Innovative Advertising Using Moods and Appeals

SUBMITTED TO : SUBMITTED BY :
Ajay CHARANJEET
Ms . HARPREET Yaday MBA4508/08
Saurabh Garg MBA 4519/08 Anil Kumar
Ankit Srivastava MBA 4528/08
Shruti Mehrotra MBA4546/08
Atul Mani MBA 4543/08
What is Advertising………?
Any paid form of non personal communication
that is transmitted to consumer through
mass media as television, radio, news
paper, magazine, direct mail, and out door
displays.
Mean to make consumers buy product.
A medium of information and persuasion.


 Categories of Advertising


 Institutional advertising: promote

organizational images, ideas, and political
issues.
 Define Advertising Objectives

 Create awareness
 Stimulate trial
 Remind and reinforce
 Provide support for sales force
 Correcting misconceptions

What is Innovative
Advertising………?


It means the difference between having

marginal profits and having great success
in any business

Getting the Company’s Name or Product in
front of people as often as possible

Its essential elements are Imagination and
Inventiveness, disciplined by routine
skills

Creating An Innovative Advertising
 Create corporate culture that promotes and rewards
innovation
 Encourage their employees to take risks
 Tolerant attitude towards failure
 Management should visibly support new product
development
 Management should resist the temptation of automatic
nay-say
 Traditional performance appraisal measures such as the
fulfillment of an expected revenue target revised for
new product development teams
 Defend NPD teams in front of detractors

 Latest Trends in Advertising
Commercials = New Entertainment
Long-Term Advertising Campaigns Catch
Consumers’ Eye .
Humor Increasingly Influential in
Advertisement Success.
Use of Characterful but Non-Celebrity
Models.
Revival of Addictive Advertising Jingles.
Shift in Message from Product Features
to Consumer Benefits.
 What is 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.
Something that moves people, speaks to their
wants or need, and excites their interest.
The underlying content of the advertisement
“movie script”.

 Types of an Advertising
Appeal

Fear
Humor
Sex
Music
Rational
Emotions
Scarcity
Competitive Ads Appeal


 Fear Appeal
Increases viewer interest in the ad and the
persuasiveness of the ad.
Used with health and beauty products, idea
marketing, insurance.
Most experts believe that a moderate level of
fear is most effective.
Eg: HDFC Standard Life Insurance

 Fear Appeal

Print Ad Example


This ad reminds


people of the
dangers of
overexposure to the
sun.



Fear Appeal
 Humor Appeal

Used in 30% of all advertisements.

Excellent at capturing attention.
Score high in recall tests.
Should be related directly to customer
benefit. Or else, the joke can overpower the
message.

Television Commercial Examples: Krack Jack,
Parle Monaco


H u m o ro u s
A ppeal
 Sex Appeal
Subliminal techniques
Sexual suggestiveness
Overt sexuality
Example: Axe -
Are Sex Appeals Effective?


Research Results

 Sex and nudity do increase attention.

 Rated as being more interesting.
 Often leads to strong feelings about the advertisement.
 Brand recall is lower.
 Often interferes with message comprehension
 Often interferes with message comprehension
 Stir up discussions about the ad and the product associated
with it
 Using Sex Appeals Effectively
Be aware of differences in the international
arena.
Should be an integral part of the product.
Should utilize a variety of models in terms of
age, size, ethnicity and gender.
Should consider using “regular person”
models.
Be careful sex does not overpower
advertisement.

 Music Appeals
Has intrusive value.
Gains attention and increases the retention of
visual information.
Can increase persuasiveness of an
advertisement.
Design Questions
 What role will music play?
 Will a familiar song be used or new song
created?
 What emotional feeling should song solicit?
 How does the music fit with the message of
the ad?


 Rational Appeals
Based on ELM and Hierarchy of Effects model.
Print media is well-suited for rational appeals.
Used by business-to-business advertisers.
Well-suited for complex and high involvement
products.

Rational Appeal
 Emotional Appeals
Based on three ideas:
 Consumers ignore most ads.
 Rational ads go unnoticed.
 Emotional ads can capture attention.
Viewed by creatives as key to developing
brand loyalty.
Uses peripheral processing route.
B-to-B advertisements using more emotional
appeals.
Works well when tied with other appeals.


 Emotions Used in
Advertisements
Trust  Protecting loved ones

Reliability  Romance
 Passion
Friendship
 Family Bonds
Happiness  with parents
Security  with siblings
 with children
Glamour/luxury
 with extended family
Anger members




This Ad For a Non Profit Animals rights And
Rescue
Groups drawn on Viewer's Sympathy Towards
Animals
Emotional Appeal
 Scarcity Appeals
Based on limited supply or
Based on limited time to purchase.
Often tied with promotion tools such as
contests, sweepstakes and coupons.
Encourages customers to take action.



Water Scarcity
 Competitive Ads Appeal
Competitive Ads are designed for the purpose
of decreasing competitors’ sales and
increasing personal sales.
Competitor counter attack after each and
every new ads of its competitor’s.
Competition can be based on price, quality,
usefulness etc.



 Competitive Ads of Cadbury &
Munch

A a j p e h li Ta rik h a i H a r D in P e h li Ta rik H a i
 How Appeals Make Advertising
Effective?
Different Appeals are helpful in attracting
Users/Consumers.
Emotions in advertising creates a sense of
touch & affection with its users.
Humorous appeals are helpful in catching
viewer’s appeal.
Helps in awaking the customers.
Divert the mind of the customer towards the
product
First Trial.

THANK YOU !