advertising appeal final ppt

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ADVERTISING APPEAL

Group members:-

M a m i t a Ya d a v ( 1 0 6 ) N e h a C h a u d h a r y ( 9 9 )

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Plan Of Presentation

IntroductionWhat is advertisementObjectives of Advertising

Types of advertising appeals• Rational appeals• Emotional appeals• Moral appealsCombination of different

appealsConclusion



INTRODUCTION• Advertising appeals are designed in a way so

as to create a positive image of the individuals who use certain products.

• Advertising appeal can be defined as a marketing technique that is aimed at influencing the way consumers view themselves and how buying certain products can prove to be beneficial for them.

• Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people.



ADVERTISEMENT

Any paid form of non-personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor

BY PHILIP KORTLER



OBJECTIVES OF ADVERTISISING

– To increase support :- advertising increases the morale of the sales force and of distributors, wholesalers and retailers.

– To stimulate sales amongst present, former and future customers. It involves decision regarding the media.

– To retain loyalty:- to retain loyalty of present and former consumers.

– To protect an image:- advertising is used to promote an overall image of respect and trust for an organization.

– To communicate with consumers:- this involves regarding copy.



TYPES OF ADVERTISING APPEALS

1).RATIONAL APPEAL

2.EMOTIONAL APPEAL

3).MORAL APPEAL

1).INDIRECT APPEAL

2).DIRECT APPEAL



Rational Appeal:-• The functional benefits of a product is highlighted.• Industrial buyers are most responsive to rational appeal• It is generally product oriented appeal

Types:- Competitive advantage appeals Low price appeals Long life appeals Performance minted appeals Ease to use oriented appeals



EMOTIONAL APPEAL:-• An emotional appeal is related to an

individual’s psychological and social needs for purchasing certain products and services.

• Many consumers are emotionally motivated or driven to make certain purchases



EMOTIONAL APPEAL

FEAR APPEAL

HUMOUR APPEAL



FEAR APPEAL:-- Fear is an emotional response to some actual or

perceived threat or danger.

- Cab be referred as “shockadvertising” (shocking or obscene images)

- Propose negative outcomes if a product is not purchased

- Often used in public awarness adverisement - 1. smoking- 2. Texting and Driving- 3. Drinking and Driving



HUMOR APPEAL:-

• Humor in Advertising is the same as advertising and delivering the same message

• The only difference is the advertisement is funny and hunorous to the audience or a specific group of audience

• Humor can be an excellent tool to catch the viewer’s attention.



Moral Appeal

• These appeal are those appeals to the audience which appeal to their sence of right and wrong.

• This appeal mainly focused on prohibition, adult literacy, social forestry, anti smuggling, consumer protection etc.



Moral Appeal



Social Appeal:-

• Social factors cause people to make purchases and include such aspects as recognition, respect, etc.



Direct Appeal• This type of appeal are those appeals that

clearly communicate with the consumers about a given need followed by a message which extols the advertised brand which satisfy the need.



Hyundai



Indirect Appeal



MUSIC APPEAL:-

• Music can be used as types of advertising appeals as it has a certain intrinsic value and can help in increasing the persuasiveness of the advertisement.



COMBINATION OF DIFFERENT APPEALS

• COMBINING RATIONAL & EMOTIONAL APPEALS



• COMBING RATIONAL & HUMOUR APPEALS



• COMBINING RATIONAL & SOCIAL APPEALS



CONCLUSION

The most important step lies in deciding what your advertising should say and to whom it should say it.

All you need to do is to decide who buys and uses your product and why.

In order to spend your media dollars wisely, you must know what they read or watch so that they will see your ads.



THANK YOU!!


advertising appeal final ppt

Documents

humor appeal

fear appeal

indirect appeal

advertising agencies

product oriented appeal

types of advertising

moral appealthese appeal

certain products