Examination of the impact of both rational and emotional appeals in advertising on customer behavior Aggarwal Sheetal Assistant Professor, Adarsh Mahila Mahavidyalaya, Bhiwani, Haryana Online published on 2 December, 2023. Abstract In India, the advertising industry first emerged during the British era and has since experienced an exponential growth. The fascinating history of its beginnings and growth supports the Indian marketing industry. In fact, given the current circumstances, it is turning out to be the tertiary sector of the Indian economy that is developing the fastest. The Indian economy has been impacted by changes in monetary policies, technical improvements, and globalization, which has boosted the advertising industry. Every firm now considers public relations to be essential, and sponsors are continuously searching for fresh approaches to develop appealing advertising in order to stand out in the crowded market of today. According to the investigators, the economy will continue to rise, leading to significant financial gains and higher requirements for professionalism and inventiveness. The industry also faces a number of difficulties, including the impact on Indian subcultures and customs, the aging of the workforce, the influence and development of regional India, and commitment to financial turn of events. Whatever the case, the company is geared up and working to get over these challenges. The messaging element is essential to every promotion since it creates effect among the targeted interest groups. Oftentimes, the messaging component is referred to as the “advertising appeal.” Because there is now a range of publicizing appeals thanks to the development of advertising systems, it is crucial for advertisers to choose their appeals carefully. In the field of public relations, “social appeal of promotion” is a fresh and developing idea. By influencing the behavior of the target interest group toward the cause, this promotional appeal is the overall idea that builds a brand within the context of a social purpose. The definition of social appeal in advertising is “an integrated advertising method that combines the benefits of brand advertising with those of social advertising.” Top Keywords Industry, Social Advertising, Social Purpose, Advertising Appeal. Top |