Gouranga Mitra, Anjali Ray

ABSTRACT

An advertising appeal is the basic ideas behind an advertisement or the basic reason why audience should act. The present study aimed at finding out the strength and influence of advertising appeals which are mediated and moderated by the situational (product category advertisements) or person related variable (materialistic value) of a metropolitan city- Kolkata. Accordingly, data have been collected from 600 consumers randomly selected from different wards of Kolkata. Four tools- General Information Schedule, Advertising Appeals Effectiveness Trait Scale, Advertising Appeals Effectiveness State Scale, and Materialistic Value Scale were used for data collection purpose. Findings revealed that, the level of advertising appeals effectiveness was significantly influenced by both the situational (product category advertisement) and person related variable (materialistic value) for consumers.