How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies
Lia Zarantonello
University of Bath School of Management
Bernd H. Schmitt and Kamel Jedidi
Columbia Business School
Management slant
- Compared to functional (rational), local, and global advertising appeals, the experiential (emotional) appeal has a stronger relationship with brand knowledge in both high- and mid-GDP countries.
- In high- and mid-GDP countries, a strong story line; slice-of-life narratives; special effects; strong and emotional tones of voice; fast-paced advertisements; brand cues; analogies/metaphors; and hyperboles/emphases can trigger experiential appeal.
- The global advertising appeal (versus experiential,...