40223290 advertisement appeal
TRANSCRIPT
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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