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The Role of Advertising Appeals, Role of Celebrity & Expert in T.V Advertising Attitude

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The Role of Advertising Appeals, Role of Celebrity & Expert in T.V Advertising Attitude
IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN:2319-7668, PP 52-57 www.iosrjournals.org

The Role of Advertising Appeals, Role of Celebrity & Expert in T.V Advertising Attitude
1

Muhammad Rizwan, 2Shahzaib Pirzada, 3Ansar Sohail, 4Muhammd Nadeem, 5 Waqas Murid
Lecturer, Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan Students of MBA, Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan
1

2,3,4,5

Abstract: The importance of our research work is for marketing and advertising concerns that how they can make their advertisement more effective and efficient. It also gives direction for marketing managers and advertisers for the application of appeals in their ads. TV ads attitude is made by using different appeals and celebrity expert roles and this remains very effective for marketing strategies. People take interest and spend time to watch such type of ads which give information about product’s features, specifications. We investigated the role of emotional and rational appeal in Television advertising attitude and we also detected that how the efficiently celebrity or any professional expert can be used in TV ads. Research showed the practical importance of rational appeal in TV ads and how people respond towards such appealing attitude of ads. The data was collected from the students and scholars of “The Islamia University Of Bahawalpur, Punjab, Pakistan. The briefing was given to the respondents before collection of the data by depicting the picture of cellular companies’ ads and mobile phone making companies’ advertisements, how they make their advertisements attractive and create arousal and intense desire for having their product and packages. Key Words: Rational Appeal, Emotional Appeal, celebrity & expert, advertising attitude.

I.

Introduction

Advertising has become one of the most important commercial activities in the modern competitive
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