This document discusses different creative strategies and appeals used in advertising to influence consumer purchasing decisions. It describes how advertisers use creative strategies like catchy slogans and promotional techniques to grab attention. There are two main types of appeals - informational appeals that list product benefits objectively, and emotional appeals that stimulate emotions like fear, love or humor. Within these categories are different appeal types like feature, price, news, and social appeals used depending on the product and goals. Creative strategies and appeals are designed by advertising professionals to associate products positively with consumers' self-image, social standing or other psychological factors.

1. ADVERTISING
- MOODS AND APPEALS
BY :- ATREYEE
GHOSH
SHIVANI RAI
NEHA PANDEY
SHRISTY

2. • In advertising, different creative strategies are
used in order to obtain consumer attention and
provoke shoppers to purchase or use a specific
product.
• Advertisers use different ways of thinking to
create catchy slogans that
capture consumer attention.
• Creative strategies promote publicity, public
relations, personal selling and sales promotion.

3. • Creative Strategy determines the persuasive
approach an ad will use to carry out the
advertising strategy.
• A creative strategy is generally the result of a
team composed of one or more copywriters, an
art director and a creative director. The creative
strategy generally explains how the advertising
campaign will meet the advertising objectives of
the business.

4. MDS AND APPEALS
• An advertising appeal is the primary claim used
in an advertisement to market a particular
product or service.
• It is 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. Advertisements, whether they appear in print, on
the Internet, on billboards, or on television,
usually have one major claim that they use to
increase the appeal of a specific product.

6. • Professionals in advertising appeal to the
emotions
• social preferences,
• or other aspects of their target demographics.
• They tend to use words, images, and music to
demonstrate how purchasing a given product or
service will increase one's social standing,
happiness, attractiveness, or other aspects of
one's self.

7. TYPES OF
APPEALS

8. INFORMATIONAL APPEAL
• This appeal is straight forward and delivers the
message directly. It lists out the benefits to the
person.
• An informational appeal elaborates on product or
service attributes or benefits.
• It emphasize the characteristics and features of
the product and the service and how it would be
beneficial to own or use the particular brand.

9. TYPES
• FEATURE APPEAL- focus on the dominant traits of
the product or services. They are highly informative.
Technical and high involvement products such as
automobiles often use this type of ad appeal.
• COMPETITIVE ADVANTAGE APPEAL-
advertisers makes either direct or indirect comparison to
another brand and claims superiority.

10. • FAVOURABLE PRICE APPEAL- makes the price
offer the dominant point of the message. It is also used
by retailers to announce special offers or low everyday
prices like Mc Donalds.
• NEWS APPEAL- it is basically used for a new product
or service to inform consumers of significant
modification or improvement.

12. EMOTIONAL APPEAL
• Type of advertising in which the copy is
designed to stimulate one's emotions. When
copywriters use emotional appeal in advertising,
they are attempting to appeal to the consumer's
psychological, social, or emotional needs.
• The copy is written to arouse fear, love, hate,
greed, or humour, or otherwise create
psychological tension that can best be resolved
by purchase of the product or service.

13. TYPES
• FEAR APPEAL
• MORAL APPEAL- these appeals are those
appeals which appeals to their sense of right and
wrong like prohibition, adult literacy, consumer
protection etc.
• SOCIAL APPEAL- cause people to make
purchase and include such aspect as recognition,
respect etc.
• HUMOUR APPEAL- excellent tool to catch
viewer’s attention.