Advertising Appeals

Advertising Appeals

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Advertising appeals Essentials of good appeal Types of Appeals Creative format/Execution styles Creation stage

Advertising Appeals • Appeal is the central idea of an advertisement. • An appeal is the earnest request or a plea to the prospects. • The approach to attract the attention of consumer • To influence consumers’ feeling towards products, services or concepts

Essentials of Good Appeal 1. 2. 3. 4. 5.

It is thematic It is communicative It is interesting It is believable It is complete

Advertising Appeals Rational appeal – logic based a. Feature – dominant traits of the product b. Competitive – comparison with other brands c. Price – price offer the dominant point d. News – certain news announcement about the product is used. e. Popularity – stresses on brands popularity

Advertising Appeals Personal state or feelings – 1. Affection 2. Arousal 3. Comfort 4. Fear 5. Happiness 6. Love 7. Pleasure 8. Safety 9. Sorrow 10. Self-esteem

Advertising Appeals Social feeling – 1. Acceptance 2. Approval 3. Affiliation 4. Embarrassment 5. Belonging 6. Involvement 7. Recognition 8. Rejection 9. Respect 10.Status

Types Of Appeals

Rational/Logical Appeal •Price (Tide) •Quality (Madhushree tea) •Feature (Apple i-Fone) •Competitive Advantage (Head & Shoulders) •News (Colgate) •Product/Service Popularity ( Hero Honda)

Emotional Appeal •Humor (Sprite) •Fear (Saffola) •Music (Airtel) •Sex (Axe)

Additional Appeal •Star (ThumsUp) •Reminder Advt. (Vardhman Wools) •Teaser Advt. (Ponds)

Creative Format/Execution Style Execution style – 1.

the way an appeal is turned into an advertising message.

2.

the way the message is presented

A particular advertising appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals.

Creative Format/Execution Style 1. 2. 3. 4. 5. 6. 7.

Factual message or straight sell Dramatization Testimonials Comparison Demonstration Animation Humor

Creative Format/Execution Style

8. Scientific or technical evidence 9. Slice of life 10. Fantasy 11. Combinations 12. Personality Symbol

Creative Format/Execution Style

1. Straight-sell or factual messagethis type of execution relies on a straightforward presentation of information about the product or service such as specific attributes or benefits.

Straight sell – Logical -Feature

Creative Format/Execution Style

2. Dramatization—this execution technique creates a suspenseful situation or scenario in the form of a short story. Dramatizations often use the problem/solution approach as they show how the advertised brand can help resolve a problem.

Dramatization

Creative Format/Execution Style

3. Testimonials—many advertisers present their advertising messages in the form of a testimonial whereby a person speak on behalf of the product or service based on his or her personal use of and/or experiences with it. Ex. – Dove, Olay Total Effect.

Creative Format/Execution Style

4. Comparison— this type of execution involves a direct or indirect comparison of a brand against the competition.

Creative Format/Execution Style

5. Demonstration- this type of execution involves demonstration of the product features.

Creative Format/Execution Style 6. Animation - this technique used animated characters or scenes drawn by artists or on computer. Animation is often used as an execution technique for advertising targeted at children.

Creative Format/Execution Style

7. Humor— Humor can be used as the

basis for an advertising appeal. However, humor can also be used as a way of executing the message and presenting other types of advertising appeals.

Creative Format/Execution Style

8. Scientific/technical evidence- this type of execution is designed to illustrate the key advantages or benefits of a product or service by showing it in actual use.

Creative Format/Execution Style 9. Slice of Life - The ad attempts to portray a real-life situation involving a problem, conflict or situation consumers may face in their daily lives. The ad then focuses on showing how the advertiser's product or service can resolve the problem.

Creative Format/Execution Style 10. Fantasy - this type of appeal is often used for image advertising by showing an imaginary situation or illusion involving a consumer and the product or service. Cosmetic companies often use fantasy executions although the technique has also been used in advertising for other products such as automobiles and beer

Creative Format/Execution Style 11. Combination - many of these execution techniques can be combined in presenting an advertising message. For example, slice-of-life ads are often used to demonstrate a product or make brand comparisons

Creative Format/Execution Style 12. Personality Symbol this type of execution involves the use of a central character or personality symbol to deliver the advertising message and with which the product or service can be identified. The personality symbol can take the form of a person who is used as a spokesperson, animated characters or even animals.