Different Types of Advertising Appeals

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Different Types of Advertising Appeals

  1. 1.  Communication is the process of sharing our ideas, thoughts, and feelings with other people and having those ideas, thoughts, and feelings understood by the people we are talking with.  When we communicate we speak, listen, and observe.
  2. 2.  Source  Message  Channel  Receiver  Effect
  3. 3.  In order to conclude on the process of communication, we can say that it includes certain steps to convey the message from sender to receiver. The message should be conveyed to the receiver to complete the communication process and it should be understood by the receiver. The process of communication becomes effective when it gives some positive effect. In today’s world the process of communication helps reach every nook and corner of the world. Technology plays an important role in the success of process of communication. It makes the process of communication very simple and faster. It also helps to avoid barrier to communication by giving several option of channels and media to convey the message.
  4. 4.  A communication barrier, also known as a language barrier, is any problem when two people cannot communicate with each other. This can be due to different spoken languages, or speech disorders.
  5. 5. Psychological barrier Inattention Time pressures Distraction/noise Poor retention Social barriers Cultural barriers Semantic barrier Linguistic barriers Past experience Organizational barriers Technological failure
  6. 6.  Time  Distance  Distraction
  7. 7.  Advertising started from 4000 B.C  Earlier was advertising was rock paintings and engravings.  In the early market people sold everything together later we had organized markets. In short, there was no organization.  Advertisement came about when vendors learned how to arrange their items properly for buyers to easily see or find them.  The first newspaper advertisement appeared in 1650.  Print advertising first appeared in America within the pages of the Boston Newsletter– published in 1704.
  8. 8.  Handbill, posters, and signs became popular formats for advertising.  The printing press was one of the most important developments in the history and evolution of advertising.  By the middle of the 1600s, the printing press was the bicentennial.
  9. 9.  Modern advertising trends are constantly changing.  In the 80’s and 90’s, cable and satellite technology transformed the media landscape and fragmented audiences.  The Internet has evolved into an advertisers low-cost playground. a. Email campaigns are less expensive to produce than traditional print campaigns. b. The Internet also allows a more strategic direct and targeted approach to advertising. c. Email is a less formal and more personalized alternative to traditional direct mail campaigns.
  10. 10.  Pay Per Click Advertising  Social Network Advertising  POP UP Advertising  The sources of advertisements now are as follows :
  11. 11. A small representative list of current digital opportunities includes:  An advertiser’s own digital properties such as: •Home page •Campaign landing pages •Sales channel  Content Video sharing and search Web sites: •YouTube •Viddler •Revver •Vimeo •Guba •Scanscout.com •Blinkx.com  Media hardware gateways: •Xbox/PS3/Wii •Sonos •Slingbox/Squeezebox •TiVo 2.0/DVRs  Social networking environments: •MySpace •LinkedIn •Xanga •Twitter•Hi5 •Famiva •Facebook •Orkut  Shopping search sites: •Pricegrabber.com •Shopzilla.com •Shopping.com  Local search sites: •Yelp.com •Mojopages.com •Citysearch.com  A variety of search-oriented ad models:•Google Adsense •Windows Live Search •MSN
  12. 12.  Television and Cable  Radio  Outdoor Billboards
  13. 13.  Bodies of women have been used in different ways to advertise products.  Advertisements promote ideas like ‘women MUST be beautiful’.  Advertisements portray women as sex objects.  Advertisements have now become pervasive.
  14. 14.  It makes consumers laugh and create an emotional link with the product.  It enhances recollection, evalua tion and the intent to purchase the product.
  15. 15.  •It is the use of sexual or erotic appeal in advertising to draw interest to and to help sell a particular product.  •Power to attract or interest
  16. 16.  This advertising appeal makes use of subliminal messages, which are intended to be perceived subconsciously.  They are perceived at a subconscious level.
  17. 17.  It touches on topics of a timely nature.  It makes the advertisement, more sense and memorable.  E.g. Christmas specials, Valentine Day offers etc.
  18. 18.  More emphasis is placed on providing factual information and specific details about product benefits. Used by small businesses to fend off competition.  Product oriented appeal- Colgate.  A household cleaning product ad might show the product in use and then offer an explanation of how it cleans twice as well as competing brands and costs less.  E.g. Tata Tea- Jaago re, Sun Drop Oil
  19. 19.  Emotional advertisement always grabs attention. They’re targeted towards the audiences heart.  The sub conscious mind evaluates the information consciously.  Why do emotional appeals work?
  20. 20.  Advertising that attempts to create fear to sell products.  How is it effective?
  21. 21.  Direct comparison between competitive brands.  Compared on basis of attributes like price, packaging, quali ty, quantity, etc.  Can be direct or indirect, positive or negative.

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