ADVERTISING AND ITS APPEAL

1. ADVERTISING
ADVERTISING APPEALS

2. Introduction:
Advertising Appeal is an igniting
force which stimulates the customer
mindset towards the product or services.
It not the only factor in the marketing mix
which initiates a consumer for buying the
product but it is certainly one of the
advertisers’ most important creative
strategy decisions involves the choice of an
appropriate appeal.

3. THREE TYPE OF APPEALS
*Rational or Informational Appeal
*Emotional Appeal
*Moral Appeal

4. Rational or Informational Appeal
This is generally product oriented appeal,
highlights the functional benefits like-quality,
economy, value, or performance of a product.
Following are different types of rational appeals.
*Feature Appeal
*Competitive Advantage Appeal
*Favourable Price Appeal

5. *News Appeal
*Product Popularity Appeal
*High Quality
*Low Price
*Long Life
*Performance
*Economy
*Scarcity
*Other Rational Appeal

6. Emotional Appeal
An emotional appeal is related to an
individual’s psychological and social needs for
purchasing certain product and services.
Emotions affects all type of purchase decisions.
Type of emotional appeals are as follows:
*Positive Emotional Appeal
*Negative Emotional Appeal
*Fear

7. *Anxiety
*Humour
Moral Appeal
Moral appeals are directed to the consumes’
sense of what is right and proper. These are
often used to exhort people to support social
and ethical causes. Type of Moral Appeal are as
follows:
*Social awakening and justice
*Cleaner and safe environment

8. *Equal rights for women
*Prohibition of drugs and intoxication
*Adult literacy
*anti-smuggling and hoarding
*Protection of consumer right an awakening