(Advertising Appeals) by vijay
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(Advertising Appeals) by vijay

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  • Advertising has greatly influenced our decisions in buying the products in markets today. The new generation of today needs much more to get convinced to buy some product, companies are using different types of advertising appeals to influence them in buying their products. The advertising message is the most important elements that describe your potential customer to purchase a particular commodity. The most basic of all demands are the food, clothing and shelter – we obviously cannot create a special need for these essential products but can advertise the products which influences their standard of living. The luxury products are highly aimed at youngsters for varied reasons, social status, peer competition, impressing someone, craze for latest products, etc.

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(Advertising Appeals) by vijay (Advertising Appeals) by vijay Presentation Transcript

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