Building of an Advertisement.

Advertisement appeals.

• Appeal- approach used to attract attention, moves people, speaks their wants and needs, excites

• Rational appeal.

On usage,comfort,convenience,health,price, taste, touch ,smell etc.

Brand features and attributes.

“Save money live better”

For happy marriages.

• Emotional appeal.• Customers social/psychological needs.• Trying to create feelings about a brand rather

than its features or attributes.• Emotions will work better in a competing

environment.• Safety,security,pride,fear,love,affection,happiness

,joy,ambition etc- personal based feelings.• Recognition,status,respect,embarrassement,relati

onship etc social based feelings

• Humorous appeals.

• Sex appeals.

• Music appeals.

• Combining rational and emotional appeals.

Display advertisement.

• Headlines.• First response generator.• First Impression Generator• Pull the audience.• Direct, indirect• News headline.• Question mark • Command • Testimonial.• Statements.

• Body copy.

• Heart of the ad message.

• Text content.

• Continuity from headline.

• Product features,comparisons,acheivements,comp tetive advantage etc

• Same appeals can be used.

• Visual elements.

• Often pictures, illustrations,

• To gain attraction.

• Sometimes visual element is more than enough.

Lay out.

• How different parts of a print ad blended together.

• Physical arrangement of all the components.