Understanding the Viability of the Three Types of Approach of Advertising in Emerging Markets

Abstract

The aim of this research is first to compare and examine the effectiveness of an emotional, shock and humour advertising strategies in terms of brand recall, image and attitudes towards the advertisement and purchase intentions towards the brand, secondly to determine the moderating effects of generation Y on these three types of advertisements, and, lastly, to provide marketers with a better understanding of the effectiveness of the three types of advertisements and emphasize the importance of alternative methods of breaking through the advertising clutter and to measure the impact of the different types of advertisement, six advertisements from each of the three categories, i.e. shock, humour and emotional are shortlisted and linked together. These advertisements (18 in total) are then shown to respondents. Respondents recorded their views in the questionnaire. A total of 345 respondents participated in this study. Brand recall is high in both emotional and humorous ads, but the purchase intention is high in emotional advertisement in Eastern culture. Type of product should influence the advertising approach in the promotion of a brand.