Professional Documents
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Appeals
Appeals
Advertising appeals Essentials of good appeal Types of Appeals Creative format/Execution styles Creation stage
Advertising Appeals
Appeal is the central idea of an advertisement. An appeal is the earnest request or a plea to the prospects. The approach to attract the attention of consumer To influence consumers feeling towards products, services or concepts
Advertising Appeals
Rational appeal logic based
a. Feature dominant traits of the product b. Competitive comparison with other brands c. Price price offer the dominant point d. News certain news announcement about the product is used. e. Popularity stresses on brands popularity
Advertising Appeals
Personal state or feelings
1. Affection 2. Arousal 3. Comfort 4. Fear 5. Happiness 6. Love 7. Pleasure 8. Safety 9. Sorrow 10. Self-esteem
Advertising Appeals
Social feeling
1. Acceptance 2. Approval 3. Affiliation 4. Embarrassment 5. Belonging 6. Involvement 7. Recognition 8. Rejection 9. Respect 10.Status
Types Of Appeals
Rational/Logical Appeal Price (Tide) Quality (Madhushree tea) Feature (Apple i-Fone) Competitive Advantage (Head & Shoulders) News (Colgate) Product/Service Popularity ( Hero Honda)
Emotional Appeal Humor (Sprite) Fear (Saffola) Music (Airtel) Sex (Axe)
Additional Appeal Star (ThumsUp) Reminder Advt. (Vardhman Wools) Teaser Advt. (Ponds)
2.
A particular advertising appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals.
8. Scientific or technical evidence 9. Slice of life 10. Fantasy 11. Combinations 12. Personality Symbol
1. Straight-sell or factual messagethis type of execution relies on a straightforward presentation of information about the product or service such as specific attributes or benefits.
2. Dramatizationthis execution technique creates a suspenseful situation or scenario in the form of a short story. Dramatizations often use the problem/solution approach as they show how the advertised brand can help resolve a problem.
Dramatization
3. Testimonialsmany advertisers present their advertising messages in the form of a testimonial whereby a person speak on behalf of the product or service based on his or her personal use of and/or experiences with it. Ex. Dove, Olay Total Effect.
4. Comparison this type of execution involves a direct or indirect comparison of a brand against the competition.
8. Scientific/technical evidence- this type of execution is designed to illustrate the key advantages or benefits of a product or service by showing it in actual use.