Research Examining the Utilization of Emotional Appeals in Television Commercials Across Various Sectors
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Abstract
With the proliferation of numerous FMCG brands in the country, businesses in this sector are locked in intense competition to secure market share. Established companies vigorously compete, even offering products accessible to low-income individuals. To maintain market leadership, renowned firms must employ robust advertising and branding strategies effectively. This study aimed to explore the influence of advertising on consumers' FMCG purchasing decisions. Given that consumers integrate FMCG items into their daily routines and seek novelty and uniqueness from them, marketers have dedicated considerable efforts to comprehend consumer psychology—what appeals to them and why. It is crucial to identify the components of effective advertisements as consumer susceptibility to their effectiveness varies. FMCG product advertisements primarily emphasize variety, product enhancement, and cost-saving incentives to enhance their impact on consumer psyche.
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