tion of dominant mood part the paper discusses different ways through which emotional manipulation is commonly used in domestic and international marketing campaigns. This part looks at the differences and the implications. The paper then discusses the role that creative design plays in manipulating the emotions of customers. The paper concludes that emotional manipulation is highly used in marketing in the modern business environment. However, it also recommends the use of a blend of both rational and emotional appeals in marketing.
The main purpose of the marketing campaign is to influence customers’ choices. Through marketing campaigns, business organisations usually aim at eliciting response. However, it has been observed that in a number of occasions business organisation would opt for emotionally appealing marketing campaigns (Verma 2006, p. 105). These marketing campaigns are always aimed at bringing emotional response from customers. In this way, the choices that customers make with regard to the product or service that is being marketed has nothing to do with rationality but mere emotional attachment to a brand. This kind of emotional attachment is brought about by the marketing campaign (Academy of Marketing Science &Kubacki 2014, p. 111). The use of emotional manipulation usually depends on the product or service being market and the targeted market segment. A good example of such a campaign is a motor sales company using a billboard advert of a beautiful model to advert one of the cars that they sell (Hawknis, Mothersbaugh & Mookerjee 2011, p. 78). This paper aims at discussing the levels to which emotions are manipulated in domestic and international integrated marketing communications campaigns.
Rational choice is a choice that made through prudent analysis of logics while emotional choices are those that people make because of the emotional attachment towards something or someone. Consumers are known to make both types of choices when deciding on ...Show more