Appeals to advertising

1. APPEALS FOR ADVERTISING

2. Plan Of Presentation
 Introduction
 What is advertisement
 Appeal
 Advertising Appeal
 Conclusion

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. ADVERTISING APPEAL
 Advertising appeals are 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

5. AD APPEALS
Emotional Appeal
Moral Appeal
Rational Appeal
Direct Appeal
Indirect Appeal

6. Rational Appeal
The functional benefits of a product is highlighted.
Industrial buyers are most responsive to rational
appeal. This is generally product oriented appeal.
Types:-
 High quality appeals
 Low price appeals
 Long life appeals
 Performance minted appeals
 Ease to use oriented appeals

8. EMOTIONAL APPEAL
 An emotional appeal is related to an individual’s
psychological and social needs for purchasing
certain products and services.

9. FEAR APPEAL
POSITIVE FEAR:-
NEGATIVE FEAR:-
Hp directing towards status

10. Moral Appeal
 These appeal are those appeals to the audience which
appeal to their since of right and wrong.
 This appeal mainly focused on prohibition, adult
literacy, social forestry, anti smuggling, consumer
protection etc.

11. Social Appeal
Social factors cause people to make
purchases and include such aspects as
recognition, respected etc

12. HUMOR APPEAL
 Humor is an element that is used in around 30% of the
advertisements. Humor can be an excellent tool to
catch the viewer’s attention.

13. Direct Appeal
 This type of appeal are those appeals that clearly
communicate with the consumers about a given need
followed by a message which extols the advertised
brand which satisfy the need

14. Indirect Appeal

15. MUSIC APPEAL:-
 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.

16. CONCLUSION
 The most important step lies in deciding what
your advertising should say and to whom it
should say it. All you need to do is to decide who
buys and uses your product and why. In order to
spend your media dollars wisely, you must know
what they read or watch so that they will see your
ads.