Dr.pratika message appeal

1. Message Appeal
Dr. Pratika Mishra
MBA (IIT Dhanbad), PhD (IIIT Allahabad)
Associate professor-Marketing & Strategy
Presidency University Bengaluru
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2. MESSAGE APPEAL

3. Moriarty (1991) has elucidated that, an appeal is
defined as “a message about a need that has the
power to arouse innate or latent desires”.

4. All advertising appeals are created for the purpose of
activating human needs and wants, and showing how
the advertised brand can satisfy those needs and
wants.
HUMAN NEEDS - BASICS FOR APPEAL

5. (i) Physiological Needs or Creature Comforts (Hunger, Thirst, Sex, etc.):
These are biological need such as food, water, sleep, and so on, and are the
most potent of all human needs.
(ii) Safety Needs (Security, Protection, etc.): These are based on the needs
for physical safety and security, and stress such things as preference of the
familiar to the unfamiliar and for the known to the unknown.
(iii) Love Needs (Affection, Belongingness, etc.): These needs are at least
partially fulfilled by marriage parenthood and belonging to organizations, such
as the Rotary, Lions and others.
(iv) Esteem Needs (Self-Respect, Prestige, Social Approval, Achievement,
etc.): As love needs become' least partially satisfied, the need for such things
as prestige, self-respect, esteem and status emerge. The desire for
achievement, independence and self-confidence are also part of these needs.
(v) Self Actualization Needs (Self-Fulfillment, Self-Experience, etc.): The
desire for self-fulfillment, or becoming everything one is capable of becoming
is the essence of these needs. Included in them are aesthetic satisfaction,'
acquiring knowledge, and so on.
NEED -BASICS

6. • Unconscious Motive
• Power Motive
• Affiliation Motive
• Competence Motives
• Security Motive
• Fashion Motive
Envy Motive
Novelty
Comfort Motive
Sex/Romance
Greed
Curiosity
BUYING MOTIVES

7. 1.Emotional Appeals
2.Rational Appeals
3.Moral Appeals
APPEALS AND BUYING MOTIVES

8. Sensual needs
Affiliation needs
Guidance needs
Need for Nurture
Achievement
Dominance
Aggression
Prominence
The need for attention
The need for autonomy
The need for escape
The need to feel safe
The need for aesthetic sensations
The need to satisfy curiosity
Physiological and spiritual needs
EMOTIONAL APPEALS

9. LOVE & AFFECTION

10. Emotional appeals are those appeals, which are not
preceded by careful analysis of the pros and cons
of making a buying.
• Negative Emotional Appeal
• Positive Emotional Appeal
TWO SIDES OF COIN

13. The fear appeal is most important among emotional
appeals, and also the most effective. It is said that
the message's effectiveness increases with the level
of fear it generates.
Many ad messages of toothpaste employ this appeal.
They present the fear of tooth decay or unhealthy
gums or bad breath, and then suggest the use of a
specific brand of toothpaste to get rid of such fears.
FEAR APPEALS

14. Excessively strong fear is pictured, it is possible that
people would exhibit a defensive behavior, and
tries to avoid the ad, and may not be prepared to
accept the threat. They may even take the view that
the solution recommended in the ad may be
inadequate to deal with so great a fear.

15. Aaker and Myer, in their book, Advertising
Management, rightly state that fear or
anxiety has two kinds of possible effects on
message reception and yielding.
Stimulus:- its effect tends to be negative.
Drive:-it tends to be positive.

16. Rational appeals are those directed at the thinking
process of the audience. They involve some sort of a
deliberate reasoning process, which a person believes
would be acceptable to other members of his social
group.
RATIONAL APPEALS

17. Physical Attributes
1. Product
Components
2. Varities
3. Availability
4. Nutritional
Content
5. Packaging
Details
6. Intrinsic new
ideas
7. Quality
8. World class with
cutting edge
technology
Incentive Offers
1. Price
2. Special Offers
3. Warranties
4. Utility by celebrity
5. Visible and appealing
features
6. Digital display
Evidence
1. Scientific
Evidence
2. Role Model
Testimonial
3. Demonstration or
other comparison
4. Awards and
certifications

18. Moral Appeal
Sex Appeal
Sex appeals are interpreted differently from time to time,
region to region, person to person, country to country,
and society to society. Even the same person reacts to
them differently at different stages of his life cycle.
TWO IMPORTANT APPEALS

19. (i) It must be thematically sound.
(ii) It must be communicative.
(iii) It must be interesting.
(iv) It must have credibility.
(v) It must have finality and be complete.
(vi) It must contain truthful" information.
ESSENTIALS OF ADVERTISING APPEAL

20. 1. Message Structure
Primacy and Recency Effect
2. Conclusion Drawing
3. Verbal Vs Visual Message
4. Role of Jingles
OTHER ESSENTIALS OF MESSAGE

21. Role and Affiliation of Colour to Content
Colour
Meaning Associated with
Pink Love, sensitivity Woman
Red Danger, Heat, Love Blood, Fire
Orange Exotic, Exiting, Cheerful Autumn, Spice, Design
Brown Age Drying Vegetation, Soil, Earth, Nudity
Yellow Warmth, lively Sun
Green Life, Youth, Security Money, Nature
Blue Cool, Calming Water, Sky
Violet Youth, Fashion, Sensuality Children, Royalty, Luxury
White Purity, Innocence,
Emptiness
Cleanliness
Black Elegancy, Power Death, Hate