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Appeals and Execution Style

Advertising and Promotions

Management
Dr. K. Harikrishnan - VIT

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Appeals and Execution Style

The approach used to attract

the attention of consumers
Advertising
Appeals
To influence consumer feelings
toward a product,
service or cause

The way an appeal is turned

into an advertising message
Execution
Style
The way the message is
presented to the consumer

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Types of Appeals
• Fear
• Humor
• Sex
• Music
• Rationality
• Emotions
• Scarcity
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Appealing to Personal States or Feelings

Safety Stimulation
Security Sorrow, Grief
Fear Pride
Achievement
Love, Affection
Accomplishment
Happiness, Joy
Self-esteem
Nostalgia
Embarrassment
Sentiment
Actualization
Excitement Pleasure
Arousal Ambition
Comfort

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Appealing to Social-Based Feelings

Approval Affiliation

Acceptance Embarrass-
ment

Status Social-Based Belonging

Feelings

Respect Involvement

Rejection Recognition

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Transformational Ads

Feelings Images
The ads
create . . .
Meanings Beliefs

Richer Warmer
It must make
the product use
More experience . . . More
Exciting Enjoyable

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Transformational Advertising for Skyy Vodka

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Combining Rational and Emotional Appeals

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Teaser Ads Excite Curiosity

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Ad Execution Techniques

Straight sell Animation

Scientific/Technical Personality Symbol

Demonstration Imagery

Comparison Dramatization

Testimonial Humor

Slice of life Combinations

https://www.youtube.com/watch?v=TPKgC8KPBMg

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Straight Sell or Factual Image

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Slice-of-Life Execution

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Animation

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Jeep Uses Imagery for the Wrangler

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