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

Thorsten Teichert, Dirk Hardeck, Yong Liu and Rohit Trivedi

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

MANAGEMENT SLANT

  • Emotional appeal should be used more frequently than informational appeal, because it is more effective in four of the five persuasion objectives, with the exception of integration into the evoked set.
  • Emotional appeal also is very eff

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