The document summarizes the use of advertising appeals in influencing consumer behavior. It discusses different types of appeals like emotional, humor, fear, and gender appeals. It provides examples of how Pakistani brands have used celebrities, culture, and other strategies in their advertising. The conclusion states that advertising appeals are an important creative strategy to grab attention and influence purchasing intentions, though they are not the only factor driving consumer buying. It recommends an integrated marketing strategy using digital platforms like Facebook, Instagram, and YouTube given their user bases in Pakistan.

1. The Persona Created by
Advertising Appeals on
Consumer Behavior
Presented by:
Asad Iqbal Khan
Laraib Sajid
Rabiya Mateen
M.Yousif Solangi
Presented to:
Ms.Hina Amin.

2. INTRODUCTION
Advertising Appeal:
Advertising is paid form of non-personal presentation and
promotion of a product or service by an identified sponsor.
Appeal refers to the approach used to attract the attention of
consumers or to influence their feelings toward the product,
service or cause. - Create reason and convert Insight into Incite.
-Positive & Negative Appeals
Brand Positioning & Content: Through advertising appeals
the mind set of the target audience is controlled. Content is King
& Soul of Advertising.
TG, SWOT, PESTLE, Demographic Analysis i.e. SEC A,B,C

3. Advertising Strategies
•Holistic Marketing Strategy
•>Communication Channels
•ATL, BTL, TTL
•Creating
•Communication
•Delivering
•Exchanging

4. Target Audience (TV)
•Influencer
•Decision Maker
•Buyer
•Consumer
•Emotional Appeal
Tagline:
BabyDry
Insight:
Human Truth
Mothers want to
see their babies
happier, healthy
and comfortable

5. Advertising Strategies BY Q-Mobile
Celebrities
Endorsements
Integrated
Marketing
Strategy
ATL (TV)
And Social Media
SEC B-C
Geographically they
targeted Rural Area
of Pakistan

6. Literature Review
and Strategic
Perspective
Emotional Appeals predict higher consumer buying
behaviour (Williams, 2012).
Emotional vs Rational Appeal- Experiment on two
groups
Significant preference given to emotional appeals to
create a strong and lasting affect on the minds of the
consumer

7. Literature Review
and Strategic
Perspective
International
Perception
Organisation
Society

8. Literature Review
and Strategic
Perspective
1. Identify past or current issues
2. Promote issues in practice
3. Create awareness of potential issues in future

9. Appeals
•Humor Appeal
•Emotional Appeal
•Fear Appeal
•Gender Appeal

10. Humor Appeals
Grabbing attention of the viewers and listeners
towards the content of the advertisement
Effective if along with the humor element, the
message/benefits of a product communicated in
the AD is also delivered clearly to the audience

11. Humor Appeals
Three factors leading to the success of
humor as an advertising appeal:
Watch
Laugh
Remember
People want to have a good laughter!

12. Humor Appeal
Benefits of humor appeal:
• Attention
• Improves the brand imag
• Increases brand awareness
• High recall
• Improves the mood and state of mind of
the target audience
• High involvement and engagement of
the target audience

13. Emotional Appeals
It relates to social and psychological
need for purchasing of product and service
This appeal is effective because many
consumer pay intention of the emotional
content (eg. Mother child relation)

19. Fear Appeals
Fear is used in marketing campaigns mostly of beauty , health
products public awareness and insurance companies (it creates
fears in the consumer’s minds and persuade them to buy)

20. Gender Appeals
People define themselves by gender it makes
very easy for advertiser to advertise masculine
and feminine products and put the adverting
them accordingly.
It depicts the role of the gender (male and
female in the advertising)For example makeup ,
clothing and other commodities
Right gender for right advertising.

21. CONCLUSION
Advertising appeals is certainly not the force
working behind to stimulate the customer mindset to
buy the products or goods but it “The Most Creative
Strategy “ of the advertiser to grab attention the
target audience resulted in increase of sale or boost
up the revenue.
Research has shown that inclusion of different
appeals make advertisement attractive and plays
vital role to sell the things more easily.
Advertising appeals influence the customer
purchasing intention

22. CONCLUSION
Pakistani Brands who worked on different
Advertising Appeals.
• Pepsi and Umar Gul Made for Cricket
(Celebrity & Humor )
• Kashmir Cooking Oil. Culture & Celebrities
Appeal
• Olpers. (Children and Religion Appeal)
• Dettol Soap (Celebrity, Music Appeal)
• Dulex Paint ( Color Appeal)
• Milk Pack (Culture, Nature, Place)
• Mountain Dew (Adventure)
• Brighto Paint (Suspense, Color)
• Bonanza (Glamour, Status)
• AXE (Body Spray) Fear, Ego
• NIDO (Family, emotional)
• Cadbury Dairy Milk (Love, Emotion, Romance)

23. TV = 40%
Digital = 30%
Radio = 4%
Print = 20%
Outdoor = 6%
Recommendations
 4Es Strategies
 End-user is decision maker
 3 to 5 seconds ad
•Explore
•Engage
•Express
•Evaluate
FB Users 36 Million
Instagram 6 Million
Twitter 1.5 Million
Snapchat 2.2 Million
•Marketing Myopia
•YouTube TV Channels