Understanding the viability of three types of approach of advertising in emerging markets

Abstract

ABSTRACT The aim of this research is to compare and examine the effectiveness of an emotional, shock, and humor advertising strategies in terms of brand recall, image, and attitudes toward the advertisement and purchase intentions toward the brand. Secondly, the aim is to determine the moderating effects of generation-Y on acceptance of three types of advertisements. And lastly, to provide marketers with a better understanding of the effectiveness of three types of advertisements and emphasize the importance of alternative methods of breaking through the advertising clutter. To measure the impact of different types advertisement, six advertisements from each of the three categories, i.e., shock; humor; and emotional are shortlisted and linked together. These advertisements (18 in total) are then shown to respondents. A total of 345 respondents participated in this study. Brand recall is high in both emotional and humorous ads, but the purchase intention is higher in an emotional advertisement in eastern culture. Type of product should influence the advertising approach in the promotion of a brand. The primary contribution is as that it examines the effectiveness of three advertising approaches in an emerging country and how consumers in emerging markets are likely to respond differently to three advertising approaches.