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Transcript of Advertisement Appeal
Presented By Group 1
INTRODUCTIONThese days, promotion and advertising have
assumed significant importance to sell products in the global markets for most companies. The increased competition in the markets have compelled people to think of unique advertising techniques to outdo their competitors. Advertising appeals is the approach to attract the consumers and prove to them how your product can satisfy all their needs. Through various appeals advertisers influence rationally or emotionally the prospects purchase decisions
DefinitionRefers to the approach used to attract the
attention of consumers and/or to influence their feelings toward the product, service, or cause. It's something that moves people, speaks to their wants or need, and excites their interest.
Essentials of an Advertisement Appeal Thematically sound Communicative Interesting Credibility Finality and Completeness Truthful information
Personal Appeal Some personal emotions that can drive individuals to purchase products include safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc. Social Appeal Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval.
Rational appealDirected at the thinking process of the audience. They attempt to show that the product would yield
the expected functional benefit. Some of the buying motives which are rational under ordinary circumstances are: High quality Low price Long Life Performance Ease of use Re-sale Value Economy
Rational appeal example
While buying Digital camera the consumer always consider the following: -Battery Life -Number of Megapixels -Zoom Lens -Exposure Control -User Controls Advertisement of Nikon point out the benefits while buying camera.
Emotional appealThose appeals which are not preceded by
careful analysis of the pros and cons of making a buying. Designed in two ways viz negative & positive
Emotional Appeals Based on three ideas:Consumers ignore most ads. Rational ads go unnoticed. Emotional ads can capture attention.
Viewed by creatives as key to developing brand
loyalty. B-to-B advertisements using more emotional appeals. Works well when tied with other appeals.
Emotions Used in Advertisements Trust Reliability Friendship Happiness Security Glamour/luxury Anger Protecting loved ones Romance Passion Family Bonds
with with with with
parents siblings children extended family members
Positive Emotional appealPositive appeals highlight product benefits
and attributes capable of influencing consumer behavior. Eg: Baby nursery furniture While buying parents consider the factors like: safety, flexibility, theme, quality and so on
Negative Emotional appealThe negative appeal attempts to increase
people's anxiety about not using a product or service and stresses the loss they will experience if they do not purchase the product or service. Eg :
Negative Emotional Appeal
Fear AppealIncreases viewer interest in the ad and the
persuasiveness of the ad Used with health and beauty products, idea marketing, insurance. Most experts believe that a moderate level of fear is most effective. The advertisements relating to prohibition, prevention of losses and conservation of energy comes under fear appeal
Eg:United India insurance
Bandwagon AppealThis type of advertising appeal is meant to signify that since
everybody is doing something you should be a part of the crowd as well. It appeals towards the popularity aspect or coolness aspect
of a person using a particular product
Humor AppealUsed in 30% of all advertisements. Excellent at capturing attention. Score high in recall tests. Should be related directly to customer benefit.
Or else, the joke can overpower the message.
Television Commercial Examples: Krack Jack
Royal Society for the Prevention of Cruelty to Animals
NO INSECTS LEFT Ad by a insect Spray
Music Appeals Has intrusive value. Gains attention and increases the retention of visual information. Can increase persuasiveness of an advertisement.
Scarcity Appeals Based on limited supply or Based on limited time to purchase. Often tied with promotion tools such as contests, sweepstakes and coupons. Encourages customers to take action.
Adventure AppealThis appeal is directed towards giving the
impression that purchasing a product will change the individuals life radically and fill it with fun, adventure and action.
Romance AppealThese advertisements display the
attraction between the sexes . The appeal is used to signify that buying certain products will have a positive impact on the opposite sex and improve your romantic or love life. Fragrances, automobiles and other products use these types of advertising appeals.
Endorsement appealFilm stars and sports personalities have a
huge fan following and hence, endorsement appeals are also extensively used to market and promote many products.
Corporate Advertising AppealThe corporate logos and the messages of
companies are advertised in an extensive and aggressive manner. Making use of the name of the company as the brand name of the product is referred to as corporate branding which has helped many organizations prosper.
Surrogate Advertisingwhen promoting a particular product is made
illegal and when the companies introduce some other products by making use of the same brand name. This can surely make a huge impact on the minds
Repetition Appeal Youth Appeals
The name of the product to be promoted is repeated many times in ads for creating a psychological effect.
Youth appeals can include television
advertisements and programs for promoting the items such as clothes, watches, sunglasses, perfumes which are of the latest trend. We should make use of smart propaganda techniques to bring the products newly introduced into focus.