Presented By

Group 1
INTRODUCTION

These days, promotion and advertising have

assumed significant importance to sell products in
the global markets for most companies.
 The increased competition in the markets have
compelled people to think of unique advertising
techniques to outdo their competitors.
 Advertising appeals is the approach to attract the
consumers and prove to them how your product
can satisfy all their needs.
Through various appeals advertisers influence
rationally or emotionally the prospect’s purchase
decisions
Definition
Refers to the approach used to attract the
attention of consumers and/or to influence
their feelings toward the product, service,
or cause.
It's something that moves people, speaks
to their wants or need, and excites their
interest.
Essentials of an
Advertisement Appeal
• Thematically sound

• Communicative

• Interesting

• Credibility

• Finality and Completeness

• Truthful information
Personal appeal
Personal Appeal
Some personal emotions that can drive individuals
to purchase products include safety, fear, love,
humor, joy, happiness, sentiment, stimulation,
pride, self esteem, pleasure, comfort, ambition,
nostalgia etc.
Social Appeal
Social factors cause people to make purchases and
include such aspects as recognition, respect,
involvement, affiliation, rejection, acceptance,
status and approval.
Rational appeal
Directed at the thinking process of the audience.
They attempt to show that the product would yield
the expected functional benefit.
Some of the buying motives which are rational
under ordinary circumstances are:
 High quality
 Low price
 Long Life
 Performance
 Ease of use
 Re-sale Value
 Economy
Rational appeal example

While buying Digital camera the

consumer always consider the
following:
-Battery Life
-Number of Megapixels
-Zoom Lens
-Exposure Control
-User Controls
Advertisement of Nikon point out
the benefits while buying camera.
 
Emotional appeal
Those appeals which are not preceded by
careful analysis of the pros and cons of
making a buying.
Designed in two ways viz negative &
positive
Emotional Appeal
Emotional Appeals
Based on three ideas:
 Consumers ignore most ads.
 Rational ads go unnoticed.

 Emotional ads can capture attention.

Viewed by creative’s as key to developing brand

loyalty.
B-to-B advertisements using more emotional
appeals.
Works well when tied with other appeals.
 Emotions Used in Advertisements
 Trust
 Reliability
 Friendship
 Happiness
 Security
 Glamour/luxury
 Anger
 Protecting loved ones
 Romance
 Passion
 Family Bonds
 with parents
 with siblings
 with children
 with extended family members
Positive Emotional appeal
Positive appeals highlight product benefits
and attributes capable of influencing
consumer behavior.
Eg: Baby nursery furniture
While buying parents
consider the factors
like: safety,
flexibility,
theme,
quality and so on
Negative Emotional
appeal
The negative appeal attempts to increase
people's anxiety about not using a product
or service and stresses the loss they will
experience if they do not purchase the
product or service.
Eg :
Negative Emotional
Appeal
Fear Appeal
Increases viewer interest in the ad and the
persuasiveness of the ad
Used with health and beauty products, idea
marketing, insurance.
Most experts believe that a moderate level of
fear is most effective.
The advertisements relating to prohibition,
prevention of losses and conservation of energy
comes under fear appeal
Eg:United India insurance
Fear Appeal
Bandwagon Appeal
This type of advertising appeal is meant to signify that since
everybody is doing something you should be a part of the
crowd as well.

 It appeals towards the popularity aspect or coolness aspect

of a person using a particular product
Humor Appeal
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 the message.
Television Commercial Examples: Krack Jack
Humor

Royal Society for the Prevention of Cruelty to Animals

NO INSECTS LEFT – Ad by a insect Spray
Music Appeals
Has intrusive value.
Gains attention and increases the retention of
visual information.
Can increase persuasiveness of an
advertisement.
eg: TITAN
Scarcity Appeals
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.
Adventure Appeal
This appeal is directed towards giving the
impression that purchasing a product will
change the individual’s life radically and fill it
with fun, adventure and action.
Romance Appeal
These advertisements display the
attraction between the sexes
. The appeal is used to signify that buying
certain products will have  a positive
impact on the opposite sex and improve
your romantic or love life.
 Fragrances, automobiles and other
products use these types of advertising
appeals.
Endorsement appeal
Film stars and sports personalities have a
huge fan following and hence,
endorsement appeals are also extensively
used to market and promote many
products.
Corporate Advertising
Appeal
The corporate logos and the messages of
companies are advertised in an extensive
and aggressive manner.
Making use of the name of the company as
the brand name of the product is referred
to as corporate branding which has helped
many organizations prosper.
Surrogate Advertising
when promoting a particular product is made
illegal and when the companies introduce
some other products by making use of the
same brand name.
This can surely make a huge impact on the
minds
Repetition Appeal
The name of the product to be promoted is
repeated many times in ads for creating a
psychological effect.
Youth Appeals
Youth appeals can include television
advertisements and programs for promoting the
items such as clothes, watches, sunglasses,
perfumes which are of the latest trend.
We should make use of smart propaganda
techniques to bring the products newly introduced
into focus.
Thank You