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Cited by 73Marketing and Advertising StrategiesConsumer Behavior and Marketing InfluenceConsumer Market Behavior and Pricing

How to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers’ Objectives and Targeted Demographics

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Teichert, Thorsten, Hardeck, Dirk, Liu, Yong, Trivedi, Rohit·2018·Journal of Advertising Research
DOI 10.2501/jar-2017-054
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Abstract

ABSTRACT Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy. This study offers a framework for the appropriate choice of advertising appeals based on advertisers9 objectives and target group demographics. Using data from German magazine publishers, the study differentiates magazine advertisements9 effects for five marketing objectives along the hierarchy-of-effects model, while accounting for the moderating effects of age and gender. Results show that emotional appeals were superior to informational appeals for most marketing objectives but not for achieving integration into the evoked set, a group of relevant brands that a prospective consumer is favorably familiar with when thinking about making a purchase. Consumers9 age and gender significantly influenced the effects of advertising appeals and revealed interaction effects.

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  • Transformational appeals positively affect brand liking, brand knowledge, brand attitude, and word of mouth.

    “transformational appeals have been found to positively affect brand liking, brand knowledge, brand attitude, and word of mouth (WOM) (Naylor et al. 2008;Teichert, Hardeck, Liu, and Trivedi 2018).”

    From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as Teichert, Hardeck, Liu, and Trivedi 2018

    The Hypothesis section reports that emotional appeals increase brand liking, and the Overall framework section reports stronger effects on positive attitude change and information-search intention. It treats information search as an indicator of knowledge accumulation, not a measured increase in brand knowledge. The paper does not report an effect on word of mouth. (LLM, conf=0.87)

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  • Advertising appeals are not mutually exclusive categories of advertising, but the weight of informational and transformational appeals in advertising messages varies.

    “While advertising appeals are not mutually exclusive categories of advertising, the weight of informational and transformational appeals in advertising messages varies (Teichert et al. 2018).”

    From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as Teichert et al. 2018

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Research works printed but not linked: 52

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Authors
Teichert, T., Hardeck, D., Liu, Y., & Trivedi, R.
Affiliations
  • Universität Hamburg (DE)
  • Hardeck Möbel GmbH
  • Aalto University School of Business
ORCID
Venue
Journal of Advertising Research
Publisher
Informa UK Limited
Published
2017-11-30
Volume
58
Issue
3
Pages
363-380
ISSN
  • 0021-8499 (ISSN-L)
  • 1740-1909
DOI
10.2501/jar-2017-054
OpenAlex
W2772241410
Cited by
73
References
0
Citations by year
2026: 7 · 2025: 10 · 2024: 8 · 2023: 14 · 2022: 12 · 2021: 10 · 2020: 6 · 2019: 6
FWCI
5.94
Type
journal article
Language
en
Open access
Locations
  • Journal of Advertising Research (publishedVersion)
  • Bradford Scholars (University of Bradford) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords
informational appeals, emotional appeal, magazine advertising, print advertising, advertising appeals, hierarchy of effects, evoked set, marketing objectives, age differences, gender differences, advertising effectiveness

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