Impact of emotional ads on customer loyalty

Impact of emotional advertisement among customers

Course: Advanced English Composition
Course code: English 105
Course instructor
Dr. Deena P Forkan
Department English & Modern Language
North South University
Prepared by
Anisul Islam
ID: 1520677030
Section: 05
Date of submission: September 7th 2019
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Acknowledgement
It would not be possible for me to write a research paper like this without support of many people.
Now I want to thank the people who are behind the scene and helped me with many information
to complete this research paper. I would like to show my greatest appreciation to my course
instructor Deena P F ma’am who was abundantly helpful and offered invaluable assistance,
support and guidance. Without her able guidance and expertise I would not have been able to
complete the research paper. Her brilliant methods and driving push helped all along and was
invaluable.
I would also like to thank my friends without whose knowledge and assistance, this study would
not be unsuccessful. I also like to thank those people who have joined the survey questions and
expensed their valuable time behind my survey. Last but not the least, I wish to avail myself of
this opportunity, express a sense of gratitude and love to my beloved parents for their manual
support, strength, help and fruitful guidance.
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Abstract
Advertisement is the core of any marketing exercises of a business. Without Advertisement it's
practically difficult for any business to keep in the market. With time new sorts of promotions
derives in the market. First type of advertisement is rational advertising which means exchanging
information with customers by just telling them about the characteristics of a product. This is
extremely an old school idea. Then again emotional advertisement points that the companies ought
to speak with its customers by telling them about their products characteristics with emotional
way. Toward the starting some organization who has begun emotional advertisement they just
changed to rational advertisement again. In any case, few remained at emotional advertisement
process. Subsequently after a while those organizations are having an immense number of the
devoted customers. The emotional advertisement costs tad higher than the rational marketing. In
addition it doesn't make prompt reactions. It makes its position in the psyche of the customers
gradually and in this manner makes them loyal to their product. On the off chance that a product
is valued higher than it ought to do emotional advertisement as opposed to low estimated item
since everyone think much when they are going to purchase the high valued item. So emotional
marking will control them when they will think more. So for those organizations on the off chance
that they need to keep long term bond with their clients they ought to go for the emotional
advertisement instead of rational advertisement.
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Table of Contents
Introduction .................................................................................................................................................. 1
Background ................................................................................................................................................... 3
Literature Review .......................................................................................................................................... 4
Significance of the Research ......................................................................................................................... 5
Areas of Research ......................................................................................................................................... 6
Hypothesis..................................................................................................................................................... 7
Methodology................................................................................................................................................. 7
Data Presentation & Analysis........................................................................................................................ 9
Interviews.................................................................................................................................................... 14
Definitions of Key Terms ............................................................................................................................. 15
Summary of Research Findings ................................................................................................................... 16
Suggestions ................................................................................................................................................. 17
Limitations .................................................................................................................................................. 18
Conclusion ................................................................................................................................................... 19
References .................................................................................................................................................. 20
Appendix ..................................................................................................................................................... 21
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Introduction
Now a days, advertising is must for any business. A business can be more prosperous with the
extreme marketing policy though low category advertisement can make a business fail.
Advertising is a procedure by which organization makes a product for the clients keeping in mind
the end goal to purchase the product from the clients again and again (Philip Kotler, 2004).So with
the marketing strategy the organization makes an incentive for the customers and the esteem is
"the thing that the customer needs". The organization designs products or service as the need of
the customers mind. Furthermore, with the advertising policy they let the customers know this
products or service can take care of their concern and in addition they reach them to get it.
Companies’ main policy is to earn value from customers. The word “value” stands for financial
benefit from customers. So they are earning profit from the customers' means they are getting cash
profit from them.
Making esteem frame the clients and catching an incentive from them is somewhat old idea as it
doesn't enlighten us concerning the manageability of the business. Each business tries to be in the
market for a drawn out stretch of time. So they discovered another term of advertising to separate
one organization to another and in addition to tell the clients about their prevalence with that
particular new thought. This is known as the Advertisement. Any logo, image, slogan or jingle is
alluded as Advertise. So by making advertisement companies tries to do correspondence with the
customers. They wants to show up the benefits of their products or service to the customers through
this. This idea is known as the rational advertising. For a long time rational advertisement was
known as core advertisement until the point that the emotional advertisement appeared. Emotional
advertisement is speaking with the customers with the traits of the item or administrations and in
addition attempting to append them with the emotional components which will make them to think
them sincerely to purchase their products or services.
In my research I have attempted to find that whether emotional Advertisement makes a perfect
relation with the customers or not. A business needs to support in the market over the long run
with the attempt that they can win a healthy benefit and sustain in the market for long time. For
this they have to keep good relation with customers. As a company is a big entity it is not possible
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for it to go to door to door of the customers. The way of keep relation with the customers is
advertisement. I have tried to discover that whether emotional advertisement is better for making
a long lasting relation with the customer. With the result it will be easier for the companies to
sustain with the optimal strategy in the competitive market for a long period of time and earn better
profits from the customers.
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Background
In the ancient Egypt, Rome and Greece the business people used to give a seal on their products
after their name, this was the prior history of the advertisement found in the books (Armstrong,
2011).Later in the nineteenth century the American businessmen initially begin to advertise their
products by making rational advertisement. They used to offer their products by telling the people
concerning the characteristics of their products. After that each seller begin to run after that
procedure. This was the rational advertisement. In the late of twentieth century the companies tried
to search a special approach to put their place their products or services in the customers mind so
the customer runs for their products or services as instead of their rivals. They found those people
are controlled by their emotion in nature. They like to be forced emotionally. Love, emotion,
holding, friendship and so forth are the natural qualities of human. So they thought of a thought
that on the off chance that they speak with their client about their traits by utilizing those emotional
characters then it is more possibilities that the customer will react to their products or services than
their competitor’s one. Such a large number of organizations moved to emotional advertisement
where many of the companies remained at the rational advertisement. At current world the
companies that are offering the expensive products they are doing the emotional advertisement
then again companies with low priced products are doing rational advertisement. This happened
on the grounds that people don’t think more when they purchase their daily necessary products.
Because those products don’t cost more. Thus, customers don’t care about the advertisement policy
of these daily product. But when it comes to the case of expensive product, people need to be
motivated. They think more than they need. Customers think before their every single step. The
search information and characteristics of the product. Emotional advertisement removes all the
queries from the customers through advertisement policy. It builds trusts among customers. These
trusts are worked through the correspondence focusing on human feelings. That is the reason the
organizations who are offering costly items are doing emotional advertisement. (Anderson, 2008)
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Literature Review
Grameen Phone the biggest telecom organization in Bangladesh initially turned out with the
emotional advertisement policy in Bangladesh. Later by following them their one of the competitor
Banglalink began to do the same type of advertisement. However at the initial time they didn't had
that much return for this new policy, yet later on they saw that they have some fixed customer who
have been staying with them when they had unstable call rate for a period of time. So after this
result they have invested a lot of money on emotional advertisement to keep their loyal customers.
And by the flow of time many new customers added to their contact list. (Neilson, 2012).
In the United States Apple Inc. was the first company who came with the idea of emotional
advertisement. They had IBM as their major competitor. Around then it was extremely hard for
Apple Inc. to compete with a major business tycoon like IBM. So they thought of the possibility
that they will pull in the customers by telling the features of their parts however it will be easier to
handle their customers and add new customer also can add value to them. So they implemented
this new idea and they got a huge number of loyal customer as well as new customer. Today Apple
Inc. is world's one of the biggest electronic manufacturing company as far as their income. If
today’s giant companies compare their customers with their competitors they will come with a
decision that the difference between numbers of customers is not very high but the main difference
is their loyal customers. Now customers bond with a company through an emotional chain.
(Maxwell, 2013).
In the United Kingdom the Vodafone first began to do emotional advertisement in the telecom
area. Later on their opposition company Virgin Telecom also began to follow same type of
marketing. But after couple of year Virgin corporation find out that number of customer of them
did not changed that much through this policy so they went back to their old rational marketing
policy. After three years Vodafone was having a bigger number of customers than Virgin. After
four years continuation of emotional marketing Vodafone got the highest number of customers in
United Kingdom and now best telecom company in United Kingdom. (Neilson, 2009)
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In Japan the SONY first began to do emotional marketing. So number of their loyal customer was
expanding at an alarming rate. Following couple of years they have the majority of the piece of
the share in the market. At this time SONY forced their consumer to believe that only they produce
quality products. Unfortunately SONY realized that their customers are believing their statement
blindly. This made a huge impact in their business. Now whatever product they release in market
customers purchase them without any hesitation. Now SONY is the highest charger of any
electronics item. Though SONY is taking high price, their customers are not moving to different
brand as they are very much motivated through SONY’s emotional marketing strategy.
(Nakamura, 2003)
Significance of the Research
This research will help us to distinguish that emotional or the rational marketing is good for a
business and which is better for making a customer loyal to a brand. By the result a company will
be able to decide which kind of advertisement they should choose to make a customer loyal to
them. They will discover simple, helpful, compelling and effective process to keep loyal customer
for a long time and can do effective business for sustaining in the market.
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Areas of Research
For a successful research, a researcher must have a clear idea about the boundaries of his/her
research. Hence, I have investigated the following areas concerning my topic.
 What are the elements of emotional marketing?
Via analyzing various books, research paper, journals on emotional advertisement I have
found that emotional security, reassurance of worth, ego-gratification, creative outlets, love
objects, sense of power and sense of roots are the factors of emotional advertisement.
 What elements creates strong relationship?
Human being is a nature which always wants to build relation with anything. A solid
relation exist where individuals can feel safe, individuals can feel love. Somehow a
company can satisfy a person by its product or service, people rely on it and don’t disappear
from this company. By the flow of time this relation becomes stronger. Day by day it
becomes strongest. If a customer feel hundred percent satisfy he/she does not want to break
this. This reliability creates strong relation between customers and companies.
 What elements controls human emotion?
There are a few elements that regulates the rate and degree of emotions. Some of these are:
participation security, movement of mentality, freedom of work and social association.
Besides these event-structure properties, there are personal properties of the group's
members, such as openness to receive and transmit feelings, demographic characteristics
and dispositional affect that influence the intensity of emotion.
 What elements linkage between human emotion and a brand?
Companies make advertisement to promote their products among customers. By this

promotion people are motivated to purchase their products or service. Human mind is
mainly controlled by their emotion and satisfaction. Emotional advertisement are made
based on this. The linkage between product and emotion is belief. When trust builds among
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parties transaction occurs between them. Bigger the trust, bigger the transaction. When a
company can satisfy again and again the customer values their product most.
Hypothesis
Rational advertisement is an old school theory where company communicates with people by
saying about their product attributes in order to the product to get to be sold. But currently the new
advertisement which is called emotional promotion evolved in the world of marketing. Few
companies are pursuing this concept for their branding activities and getting high profit. So my
hypothesis is “Emotional advertisement creates a strong bond between the customer & the
brand. The stronger the bond is the more sustainable long lasting relationship the brand can
have with the customer. With the sustainable long lasting relationship the company can even
charge higher in later which will cause them to have a higher profit margin.”
Methodology
For finding the answer of the question whether emotional branding creates strong bond among
customers and companies I have used primary and secondary source of data.
 Primary Source
 Questionnaire Survey
 30 questionnaires
 Interviews
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 Secondary Source
 Internet
 Books
 Newspapers
 Journal
As our faculty instructed me I have surveyed almost 30 people from different institution. There
male as well as female. As I can find what different age and norms of people thinks about
emotional marketing. That’s how I can find a realistic outcome of my survey.
I took interview of Mr.Raihan Safa who is the business analysis of the Rancon Holdings
LTD (Rangs Group). As he has a good knowledge about branding he gave the reasons why the
companies are pursuing the emotional advertising. He also gave me good information why western
people are running after emotional advertisement as he worked in London for 3 years.
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Data Presentation & Analysis
In this section, the data found from the surveys are discussed and analyzed. Moreover, the graphs
and charts showing the results found from the surveys are given in the appendix. The answers to
the questions are numbered correspondingly.
Survey Questionnaire Analysis
 Question no 1
Are you loyal to any product or

service Brand?
0%
Yes
100% No
If we analyze the table we can find that every single person are loyal to a brand.
 Question no 2
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From the above data we can see that around 40% of the consumer are loyal to any particular brand
because of the price, 30% because of the quality, 20% because of promotion and around 10%
because of the customer service.
 Question no 3
What influences you to buy a particular

brand product or services?
23%
Emotional
57% Communication
27% Rational
Communication
Mixed
Communication
From the above data, we can see that 57% of the people are influenced by the emotional
communication whereas 27 % are influenced by rational communication & other 23% are
influenced by mixed communication.
 Question no 04
What factors of a brand is most

important to you?
27% 40% Brand Attributes

Brand Intangibilities
13%
Brand Image
20%
Brand's Origin
For 40% of people brand attributes are the most important thing whereas 20% believes that brand
intangibilities are important to them. Moreover 13% gives importance to brand image and other
27% gives importance or brand’s origin.
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 Question no 05
Are you satisfied with the

current brand you are loyal to?
20%
Yes
80% No
Majority of the people 80% are saying that they are satisfied with the current brands they are loyal
to whereas 20% of the people are claiming that they are dissatisfied.
 Question 6
From the above data we can see that around 40% of the consumers are loyal because of the trust
they have, 30% of them because of the support, 20% of them because of the relationship, 10% of
them because of the reward.
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 Question no 07
If your Current brand change their

branding strategy like emotional
to rational or rational to
emotional, will you stay loyal…
27%
Yes
73% No
The current brands that are people loyal to, if they change their branding strategy them 27% of the
people are claiming that they will stay loyal. On the other hand 73% of the people are claiming
that they will not stay loyal to that brand.
 Question no 08
What is your impression about

emotional communication of a
brand?
13% 17% Extemely Good

20% Good
33% Neutral
17% Bad
Extemely bad
17 % of the people are claiming that emotional communication is good. On the other hand 33% of
the people believes that its good.17 % have neutral view about emotional communication.20% of
the people believe that its bad and other 13% of the people believe that its extremely bad.
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 Question no 09
What is your impression about

rational communication of a brand?
13% 7%
13% Extemely Good
27% Good
Neutral
40% Bad
Extemely bad
7% of the people believe that rational communication is extremely good whereas 13% of the
people consider it as just good only.40% of people have neutral view on rational
communication.27% of the people think rational communication is bad whereas other 13% of the
people think that rational communication is extremely bad.
 Question no 10
Apart from the brand do other

factors like (Price & other economic
factors) matters to you?
17%
Yes
83% No
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83 % of the people are claiming that apart from the brand other factors are matter to them whereas
17% of the people are claiming that brand is the most important to them rather than the other
factors.
 Question no 11
What will make you to keep strong

bond with a brand for a longer
period of time?
13% Emotional Branding
30% 57% Rational Branding
I don’t usually stay loyal

for a long period of time
57% of the people are claiming that they will stay loyal if their brand do some emotional
branding.30 % of the people are claiming that they will stay loyal only if their current brands do
the rational branding.13 % of the people are saying that they are not loyal at all and will not stay
loyal even if its emotional branding or rational branding.
(For more details see Appendix)
Interviews
For my research purpose, I took an interview of Mr. Raihan safa the current business analysis of
the Rancon Holdings LTD (Rangs Group) He told me that emotional advertising is the new concept
of marketing and the effective one. Various companies are coming up with this concept because
they have found out that it can grab some loyal customers to them. Moreover it can turn the existing
customers into the loyal ones. So that’s why the various companies in Bangladesh are pursuing the
emotional advertising.
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Definitions of Key Terms
1. Marketing – The word “marketing” stands for communicating, promoting or exchanging

of products or services that have value to a customer. (investopedia , 2013)
2. Advertising - The process involved in creating a unique name and image for a product in
the consumers' mind, mainly through advertising campaigns with a consistent theme.
Advertising aims to establish a significant and differentiated presence in the market that
attracts and retains loyal customers. (investopedia , 2013)
3. Rational Advertising - Emotional branding techniques appeal to the emotions of the

consumers. (investopedia , 2013)
4. Emotional Advertising - Rational Advertising strategies emphasize the benefits of a

product or service to compel consumers to try it (investopedia , 2013)
5. Customer- An individual or business that purchases the goods or services produced by a

business. (investopedia , 2013)
6. Consumer- An individual or business that uses the goods or services produced by a

business. (investopedia , 2013)
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Summary of Research Findings
The summary of the research findings are given below: -
 Most of the people are loyal to some products or services. This loyalty is based on either
emotional advertising or rational advertising.
 Majority of the respondents likes emotional communication. For example few days ago
the new campaign of Meril Splash which was an emotional communication created quite a
good response among the people and they liked the advertisement so much. Even the sales
of the Meril Splash went up by a higher percentage.
 Most of the people first go for the product attributes then they come to see the brand’s
origin. The brand image is about time. When the trend comes that using that brand can
enhance the persons status then they will start to use that. For example currently the young
generation thinks that using of the iPhone will be enhancing their status. So they are using
it.
 If any company changes their communication and the advertising strategy they will lose
their customers. But they have to identify whether the gaining is greater than the number
of losing customer or not. If the gaining is more than they should switch their advertising
and the communication strategy.
 The emotional advertising cost the company little bit high at the earlier stages. But if they
keep the campaign slowly they will get the loyal customers. Loyal customers are profitable
for the company.
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Suggestions
I have some specific suggestions regarding this issue. They are as follows: -
 If any business entity wants to be success in long run they should follow such a procedure
by which consumers won’t forget about them and they should make their placement to
consumers mind. Emotional advertisement is the way by which companies can keep long
time in consumers mind.
 For low priced product there is no need of emotional advertisement. Hence for high priced
product must do emotional advertisement.
 Though emotional advertisement is too much costly but for getting loyal and consumers
who have high purchasing power, companies must go for emotional advertisement.
 If companies want to keep in market for a long time, they must go for this advertisement
process which can force customers to buy their product.
 To keep loyal customer the companies should start to do emotional advertising.
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Limitations
 Sample size was only 30. This amount of sample size is not actually enough to prove the
credibility of my research. If I got more time then I would have been able to increase my
sample size which would give more concrete results.
 Some people while interviewing couldn’t believe me whether I am actually doing a

research paper or using it for commercial purpose.
 Some of the respondents were reluctant to answer my questions.
 Time constraint was also a great challenge to encounter.
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Conclusion
Emotional advertising will be foremost for the companies to sustain in the competitive market in
the near future. They companies who have started to do the emotional advertising they are having
the result now in the terms of high profitability & customer loyalty. At present the company selling
low priced product can avoid emotional advertising. But in future the companies selling any priced
product will need to do emotional advertising to sell their products to the customers. It will be
costly at first, but with time the profit will increase. The customers will become also loyal which
indicates that company can charge high from their loyal customer in future which will cause them
higher return. So from the research result we can see that emotional branding creates strong bond
and every company should to emotional branding to create and keep those bonding with the
customers.
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References
I. Akter, S. (2012, September 07). Spending of radio ads on the rise. Retrieved December
12, 2017, from The Daily Star: http://www.thedailystar.net/news-detail-248704
II. investopedia . (2013). investopidea. Retrieved from investopidea:
http://www.investopedia.com/business terms
III. Momin, S. M. (2016, January 06). Print Media: Future not so bleak. Retrieved December
10, 2017, from The Independent:
http://www.theindependentbd.com/arcprint/details/29213/2016-01-06
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Appendix
I. Questionnaire
II. Rough Draft
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SURVEY QUESTIONAIRE
ENG 105, SECTION: - 05
NORTH SOUTH UNIVERSITY
Topic: Impact of emotional advertisement among customers
Age _________________
Gender Male Female
Occupation _____________
I am conducting this survey to identify the effect of emotional advertisement to create strong bond.
There is no right or wrong answer. We only want your honest opinions. Please answer all
questions. All information will be treated as confidential. Please tick (√) the option you think is
the most appropriate.
1. Are you loyal to any product or service brand?

 Yes  No
2. Why you are loyal to any particular product or service brand?

Quality
Customer service
Price
Convenience
3. What influences you to buy a particular brand product or services?
 Emotional Communication
 Rational Communication
 Mixed Communication
4. What factors of a brand is most important to you?

 Brand Attributes
 Brand Intangibilities
 Brand Image
 Brand’s Origin
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5. Are you satisfied with the current brand you are loyal to?
 Yes.
 No.
6. Why are you satisfied with the current brand you are loyal too?
Relationship
Trust
Support
Reward
7. If your current brand change their branding strategy like emotional to rational or
rational to emotional, will you stay loyal even then?
 Yes.
 No
8. What is your impression about emotional communication of a brand?

(1 being Extremely Good and 5 being Extremely Bad)
1 2 3 4 5
9. What is your impression about rational communication of a brand?

(1 being Extremely Good and 5 being Extremely Bad)
1 2 3 4 5
10. Apart from brand do other factors like (Price & other economic factors) matter to
you?
 Yes  No
11. What will make you to keep strong bond with a brand for a long period of time?
 Emotional Branding
 Rational Branding
 I don’t usually stay loyal for a long period of time
12. Make a list of the brands to which you are loyal currently.
____________________________________________________________
____________________________________________________________
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_____________________________________________
13. Give your opinion about how a brand can build a long term relationship with you.
____________________________________________________________
____________________________________________________________
_____________________________________________
---------------Thank you for your time & concern----------------
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Impact of emotional ads on customer loyalty

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Impact of emotional advertisement among customers

Impact of emotional advertisement among customers

Course code: English 105

Dr. Deena P Forkan

Department English & Modern Language

North South University

Date of submission: September 7th 2019

Significance of the Research

 What are the elements of emotional marketing?

 What elements creates strong relationship?

 What elements controls human emotion?

 What elements linkage between human emotion and a brand?

Companies make advertisement to promote their products among customers. By this

Data Presentation & Analysis

Survey Questionnaire Analysis

Are you loyal to any product or

What influences you to buy a particular

What factors of a brand is most

27% 40% Brand Attributes

Are you satisfied with the

If your Current brand change their

What is your impression about

13% 17% Extemely Good

What is your impression about

Apart from the brand do other

What will make you to keep strong

13% Emotional Branding

30% 57% Rational Branding

I don’t usually stay loyal

(For more details see Appendix)

Definitions of Key Terms

1. Marketing – The word “marketing” stands for communicating, promoting or exchanging

3. Rational Advertising - Emotional branding techniques appeal to the emotions of the

4. Emotional Advertising - Rational Advertising strategies emphasize the benefits of a

5. Customer- An individual or business that purchases the goods or services produced by a

6. Consumer- An individual or business that uses the goods or services produced by a

Summary of Research Findings

The summary of the research findings are given below: -

 To keep loyal customer the companies should start to do emotional advertising.

 Some people while interviewing couldn’t believe me whether I am actually doing a

 Some of the respondents were reluctant to answer my questions.

 Time constraint was also a great challenge to encounter.

ENG 105, SECTION: - 05

NORTH SOUTH UNIVERSITY

Topic: Impact of emotional advertisement among customers

Gender Male Female

1. Are you loyal to any product or service brand?

2. Why you are loyal to any particular product or service brand?

3. What influences you to buy a particular brand product or services?

4. What factors of a brand is most important to you?

8. What is your impression about emotional communication of a brand?

9. What is your impression about rational communication of a brand?

---------------Thank you for your time & concern----------------

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