The Influence of Informational and Emotional Advertising Appeals on Advertising Effectiveness – Consumers’ Perspective on the Over-the-Counter Product Advertisements in Finland

Consumers face enormous amounts of promotional messages daily whereas the pharmaceutical companies among other industries spend considerable time and money developing effective advertising strategies. There are multiple possible ways to appeal the target customer in order to increase the effectiveness of the advertisement. In spite of the various possibilities to categorize persuasive communication, the informational and the emotional appeals are the typical approaches. This study assesses the influence of the informational and emotional advertising appeals on the advertising effectiveness in the context of OTCs in Finland. The research method applied in this study is a quantitative survey. The data consists of 461 responses from the target population of 18–80 years old Finnish speaking consumers. The results from the marketing research indicate that the positive correlations of the emotional appeals are much stronger than the positive correlations of the informational appeals relating to the advertising effectiveness. However, on average the Finnish consumers experience the OTC advertisements relying on the informational appeals more effective than the OTC advertisements relying on the emotional appeals. Furthermore, within emotional appeals there is a much greater variety in the experienced advertising effectiveness not providing as stabile and consistent experienced advertising effectiveness compared to the informational appeals. Thus, the OTC advertisement relying more on the emotional appeals are much more risky in terms of advertising effectiveness. There are also differences with the experienced advertising effectiveness between the Finnish consumer groups and the information can be utilised when designing tailored OTC advertisements. The Finnish men consider humorous advertisements more effective than the Finnish women. In addition, the people living outside Uusimaa Region experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people living in Uusimaa Region. In similar vein, the people with lower education experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people with high education. Additionally, the older generation perceive an OTC advertisement with a middle-aged celebrity more effective than the younger consumers

Near-infraread observation of supernovae with the Nordic Optical Telescope (NOT)

Supernova (SN) is an explosion of a star at the end of its lifetime. SNe are classified to two types, namely type I and II through the optical spectra. They have been categorised based on their explosion mechanism, to core collapse supernovae (CCSNe) and thermonuclear supernovae. The CCSNe group which includes types IIP, IIn, IIL, IIb, Ib, and Ic are produced when a massive star with initial mass more than 8 M⊙ explodes due to a collapse of its iron core. On the other hand, thermonuclear SNe originate from white dwarfs (WDs) made of carbon and oxygen, in a binary system. Infrared astronomy covers observations of astronomical objects in infrared radiation. The infrared sky is not completely dark and it is variable. Observations of SNe in the infrared give different information than optical observations. Data reduction is required to correct raw data from for example unusable pixels and sky background. In this project, the NOTCam package in the IRAF was used for the data reduction. For measuring magnitudes of SNe, the aperture photometry method with the Gaia program was used. In this Master’s thesis, near-infrared (NIR) observations of three supernovae of type IIn (namely LSQ13zm, SN 2009ip and SN2011jb), one type IIb (SN2012ey), in addition to one type Ic (SN2012ej) and type IIP (SN 2013gd) are studied with emphasis on luminosity and colour evolution. All observations were done with the Nordic Optical Telescope (NOT). Here, we used the classification by Mattila & Meikle (2001) [76], where the SNe are differentiated by the infrared light curves into two groups, namely ’ordinary’ and ’slowly declining’. The light curves and colour evolution of these supernovae were obtained in J, H and Ks bands. In this study, our data, combined with other observations, provide evidence to categorize LSQ13zm, SN 2012ej and SN 2012ey as being part of the ordinary type. We found interesting NIR behaviour of SN 2011jb, which lead it to be classified as a slowly declining type.