Advertising appeal is an attempt at creativity that inspires consumers motives for purchase and affects consumers attitude towards

a specific product or service. -Kotler, Berkman & Gilson

1. Unconscious Motivation 2. Power Motive 3. Competence Motives 4. Affiliation Motive 5. Security Needs 6. Social Needs or Motives 7. Esteem Needs or Motives

8. Physiological Needs or Motives 9. Comfort and Convenience 11. Fashion 12. Novelty 13. Romance 14. Greed 15. Curiosity

Appeals are broadly classified as Rational Appeals Moral Appeals Emotional Appeals

Rationally

oriented purchase stimulated by directly giving explanations of a products advantages.

1. 2. 3. 4. 5.

High Quality Low Price Performance Ease of use Economy

High Quality

Sabse Tez

Pure Active : ACTION starting Now The Garnier Pure Active range is designed to erase spots and marks with visible results in 48 hours.

Maggie cuppa mania (ready to eat noodles)

The stimulation of consumers purchase intentions by arousing their positive or negative emotions.

TYPES NEGATIVE EMOTINAL APPEALS POSITIVE EMOTIONAL APPEALS

Fear Appeals "Smoking causes premature ageing"

Death Appeal Indian Cancer Association- ICAs campaign against smoking

Humor Appeal

Humor works by Aiding exposure: Blocking zapping and zipping Holding attention Helping memory Multiplier effect

Humor can backfire when

The ad makes fun of a specific group It is in bad taste, relative to the sophistication or culture of the audience

Zoozoo ads

This appeal is directed towards people who are brand conscious and wish to choose particular products to make a brand statement. It means that brands that think in terms of appeal are more likely to try to attract, please, stimulate, and provide interest for the consumer all behaviors of engagement, which is the foundation of relationships.

Appeal speaks to much more than just what consumers like 1. What does it take to attract someone to your brand / product / service? 2. What does it take to please and stimulate (inspire to action) your consumers? 3. What does it take to provide interest for your consumer?

This appeal is directed towards giving the impression that purchasing a product will change the individuals life radically and fill it with fun, adventure and action

Advertisement of SUVs Tourism boards Clubs

Music is something that everyone enjoys, music is something that is both personal and causes people to recall moments that are both good and bad in their life. Music helps capture attentions and link to the consumers emotions.

The Good - using a well known song can bring back positive nostalgic memories in consumers causing them to have positive attitudes towards your brand, music's intrusive nature means that people can still be attracted to the ad even if they are avoiding ads in general. The Bad - certain music can cause negative reactions in consumers if they relate to bad memories in the past.

Airtel Titan

Scarcity is based on limitations, typically this is in the form of limited time to purchase or limited supply. Scarcity is often used with fear appeals, to help empower customers by missing out on a potential immediately negative event. The Good - scarcity is great for encouraging users to take action, and is often effectively used with other promotions like coupons, sweepstakes and contests The Bad - scarcity appeals must be genuine or consumers will harbor negative attitudes towards your brand.

Nike Mag limited edition

Less than perfect appeal is crucial due to this shallow nature, humans by default have been made insecure so advertisers will try to influence people to make certain purchase by point out your flaws compared to the rest of the world. By pointing out these inadequacies, realized or not, they are then presenting the solution of how to fix the problem. These type of advertising appeals are used in cosmetics and health industries

Harpic

Used in cosmetic or beauty product and also clothing . This type of appeal aims at creating the impresion of the perfect person. The massage is that the product will infuse the perfection or the stated qualities in you

Snob appeal is an exact reverse of the bandwagon technique. In this advertising appeal, people are induced to buy a certain product so that they can stand out of the crowd. It is often indicated that buying the product will make them look different from the rest. It is often indicated that the product is not affordable for the common masses by attaching a 'sense of exclusivity' to such products.

This appeal is directed towards creating feeling of desire or envy for products that are termed top of the line or that have considerable qualities of luxury, elegance associated with them.

Most ads for high-end sales like jewelry, diamonds Advertisers use famous models to sell clothings because many people want to look as beautiful as the model Advertisements of SUVs

Sex Appeal Romance Appeal Emotional words Youth Appeal Endorsement Play on Words Statistics Bandwagon Appeal

Appeals

Direct

Indirect

Direct appeals are those that clearly communicate with the consumers about a given need, followed by a message that represents the advertised brand as a product that satisfies that need. In America, the hamburger was once advertised with the hunger appeal. The ad said: "When you get a man-size hunger, eat a whopper hamburger."

Indirect appeals
Product oriented Consumer oriented

PRODUCT ORIENTED APPEALS

1
Featureoriented Appeals

2 Useoriented Appeals

3
Product Comparison Appeals

Use-oriented Appeals

The basic message emphasizes specific inoperation and/or post-operation advantages of the brand advertised.
HAWLETT-PACKARD

The basic message emphasizes the differences between the advertised brand and the competing brands. The advertised brand, of course, has a net advantage over those with which it is compared

ATTITUDEORIENTED APPEALS

SIGNIFICAN T GROUPORIENTED APPEALS

LIFE STYLEORIENTED APPEALS

SUBCONSCIOUS -ORIENTED APPEALS

IMAGEORIENTED APPEALS

 The

basic message is one that is in line with the consumers attitude his value - belief structure.

 The

basic message emphasizes the kind of group that uses or approves the advertised brand.

The basic message emphasizes the kind of group that uses or approves the advertised brand. Audi A1 is for urban, young and stylish people.

The basic message is distinguished and is directed at the consumer's subconscious (or unconscious) need.

Although all advertising appeals create a brand image in the minds of consumers, the imageoriented approach is distinct in the sense that here the advertiser, consciously and purposefully, makes an effort to mould a brand image. There is an intention to create a specific brand image.

It must be thematically sound. It must be communicative. It must be interesting. It must have finality and be complete. It must contain truthful information.