Advertising Appeals

• 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. It is thematic

2. It is communicative

3. It is interesting

4. It is believable

5. 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. Affection2. Arousal3. Comfort4. Fear5. Happiness6. Love7. Pleasure8. Safety9. Sorrow10. Self-esteem

Advertising Appeals

Social feeling –

1. Acceptance2. Approval3. Affiliation4. Embarrassment5. Belonging6. Involvement7. Recognition8. Rejection9. Respect10.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 A particular advertising appeal can be executed in a variety of ways and a particular means of execution variety of ways and a particular means of execution can be applied to a variety of advertising appeals.can be applied to a variety of advertising appeals.

Creative Format/Execution Style

1. Factual message or straight sell

2. Dramatization

3. Testimonials

4. Comparison

5. Demonstration

6. Animation

7. 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

1.1. Straight-sell or factual message- Straight-sell or factual message- this type of execution relies on a this type of execution relies on a

straightforward presentation of straightforward presentation of information about the product or information about the product or service such as specific attributes service such as specific attributes or benefits.or benefits.

Straight sell – Logical -Feature

Creative Format/Execution Style

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

Dramatization

Creative Format/Execution Style

3.3. Testimonials—many advertisers Testimonials—many advertisers present their advertising messages in present their advertising messages in the form of a testimonial whereby a the form of a testimonial whereby a person speak on behalf of the product person speak on behalf of the product or service based on his or her personal or service based on his or her personal use of and/or experiences with it.use of and/or experiences with it.

Ex. – Dove, Olay Total Effect.Ex. – Dove, Olay Total Effect.

Creative Format/Execution Style

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

Creative Format/Execution Style

5. Demonstration- 5. Demonstration- this type of this type of execution involves demonstration execution involves demonstration

of the product features.of the product features.

Creative Format/Execution Style

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

Creative Format/Execution Style

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

Creative Format/Execution Style

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

Creative Format/Execution Style

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

Creative Format/Execution Style

10. Fantasy - this type of appeal is often used 10. Fantasy - this type of appeal is often used for image advertising by showing an for image advertising by showing an imaginary situation or illusion involving a imaginary situation or illusion involving a consumer and the product or service.consumer and the product or service.

Cosmetic companies often use fantasy Cosmetic companies often use fantasy executions although the technique has executions although the technique has also been used in advertising for other also been used in advertising for other products such as automobiles and beerproducts such as automobiles and beer

Creative Format/Execution Style

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

Creative Format/Execution Style

12. Personality Symbol - 12. Personality Symbol -

this type of execution involves the use of a this type of execution involves the use of a central character or personality symbol to central character or personality symbol to deliver the advertising message and with deliver the advertising message and with which the product or service can be which the product or service can be identified. identified.

The personality symbol can take the form of The personality symbol can take the form of a person who is used as a spokesperson, a person who is used as a spokesperson, animated characters or even animals. animated characters or even animals.