Advertising Appeals

Advertising appeals??

 The advertising appeal refers to the approach

used to attract the attention of consumers and
influence their feelings towards the product,
service or cause.
• The five senses: Sight, Hearing,
Touch, Smell, Taste.

• The four instincts: Sex/Love,

Anger/Rage, Fear/Security, Hunger
 Classification

Informational/
Informational/ Rational
Rational Appeals
Appeals

Emotional
Emotional Appeals
Appeals
 Informational/ Rational Appeals

 Informational/rational appeals focus on the

consumer’s practical, functional, or utilitarian
need for the product or service and emphasize
features of a product or service and the benefits
or reasons for owning a particular brand.
 Rational Appeal

 Rational-based appeals tend to be informative,

and attempt to convince consumers that their
product or service has a particular attribute or
provides a specific benefit that satisfies their
needs.
 Rational appeal includes

• Feature appeal
• Competitive appeal
• Favorable price appeal
• News appeal
• Product/service appeal
 Feature Appeal
 Focus on the dominant traits of the product or
service.
 Competitive Advantage Appeal
 The advertisement which make either a direct or
an indirect comparison between brands.
 Favorable Price Appeal
 The price offer is made the dominant point of
the message in such appeals.
 News Appeal
 In News appeals, some type of news or
announcement about the product, service or
company dominates the ad.
 Product/service popularity appeals

 Product /service popularity appeals stress the

popularity of a product or service pointing out
the number of consumers who use the brand. The
wide use of the brand proves the quality or value
and other customers should consider using it.
 Emotional Appeals
 Emotional appeals relate to the customer’s social
and psychological needs for purchasing a product
or service.

 Bases for emotional appeals

• Personal states or Feelings
• Social-Based Feelings
Safety, Security
and Fear
Appeals
Health/Beauty
Nostalgia and Sentiment Appeals
Esteem/Pride
Love/Sex
Pleasure Appeals
Fun &
Food
 Combining Rational and Emotional
Appeals

 The relationship between rational and emotional

motives in consumer decision making and the way
advertising influences both can be evaluated
through emotional bonding.

 The basic concept of emotional bonding is that

consumers develop three levels of relationships
with brands.
Levels of relationship with brands

Emotions

Personality

Product benefits
 Additional Types of Appeals

Reminder Advertising

 The objective of reminder advertising is to build

awareness and keep the brand name in front of
consumers.