Impact of Advertising Appeals on Purchase Intention

  • Predrag Jovanović Philip Morris International
  • Tamara Vlastelica University of Belgrade, Faculty of Organizational Sciences
  • Slavica Cicvarić Kostić University of Belgrade, Faculty of Organizational Sciences

Abstract

Companies use various appeals in their advertising practice to impact consumers’ attitudes and purchase intention by an advertisement. Advertising appeals can be divided into rational or emotional, depending on whether companies want to influence the rational or the emotional motives of the consumer to purchase of the advertised product. Since there is no general pattern for the use of appeals and the success of an advertising message, this study aims to explore the impact of the emotional and rational advertising appeals on the purchase intention. The results of the empirical research, conducted using the focus groups method, are shown in this paper and the focus group participants were members of the student population.The research results indicate that different advertising appeals may have a different impact on the consumer’s purchase intention; in case of women, the emotional appeal has a stronger impact while for men it is the rational appeal, while “fear appeal” proved to be effective to a certain point, after which it causes selective perception and rejection. This implies that depending on the product, its purpose and target group, advertisers can choose the type of appeal, combination of the appeals and their creative presentation, based on the empirical confirmation of the efficiency the approach.

Author Biographies

Predrag Jovanović, Philip Morris International

Predrag Jovanović is a Market Research Executive at the Philip Morris International. He started his professional career in the Marketing Department at the NIS Gazprom Neft, after which he was engaged with the digital marketing agency Ellecta Digital. He completed his Bachelor and Master Studies at the Faculty of Organizational Sciences in Belgrade. During his studies he wrote several research papers, participated in Case Study competitions and many projects related to Marketing, and was awarded the “Dositeja” scholarship by the Ministry of Youth and Sports of the Republic of Serbia for the school year 2013/14. His main research areas are: Marketing, Communication, Advertising, Market Research and Consumer Behaviour.

Tamara Vlastelica, University of Belgrade, Faculty of Organizational Sciences

Tamara Vlastelica, PhD, is an assistant professor at the University of Belgrade, Faculty of Organizational Sciences, at the Department for Marketing and Public Relations. She is the author of five books and more than 50 scientific papers in the field of corporate and marketing communications. She specialized in marketing and CSR at the London Business School. She is a Communication Expert of the United Nations Food and Agriculture Organization and she was a Chairperson of the Working Group of the United Nations Global Compact for the ”Serbian National strategy for corporate social responsibility“, a member of the Managing Board and Expert Jury of the Public Relations Society of Serbia. She was engaged as Corporate Communications Advisor at the Victoria Group and she was Corporate Affairs Manager at Coca-Cola HBC and Head of Marketing and Communications at Deloitte. In 2014 the Serbian Association of Managers declared her “The best young manager in Serbia“.

Slavica Cicvarić Kostić, University of Belgrade, Faculty of Organizational Sciences

Slavica Cicvarić Kostić, PhD, is an associate professor at the University of Belgrade, Faculty of Organizational Sciences, at the Department of Marketing and Public Relations. She is the author of books in the fields of branding and communications. Slavica is a Chartered Management Institute approved trainer, level 5/7. She has been a visiting lecturer at several universities and business schools in Europe. She works as a consultant in the fields of public relations and marketing for organizations of corporate and public sectors. Slavica was Director of Business Development in the international consulting company Hauska & Partner International Communications. She was a Public Relations Manager in the MPC Properties investment company, a strategic partner of Merrill Lynch. She is a member of the Managing Board of the Public Relations Society of Serbia, as well as a member of several both domestic and international professional associations.

Published
2017-04-22
How to Cite
Jovanović, P., Vlastelica, T., & Cicvarić Kostić, S. (2017). Impact of Advertising Appeals on Purchase Intention. Management:Journal Of Sustainable Business And Management Solutions In Emerging Economies, 21(81), 35-45. doi:10.7595/management.fon.2016.0025
Section
Articles