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APPEALS FOR ADVERTISING
Plan Of Presentation
 Introduction
 What is advertisement
 Appeal
 Advertising Appeal
 Conclusion
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
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
AD APPEALS
Emotional Appeal
Moral Appeal
Rational Appeal
Direct Appeal
Indirect Appeal
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
EMOTIONAL APPEAL
 An emotional appeal is related to an individual’s
psychological and social needs for purchasing
certain products and services.
FEAR APPEAL
POSITIVE FEAR:-
NEGATIVE FEAR:-
Hp directing towards status
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.
Social Appeal
Social factors cause people to make
purchases and include such aspects as
recognition, respected etc
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.
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
Indirect Appeal
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.
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.
Advertising Appeals Explained
Advertising Appeals Explained

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Advertising Appeals Explained

  • 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
  • 7.
  • 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
  • 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.