ABM_Adv Appeal.pptx.

1. ADVERTISING
MESSAGE
STRATEGY
Describes what is to be
communicated & how
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2. ADVERTISING
MESSAGE
STRATEGY
It consists of:
Message idea: Main
theme, appeal, or benefit
to be communicated in
the message.
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3. ADVERTISING
MESSAGE
STRATEGY
It consists of:
Copy platform: a written
statement that fully
describes the message
idea.
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4. ADVERTISING
MESSAGE
STRATEGY
It consists of:
•Creative format: Broad
creative approach to
communicate the message
idea to the target audiences.
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5. ADVERTISING MESSAGE STRATEGY
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Message or Creative Formats:
1. Testimonial
2. Association and symbolism.
3. Photography
4. Exaggerated situations.
5. Made-up phrases.
6. Honest Twist.
7. Fear.
8. Humour
9. Comparisons.

6. ADVERTISING MESSAGE STRUCTURE
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The Appeal: This refers to the underlying idea that
captures the attention of a message receiver.
Value Proposition: The advertisement often contains a
reason for customers to be interested in the product which
means the ad will emphasize the benefits obtained.
Headline:
Slogan: To help position the product in a customer’s mind
and distinguish it from competitors, ad can contain a word
or phrase that is repeated

7. ADVERTISING
APPEALS:
•It begins with identifying a
reason for people to purchase
the same.
•Advertising agency then build
and develop advertising
campaigns around this appeal
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8. ADVERTISING APPEALS:
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The approach used in an advertising message to attract
the attention or interest of consumers and/or influence
their feelings toward the product, service, or cause.
Advertising appeal is the central theme or idea of
presentation behind an advertising message.

9. ADVERTISING APPEALS:
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Most advertisements can be understood as having two
orders of content .
The first is the
appeal to deep-running drives in the minds of
consumers.
The second is information:
its name, its manufacturer, its picture, its packaging, its
objective attributes, its functions .

10. ADVERTISING APPEALS: NATURE
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The most important types of advertising appeals include
emotional and rational appeals.
Emotional appeals are often effective for the youth while
Rational appeals work well for products directed towards
the older generation.
An emotional appeal is related to an individual’s
psychological and social needs for purchasing certain
products and services. Many consumers are emotionally
motivated or driven to make certain purchases.

11. ADVERTISING APPEALS:
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The emotional appeals fall into several distinguishable
categories.
Bigger companies are creating more sophisticated
appealing advertisements for their customers, for
influencing the minds of targeted group of customers

12. EMOTIONAL APPEALS: TYPES
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Personal Appeal: Some personal emotions that can drive
individuals to purchase products include safety, fear, love, humor,
joy, happiness, pride, self esteem, comfort, ambition
Social Appeal: Social factors cause people to make purchases and
include such aspects as recognition, respect, involvement,
rejection, acceptance, status, etc
Fear Appeal: Fear is also an important factor that can have
incredible influence on individuals. This is applied in marketing
campaigns of beauty/health products.

13. Creative Strategy
• Informational and transformational appeals
• Negative appeals
– Fear
– Guilt
– Shame
– Humor
• Positive appeals
– Love
– Pride
– Joy

14. RATIONAL APPEAL
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Rational appeals aims to focus on the individual’s
functional, utilitarian or practical needs for particular
products and services.
Such appeals emphasize the characteristics and features
of the product and the service and how it would be
beneficial to own or use the particular brand.
Print/Visual media is more suited for rational appeals.

15. ADVERTISING APPEALS: TYPES
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Brand Appeal: Directed towards people who are brand
conscious and wish to choose particular products to make
a brand statement.
Adventure Appeal: Directed towards giving the
impression that purchasing a product will change the
individual’s life and fill it with fun, adventure and action.
Youth Appeal: Reflect youth giving aspects or ingredients
of products use these types of appeals. Cosmetic products
in particular make use of these appeals.

16. ADVERTISING APPEALS: TYPES
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HUMOR APPEAL: It is one of the excellent tools to grab
viewer’s attention, It benefits the customers to recollect the
advertisement while they are shopping.
MUSIC APPEAL: The musical advertisement sounds melodious
to the ears. It easily captures the attention of viewers and increases
customer recall AND increases the persuasiveness of the
advertisement.
• HAMARA BAJAJ
• BACARDI RUM
• AIRTEL

17. ADVERTISING APPEALS: OTHER VARIETIES
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Bandwagon: This advertising appeal aims to persuade
people to do a certain thing because the masses are doing it.
Snob Appeal: An exact reverse of the bandwagon
technique. People are induced to buy the product so that
they can stand out of the crowd. Attaching a 'sense of
exclusivity' to such products.
Card Stacking: Involves the display of a comparative study
between two competing products, to make the reference
product appear better than its competitors.

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Direct Order: Showing the steps to take, in order to opt
for a particular product or service
Euphoria: Use of positive events characterizes the appeal.
Declaration of a great discount or sale on a holiday and
making luxury items available at affordable prices
Very Common for boosting immediate sales
ADVERTISING APPEALS: OTHER VARIETIES

19. ADVERTISING APPEALS: OTHER VARIETIES
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Interactive Advertising: This advertising appeal makes
use of the interactive media to reach out to the target
audiences.
- Exhibitions
- Trade-shows and offer rewards in forms of discounts
and free gifts to increase sale of their product.
- Distribution of free samples of a newly launched
product and publicity of a product

20. ADVERTISING APPEALS: OTHER VARIETIES
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Repetition Appeal: This advertising appeal uses the
technique of repeating the product name several times during
an advertisement. Jingles are often used in this advertising
technique to linger the product name in the minds of masses.
Viral Advertising: It can take the form of word-of-mouth
publicity or of Internet advertising. The aim of the advertiser
is to market the product on a very large scale.

21. COPYWRITING AND DESIGN
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Copywriting is the use of words and ideas for
promotion
Applies to a writer who is skilled in promotional
writing.
The purpose of marketing copy, or promotional text,
is to persuade the reader, listener or viewer to act.

22. COPYWRITING AND DESIGN
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Some examples of tasks of a copywriter are:
1. They write item descriptions that present products
in the best light.
2. They write advertisements for print and the
internet.
3. They write copy for brochures and flyers.
4. They write sales letters for the web and direct mail.

23. COPYWRITING : EXAMPLES
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WEB PROMOTIONS
FOR INCREASING
CONVERSIONS

24. COPYWRITING : EXAMPLES
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WEB PROMOTIONS
FOR INCREASING
CONVERSIONS

25. STORY BOARDS
Storyboards are graphic organizers such as a series of
ILLUSTRATIONS OR IMAGES displayed in sequence for the
purpose of pre-visualizing a Motion Picture, Animation,
Interactive Media sequence, including website interactivity.
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DABUR - Coconut Oil DENTAL CARE - LONDON

26. STORY BOARDS
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MONSTER
The story has humor, it shows the
company's goal perfectly.
HAJMOLA
All four flavors are shown – while two
bags of Hajmola on the plate are falling in
love, the two other flavors jump to the
story board.

27. FASHION STORY BOARDS
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28. STORYBOARD:
TV COMMERCIAL
SPICE MOBILES
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29. LAYOUTS/ ILLUSTRATIONS
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One can improve the effectiveness of those ads with just a
few time-proven design strategies.
When readers look at your ad what do they see first?
Research indicates that readers typically look at:
1. Visual
2. Caption
3. Headline
4. Copy
5. Signature (Advertisers name, contact information)

30. LAYOUTS/ ILLUSTRATIONS
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• Visual first, to the left.
• Headline next, to the right of
visual.
• Caption below photo.
• Place main ad copy in two
columns.
• Place your contact information
(signature) at the bottom

31. LAYOUTS/ ILLUSTRATIONS
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Magazine Ad
Illustration
Body Scanners
Magazine Ad
Illustration
Car Accessory Firm