تلخیص
This paper attempts to gauge the impact of advertising appeal on consumer behavior. The study explores that how emotional and rational advertising appeals effect the consumer behavior. To know the effects of advertising appeals two different samples were selected from Quetta city, first sample was shopkeepers who sales products and other sample were those who use those products. The response rate was 100% and results were analyzed statistically. It is revealed that advertising appeals has significant impact on consumer purchasing habits. The study finds out that adverting appeal has greater impact on female consumers than male. Both Rational and Emotional appeals play its role during purchase of products. During advertisement campaign social media and outdoor media plays important role for marketing. On the basis of data collected suitable recommendations are proposed
Imran Khan, Muhammad Fahim Baloch. (2020) EFFECT OF ADVERTSING APPEAL ON CONSUMER BEHAVIOUR, Balochistan Review, Volume 1, Issue 1.
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