The impact of broadcast advertising on the individuals’ intent to purchase : an interpretative study

Abstract

The following study provides an in-depth exploration of the impact of broadcast advertising and different persuasive appeals that contribute to the individuals' purchasing behaviours. Moreover, this research aims to analyse the different components of persuasive advertising strategies and the incorporation of rational and emotional appeals. This study strives to understand how individuals process information and how different strategies affect their day to day purchasing intentions. The research was done through a qualitative approach, thus this helped the researcher observe different aspects of advertising, such as the impact of broadcast advertising, the effect of ad frequency, and the differences between rational and emotional appeals. The final results revealed that each individual has different purchasing behaviours and different advertising preferences, depending on their lifestyles and beliefs. As a result, the findings showed a clear comparison of rational and emotional appeals and their effects on the customers' attitudes towards different products and brands.