Q5A · Explain the following theories of advertising with appropriate examples: (i) Imitative Desire (ii) Shifting Loyalties

Answer

Imitative desire

Definition. Imitative desire describes wanting a product because an admired person or group appears to desire, use or represent it.

In simple words. Jise admire karte ho, uski choice ko apni identity se jod dete ho.

Understand it step by step

1. Identify the admired model: a celebrity, athlete, expert or aspirational peer group.
2. Identify the association being borrowed: confidence, attractiveness, performance or status.
3. The consumer may imitate the model’s consumption to feel closer to that identity. This is a possible influence, not proof that all fans purchase. Endorsement does not replace product evidence.

See it in use

Shifting loyalties

Definition. Shifting loyalties describes advertising’s role in attracting people away from competing choices while maintaining loyalty to the advertised brand.

In simple words. Dusre brand se switch karvao, apne brand ke saath repeat karvao.

Understand it step by step

1. A category contains alternatives. The advertiser gives a reason to reconsider an existing choice: benefit, price, identity or convenience.
2. Trial messages reduce the barrier to trying something unfamiliar. Repeat messages reinforce reasons to remain with the brand.
3. A claim must still be credible and substantiated. Loyalty is affected by experience, availability and value as well as communication.

See it in use