Posted in Marketing and Strategy Terms, Total Reads: 6915
Definition: Advertising Appeal
Advertising is a form of non-personal communication about a product, service, organization, or idea by an identified sponsor. At the core lies advertising appeal which is used to attract the attention of the consumers, effectively influence their feelings and change their attitude in favor of the advertised product/service. It is the connect that consumers feel with the ad. Creating such an appeal encompasses understanding what the consumers want or need and what excites them. As a basis for advertising messages, several different appeals can be used.
Types of informational advertising appeals- Some of the most common appeals include:
1. Favorable Price Appeal: The offer price dominates the message. This is used extensively during sales promotions e.g. end of season sales, special offers, everyday low process. McDonald’s Happy Price Menu campaign is designed around this appeal.
2. Feature Appeal: The major traits or attributes of the product/service dominates the message. Such ads tend to be highly informative and try to build a favorable attitude for the attributes to trigger a rational purchase. L’oreal’s Total Repair ad campaign featuring Aishwarya Rai talks about the product’s effectiveness against 5 hair problems.
3. Competitive advantage appeal: Ads featuring this appeal directly or indirectly include competitor’s product/service and compare specific attributes. Dettol Kitchen Cleaning Gel ad comparing it with Vim saw a lot of controversy.
4. News appeal: Announcement or news about the product/service dominates the ad’s message
5. Product/service popularity appeal: This emphasizes the popularity of a product/service by pointing out the buyer base. Times of India is often found reiterating its “India’s Number 1 English daily” status.
Types of emotional appeals- Although this category includes many different feelings and needs on a personal level (safety, security, love, affection, joy, nostalgia, pride, achievement, pleasure, sorrow, self-esteem, actualization etc.) and social level (recognition, status, respect, rejection, approval etc.), the two common ones include:
1. Fear Appeal: The best example is the anti-smoking ad that plays in movie theatres featuring a smoker Mukesh who died of mouth cancer.
2. Humor Appeal: Humorous ads are often the best remembered as they can hold consumers’ attention and put them in a positive disposition towards the product. Chlormint’s “Dobara mat poochhna” campaign works on humor appeal.