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Emmanuel Mogaji - Emotional Appeals in Advertising Banking Services, Häftad

Häftad, Engelska, 2018

Emotional Appeals in Advertising Banking Services

Av Emmanuel Mogaji

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Beskrivning
Advertisements are considered as stimuli which consumers will respond to. Banks can develop emotionally appealing advertisements, but they are not guaranteed a positive emotional reaction. The unprecedented turbulence and uncertainty experienced in the banking industry has increased the need to appear more appealing to consumers.Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores how UK banks are pulling at consumers’ heart strings with appeals that are often filtered through personal ideologies, life experiences and previous exposure to brands. It investigates consumers’ perception of this strategy, as well as the wider implications of using emotional appeals in financial services advertising. Based on empirical data and research, this books will prove invaluable to students, researchers and managers alike.
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This book examines how banks in the UK use emotional appeals in advertising their services and how consumers engage with these advertisements. It draws on qualitative interviews to understand attitudes towards advertising, showing how it shapes buying decisions and how consumers decide where to bank. It discusses banks as senders of marketing messages and why they may consider sending marketing communications messages, as well as the types of messages they use; the creative decisions embedded in advertisements using emotional appeals, different types, how they are presented, and the media used; how emotional appeals are presented across different groups of banks and various products and services; how consumers decode these advertisements; how they filter the decoded meanings to decide if they need an advertisement before making a financial decision; and why banks need to advertise and the connection between emotional appeals and financial services advertising.

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