ADVERTISING

Appeals & Execution

 Advertising Appeals

 An advertising appeal refers

to the approach used to
attract the attention of
consumers and/or to influence
their feelings toward the
product, service, or cause.
 Advertising Appeals

 1. Rational/ Informational
 2. Emotional/Transformational
- Personal
- Social
Rational/Informational Appeals

 Focus on the consumers’ practical,

functional, or utilitarian need for using
the product or service.
 Emphasize the features of the
product or services and/or benefits or
reasons for owning or using a
particular brand.
Informational/Rational Appeals
 FEATURE
Focus on the dominant product traits
 COMPETITIVE
Makes comparisons to other brands
 PRICE
Makes price offer the dominant point
 NEWS
News announcement about the product
 POPULARITY
Stresses the brand’s popularity
Emotional/Transformational Appeals

 Emotional appeals relate to the

customers’ social and/or psychological
need to purchase a product or service.
 Transformational advertising differentiates
a product or service by making the
consumption experience more enjoyable
and/or meaningful.
 Appealing to Personal States or Feelings

PERSONAL SOCIAL BASED

 Safety/Security  Recognition
 Fear  Status
 Love/Affection  Respect
 Happiness/Joy  Involvement
 Nostalgia  Embarrassment
 Sentiment  Affiliation
 Excitement  Rejection
 Sorrow/Grief  Acceptance
 Advertising Appeals

 3. Fear Appeal *
 4. Humor Appeal *
 5. Sexual Appeal
 6. Scarcity Appeal
 7. Music Appeal
Fear Appeal
 Fear Appeal

 Fear appeal plays upon the real or

perceived risks of either using or not
using the product or idea being
marketed.
Humor Appeal
 Humor Appeal

 Humor appeals make consumers laugh,

connecting directly to them on an
emotional level. They can help make a
brand, product, or service more likable
and also reinforce brand perception in
the market, doing double duty.
Sexual Appeal
 Sexual Appeal

  Sexual appeal utilize the suggestion of

romance, sexual attraction, or sex to sell
products.
Scarcity Appeal
 Scarcity Appeal

  Scarcity appeals rely on the

consumer’s desire for the product or
service and connect to underlying fears
of not getting what they need.
 Music Appeal

  Music appeals are ad creative that

employ the use of music in the form of a
song or a jingle.
Advertising Execution Style

 Creative execution refers to the manner

in which an advertising appeal is carried
out or presented
 Advertising Execution Styles

 1. Straight-sell or Factual Message

 2. Scientific/technical evidence
 3. Demonstration
 4. Comparison
 5. Testimonial
 6. Slice of Life
 Advertising Execution Styles

 8. Animation
 9. Personality Symbol:
 10. Imagery:
 11. Dramatization:
 12. Humor
 13. Combinations
1. Straight-sell or Factual Message

 Relies on a straightforward presentation

of information concerning the product
or service.

 Used with informational/rational

appeals
 2. Scientific/technical evidence

 Advertisers cite technical/scientific

information to support their advertising
claims.
 3. Demonstration

 Illustrates the key advantages of the

product by showing its actual use.

 Effective in convincing consumers of a

product's utility, quality, and benefits.
 4. Comparison

 Shows a brand's particular advantage

over its rivals.

 Helps in positioning a new or lesser-

known brand with industry leaders.

Used to execute competitive

advantage appeals.
 5. Testimonial

 Messages are presented by a person

who elaborates on his or her personal
experience with it
Endorsement- A well-known or
respected individual speaks on behalf
of the company or the brand
 6. Slice of Life

 Portrays a problem commonly faced in

daily life with the product solving the
problem.
 7. Animation

 Includes the use of animated

characters such as cartoons or 3D
animation.
 8. Personality Symbol

 Developing a central character that can

deliver the advertising message and aids
consumers to identify with a
product/service
 1. Human
 2. Animal
 3. Magical, mythical or an already known
character
 4. Iconic
 5. Illusionary or Abstract
 9. Imagery

 Consists of visual elements rather than

information

 Encourage buyers to associate the

brand with the symbols, characters, or
situation shown in the ad
 10. Dramatization

 Focuses on telling a short story with the

product or service as the star
 11. Humor

 A funny portrayal of the product or

service.