins by outlining the significance of internet advertising in the digital economy, highlighting its rising importance for marketers and its effectiveness in engaging customers. The text then explores the various types of internet advertisements and their specific functionalities. It examines the use of banners, sponsorships, pop-ups, interstitials, and push technologies in attracting customer attention and driving engagement.
The paper further dives into the reasons behind the requirement of emotional appeals in internet advertising. It explains the need to create emotional connections with consumers, emphasizing the importance of evoking emotional responses that influence purchasing decisions. The text then delves into the specific ways in which emotional appeals are utilized in internet advertisements, showcasing the strategies employed by advertisers to hit consumer's minds and build relationships.
Schlüsselwörter (Keywords)
The key focus of this paper is on emotional appeals in internet advertising, exploring the factors contributing to the development of these appeals and their impact on consumer behavior. The paper examines internet advertising trends, including the use of various advertisement formats, and analyzes the importance of emotional connections in driving customer engagement and brand loyalty. Core concepts discussed include emotional message appeals, emotional integration, and the psychological aspects of consumer decision-making influenced by emotional appeals.
- Quote paper
- Dr. Manish Srivastava (Author), 2008, Developing Emotional Appeals in Internet Advertising , Munich, GRIN Verlag, https://www.grin.com/document/119021
