Measuring the Effectiveness of Archetypal Advertising

Abstract

Consumers most compelling needs have moved beyond mere functionality thus newlinemotivating brand managers to look for sources for competitive advantage beyond the functional attributes. In this search, it is the intangibles that have been found to create a differentiating advantage to a brand. In fact, the brand wars are fought in consumers minds on the basis of these intangibles. It is in this context that advertisers have used different appeals to create brand imagery. However, the newlinemarketing literature is replete with newlineinstances where the marketing communications have failed to build newlinestrong brands. Some of the issues faced newlinetoday by the marketers despite large newlineadvertising budgetsare the advertising newlineclutter, the growing negative perception newlineof viewers towards advertising and information processing limitations of the viewers. The concept of archetypal is newlineemerging as a strong tool to tackle the newlineabove issues and there is a growing interest in this area of research. It is in this context that the current study aims to understand the concept of archetypal advertising on the various ad effects, such as, the viewer s affective and cognitive response and the attitude towards the ad and brand trustworthiness. advertising newline