different types of ad appeal

2. PRESENTED BY
AJEENA.S
S3 MBA
MSNIMT CHAVARA

3. WHAT IS AN ADVERTAISEMENT ?

4. OBJECTIVES OF ADVERTAISEMENT
 To increase support
 To stimulate sales amongst present, former, and future
customer
 To retain loyalty
 To protect an image
 To communicate with customers

5. Advertising Appeals
• Advertising appeals aim to influence the way consumers view
themselves and how buying certain products can prove to be
beneficial for them.
• The message conveyed through advertising appeals influences the
purchasing decisions of consumers.
• Advertising uses appeals as a way of persuading people to buy
certain products.
• Advertising appeals are designed in a way so as to create a positive
image of the individuals who use certain products.

6. TYPES OF ADVERTAISING APPEAL
 EMOTIONAL APPEAL
 RATIONAL / INFORMATIONAL APPEAL
 MORAL APPEAL
 OTHER APPEALS

7. EMOTIONAL APPEAL
 An emotional appeal is related to an
individual’s psychological and social needs
for purchasing certain products and
services.

8. JOHNSON AND JOHNSON

9. Emotional Appeal
 Related to an individual’s psychological and social needs for purchasing
certain products and services. The emotional appeal can be divided into
two :
 PERSONAL APPEAL
 SOCIAL APPEAL

10. PERSONAL APPEAL
 HUMOUR APPEAL
 FEAR APPEAL
 SEX APPEAL
 ADVENTURE APPEAL
 LOVE APPEAL
 MUSICAL APPEAL

11. Emotional
Appeal
Music Appeal
Sex Appeal
Fear Appeal
Humour Appeal

12. Adventure Appeal

13. LOVE APPEAL

14. MUSICAL 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. It can also help catch attention and increase
customer recall.
 The Idea- ‘Honey Bunny’ jingle is in a very funny voice and well
rhymed. It is equal to a song, and because of that customers
register it easily.

15. Social factors cause people to make purchases and include such aspects
as recognition, respect, etc.
SOCIAL APPEAL

16. 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
 Scarcity appeals
 Economy appeal
 Ease to use oriented appeals

17. COLGATE

18. MORAL APPEALS
Moral appeals are directed to the consumes’ sense of what is
right and proper. These are often used to exhort people to
support social and ethical causes.

19. Types of Moral Appeal are as follows:
 Social awakening and justice :- e.g. boys freedom , satyamev Jayate
 Cleaner and safe environment :- e.g. Satyamev Jayate Season 2 Don't
Waste your Garbage – Subtitled
 Equal rights for women – e.g. Deepika Padukone – "My Choice"
Directed By Homi Adajania - Vogue Empower
 Protection of consumer rights and awakening

20. OTHER TYPES OF APPEALS
 REMINDER APPEALS
 TEASER APPEAL
 TRANSFORMATIONAL APPEAL
 COMPARISON APPEAL
 DIRECT APPEALS
 INDIRECT APPEALS

21. REMINDER APPEAL
Building brand awareness and/or keeping the brand name in front
of consumers.
For example- IPO, income tax, pulse polio awareness

22. TEASER APPEAL
 Designed to build curiosity, interest, and/or excitement about a product or brand
by talking about it but not actually showing it.
 They are used by marketer to draw attention to upcoming advertising campaigns
and generate interest and publicity for them.

23. TRANSFORMATIONAL APPEAL
Transformational Appeal - The idea behind this appeal is that it can
actually make the consumption experience better.
For example- Amway products

24. COMPARISON APPEAL
In this appeal a brand’s ability to satisfy consumers is
demonstrated by comparing its features to those of
competitive brands.

25. DIRECT APPEAL
Direct appeals clearly communicate with the consumers
about a given need. These extol the advertised brand as a
product which satisfies that need.

26. DIRECT APPEAL

27. INDIRECT APPEAL
Indirect appeals do not emphasize a human need,
but allude to a need.

28. 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.
CONCLUSION