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Innovative Advertising Using Moods and Appeals
:UBMITTED TO.s HARPREET CHARANJEET :UBMITTED BY/Ajay Yaday MBA4508 08
/Saurabh Garg MBA 4519 08 Anil Kumar
/Ankit Srivastava MBA 4528 08/Shruti Mehrotra MBA4546 08
/Atul Mani MBA 4543 08
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Any paid form of non personal communicationthat is transmitted to consumer throughmass media as television, radio, newspaper, magazine, direct mail, and out doordisplays.
Mean to make consumers buy product.
A medium of information and persuasion.
Categories of Advertising
Institutional advertising: promoteorganizational images, ideas, and political
issues.
What is Advertising?
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Create awareness
Stimulate trial
Remind and reinforce
Provide support for sales force Correcting misconceptions
Define Advertising Objectives
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It means the difference between havingmarginal profits and having great successin any business
Getting the Companys Name or Product infront of people as often as possible
Its essential elements are Imagination andInventiveness, disciplined by routineskills
Advertising?
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Create corporate culture that promotes and rewardsinnovation
Encourage their employees to take risks
Tolerant attitude towards failure
Management should visibly support new productdevelopment
Management should resist the temptation of automaticnay-say
Traditional performance appraisal measures such as thefulfillment of an expected revenue target revised for
new product development teams
Defend NPD teams in front of detractors
Creating An Innovative Advertising
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Commercials = New Entertainment
Long-Term Advertising Campaigns CatchConsumers Eye .
Humor Increasingly Influential inAdvertisement Success.
Use of Characterful but Non-CelebrityModels.
Revival of Addictive Advertising Jingles.Shift in Message from Product Features
to Consumer Benefits.
Latest Trends in Advertising
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Refers to the approach used to attract theattention of consumers and/or to influencetheir feelings toward the product, service, orcause.
Something that moves people, speaks to theirwants or need, and excites their interest.
The underlying content of the advertisementmovie script.
What is an Advertising Appeal?
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FearHumorSexMusicRational
EmotionsScarcityCompetitive Ads Appeal
Types of an AdvertisingAppeal
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Increases viewer interest in the ad and thepersuasiveness of the ad.
Used with health and beauty products, ideamarketing, insurance.
Most experts believe that a moderate level offear is most effective.
Eg: HDFC Standard Life Insurance
Fear Appeal
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Fear Appeal
Print Ad Example
This ad reminds
people of thedangers ofoverexposure to thesun.
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Fear Appeal
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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 themessage.
Television Commercial Examples: Krack Jack,Parle Monaco
Humor Appeal
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u m o ro u sp p e a l
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Subliminal techniques
Sexual suggestivenessOvert 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
Sex Appeal
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Be aware of differences in the internationalarena.
Should be an integral part of the product.
Should utilize a variety of models in terms ofage, size, ethnicity and gender.
Should consider using regular personmodels.
Be careful sex does not overpoweradvertisement.
Using Sex Appeals Effectively
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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?
Music Appeals
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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 Appeals
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Rational Appeal
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Based on three ideas:Consumers ignore most ads.Rational ads go unnoticed.Emotional ads can capture attention.
Viewed by creatives as key to developingbrand loyalty.
Uses peripheral processing route.B-to-B advertisements using more emotional
appeals.Works well when tied with other appeals.
Emotional Appeals
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Emotions Used inAdvertisements
Trust
Reliability
Friendship
HappinessSecurity
Glamour/luxury
Anger
Protecting loved ones
Romance
Passion
Family Bonds with parents
with siblings
with children
with extended family
members
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RescueGroups drawn on Viewer's Sympathy TowardsAnimals
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Emotional Appeal
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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.
Scarcity Appeals
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Water Scarcity
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Competitive Ads are designed for the purposeof decreasing competitors sales andincreasing personal sales.
Competitor counter attack after each andevery new ads of its competitors.
Competition can be based on price, quality,usefulness etc.
Competitive Ads Appeal
C titi Ad f C db &
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Competitive Ads of Cadbury &Munch
a j p e h li Tarik h ai a r D in P e h li Ta rik H a i
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Different Appeals are helpful in attractingUsers/Consumers.
Emotions in advertising creates a sense of
touch & affection with its users.Humorous appeals are helpful in catching
viewers appeal.
Helps in awaking the customers.
Divert the mind of the customer towards theproduct
First Trial.
How Appeals Make Advertising
Effective?
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!HANK YOU