Advertising Appeals & Executions

8/3/2019 Advertising Appeals & Executions

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Advertising Appeals &Executions


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What is AdvertisingAppeal?

The appeal of an advertisement tothe intended audience.

The particular approach, based onrational or emotional arguments,which seeks to develop a direct linkbetween the product or service and

the consumers needs or wants.


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What is AdvertisingExecution?

Advertising Execution refers to themanner in which an advertisingappeal is carried out or presented. A

particular advertising appeal can beexecuted in a variety of ways and aparticular means of execution can be

applied to a variety of advertisingappeals.


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Advertising Appeals

Product or Service related Appeals.

Feature appeal

focus on the dominant traits of the product or service;

tend to be highly informative and present the customerwith a number of important product attributes or featuresthat will lead to favorable attitudes and can be used asthe basis for a rational purchase decision.

Competitive advantage appeal

The advertiser makes either a direct or an indirectcomparison to another brand (or brands) and usuallyclaims superiority on one or more attributes


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Feature Appeals


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Appeal

Duracell Batteries


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Advertising Appeal

A favorable price appeal

makes the price offer the dominant point ofthe message.

News appeals

Those in which some type of news orannouncement about the product, service,

or company dominates the ad


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A Favorable Price Appeal


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News Appeal


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Advertising Appeals

Product/service popularity appeals

Stress the popularity of a product or serviceby pointing out the number of consumers

who use the brand, the number who haveswitched to it, the number of experts whorecommend it, or its leadership position inthe market.

Generic appeals A product or service promotion for its own

sake, but individual makes or brand of theproduct our not singled out.


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Advertising Appeals

Consumer Related Appeals

Consumer service appeal

- Consumer service appeal either tell theconsumer what to do with theproduct/service or explain the various waysin which the product/service may be used

for satisfaction.

Consumer saving through use appeal

- How expensive or inexpensive the


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Consumer Service Appeal

For best result use Fair &Lovely daily twice and

notice difference in justfour days


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Use just two drop of VIMand notice the result


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Consumer Saving Through

Use AppealLess then two rupee for a

shave


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By Using smart cards get a

discount of 10% and youdont have to stand in quefor token


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First Citizen loyalty Card

from Shoppers Stop1 Reward Point for everypurchase of Rs. 100


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Advertising Appeals

Consumer Self Enhancement Appeal

- Advertisement in this category

suggest that the use of a particularproduct/service will enhance orimprove some inherent quality of theuser.

Fear appeal

- It portray a threatening situation

that can be resolved through

C S lf


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Consumer SelfEnhancement Appeal

Use of a particular deo willevoke a particular

response from variouswomen


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Fear Appeal

Nicorette help you to quitcigarette


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o cy eevan e saa


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o cy- eevan e saabhi

Jeevan ke baad bhi


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Advertisement Appeal

Subsidized Product Trial Appeal

- Through this appeal the advertiseroffers a free sample, a price reductionor some other purchase incentive toencourage consumer use or trial.

Subsidized Product Trial


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Subsidized Product TrialAppeal


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on onsumer or on


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on onsumer or onproduct/Service Related

Appeal Corporate citizenship appeal- Advertisement based upon

corporate citizenship appeals seek toportray a company or corporation insome sort of favorable light.

Investors Solicitation

- This type of corporateadvertisement appeals to theinvestment community. The purpose of

Corporate Citizenship Appeal


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Corporate Citizenship AppealEvery time you buy a large pack of Tide,Vicks, Ariel, Pantene and other products

from the large portfolio of P&G Rs 1 will goto siksha for the education of

underprivileged children across India


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Straight Sell or Factual


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Straight Sell or FactualMessage


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Advertising Executions

Comparison

It offers a direct way of communicating abrands particular advantage over its

competitors or positioning a new or lesserknown brand with industry leaders.

Demonstration

Designed to illustrate the key advantages ofthe product/service by showing it in actualuse or in some staged situation.


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Comparison


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Demonstration


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Ceat bike tyres commercial


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Advertising execution

Dramatization

The focus is on telling a short story with theproduct or service as the star.

Dramatization is somewhat akin to slice-of-life execution in that it often relies on theproblem/solution approach, but it uses moreexcitement and suspense in telling the story

Spokesperson

In this technique, a person speaks on behalfof the product. The person may be an

unknown or a celebrity.


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Dramatization


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Thumps up tv commercial


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Happydent Tv Commercial


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Spokesperson


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Harpic Tv Commercial


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Advertising Execution

Testimonial

where a person praises the product orservice on the basis of his or her personal

experience with it. Endorsement: a well-known or respected

individual such as a celebrity or expert inthe product or service area speaks onbehalf of the company or the brand. Themessage is not necessarily based on theirpersonal experiences

Borrowed interest

In the borrowed interest technique, the


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Garnier Men Tv Commerial


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umorVi i M bil T


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Virgin Mobile Tv

Commercial


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Documents

Advertising Appeals & Executions