FASHION COMMUNICATION AND SOCIAL MEDIA MARKETING

ASSIGNMENT REPORT

on

‘UNDERSTANDING OF ADVERTISING APPEALS THROUGH DIFFERENT ADVERTISMENTS AND ITS EXECUTIONAL

FRAMEWORK’

WHAT IS ADVERTISING APPEAL

Advertising Appeal is an igniting force which stimulates the customer mindset towards the product or services. It is not the only factor in the marketing mix which initiates a consumer for buying the product but it is certainly one of the advertisers' most important creative strategy decisions which involve the choice of an appropriate appeal.

Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people.

DIFFERENT TYPES OF APPEAL

There are three types of appeals:

1. Rational or Informational Appeal 2. Emotional Appeal 3. Moral Appeal

Rational or Informational AppealsThis is generally product oriented appeal, highlights the functional benefits like- quality, economy, value, or performance of a product. Following are different types of rational appeals:

Feature Appeal - Advertisements based on such appeal are highly informative, provides information of product attributes or features that can be used as the basis for rational purchase decision. Technical and high involvement product often uses this appeal.

Competitive Advantage Appeal - Such appeal is used to compare the product with the competitor's product directly or indirectly and advertiser try to present his product superior then competitor's product on one or more attributes.

Favourable Price Appeal - Here price offer is considered as the dominant point of the message.

News Appeal - Some type of news or announcements about product or company dominates the advertisement.

Product Popularity Appeal - Product popularity is considered as the dominant point of advertisement by highlighting the increasing number of users of brand or the number who have switched to it.

High Quality - Some products are preferred for their quality not merely because of their taste or style, such products are advertised by highlighting the quality attribute in advertisement.

Low price - Many people prefer low priced goods. To target such audience products are advertised by highlighting the low price tag of the product.

Long Life - Many consumers want product of durable nature that can be used for a long period, in advertisement of such product durability is the dominant point of the message.

Performance - Many advertisements exhibit good performance of product. Economy - Many customers consider savings in operation and use of product, for

example in case of automobile the mileage is considered while selecting the brand or model.

Scarcity - Another appeal that is occasionally used is scarcity. When there is a limited supply of a product, the value of that product increases. Scarcity appeals urge consumers to buy a particular product because of a limitation.

Other Rational Appeals - Other rational appeals include purity, more profits, time saving, multifunction, more production, regular supply and availability of parts, limited space required, artistic form, etc. that can make advertising effective.

Emotional AppealsAn emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. Emotions affect all type of purchase decisions. Types of emotional appeals are as follows:

Positive Emotional Appeal - Positive emotions like- humour, love, care, pride, or joy are shown in advertisements to appeal audience to buy that product. For example- Jonson and Jonson baby products.

Negative Emotional Appeal - This includes fear, guilt, and shame to get people to do things they should or stop.

Fear - Fear is an emotional response to a threat that expresses some sort of danger. Ads sometimes use fear appeals to evoke this emotional response and arouse consumers to take steps to remove the threat. For example- Life Insurance

Anxiety - Most people try to avoid feeling anxious. To relieve anxiety, consumers might buy mouthwash, deodorant, a safer car, get retirement pension plan.

Humour - Humour causes consumer to watch advertisement, laugh on it, and most important is to remember advertisement and also the product connected with humour. For example- Happydent, and Mentos.

Moral AppealsMoral appeals are directed to the consumes’ sense of what is right and proper. These are often used to exhort people to support social and ethical causes. Types of Moral Appeal are as follows:

Social awakening and justice Cleaner and safe environment Equal rights for women Prohibition of drugs and intoxication Adult literacy Anti-smuggling and hoarding Protection of consumer rights and awakening

Other Type of Appeals

Reminder Appeal - Advertising using reminder appeal has the objective of building brand awareness. For example- IPO

Teaser Advertising - Advertisers introducing a new product often use this appeal. It is designed to build curiosity, interest and excitement about a product or brand. For example- Ponds ad of Saif & Priyanka

Musical Appeals - Music is an extremely important component in advertising. It captures the attention of listeners. For example- Docomo, Airtel

Transformational Appeal - The idea behind this appeal is that it can actually make the consumption experience better. For example- Ambay products

Comparison Appeal - In this appeal a brand’s ability to satisfy consumers is demonstrated by comparing its features to those of competitive brands. For example- Tide & Surf

Direct Appeals - Direct appeals clearly communicate with the consumers about a given need. These extol the advertised brand as a product which satisfies that need.

Indirect Appeals - Indirect appeals do not emphasise a human need, but allude to a need.

EXECUTION FRAMEWORK

Executions are certain common types of ad formats. Just as movies may be animations, dramas, or documentaries, there are many ways to present creative strategies and appeals. Here are a few of the more common executions:

Straightforward or Informative: This type of execution simply transmits information unfiltered and direct to the audience without gimmicks or drama. Straightforward ads are best suited to products that require "high involvement," that is, products that require lots of information and research before the customer buys. Business advertising often employs this format.

Demonstration: Similar to a straightforward ad, a demonstration ad shows how to use a product or service, and how it can benefit the user.

Comparison: Usually also straightforward, comparison ads simply compare the product or service being offered with competing brands and show how the advertised brand is better. The comparison may be direct (identifying the competitor by name), or indirect (merely alluding to the competition).

Slice-of-Life: Slice-of-Life ads depict common situations that the target audience may find themselves in and shows how the product can help. These ads may also be called Problem Solution or Product as Hero ads. Businesses use this ad format to great effect as well.

Dramatization or Fantasy: Dramatizations are usually just more sophisticated slice-of-life ads, employing a more Hollywood feel to the presentation. Fantasy ads provide a framework for communicating difficult or risky messages, such as romantic or suggestive themes. Dramas sometimes use illustrative techniques like animation or computer graphics.

Related to dramas and fantasies is the concept of strategic alteration of reality, which is a fancy way of saying the ad twists a familiar situation or object(s) into something unusual or unexpected. This is done in such a way as to point out a unique feature or selling point in the product being advertised.

Authoritative or Spokesperson: A celebrity spokesperson appears in about 20% of all ads today. In fact, so many ads use celebrities front-and-center or as narrators that "regular people" are used with increasing frequency. Not all spokespeople are celebrities. Sometimes CEOs are used, or experts in the field. These individuals may not be well known. In general, celebrity endorsements are more convincing to younger audiences than older ones.

Obviously, it's not enough to choose celebrity based on fame alone. They must be likable, credible, trustworthy and somehow relatable to the product or service being promoted.

Testimonials: This is another advertising execution that is particularly effective with B2B marketing. Testimonials are also a good choice when marketing services since the spokespeople can help flesh out an otherwise intangible product. The idea behind testimonials is that they add credibility to brands because the sales pitch is coming from a happy customer instead of the advertiser.

Teasers: These ads do something dangerous: they don't actually give enough information to identify the product or brand being advertised. However, they are great at generating lots of interest and curiosity about a new product and are usually followed by ads that reveal the product at or near the time of launch.

Shockvertising: This creative execution employs loud, outrageous, or controversial deliveries to arrest audience attention. This type of technique carries obvious risks and should only be used when it can complement the product or service being advertised.

1. PARLE HIDE & SEEK MILANO

As a follow-up to its premium product Hide & Seek, Parle Products has launched Parle Milano, an even more premium and upgraded chocolate-chip cookie brand. While Hide & Seek’s communication had a fun dance element and was mildly flirtatious, Milano’s communication is through extreme passion and romance.

As the cookie is full of rich ingredients such as high amounts of butter and chocolate, Parle has positioned Milano as a premium offering with an international feel to it.

Milano is actually an Italian name, chosen as it is unique, easy to pronounce, and has an international air about it. However, a challenge was to differentiate this brand from its predecessor, Hide & Seek.

Weaving a tale around the making/invention of this rich-tasting cookie, with brand ambassador Hrithik Roshan playing the lead, the advertisement creates a drama describing the origin of the cookie.

THE DRAMA

Set in the backdrop of a rustic Italian village in 1809, the film opens on a young chap named Milano (Hrithik Roshan) who works in a bakery. Seeing his sweetheart around, he starts playing music for her. The owner of the bakery notices this idling away of time during work hours, and shouts at him angrily, “Milano, stay in the bakery until you have learnt to bake!” Later that night, as Milano struggles to do the job, the same girl walks in and seductively tells him that she’ll help him make the cookies. Over a series of romantic interludes, she ends up teaching him the fine art of making tasteful and rich cookies.

The next morning, on seeing the bakery in a mess, the owner is furious with Milano again. But a bite of the biscuit baked by Milano alters his mood. Impressed, the owner asks, “Would you like to make this for me every day?” Milano recalls the previous night with his beloved. In mock contemplation, Milano thinks for a while and eventually agrees. The ad ends on the product shot as it concludes, “There’s a secret behind every Milano.”

ABOUT THE ADVERTISEMENT

Set in the backdrop of a rustic Italian village in 1809, the archaic Italian background was researched upon and finally selected to add to that element of richness and credibility to the advertisement. Every tiny detail was taken care of to give it an international feel. Costumes were hand-stitched as opposed to machine-made. The kitchen equipment comprised largely earthenware, including wooden bowls as metal crockery was expensive in 1809.

The word ‘secret’ in the tagline bears resemblance to two factors –

The secret recipe behind the biscuits. The secret/unique experience each person may have on consuming this product.

It brings out the heavy passion and chemistry between the protagonists, without going overboard.

ADVERTISING APPEAL

Sex appeal has been influenced through the communication as it portrays extreme passion and romance between the protagonists.

Does increase attention.

Rated as being more interesting.

Often leads to strong feelings about the advertisement.

Brand recall is lower.

Often interferes with message comprehension.

May impact feelings toward the brand

EXECUTIONAL FRAMEWORK

The way the message is presented to the consumer.

Dramatization

o Extreme passion and romance

o “There’s a secret behind every Milano.”

o The secret recipe behind the biscuits, and the secret/unique experience each person may have on consuming this product.

o Brings out the heavy passion and chemistry between the protagonists, without going overboard.

2. MERCEDES – INDIRECT APPEAL, EMOTIONAL APPEAL

There may be no other vehicle that exudes class and luxury quite like Mercedes-Benz. In the minds of many people, it is still the brand that says, “I’ve arrived.” It has a long heritage of excellence in engineering, performance, styling, and safety which is further reinforced by the founder Gottlieb Daimler’s guiding motto, “The Best or Nothing.”

The German luxury car-manufacturer has been around for more than a century, standing as symbols of flawless quality and cutting edge engineering. In fact, the men behind the brand are responsible for the development of countless improvements that cover every inch of a car's anatomy. Responsible for the modern internal combustion engines’ genesis, the 'fathers' of the Mercedes-Benz brand practically invented the automobile.

ADVERTISEMENT 1: STORYLINE

Mercedes put out an ad that has less than 10 spoken words in it.

The spot shows a little boy who sneaks out of his house in the middle of the night to go on an intense journey. He walks through the dark city streets, rides the public bus, and depends on his trusty map to find his destination. He ends up at the police station, which is exactly where he had planned on travelling to.

He tells the policeman he's lost and then gets a ride home in a Mercedes. It looks like this isn't the first time he has devised this plan.

The ad is created by Filmakademie Baden-Wuerttemberg in cooperation with Mercedes-Benz and Leithaus Filmproduction.

ADVERTISEMENT 2: STORYLINE

Although a short advertisement, the intended meaning is conveyed very effectively.

It shows a child digging a small portion in the garden to plant a toy model of a Mercedes E class. He places the car inside the dug-out area, fills it with soil and waters it. In the next frame, the boy is shown looking at the actual Mercedes car parked in the driveway, symbolising that he is hoping and wishing that one day his toy car would also grow up to become like the bigger version.

Like all the other ads of Mercedes, these ads are very innovative which rather than focusing on the rational features and other technical aspects of the product, focus on the values and principles that the brand upholds.

Both the advertisements use indirect appeal and emotional appeal. Indirect appeal, as the ads do not focus on the human need for a product but the allude to a need. It also uses emotional appeal as it propounds the emotions of aspiration, desire, hope, experience and comfort. It reinforces that even a child recognises what a Mercedes stands for and values and identifies with it.

The ads give the image of comfort, fulfilment, status and opulence which is precisely what Mercedes wants to convey. It need not convey about the innovation and engineering employed as the customer base is already aware of that and associates with it.

The message strategy used is Affective. The message invokes feelings and emotions and matches them with the product, service or company. Resonance connects products with consumer’s experience to build stronger ties between product and consumer. And Emotions elicits powerful emotions that lead to product recall and choice.

The execution framework used is Fantasy. The concept of the ad is dream-like which shows the child’s yearning to own a Mercedes car or simply have the satisfaction of riding in it. The

child’s desire is so strong that he visits the police station time after time simply to get a ride back home in a Mercedes.

The source types are child actors. Children play a major role in ad recall as they have high attractiveness and likeability amongst the viewers.

3. BROOKE BOND RED LABEL TEA

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 80 years in India and touches the lives of two out of three Indians.With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the company is a part of the everyday life of millions of consumers across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond red label, Bru, Knorr, Kissan,

Since 1869, Brooke Bond has brought out the perfect tasting tea experience with the best chosen leaves from Assam. When made with a touch of love, it gives ones family that irresistible great taste which brings them together. Brooke Bond Red Label – Celebrating the Taste of Togetherness.

AD STORYLINE

A middle aged couple is standing in front of their house. The wife seems to have lost the house keys. Her husband gets irritated and asks her to keep looking for them. Suddenly a Muslim lady passes by running after her daughter, looks at the couple and asks if they would like to wait at her place while they make a different arrangement. The husband refuses the invite.

The Muslim lady informs the couple that she is making tea thus extending the invite again. But the husband is still apprehensive and refuses. So the lady leaves but keeps the door open.

Meanwhile, the wife informs her husband that one can smell aromatic fragrances from her place when she makes tea. Soon enough, the husband smells the aroma and suggests that they should wait at the lady’s place till the lockmaker arrives.

The Muslim lady welcomes the couple and serves them tea. While the wife praises the tea, the husband asks for another filling. They all sit together, enjoy the tea and share a good laugh.

EMOTIONAL APPEAL

Brooke Bond Red Label moves beyond the idea of connecting families and positions "chai" as a beverage that binds diverse communities.

In India, tea plays many roles. It's a humble companion during hilly escapades, train journeys, highway stopovers, chit chat sessions and intense political discussions. But the country's most consumed beverage plays yet another very important role: it helps the awkwardness between people and builds bonds.

In this ad campaign, Brooke Bond Red Label positions both - the brand and tea in general - as the first brick in the bridge between communities. The minute long ad film exploits an oft-repeated yet sensitive theme - the Hindu-Muslim divide in India.

The catchphrase used at the end of the ad is 'Swad Apnepan Ka' reinforces the concept. Most of the brand's previous campaigns talked about bringing family members together but this time the idea became more encompassing. It's about bringing together people across communities.

"The Hindu-Muslim plot is one that most audiences can relate to and our intention is to strike an emotional chord with the consumers," as explained.

The subsequent campaigns by the brand will explore other themes with roots in the "societal fabric". The product functionality of 'khushbu' and taste is at the heart of the campaign. The tag line is 'Swad Apnepan Ka', simply because too many baselines have the word 'Swad' in them.

The fragrance of the tea is so attractive that the couple could not hold back themselves without tasting the tea. ‘’Chai ki bahut achchi khushboo aati hai iske ghar se’’...states that one recall factor of the tea was its aroma.

This line shows the loyalty of the costumer and their emotional connection to the brand.

EXECUTIONAL FRAMEWORK

Dramatization

This advertisement shows how a regular beverage like a tea helps in building bonds and emotional connect between people regardless of their community differences.

Dramatization involves encountering the problem, communicating with the costumer and giving a solution. In this ad too, there is a need felt for a strong and good fragrance tea. The problem solving product is communicated through a television advertisement. The target market includes everyone who drinks tea.

Slice-of-life

The ad depicted a very real-life situation. Many a times people are not aware of their neighbours. Bu they may connect over their morning or evening tea. The ad showed one’s daily routine life with one’s daily need of consuming a good cup of tea.

4. NEO SPORTS

ADVERTISEMENT- STORYLINE

NEO Sports is an Indian pay television channel, which broadcasts sports entertainment programming of Nimbus Communications. It was launched on October 1, 2006.

Currently it is owned and operated by Neo Sports Broadcast Pvt. Ltd, along with its sister channel, NEO Prime. The Neo Sports Network, which consists of both the channels offers a plethora of sports events including the Asia Cup Cricket Tournament, the German Bundesliga (football), French Open, World Series Hockey among others.

ADVERTISEMENT- STORYLINE

As the advertisement starts it shows a family of 6 people grandparents, father, mother, two sons and one maid. It shows regular days in which all of the members are doing their respecting work. Maid is working in kitchen, children are playing, mom is busy in daily morning events and their dad is talking on phone about his work issues. Their grandmother is worshiping and grandfather is paralyzed sitting on wheel chair and watching everyone. The story begins when everybody is doing their daily work and while cleaning the house, housewife calls the maid. Maid who was making tea didn’t turn off the gas and go out in hurry. So idea of the ad shows that everyone is using a source of fire like father is trying to light the lighter. Grand mother is trying to light the matchstick and children are playing with the fire toy gun. As nobody knows that there is some leakage in the gas and their grandfather is the only one is watching everything, an environment is created which shows that even if grandfather wants to communicate with everyone but not able to speak. it creates a lot of tension in the mind of customer that what will happen next.

At the end in the climax it gives a message to get used to tension as the cricket series- india vs Pakistan is starting from 5th November. It actually gives the same feeling of tension that we gets while watching a match.

APPEAL : The appeal that has been used is a appeal of fear/ tension. It connects with the viewer and built up an interest that what will happen next.

The fear appeal is a part of the emotional appeal which is designed to scare the intended audience by describing a serious threat to them. The advertising tactic is to motivate the

intended audience to engage or not engage in certain behaviour based upon a fear. This ad describes the fear of blast that can happen if any of the member lights the fire source.

MARKETING STRATEGY : The marketing strategy they have used is of affective type because the ad shows the emotional (fear) appeal and how it creates an impact on the viewer and bind them with the advertising.

Affective type of marketing strategy is one which invoke feelings and emotions and match them with the product, service, or company

1. Resonance – connects products with consumer’s experience to build stronger ties between product and consumer.

2. Emotional – elicits powerful emotions that lead to product recall and choice.

EXECUTIVE FRAMEWORK : executive framework that has been used is dramatization. The ad shows a story that develops an interest in the viewer and ends with a climax. This is one of the best example as it goes with the theoretical description of dramatization.

SPOKEPERSON- The source of the ad is Typical persons (actors ) who are showing the whole idea and the story.

5. AIRTEL

ADVERTISEMENT- STORYLINE

The storyboard : A grandfather (the likable Daadu played by actorMohan Agashe) is reminiscing on a nostalgic spot about how his friend pecked his wife years back and he couldn't even vent out a decent retort. Right then, the grandson (cutsie Rajat Barmecha of 'Udaan' fame) puts up a search on facebook for Kantilal from Kishenganj and voila! He's found. In the next few seconds Daadu is face-to-face with Kaantilal and just when the grandson is loudly wondering ki 'daat toh hai nahi! todoge kya?', Daadu surprises you with a quick peck on the accused wife's cheek in a fleeting second. 

Its cute to say the least, almost too long a story after 2 or 3 mindful watches, but message conveyed within 60 seconds successfully. Makes you wonder if it is safe now to be on social networking websites where people can reach you within no time and 'equal' any unfinished business! Scary thought but all worth the globalization power this medium can boast of.

APPEAL : The type of framework is used is humor appeal.

EXECUTIVE FRAMEWORK : The executive framework used in this id is demonstration framework as it gives the information about the product and its effectiveness. It shows how the product works to the viewers.

MARKETINGSTRATEGY: Type of strategy used is cognative as it shows the features of the airtel product .A cognitive message strategy is being utilized when rational arguments or pieces ofinformation are presented to consumers

SPOKE PERSON : TYPICAL PERSONS are used as a source of spoke person

Message : Like many telecom ads, this ad tries to drive the same point home albeit differently - The world has become a smaller place with all the various fancy apps of keeping in touch and today nothing is too far. The approach is refreshingly different considering there are no separated lovers or a mother speaking to her US settled son. Its amusing and ends in a light hearted moment without any tapered choking emotions. You are bound to smile watching this one.

RATIONAL APPEAL:Rational Appeal is the technique of designing advertisement to appealto a prospective customer using logical arguments to show that theproduct satisfies the customer’s practical, functional or utilitarianneeds of products or services. 

There are various types of Rational Appeals, they are:• Feature appeals• Competitive advantage appeals• Favorable price appeals• News appeals• Product/service popularity appeals

6. PRELL

BRAND IDENTITY:Prell was introduced by Procter & Gamble in 1947. In 1955 Prell wasmarketed for women "who want their hair to have that radiantly alivelook". Prell was introduced by Procter & Gamble in 1947. Prell'splastic container was used as a selling point in its early years,because it would not break if it fell off a shelf onto the floor. MelBrooks said that one of the greatest invention of all time is, "LiquidPrell" - because an iron lung could fall off a shelf and break, butnot Liquid Prell.Procter & Gamble had the highest advertising budget in the shampoo industry.

ABOUT THE COMMERCIAL:The Prell advertisement uses competitive advantage appeal where theadvertisement conveys that Prell shampoo is different and much betterthan any liquid watery shampoo or thick sticky ones. Hence acomparison is made. The Prell advertisement also uses feature appealwhere the shampoo talks about the nice lather that’s formed when oneshampoo’s their hair and then further derives that when your hair isradiantly alive then one feels radiantly alive too.

CHARACTERISTICS:Message Strategy: Cognitive (Pre-emptive)Executional Framework: Demonstration and MusicalThe Background demonstrates that how Prell is different from anyliquid form to any thick sticky one and then going on to talk aboutits rick lather. The lady in the advertisement shows the thick latherformed by when one uses Prell Shampoo. The Musical use in theadvertisement is like one from Sound Of Music and it goes well withthe theme of the Advertisement.Source Types and Characteristics: A woman in her early 30’s havingnatural curls and a then trendy hairstyle.

7. IPHONE

BRAND IDENTITYThe Apple’s Branding Strategy focuses on a person’s lifestyle,imagination, his passions, dreams, hopes and aspirations and lastlyempowering the people through technology. The Apple’s BrandPersonality emphasizes on making people’s lives easier and it’s acompany which has genuine connections with its customers.

ABOUT THE COMMERCIALThe Commercial focuses on all the key features of the iPhone product:Music, Email, Web, Calling Functions, and ends with a very simplestatement stating, that, “It’s just the Internet, on your Phone”implying that the internet is almost customized and made to fit and beoperated in an IPhone. The commercial is very interestingly shot anddescribed. It makes the masses want to possess an iPhone especiallybecause of its simplicity.

CHARACTERISTICS:Message Strategy: Cognitive (Generic)Executional Framework: Demonstrative FrameworkWe are guided through the entire advertisement by a finger that keepsrunning through the various features. It acquaints us to the featuresand makes it come live in front of us.Source Types and Characteristics: Explanation of the various featuresvia voice over and finger touch.