baishi advertising appeal

7/31/2019 Baishi Advertising Appeal

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BAISHI S RAJ

S3 A, Roll No. 14

ADVERTISING APPEAL

Persuasion in advertising rests on the psychological appeal to the customers. An appeal is something

that makes the product particularly attractive or interesting to the consumers. The advertisement appeal is

the central message to be used in the advertisement. The particular appeal to use should be based on a

review of the creative brief, the objective of the advertisement, and the mean-end chain to be conveyed.

The selection of primary appeal is key to any ad campaign. The selected appeal should have the

power to attract the attention of the consumers, arouse their latent desires or influence feelings and thus

address human needs or wants that can be met by the advertised product, service or cause. How this

particular appeal is turned into an effective advertising message depends on the creative execution style.

TYPES OF ADVERTISEMENT APPEALS

1. FEARAdvertisements use fear to sell a variety of products. Fear increases both the viewers interest in an

advertisement and the persuasiveness of that ad. For example, Life Insurance companies focus on the

consequences of not having a life insurance if a person dies. A theoretical explanation regarding the wasy

fear works is the behavioural response model - incident can lead to negative or positive consequences,

which then affect future behaviour. A moderate level of fear is considered as effective for an

advertisement.

2. HUMOURHumour has proven to be one of the best techniques for cutting through clutter. Humour appeal

helpsthe customer understand the utility of the company's products in a fun filled and light hearted way.Humour is effective for both getting the attention and keeping it. Customers enjoy the advertisement that

makes them laugh. The success of humour as an advertising tactics is based on three things.

A) WatchB) LaughC) Remember

To be successful, the humour shold be connected directly to the products benefits. It should tie together

the product features, advantage to consumers, and the personal value of mean-end chain.

Eg: Vodafone zoozoo ads

3. SEXSex appeal is an approach for building brand awareness. Sex and nudity have always sold well.

Sexuality, sexual suggestiveness, over sexuality or sensuality raise curiosity of the audience and canresult in strong feelings about the advertisement. It can also result in the product appearing interesting.


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4. MUSICAL APPEALMusic is an extremely important component for advertising. Music helps to capture the attention of

the listeners and is linked to emotions, memories, and other experiences, especially a song or music that is

known. Music can be the stimulus that ties a particular musical arrangement, jingle or song to a certain

product or company. As soon as the tune begins, consumers know what product is being advertised

because they have been conditioned to tie the product to the music.

Eg: Jingle of airtel; it is the most downloaded ringtone in India

5. RATIONAL APPEALThe goal of rational appeal is to provide the information needed to help make the decision. The

appeal claims that the product or service features and benefits such as quality, performance, economy,

durability, value, comfort, convenience, health and sensory benefits such as touch, taste and smell. For

example, Automobile advertisements provide information about gas, mileage, warranties and otherfeatures.

A rational appeal often follows the hierarchy of effects of stages of awareness, knowledge, liking,

preference, conviction and purchase. To be successful, rational appeal rely on consumers actively

processing the information presented in an advertisement. There are different types of rational appeals.

They are:

i. Feature Appeal: Focuses on major traits of the products or services.ii. Competitive Advantage Appeal: Directly or indirectly compare the brand with other brands.

iii.

Favourable Price Appeal: Attractive price offer.iv. News Appeal: Used for new product or services to inform others about the important

improvements or new breakthrough introductions.

v. Product/Service Popularity Appeal: popularity of product or service among large number ofconsumers.

6. EMOTIONAL APPEALEmotional Appeal relate to the customers social and psychological needs and stir up positive or

negative emotions that can motivate purchase of a product or service. It is used to evoke positive feelings

that may get transferred to the brand. It can also influence the way consumers interpret their productusage experience. Emotional ads generate certain images, feelings, beliefs and meanings about the

product or service. It is a key to developing brand loyalty. Emotional factors of advertisements include

trust, reliability, friendship, happiness, romance, family bonds, security, respect, love etc...

7. SCARCITY APPEALAnother appeal that is occasionally used is scarcity. When there is a limited supply of product, the

value of that product increases. Scarcity appeals urge consumers to buy a particular product because of

limitation. The limitation can be limited number of the products available or the product available for

only a limited time. They encourage consumers to take action.


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Eg: McDonalds offer sandwiches (McRib) for limited time periods throughout the year.

8. ENDORSEMENT APPEALMake use of celebrities, youth icons, well known personalities. It helps to pitch the sales because

people like to follow their favourite icons or celebrities.

Eg: Aitel makes use of celebrities like A R Rahman, Madhavan etc.

REFERANCE

Integrated Advertising, Promotion, & Marketing CommunicationsKanneth E. Clow & Donald Baack

Integrated Marketing CommunicationsWilliam Chitty, Nigel barker and Terence A Shimp

Tested Advertising MethodsJohn Caples

Advertising and Sales PromotionS H H Kazmi & Satish K Batra

http://www.articleswave.com/advertising-articles/types-of-advertising-appeals.html
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