Advertising appeals-by-vijay2611


Published on

Published in: Business
1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Advertising appeals-by-vijay2611

  1. 1. Advertising Appeals
  2. 2. Advertising Appeals <ul><li>Fear </li></ul><ul><li>Humor </li></ul><ul><li>Sex </li></ul><ul><li>Music </li></ul><ul><li>Rational </li></ul><ul><li>Emotions </li></ul><ul><li>Scarcity </li></ul>
  3. 3. What is an Advertising Appeal? <ul><li>Refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. </li></ul><ul><li>Something that moves people, speaks to their wants or need, and excites their interest. </li></ul><ul><li>The underlying content of the advertisement “movie script”. </li></ul>
  4. 4. Deciding on an Advertising Appeal <ul><li>Review Creative Brief (specifically objectives section) </li></ul><ul><li>The nature of the product </li></ul><ul><li>The preferences of the client (very important) </li></ul><ul><li>Common sense and gut feeling </li></ul>
  5. 5. Fear Appeal <ul><li>Increases viewer interest in the ad and the persuasiveness of the ad. </li></ul><ul><li>Used with health and beauty products, idea marketing, insurance. </li></ul><ul><li>Most experts believe that a moderate level of fear is most effective. </li></ul>Eg:United India insurance
  6. 6. Fear Appeal <ul><li>Print Ad Example </li></ul><ul><li>This ad reminds people of the dangers of overexposure to the sun. </li></ul>
  7. 7. Humor Appeal <ul><li>Used in 30% of all advertisements. </li></ul><ul><li>Excellent at capturing attention. </li></ul><ul><li>Score high in recall tests. </li></ul><ul><li>Should be related directly to customer benefit. Or else, the joke can overpower the message. </li></ul>Television Commercial Examples: Krack Jack
  8. 8. Sex Appeal <ul><li>Subliminal techniques </li></ul><ul><li>Sexual suggestiveness </li></ul><ul><li>Overt sexuality </li></ul>Axe -
  9. 9. Are Sex Appeals Effective? <ul><li>Research Results </li></ul><ul><li>Sex and nudity do increase attention. </li></ul><ul><li>Rated as being more interesting. </li></ul><ul><li>Often leads to strong feelings about the advertisement. </li></ul><ul><li>Brand recall is lower. </li></ul><ul><li>Often interferes with message comprehension </li></ul>
  10. 10. Using Sex Appeals Effectively <ul><li>Be aware of differences in the international arena. </li></ul><ul><li>Should be an integral part of the product. </li></ul><ul><li>Should utilize a variety of models in terms of age, size, ethnicity and gender. </li></ul><ul><li>Should consider using “regular person” models. </li></ul><ul><li>Be careful sex does not overpower advertisement. </li></ul>
  11. 11. Music Appeals <ul><li>Has intrusive value. </li></ul><ul><li>Gains attention and increases the retention of visual information. </li></ul><ul><li>Can increase persuasiveness of an advertisement. </li></ul><ul><li>Design Questions </li></ul><ul><ul><li>What role will music play? </li></ul></ul><ul><ul><li>Will a familiar song be used or new song created? </li></ul></ul><ul><ul><li>What emotional feeling should song solicit? </li></ul></ul><ul><ul><li>How does the music fit with the message of the ad? </li></ul></ul>
  12. 12. Rational Appeals <ul><li>Based on ELM and Hierarchy of Effects model. </li></ul><ul><li>Print media is well-suited for rational appeals. </li></ul><ul><li>Used by business-to-business advertisers. </li></ul><ul><li>Well-suited for complex and high involvement products. </li></ul>
  13. 13. Emotional Appeals <ul><li>Based on three ideas: </li></ul><ul><ul><li>Consumers ignore most ads. </li></ul></ul><ul><ul><li>Rational ads go unnoticed. </li></ul></ul><ul><ul><li>Emotional ads can capture attention. </li></ul></ul><ul><li>Viewed by creatives as key to developing brand loyalty. </li></ul><ul><li>Uses peripheral processing route. </li></ul><ul><li>B-to-B advertisements using more emotional appeals. </li></ul><ul><li>Works well when tied with other appeals. </li></ul>
  14. 14. This ad for a nonprofit animal rights and rescue group draws on viewers’ sympathies toward animals.
  15. 15. Emotions Used in Advertisements <ul><li>Trust </li></ul><ul><li>Reliability </li></ul><ul><li>Friendship </li></ul><ul><li>Happiness </li></ul><ul><li>Security </li></ul><ul><li>Glamour/luxury </li></ul><ul><li>Anger </li></ul><ul><li>Protecting loved ones </li></ul><ul><li>Romance </li></ul><ul><li>Passion </li></ul><ul><li>Family Bonds </li></ul><ul><ul><li>with parents </li></ul></ul><ul><ul><li>with siblings </li></ul></ul><ul><ul><li>with children </li></ul></ul><ul><ul><li>with extended family members </li></ul></ul>
  16. 16. Scarcity Appeals <ul><li>Based on limited supply or </li></ul><ul><li>Based on limited time to purchase. </li></ul><ul><li>Often tied with promotion tools such as contests, sweepstakes and coupons. </li></ul><ul><li>Encourages customers to take action. </li></ul>
  17. 17. Hierarchy of Effects Model Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.