ADVERTISING APPEAL

INTRODUCTION

Advertising appeal is an force which stimulates the customer mindset toward the product or services. The message conveyed through advertising appeals influences the purchasing decisions of the customers. Advertising uses appeals as a way of persuading people to buy certain products.

MEANING

An appeal can be defined as the manner in which an advertising message is developed and expressed, to derive a particular consumer response or influence decision making.

TYPES OF ADVERTISING APPEAL

RATIONAL APPEAL

EMOTIONAL APPEAL

RATIONAL APPEAL

Rational appeal based on attributes and quality of the product and service. The rational appeal is also called the informational appeal. When a company uses a rational appeal advertising compaign,it emphasizes the costs and benefits of the product.

This can include comparisons with performance of a competitor's product or demonstrations that show how the product saves a customer time an money.

TYPES OF RATIONAL APPEAL

price appeal
Quality appeal Feature appeal

Competitive advantage appeal

News appeal Product/service popularity appeal

PRICE APPEAL

Price appeal is used where the promotion of a product or service is based on the price of the product. Price value conveys psychological appeal both a practical and

first., low-priced brands attracts people who have little money to spend, offering them more money left over after shopping. Example-chota coke at new price rs 5 by Aamir khan

POPULARITY APPEAL

The advertisements using popularity appeal to communicate the number one position of the product in the market.
Example-live pure by sachin tandulkar

FEATURE APPEAL
This

appeal is used for services, or technical and high involvement products. Advertisements, which highlight features of the products in detail. ExampleHawkins pressure cooker by bollywood star mahima chowdhary

QUALITY APPEAL
This

appeal is used for those products which are better known for their quality. Example-Abuja cement

COMPETITIVE ADVANTAGE APPEAL In this advertisements company use competitive advantage, as a method to attract viewers, the advertisers product is compared to that of competitors. Example-Duracell, Head & shoulders

EMOTIONAL APPEALS
An emotional appeal is related to an individuals psychological and social needs for purchasing certain products and services many consumers are emotionally motivated or to driven to make certain purchases.

TYPES OF EMOTIONAL APPEAL

Fear appeal Humor appeal Music appeal

Sex appeal

FEAR APPEAL

Fear appeal focus on the negative outcomes that an happen because of an action or an inaction. Advertisers use fear appeals to promote an immediate behavior change. Example-ponds age miracle,mewat tooth paste

HUMOR APPEAL

Humor appeals make consumers laugh and create an emotional link with the product. Advertiser link the product with humor. Example-Chlor-mint ice candy

SEX APPPEAL

Sex appeals capture attension,but seldom promote product consumption. Effective sex appeal ads convey a specific message to the target demographic group. Example-advertisements for the men's deodorant axe, Bisleri mineral water

MUSIC APPEAL
Music

is an inseparable part of television and radio advertisements. Music is used to attracts the attention of the consumers. Example-Britannia biscuits uses the jungle tin tin tidin

SAFETY APPEAL

Families with young children consider the safety of every product they brings into their homes example-a range of product categories can introduce a safety appeal in advertising, such as automobiles kitchen equipment. Example-v-guard staplizer