advtg. appeals

7/29/2019 advtg. appeals

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Advertising appeal is an attempt atcreativity that inspires consumers motivesfor purchase and affects consumersattitude towards a specific product orservice.

-Kotler, Berkman & Gilson


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1. Unconscious Motivation2. Power Motive3. Competence Motives

4. Affiliation Motive5. Security Needs6. Social Needs or Motives

7. Esteem Needs or Motives


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8. Physiological Needs or Motives9. Comfort and Convenience11. Fashion12. Novelty13. Romance14. Greed15. Curiosity


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Rationally oriented purchasestimulated by directly giving

explanations of a productsadvantages.


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1. 2.

3.

4. 5.


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High Quality


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Sabse Tez


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Pure Active : ACTION starting Now

The Garnier Pure Active range is designed to

erase spots and marks with visible results in48 hours.


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Maggie cuppa mania (ready to eatnoodles)


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The stimulation of consumers purchase

intentions by arousing their positive ornegative emotions.

NEGATIVE EMOTINAL APPEALSPOSITIVE EMOTIONAL APPEALS


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Fear Appeals"Smoking causes premature ageing"


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Death Appeal Indian Cancer Association- ICAscampaign against smoking


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Humor Appeal

Aiding exposure: Blocking zapping and zipping Holding attention Helping memory Multiplier effect


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The ad makes fun of a specific group It is in bad taste, relative to the sophistication or

culture of the audience


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Zoozoo ads


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This appeal is directed towards people whoare brand conscious and wish to chooseparticular products to make a brandstatement.

It means that brands that think in terms ofappeal are more likely to try to attract,please, stimulate, and provide interest for the

consumer all behaviors of engagement, whichis the foundation of relationships.


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Appealspeaks to much more than just whatconsumers like

1. What does it take to attract someone toyour brand / product / service?

2. What does it take to please andstimulate (inspire to action)your consumers?

3. What does it take to provide interest for

your consumer?


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This appeal is directed towards giving theimpression that purchasing a product willchange the individuals life radically and fill itwith fun, adventure and action


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Advertisement of SUVsTourism boardsClubs


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Music is something that everyone enjoys,music is something that is both personal andcauses people to recall moments that areboth good and bad in their life. Music helps

capture attentions and link to the consumersemotions.


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The Good - using a well known song canbring back positive nostalgic memories inconsumers causing them to have positiveattitudes towards your brand, music's

intrusive nature means that people can stillbe attracted to the ad even if they areavoiding ads in general. The Bad - certainmusic can cause negative reactions in

consumers if they relate to bad memories inthe past.


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Airtel Titan


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Scarcity is based on limitations, typically this is inthe form of limited time to purchase or limitedsupply. Scarcity is often used with fear appeals,to help empower customers by missing out on apotential immediately negative event.

The Good - scarcity is great for encouragingusers to take action, and is often effectively usedwith other promotions like coupons, sweepstakesand contests

The Bad - scarcity appeals must be genuine or

consumers will harbor negative attitudes towardsyour brand.

Nike Mag limited


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Nike Mag limitededition


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Less than perfect appeal is crucial due to thisshallow nature, humans by default have beenmade insecure so advertisers will try to influencepeople to make certain purchase by point out

your flaws compared to the rest of the world.By pointing out these inadequacies, realized ornot, they are then presenting the solution of howto fix the problem.

These type of advertising appeals are used incosmetics and health industries


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Harpic


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Used in cosmetic or beauty product and alsoclothing . This type of appeal aims at creatingthe impresion of the perfect person. Themassage is that the product will infuse the

perfection or the stated qualities in you


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Snob appeal is an exact reverse of thebandwagon technique. In this advertisingappeal, people are induced to buy a certainproduct so that they can stand out of the

crowd. It is often indicated that buying theproduct will make them look different fromthe rest. It is often indicated that the productis not affordable for the common masses by

attaching a 'sense of exclusivity' to suchproducts.


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This appeal is directed towards creatingfeeling of desire or envy for products that aretermed top of the line or that haveconsiderable qualities of luxury, elegance

associated with them.


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Most ads for high-end sales like jewelry,diamonds

Advertisers use famous models to sellclothings because many people want tolook as beautiful as the model

Advertisements of SUVs


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Appeals Direct

Indirect


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Direct appeals are those that clearlycommunicate with the consumers about a givenneed, followed by a message that representsthe advertised brand as a product that

satisfies that need. In America, the hamburger was once

advertised with the hunger appeal. The ad said:"When you get a man-size hunger, eat a

whopper hamburger."


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Product oriented

Consumeroriented


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PRODUCT ORIENTED

APPEALS

1Feature-oriented

Appeals

2

Use-orientedAppeals

3Product

Comparison

Appeals


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The basicmessageemphasizesspecific in-operation and/orpost-operationadvantages of the

brand advertised.

HAWLETT-PACKARD


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The basic messageemphasizes thedifferences betweenthe advertised

brand and thecompeting brands.The advertisedbrand, of course,

has a net advantageover those withwhich it is compared


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ATTITUDE-ORIENTED

APPEALS

SIGNIFICANT GROUP-

ORIENTEDAPPEALS

LIFE STYLE-ORIENTED

APPEALS

SUB-

CONSCIOUS-ORIENTEDAPPEALS

IMAGE-ORIENTEDAPPEALS


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The basic message is one that is inline with the consumers attitude -his value - belief structure.


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The basic message emphasizes thekind of group that uses or approvesthe advertised brand.


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The basic messageemphasizes the kindof group that usesor approves theadvertised brand.

Audi A1 is for urban,young and stylish

people.


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The basic message isdistinguished and isdirected at theconsumer's sub-conscious (orunconscious) need.


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Although all advertisingappeals create a brandimage in the minds ofconsumers, the image-oriented approach is

distinct in the sensethat here theadvertiser, consciouslyand purposefully, makesan effort to mould a

brand image. There is anintention to create aspecific brand image.


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It must be thematically sound. It must be communicative. It must be interesting.

It must have finality and be complete. It must contain truthful information.


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