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Advertising
Appeal
Group Member :-
Bhumika Ratan
(057)
Jitendra Singh ()
ADVERTISEMENT
 Any paid form of
non-personal
presentation and
promotion of ideas,
goods or services
through mass media
su...
Advertising Appeal
 Advertising is the method used by
business, companies and other
organizations to promote their goods ...
Internal media
It refers to those media
which reach out to the
customer within their
house/offices. Example :
•Television
...
Types of Advertising
Appeals
1) Rational Appeal
2) Emotional Appeal
c) Fear Appeal
f) Positive Appeal
g) Negative Appeal
d...
Rational Appeal
 Rational or logical appeals : This type of advertising focus
on the consumer’s need for practicality and...
 The Horlicks advertisement
below shows the necessity of a
child to consume it in order to
grow tall, strong and sharp.
...
 An emotional appeal is related to an
individual’s psychological and social
needs for purchasing certain products
and ser...
1) Fear Emotional Appeal - Fear has been
found to force individuals to “to break
from routine and pay close attention to
t...
2 ) Positive Emotional
Appeal
 Positive emotions like- humor, love, care, pride, or joy
are shown in advertisements to ap...
3) Negative Emotional
Appeal
This appeal includes fear, guilt, and
shame to get people to do things they
should or stop.
F...
4) Humor Emotional Appeal
Humor appeal causes consumer to watch advertisement, laugh
on it, and most important is to remem...
Moral Appeals
Moral appeals are directed to the consumes’ sense of what is right and
proper. These are often used to exhor...
Other Type of Appeals
Reminder Appeal - Advertising using reminder appeal
has the objective of building brand awareness.
F...
Teaser Advertising
 Teaser Advertising - Advertisers introducing a new
product often use this appeal. It is designed to b...
Musical Appeals
 Music can be used as types of advertising appeals as it
has a certain intrinsic value and can help in
in...
Transformational
Appeal
 Transformational Appeal - The idea
behind this appeal is that it can
actually make the consumpti...
Comparison Appeal
 Comparison Appeal - In this appeal a brand’s
ability to satisfy consumers is demonstrated by
comparing...
Direct Appeal
 Direct Appeals - Direct appeals clearly
communicate with the consumers about a
given need. These extol the...
Indirect Appeal
 Indirect Appeals - Indirect appeals do not
emphasize a human need, but allude to a
need.
Social Appeal:-
 Social factors cause people to make
purchases and include such aspects as
recognition, respect, etc.
. Bandwagon Appeal
 This type of advertising appeal is meant to signify
that since everybody is doing something you
shoul...
STATISTICS APPEAL
 Advertisements also use statistics
and figures to display aspects of the
product and its popularity in...
The End
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Advertising appeal

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Advertising appeal

  1. 1. Advertising Appeal
  2. 2. Group Member :- Bhumika Ratan (057) Jitendra Singh ()
  3. 3. 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
  4. 4. Advertising Appeal  Advertising is the method used by business, companies and other organizations to promote their goods and services to the public.  The activity or profession of producing advertisements for commercial products or services.  Designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people .Aim of Advertising is to increase sales by showing these goods and services in a positive light.
  5. 5. Internal media It refers to those media which reach out to the customer within their house/offices. Example : •Television • Radio • Newspaper and magazine External media It refers to those media which are present in the external environment and unintentionally catch the customers attention. Example : • Poster • Transport Advertising • Bill Boards • Flyers
  6. 6. Types of Advertising Appeals 1) Rational Appeal 2) Emotional Appeal c) Fear Appeal f) Positive Appeal g) Negative Appeal d) Humor Appeal 3) Moral Appeal
  7. 7. Rational Appeal  Rational or logical appeals : This type of advertising focus on the consumer’s need for practicality and functionally in a product.  These ads tell consumers , the benefits associated with the purchase of a product. Types :-  High quality appeals  Low price appeals  Long life appeals  Performance minted appeals  Easy to use oriented appeals
  8. 8.  The Horlicks advertisement below shows the necessity of a child to consume it in order to grow tall, strong and sharp. Colgate – "It cleans your breath while it cleans your teeth”  Kya aapke toothpaste mein namak hai ? Rational Appeal Example :
  9. 9.  An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. For example : JOHNSON AND JOHNSON Emotional Appeal
  10. 10. 1) Fear Emotional Appeal - Fear has been found to force individuals to “to break from routine and pay close attention to the external world,” including persuasive messages . Advertisers sometimes use fear appeals to evoke this emotional response and arouse consumers to take steps to remove the threat. For example- Life Insurance and sun screen lotion .
  11. 11. 2 ) Positive Emotional Appeal  Positive emotions like- humor, love, care, pride, or joy are shown in advertisements to appeal audience to buy that product. Pride Appeal - Micromax Unite 2 appeals to pride in one’s mother tongue. Which provide 21 languages in one phone along with the tagline “ Apni Matra Bhasha ki aazadi”
  12. 12. 3) Negative Emotional Appeal This appeal includes fear, guilt, and shame to get people to do things they should or stop. For example : Tobacco kills
  13. 13. 4) Humor Emotional Appeal Humor appeal causes consumer to watch advertisement, laugh on it, and most important is to remember advertisement and also the product connected with humor. For example- Happydent - Happydent White Ad - Won Cannes Award for Action, Kit Kat - Dancing Babies Commercial, Feviquick - Ad India vs Pakistan-Todo Nahi Jodo-Slow Motion
  14. 14. Moral Appeals Moral appeals are directed to the consumes’ sense of what is right and proper. These are often used to exhort people to support social and ethical causes. Types of Moral Appeal are as follows:  Social awakening and justice :- e.g. boys freedom , satyamev Jayate  Cleaner and safe environment :- e.g. Satyamev Jayate Season 2 Don't Waste your Garbage - Subtitled  Equal rights for women – e.g. Deepika Padukone – "My Choice" Directed By Homi Adajania - Vogue Empower  Protection of consumer rights and awakening
  15. 15. Other Type of Appeals Reminder Appeal - Advertising using reminder appeal has the objective of building brand awareness. For example- IPO, income tax, pulse polio awareness
  16. 16. Teaser Advertising  Teaser Advertising - Advertisers introducing a new product often use this appeal. It is designed to build curiosity, interest and excitement about a product or brand. For example- Ponds ad of Saif & Priyanka
  17. 17. Musical Appeals  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. It can also help catch attention and increase customer recall.  The Idea- ‘Honey Bunny’ jingle is in a very funny voice and well rhymed. It is equal to a song, and because of that customers register it easily.
  18. 18. Transformational Appeal  Transformational Appeal - The idea behind this appeal is that it can actually make the consumption experience better. For example- Amway products
  19. 19. Comparison Appeal  Comparison Appeal - In this appeal a brand’s ability to satisfy consumers is demonstrated by comparing its features to those of competitive brands. For example- Tide & Surf.
  20. 20. Direct Appeal  Direct Appeals - Direct appeals clearly communicate with the consumers about a given need. These extol the advertised brand as a product which satisfies that need.
  21. 21. Indirect Appeal  Indirect Appeals - Indirect appeals do not emphasize a human need, but allude to a need.
  22. 22. Social Appeal:-  Social factors cause people to make purchases and include such aspects as recognition, respect, etc.
  23. 23. . Bandwagon Appeal  This type of advertising appeal is meant to signify that since everybody is doing something you should be a part of the crowd as well. It appeals towards the popularity aspect or coolness of a person using that particular product/service. Here McDonald appeals to its customers that they have served millions and billions of customers. This encourages the customers to try out McDonald product
  24. 24. STATISTICS APPEAL  Advertisements also use statistics and figures to display aspects of the product and its popularity in general. This is used to build confidence among the customers for the product. L’Oreal Paris – Total repair 5 advertisement claims that 90% of the Indian women trust their product.
  25. 25. The End

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