Emotional appeals in advertising banking services / Emmanuel Mogaji.

Format:

Book

Contributor:

Mogaji, Emmanuel, editor.

Series:

Emerald points.

Emerald points

Language:

English

Subjects (All):

Advertising--Banks and banking.

Advertising.

Physical Description:

1 online resource (121 pages) : illustrations

Edition:

1st ed.

Place of Publication:

United Kingdom : Emerald Publishing : Emerald Publishing Limited, 2018 : Emerald Publishing Limited, 2018.

Summary:

Advertisements are considered as stimuli which consumers will respond to. Banks can develop emotionally appealing advertisements, but they are not guaranteed a positive emotional reaction. The unprecedented turbulence and uncertainty experienced in the banking industry has increased the need to appear more appealing to consumers. Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores how UK banks are pulling at consumers heart strings with appeals that are often filtered through personal ideologies, life experiences and previous exposure to brands. It investigates consumers perception of this strategy, as well as the wider implications of using emotional appeals in financial services advertising.Based on empirical data and research, this books will prove invaluable to students, researchers and managers alike.

Contents:

Front Cover

Emotional Appeals in Advertising Banking Services

Copyright Page

Contents

Chapter 1 Introduction

Chapter 2 UK Financial Services Advertisements

2.1. Introduction

2.2. Banking in the UK

2.2.1. Bank Classification

2.2.2. Banking Services Classification

2.3. Banking Regulations in the UK

2.3.1. The Financial Conduct Authority

2.3.2. The Financial Services and Markets Act 2000

2.3.3. Advertising Standards Authority

2.4. Banking Challenges in the UK

2.4.1. Corporate Reputation

2.4.2. Competition

2.4.3. Consumer-focused Products

2.4.4. Open Banking

2.4.5. Brexit

2.5. Time to Appeal

2.6. Summary

Chapter 3 Emotional Appeals in Advertising

3.1. Introduction

3.2. Advertising Appeals

3.3. Rational Appeals in Advertisements

3.4. Emotional Appeals in Advertisements

3.5. Emotional Appeals and Emotional Reactions

3.6. Types of Emotional Appeals

3.7. How They Are Presented: Conduits and Channels of Emotional Appeal

3.7.1. What We See

3.7.1.1. Colours

3.7.1.2. Images

3.7.1.3. Size

3.7.1.4. Text

3.7.2. What We Hear

3.7.3. What We Touch

3.8. Creativity in Advertisement Design

3.9. Limitations of Emotional Appeals

3.9.1. Product Differences

3.9.2. Cultural Differences

3.9.3. Individual Differences

3.10. Summary

Chapter 4 Emotional Appeals Presented by Financial Services

4.1. Introduction

4.2. Emotional Appeals Presented by Banking Groups

4.3. Emotional Appeals Presented for Banking Group Services

4.4. The Conduits of Emotional Appeals

4.4.1. Images

4.4.2. Colours

4.4.3. Music

4.5. Summary

Chapter 5 Researching Emotional Responses

5.1. Introduction

5.2. Overview of the Procedure

5.3. Demographic Profiles of Participants

5.4. Ethics

5.5. Analysing the Qualitative Data Analysis.

5.6. Trustworthiness of the Research

Chapter 6 Filters of Emotional Appeal

6.1. Introduction

6.2. The Filtration Process

6.3. Issues with the Banking Industry

6.4. Individual Preferences

6.5. Religious Affiliations

6.6. Cultural Background

6.7. Pre-Exposure to the Brand

6.8. Level of Involvement

6.9. Summary

Chapter 7 The Way Forward

7.1. Introduction

7.2. Why Advertise?

7.3. Emotional Appeal Often Acknowledged

7.4. The Congruence

7.5. More than Appeal, Highlight Value

7.6. Integrate the Campaign

7.7. Summary

Chapter 8 Conclusion

References

Index.

Notes:

Includes index.

Includes bibliographical references.

Print version record

ISBN:

9781787563018

1787563014

9781787562998

1787562999