Transcript ADVERTISING APPEALS

ADVERTISING
APPEALS
Presented By:
SAKSHI KOUL
30-MBA-08
CONTENTS
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Introduction
Advertising appeal
Essentials of a good appeal
Advertising appeals & buying motives
Advertising appeals & selling points
Classification of appeals
Product or Service related appeals
Consumer related appeals
Non-Consumer & Non-product Related appeal
Conclusion
INTRODUCTION
• Advertising response is very
important, because the dream of an
advertiser of passing the message to
the target audience for his product,
services & ideas will remain only as a
dream in case there is no response
for such appeals.
ADVERTISING APPEAL
• Indispensable part of every
advertisement.
• Central idea of an ad that elicits the much
desired response.
• 2 techniques that can be identified in
advertising response: ADVERTISING
APPEAL & ADVERTISING EXECUTIONS.
• Every advertisement is an appeal to buy &
use the product or the service supported
by reasons to buy & use.
ADVERTISING APPEAL
• What one buys, what he reads or
listens to what he believes and what
he remembers-all are governed by
his needs that he is bent upon
satisfying-may be physiological,
safety, security, esteem and self
actualization.
ESSENTIALS OF GOOD
APPEAL
• It
• It
• It
• It
• It
should
should
should
should
should
be
be
be
be
be
thematic.
communicative.
interesting.
believable.
complete.
ADVERTISING APPEALS &
BUYING MOTIVES
• Advertising appeals are made to consumer
motives.
• Buying motives are the consumer
expectations or the buyer specifications. They
tell us what each consumer wants to satisfy
his needs.
• If the buying motives specify what consumer
expect, the appeal speaks the degree to
which such specifications are met.
APPEALS & SELLING
POINTS
• An advertising appeal is the basic use of service
or satisfaction which the product or the service
can render and which the advertisement
represents.
• What we call as the TALKING POINTS for the
salesman, are the SELLING POINTS for an
advertiser.
• An appeal is convincing on the basis of product
characteristics, merits, satisfaction which we call
as selling points.
CLASSIFICATION
OF APPEALS
• Advertising appeals are broadly
classified into 3 categories:
Product or Service related appeals
Consumer related appeals
Non-Consumer & Non-product
Related appeal.
I.PRODUCT OR SERVICE
RELATED APPEALS
This type of appeal focuses on the product or
service features, where some of the aspects of
product classification are described. Such appeals
do not state openly the consumer benefits as
they are implied.
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Product
Product
Product
Product
Product
Product
feature appeal
Competitive advantage appeal
price appeal
News appeal
popularity appeal
generic appeal
PRODUCT FEATURE APPEAL
• Here the features of the product are
dominantly talked about but these
advertisements do not compare
themselves with those of
competitors, nor they talk of their
popularity and price.
• EXAMPLE:- Videocon
PRODUCT COMPETITIVE
ADVANTAGE APPEAL
• Most common
• In such advertisements, explicit
reference is made to the competitive
products or services and the
competitive advantage depends on
performance.
• EXAMPLE:- Dove
PRODUCT PRICE APPEAL
• Here price is predominant.
• The advertiser comes out with an offer at a particular
price or at a reduced price.
• EXAMPLE: Bata’s annual ‘Grand Reduction Sale’ or the
Diwali offers.
• Features are not completely forgotten but advertiser
wants to take full advantage of the rational buying
motive of economy.
• Common with consumer durables.
PRODUCT NEWS APPEAL
• In such appeals, news about the
product is provided i.e., the product
is new or modified or improved.
• EXAMPLE:- RASNA……word NEW/
IMPROVED/ POWERFUL is used.
PRODUCT POPULARITY
APPEAL
• Such appeals assert that the product or
service is one which is widely used by a
large majority and it is very popular and is
right on top of all the competitive
products.
• Such appeals assert that the viewer
should use it because it is a proven
product or service.
• Johnson & Johnson
PRODUCT GENERIC
APPEALS
• They are generic appeals made by the
industry or a specific group of producers.
• Individual brands are not singled out.
• These advertisements are designed to
create primary demand rather than
selective demand.
• EXAMPLE:- National Egg Coordination
Committee (NECC)
II. CONSUMER RELATED
APPEALS
• These ads harp on the direct consumer benefits.
• Emphasis is on what the product or service does
for the consumer, i.e. consumer satisfaction.
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Consumer
Consumer
Consumer
Consumer
Consumer
service appeal
savings appeal
self-enhancement appeal
fear appeal
subsidized product trial appeal
CONSUMER SERVICE
APPEAL
• These ads instruct the consumer as
to how to use the product for best
results & increased satisfaction.
• EXAMPLE: Hawkins pressure cooker
CONSUMER SAVINGS
APPEAL
• These appeals extend the consumer the
opportunity of saving money or reducing
expenses.
• These appeals don’t emphasize the price
aspect.
• EXAMPLE: Good Knight
It is an electronic mosquito
repellant where economy
works unlike coils, liquids & pastes.
CONSUMER SELFENHANCEMENT APPEAL
• These ads assert that the use of a particular
product enhances the inherent quality of the user,
makes him/her more attractive.
• These appeals suggest that the products deliver
value not because of their benefits, but because
of their ability to add special dimensions to the
user.
• EXAMPLE: Cosmetics.
CONSUMER FEAR APPEALS
• They are used in advertisements by
portraying the threatening situation
which can be resolved through the
use of product/service.
• Human life is a patent example of
apparent threats.
• EXAMPLE: LIC policy
CONSUMER SUBSIDISED
PRODUCT TRIAL APPEAL
• Whenever the advertiser is believing
in generating initial or extra sales, he
does it through the product trial
strategy.
• The advertiser offers a free sample,
a price reduction or some other
purchase incentive to encourage
consumer trial or use.
III. NON CONSUMER & NON
PRODUCT RELATED APPEALS
• They are founded on the fine works
of the company- may be profit
making or non profit making or on
some sort of organized activity for
which public support is desired &
accepted.
Corporate citizenship appeals
Investor solicitation appeals
CORPORATE CITIZENSHIP
APPEALS
• They attempt to portray the company’s
achievements or the contribution to the
mankind or the society.
• It presents all that is done by the
corporate house in the public interestsocial, economic, philanthropic.
• It is used to create a favorable attitude
towards the company.
INVESTOR SOLICITATION
APPEALS
• This kind of appeal is addressed to the
investment community, soliciting the
benefits of investment in the company in
question.
• Solicitation appeals say that the company
is well managed, the line of activity
undertaken is really profitable or makes
widest range of products well known in the
national or international markets.
CONCLUSION
• Whatever one classifies as the
advertising appeals, their
identification and their execution is
important.