Reference material for Marketing Management

1. 2. Appeals and Approaches in
Advertisement

2. Contents
1. Introduction of Advertising Appeal
2. Essentials of an Effective Appeal
3. Different Types of Appeals and their Significance
4. Direct and Indirect Appeal
5. Relation between Advertising Appeal and Buying Motive
6. Positive and Negative Emotional Approaches to Advertisement

3. 1. Introduction
 An appeal is an attempt to motivate the other party towards some positive favorable
action.
 Advertising appeals is defined as an approach which is used to attract the attention of
customers or to influence their feelings towards a brand, service or product.
 Advertising appeal is the central idea of an advertisement and speaks to an individual’s
interest, need or wants and entices him/her to take the desired action which generally is to
buy the product or service.

4. 2. Essentials of an Effective Appeal
1. Theme oriented
2. Effective communication
3. Sustainable or continuing interest
4. Credibility or believable
5. Completeness (In terms of message to audience

5. 3. Different Appeals and their Significance
 A. Rational or Informational Appeal
Rational Appeal : When the marketing or advertisement strategy wants
people to use their practicality and functionality for a product, then
logical appeals are used.
It focuses on quality, economy, value or performance.
For example, Complan, Bournvita, Dane me Dane me Swad, mileage
per KM etc.
Types:
Feature appeal (Refrigerator, Mobile, Cars),Competitive advantage
appeal(Bikes, biscuits, soap), Price attractiveness (Parle G),
Product popularity (TRP)(Movies), High quality (Apple, BMW,
Mercedes)

6. 3. Different Appeals and their Significance
B. Emotional Appeal : Decisions are made according to ‘what heart says’.
 Types:
 Positive emotional appeal (VICCO Vajradanti)
 Negative emotional appeal (LIC, Fixit etc.
 Anxiety
 Humor
C. Moral Appeals : It appeals to customer’s sense of right. It also promotes social and
ethical issues such as pollution, gender equality, alcohol prohibition etc.

7. D. Direct and Indirect Appeals :
Direct Appeal : It is related with specific need of the customers.
Examples of direct appeal are ‘Hungry Kya?’, ‘Kuch meetha ho jaye!’
Indirect Appeal :
Indirect appeals do not emphasize a human need but allude to a need through any image, sound,
color etc.
They are either product oriented or consumer oriented.

8. A. Product or Service Related Indirect Appeals : It focuses on the
product or service features.
Product or Service related Indirect Appeals :
1. Product Feature Appeals:
Apple Watch : The future of health is on your wrist.
2. Product Competitive Advantage Appeals:
Comparative advertising. E.g. Detergents, soft drinks etc.
3. Product Price Appeals:
Price is offered as the dominant point of the message. E.g. Parle G
4. Product News Appeals: Launching the product
5. Product Popularity Appeals:
Baby care products : Johnson products
6. Product Generic Appeals:
General appeals made by industry or a specific group of producers. E.g. National Egg
Coordination Committee’s (N.E.C.C) advertisement released after bird flu scare.

9. II. Consumer Oriented Indirect Appeals
1. Attitude Oriented Appeals : BMW
2. Significant Group Oriented : Nakshatra, Tanishque
3. Life Style oriented Appeals : Fog, INNOVA
4. Sub-conscious oriented Appeals : Buyer’s dream world
5. Image-oriented Appeals : Birla Sun Life Insurance

10. Advertising Message
The Appeal
Value
Proposition
Slogan

11. Benefits of Advertising Message
 Increases brand awareness
 Retention of customers or customer engagement is possible
 Helpful in educating prospects
 Helps in better understanding of customers through their reactions
 It increases sales

12. Relation between Advertising Appeal and Buying
Motive
 Buying Motive : Those influences or considerations which provide impulse
to buy, induce action or determine choice in the purchase of goods and
services.
 Buying motives are the driving forces behind the purchases.
 To understand the buying motives helps to know the human mind, it also
improves sales prospects of the business and helps in increasing
satisfaction to the consumers.

13. Classification of Buying Motives
Product Patronage
Emotional Rational Emotional Rational
1. Pride 1. Durability 1. Appearance of a store1. Cr. facilities
2. Imitation 2. Suitability 2. Recommendations 2. Proximity
3. Sex 3. Economy 3. Imitation 3. Satisfaction
4. Comfort 4. Convenience 4. Prestige 4. Treatment
5. Habits 5. Safety 5. Sale services
6. Affection 6. Versatility

14. Appeals and Approaches are working in
same direction in case of advertisement
of the product and services.
Buying motives are the reasons or factors
which make customers to take buying
decision.