Themes are the subject matter of an ad Appeals are motives of target consumers to which an ad refer to and ad appeals are

developed on motives.

Human need as basis of appeals Buying motives can be unconscious motive, power motives, competency motives, affiliation motives, security motives, social motives, comfort and convenience motives, envy motives, novelty motives, greed motives, curiosity motives

Types of appeals
Rational appeal: high quality low price, long

life, performance, ease of use, resale value, economy are some of the examples Emotional appeal: conscious and unconscious -ve emotional appeal or +ve emotional appeal Moral appeal: appeal to sense of right or wrong and arouse favorable response Sex in advertising is a moral issue

Types of appeals contd

Direct appeal: hungry Kya?

Indirect appeal: two types; Product oriented appeals

Feature oriented appeals (product features) Use oriented appeals (specific application) Product comparison appeals( speed, fuel efficiency)

Consumer oriented appeals Attitude oriented appeal (esteem needs) Significant group oriented appeal (ref group, social) Lifestyle oriented appeal Subconscious oriented appeal( buyers dream world) Image oriented appeal ( self image or ideal self image)

Must of an ad appeal
It must be thematically sound It must be communicative It must be interesting It must have credibility It must have finality and be complete It must contain truthful information

Selling points and appeals Specifications and quality statements. They have a force to appeal to a particular buying motive. Eg: LIMCA is thirst drink while Coca Cola is a fun drink

HOW TO WRITE A RADIO COPY

Characteristics of radio advertising: Personal Interest based Inattention Retention (repeat the name)

Call to action
Ephemeral

Conversational style

The Tools of Radio Copywriting

Voice Music Sound effects Radio Commercial Planning Commercials are usually for 30-45-60

second timeframes (10-15 second spots for brand reminders) Standard script format of words, dialogue lyrics, sound effects, instructions and descriptions