40223290 Advertisement Appeal

8/8/2019 40223290 Advertisement Appeal

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Advertising Appeals

By: Salma Anwar


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INTRODUCTION

y These days, promotion and advertising have assumedsignificant importance to sell products in the globalmarkets for most companies.

y The increased competition in the markets havecompelled people to think of unique advertisingtechniques to outdo their competitors.

y Advertising appeals is the approach to attract theconsumers and prove to them how your product cansatisfy all their needs.


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Definition

yRefers to the approach used to attract theattention of consumers and/or to influence their

feelings toward the product, service, or cause.y It's something that moves people, speaks to their

wants or need, and excites their interest.


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Essentials of an Advertisement

Appeal Thematically sound

Communicative Interesting

Credibility

Finality and Completeness

Truthful information


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Seven major types of advertisingSeven major types of advertising

appealsappeals

FEARFEAR

HUMORHUMOR

MUSICMUSIC

RATIONALRATIONAL

EMOTIONALEMOTIONAL

SCARCITYSCARCITY


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Fear Appealyy Insurance companiesInsurance companies

use ads. that deal withuse ads. that deal with

consequences ofconsequences ofuntimely deathuntimely death

yy Shampoo and mouthwashShampoo and mouthwash

ads. Invoke fears of dandruffads. Invoke fears of dandruff

and bad breadthand bad breadth

yyAdvertisers use fear appealsAdvertisers use fear appeals

plainly because it worksplainly because it works


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Fear appealyy Fear increases both the viewers interest in an ad. andFear increases both the viewers interest in an ad. and

the persuasiveness of the ad. Many individualsthe persuasiveness of the ad. Many individuals

remember fear ads. far better than the ones dealingremember fear ads. far better than the ones dealingwith warm and upbeat messages. Consumers who paywith warm and upbeat messages. Consumers who paymore attention to an ad. is likely to process themore attention to an ad. is likely to process theinformation it carries. Various incidents can lead toinformation it carries. Various incidents can lead tonegative and positive consequences which then mightnegative and positive consequences which then mightaffect future behavior.affect future behavior.


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Rational appealy Directed at the thinking process of the audience.y They attempt to show that the product would yield the

expected functional benefit.y Some of the buying motives which are rational under

ordinary circumstances are:y High quality

y Low pricey Long Life

y Performancey Ease of use

y Re-sale Valuey Economy


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Rational appeal example

While buying Digital camera theconsumer always consider the following:-Battery Life-Number of Megapixels

-Zoom Lens-Exposure Control-User ControlsAdvertisement of Nikon point out thebenefits while buying camera.


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Rational Appeal

Print media offer the bestPrint media offer the best

outlets for rational appeals.outlets for rational appeals.Print ads allow readers greaterPrint ads allow readers greater

opportunities to process copyopportunities to process copy

information. Unlike in the case ofinformation. Unlike in the case of

TV and Radio, the audience canTV and Radio, the audience can

pause and deliberate on the contents. B2B advertisers profusely usepause and deliberate on the contents. B2B advertisers profusely useprint media. Many advertising account executives believe thatprint media. Many advertising account executives believe thatthe trade journals are the best media to reach the buying center.the trade journals are the best media to reach the buying center.


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Emotional appealy Those appeals which are not preceded by careful

analysis of the pros and cons of making a buying.

y Based on three ideas:y Consumers ignore most ads.

y Rational ads go unnoticed.

y Emotional ads can capture attention.

y

Viewed by creatives as key to developing brand loyalty.y B-to-B advertisements using more emotional appeals.

y Works well when tied with other appeals.


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Emotional Appeal


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yy TV is the best media for emotional appeals. TV offersTV is the best media for emotional appeals. TV offersadvertisers intrusion value and can utilize both soundadvertisers intrusion value and can utilize both soundand sight. Models in the ads can be real people.and sight. Models in the ads can be real people.Facial expressions can convey emotions and attitudes.Facial expressions can convey emotions and attitudes.

Consumers learn about a particular product andConsumers learn about a particular product anddevelop attitudes based on those vicariousdevelop attitudes based on those vicariousexperiences.experiences.


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y Emotions Used in Advertisements

y Trust

y Reliability

y Friendship

y Happiness

y Security

y

Glamour/luxuryy Anger

y Protecting loved ones

y Romance

y Passion

y Family Bondsy with parents

y with siblings

y with children

y with extended family members


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Humor Appealy Used in 30% of all advertisements.y Excellent at capturing attention.

y Score high in recall tests.

y Should be related directly to customer benefit. Or else, the

joke can overpower the message.yy Humor has proven to beHumor has proven to be

one of the best techniquesone of the best techniques

for cutting through clutter.for cutting through clutter.

H

umor can be effective atH

umor can be effective atboth getting attention andboth getting attention and

keeping it. Something thatkeeping it. Something that

is funny has intrusive valueis funny has intrusive value

and grabs attention.and grabs attention.


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Humor

Royal Society for the Prevention of Cruelty to Animals


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NO INSECTS LEFT Ad by a insect Spray


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y Music Appeals

y Has intrusive value.y Gains attention and increases the retention of visual

information.

y Can increase persuasiveness of an advertisement.

eg: TITAN


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Musical Appealyy Musical memories are often stored in longMusical memories are often stored in long--term recallterm recall

areas of the brain. Most people can remember tunesareas of the brain. Most people can remember tunes

even from their childhood days.even from their childhood days.yy Music plays a number of roles in ads. Sometimes theMusic plays a number of roles in ads. Sometimes the

music is incidental and in other cases, it may be themusic is incidental and in other cases, it may be theprimary theme of the ad.primary theme of the ad.


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Scarcity Appealsyy Scarcity appeals urge consumers to buy a particularScarcity appeals urge consumers to buy a particular

product because of a limitation. Platforms are:product because of a limitation. Platforms are:

Limited number of products availableLimited number of products available

Products are available for limited time McDonalds,Products are available for limited time McDonalds,Wendys and Burger King offer sandwiches (McRib,Wendys and Burger King offer sandwiches (McRib,HotN Spicy Chicken, Dollar Whoppers) for limitedHotN Spicy Chicken, Dollar Whoppers) for limitedtime periods through out the year.time periods through out the year.


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Scarcity Appeal


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Endorsement appeal

y Film stars and sports personalities have a huge fanfollowing and hence, endorsement appeals are also

extensively used to market and promote manyproducts.


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Corporate Advertising Appealy The corporate logos and the messages of companies

are advertised in an extensive and aggressive

manner.y Making use of the name of the company as the

brand name of the product is referred to as corporatebranding which has helped many organizations

prosper.


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Thank You

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40223290 Advertisement Appeal