Citation:Chacko, C.P., Menon, G.S., Paul, F., John, E., Nizar, N., Suhail, M. and Nizam, H. (2018). Advertisement Appeals and AIDA Principle: A Correspondence Analysis Purview. 9th International Conference on Business and Information (ICBI-2018), Department of Management Studies and Toc H Institute of Science and Technology, India, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.p.06
Date:2018
Abstract:
Advertisement is an effective tool used to create positive opinion among the consumers about
the brand/product. Advertisement has a significant impact on the consumer at a subconscious
level. The primary purpose of this study is to find the correspondence between the various
advertisements appeals associated with the outcomes. And this study has examined the
relationship between appeals and outcomes in a multi-dimensional space. Five appeals have
been taken and the perception of these appeals has been ranked. Questionnaires were used to
collect the data. The research design was descriptive in nature. The target population for the
present research is focused on youth in the age group of 19-30 years and the number of
respondents selected for conducting the study was 114. When correspondence analysis test was
conducted, it was found that humor is highly associated with interest, desire is highly associated
with rational and sensuality, humor is closer to attention, fear is closer to action, bandwagon is
closer to action and desire which signifies that different advertisement appeals have different
perpetual impact on consumer buying behaviour.
