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Template Advertising
Psychology & Types Of Advertising Appeals
Presented by: Syeda Fatima Hasnain Roll No 01 BS Hons IV Session 2008-2010 Presented to: Ms. Saima Ghazal

Contents
Adverting

Objectives

Psychology of Advertising Psychological Principles of Advertising Psychological Appeals Conclusion

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Advertising
Any paid form of non-personal presentation and promotion of ideas or products by an identical sponsor.

A Paid Form

Identified Sponsor

Nonpersonal

Promotion

Presentation
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(Shah & DSouza, 2009).

Objectives

Inform

Persuade

Remind

Reinforcing
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(Shah & DSouza, 2009).

Psychology of Advertising

Cont
Earlier , advertisements were focused on: The Product Itself, Its Merits And Features

Psychological Strategies Focused on : What consumer wanted, Their motivations, and then Sell/market a product according to those wants and needs.

(Brierley, 2002)

Psychological Principles of Advertising

Attention

Perception

Association

Motivation

Memory Retention And Repetition

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(Roy, 2009)

Advertising Appeals
Aim
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them

The message conveyed through advertising appeals influences the purchasing decisions of consumers

(Brierley, 2002)

Types of Psychological Appeals

Emotional Appeal

Rational Appeal

Musical Appeal

Scarcity Appeal

Other Appeals.. (Brierley, 2002)

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Emotional Appeal
An emotional appeal is related to an individuals psychological and social needs for purchasing certain products and services.

Fear Appeal (Anxiety and Guilt)

Humor Appeal (Pleasant)

Sex Appeal (Curiosity)

Agony Appeal (Empathy)

Pleasant Appeal (Smile)

Moral Appeal

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(Wright & Chandler 2010)

Rational Appeal

Emphasize the characteristics and features of the product or service

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Musical Appeal

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Scarcity Appeal
Limited availability can induce consumers to evaluate those products more favorably.

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Other Appeals
Snob Appeal Bandwagon Appeal Adventure Appeal

Plain Folks Appeal

Celebrity Testimonial

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Advertising Effectiveness
Visual Consistency Create An Effective Flow

Campaign Duration

Consistent PositioningAvoid Ambiguity

Advertising Effectiveness Repeated Taglines

Identifiable Selling Point

Simplicity

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(Clow & Baack, 2008)

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Relying only upon the appeals and advertisement effectiveness does not complete the entire advertising process.
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Advertising Process
Tactics

Creative Execution Big Idea

Advertising Strategy
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(Shah & DSouza, 2009)

Strategy & Big Idea

Strategy
Product

Big Idea
Ad.
Talk of the Axe Effect i.e. how women are magnetically attracted towards men using axe
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Strategy

Big Idea

Create a sensual appeal

Conclusion
The three important Ms
Message of product Motto of brand

Mind of consumer

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(Clow & Baack, 2008)

Cont
The final goal
Products and services sell & The sales increases
Retaining Customer Interest

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(Clow & Baack, 2008)

References

Brierley, S. (2002). The Advertising Handbook. London: Routledge Template Chandler,D., & Wright, A. Evaluation Of The Psychological Strategies Typically Used By Advertisers To 'Appeal' To Consumer. Retrieved June 13, 2010 from www.aber.ac.uk/media/Students/www0401.doc Clow, E. K., & Baack, D. (2008). Integrated Advertising, Promotion and Marketing Communications. New Dehli: Pearson Prentice Hall. Shah, K., & DSouza, Alan. (2009). Advertising and Promotions: An IMC Perspective. Dehli: Tata McGraw- Hill Company Limited.

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The three important Ms

Message of product Motto of brand

Mind of consumer

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(Clow & Baack, 2008)