Effect of Advertising Appeals on Consumer Purchase Intention in Twin Cities Islamabad and Rawalpindi

ABSTRACT: The objective of this study is to check the advertising appeals effects on consumers purchase intentions on twin city population. This study used six different types of appeals, selects six different ads of each appeal from the product marketing industry of Pakistan. This research applied six advertising appeals like emotional appeal, humor appeal, bandwagon appeal, rational appeal, fear appeal and sexual appeal. These companies’ ads were selected on the base of appeal effect in the ad (Ufone, Telenor, Tarang, Pakistan Cables, LUX, and jubilee insurance). Sample of population is 40 people. Study used random sampling technique. Study applied the multivariate test through SPSS. As the hypothesis, advertising appeals affect the consumers purchase intentions, but results were quite the opposite of selected hypothesis. Study concluded that generally appeals affect the behavior and does not affect purchase intentions.


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