ADVERTISING APPEALS

ADVERTISING APPEALS

Presented By:Presented By:SAKSHI KOULSAKSHI KOUL

30-MBA-0830-MBA-08

CONTENTSCONTENTS• Introduction• Advertising appeal• Essentials of a good appeal• Advertising appeals & buying motives• Advertising appeals & selling points• Classification of appeals Product or Service related appeals Consumer related appeals Non-Consumer & Non-product Related appeal• Conclusion

INTRODUCTIONINTRODUCTION• Advertising response is very

important, because the dream of an advertiser of passing the message to the target audience for his product, services & ideas will remain only as a dream in case there is no response for such appeals.

ADVERTISING APPEALADVERTISING APPEAL• Indispensable part of every advertisement.• Central idea of an ad that elicits the much

desired response.• 2 techniques that can be identified in

advertising response: ADVERTISING APPEAL & ADVERTISING EXECUTIONS.

• Every advertisement is an appeal to buy & use the product or the service supported by reasons to buy & use.

ADVERTISING APPEALADVERTISING APPEAL• What one buys, what he reads or

listens to what he believes and what he remembers-all are governed by his needs that he is bent upon satisfying-may be physiological, safety, security, esteem and self actualization.

ESSENTIALS OF GOOD ESSENTIALS OF GOOD APPEALAPPEAL

• It should be thematic.• It should be communicative.• It should be interesting.• It should be believable.• It should be complete.

ADVERTISING APPEALS & ADVERTISING APPEALS & BUYING MOTIVESBUYING MOTIVES

• Advertising appeals are made to consumer motives.

• Buying motives are the consumer expectations or the buyer specifications. They tell us what each consumer wants to satisfy his needs.

• If the buying motives specify what consumer expect, the appeal speaks the degree to which such specifications are met.

APPEALS & SELLING POINTSAPPEALS & SELLING POINTS• An advertising appeal is the basic use of service

or satisfaction which the product or the service can render and which the advertisement represents.

• What we call as the TALKING POINTS for the salesman, are the SELLING POINTS for an advertiser.

• An appeal is convincing on the basis of product characteristics, merits, satisfaction which we call as selling points.

CLASSIFICATION CLASSIFICATION OF APPEALSOF APPEALS

• Advertising appeals are broadly classified into 3 categories:

Product or Service related appealsConsumer related appealsNon-Consumer & Non-product

Related appeal.

I.PRODUCT OR SERVICE I.PRODUCT OR SERVICE RELATED APPEALSRELATED APPEALS

This type of appeal focuses on the product or service features, where some of the aspects of product classification are described. Such appeals do not state openly the consumer benefits as they are implied.

Product feature appeal Product Competitive advantage appeal Product price appeal Product News appeal Product popularity appeal Product generic appeal

PRODUCT FEATURE APPEALPRODUCT FEATURE APPEAL

• Here the features of the product are dominantly talked about but these advertisements do not compare themselves with those of competitors, nor they talk of their popularity and price.

• EXAMPLE:- Videocon

PRODUCT COMPETITIVE PRODUCT COMPETITIVE ADVANTAGE APPEALADVANTAGE APPEAL

• Most common

• In such advertisements, explicit reference is made to the competitive products or services and the competitive advantage depends on performance.

• EXAMPLE:- Dove

PRODUCT PRICE APPEAL• Here price is predominant.

• The advertiser comes out with an offer at a particular price or at a reduced price.

• EXAMPLE: Bata’s annual ‘Grand Reduction Sale’ or the Diwali offers.

• Features are not completely forgotten but advertiser wants to take full advantage of the rational buying motive of economy.

• Common with consumer durables.

PRODUCT NEWS APPEALPRODUCT NEWS APPEAL• In such appeals, news about the

product is provided i.e., the product is new or modified or improved.

• EXAMPLE:- RASNA……word NEW/ IMPROVED/ POWERFUL is used.

PRODUCT POPULARITY APPEAL

• Such appeals assert that the product or service is one which is widely used by a large majority and it is very popular and is right on top of all the competitive products.

• Such appeals assert that the viewer should use it because it is a proven product or service.

• Johnson & Johnson

PRODUCT GENERIC PRODUCT GENERIC APPEALSAPPEALS

• They are generic appeals made by the industry or a specific group of producers.

• Individual brands are not singled out.

• These advertisements are designed to create primary demand rather than selective demand.

• EXAMPLE:- National Egg Coordination Committee (NECC)

II. CONSUMER RELATED II. CONSUMER RELATED APPEALSAPPEALS

• These ads harp on the direct consumer benefits.

• Emphasis is on what the product or service does for the consumer, i.e. consumer satisfaction.

Consumer service appeal Consumer savings appeal Consumer self-enhancement appeal Consumer fear appeal Consumer subsidized product trial appeal

CONSUMER SERVICE CONSUMER SERVICE APPEALAPPEAL

• These ads instruct the consumer as to how to use the product for best results & increased satisfaction.

• EXAMPLE: Hawkins pressure cooker

CONSUMER SAVINGS CONSUMER SAVINGS APPEALAPPEAL

• These appeals extend the consumer the opportunity of saving money or reducing expenses.

• These appeals don’t emphasize the price aspect.

• EXAMPLE: Good KnightIt is an electronic mosquito repellant where economyworks unlike coils, liquids & pastes.

CONSUMER SELF-CONSUMER SELF-ENHANCEMENT APPEALENHANCEMENT APPEAL

• These ads assert that the use of a particular product enhances the inherent quality of the user, makes him/her more attractive.

• These appeals suggest that the products deliver value not because of their benefits, but because of their ability to add special dimensions to the user.

• EXAMPLE: Cosmetics.

CONSUMER FEAR APPEALSCONSUMER FEAR APPEALS• They are used in advertisements by

portraying the threatening situation which can be resolved through the use of product/service.

• Human life is a patent example of apparent threats.

• EXAMPLE: LIC policy

CONSUMER SUBSIDISED CONSUMER SUBSIDISED PRODUCT TRIAL APPEALPRODUCT TRIAL APPEAL

• Whenever the advertiser is believing in generating initial or extra sales, he does it through the product trial strategy.

• The advertiser offers a free sample, a price reduction or some other purchase incentive to encourage consumer trial or use.

III. NON CONSUMER & NON III. NON CONSUMER & NON PRODUCT RELATED APPEALSPRODUCT RELATED APPEALS

• They are founded on the fine works of the company- may be profit making or non profit making or on some sort of organized activity for which public support is desired & accepted.

Corporate citizenship appealsInvestor solicitation appeals

CORPORATE CITIZENSHIP CORPORATE CITIZENSHIP APPEALSAPPEALS

• They attempt to portray the company’s achievements or the contribution to the mankind or the society.

• It presents all that is done by the corporate house in the public interest- social, economic, philanthropic.

• It is used to create a favorable attitude towards the company.

INVESTOR SOLICITATION INVESTOR SOLICITATION APPEALSAPPEALS

• This kind of appeal is addressed to the investment community, soliciting the benefits of investment in the company in question.

• Solicitation appeals say that the company is well managed, the line of activity undertaken is really profitable or makes widest range of products well known in the national or international markets.

CONCLUSIONCONCLUSION• Whatever one classifies as the

advertising appeals, their identification and their execution is important.