Advertising Appeal

APPEAL IS THE CENTRAL IDEA OF AN

ADVERTISEMENT. THE APPROACH TO ATTRACT THE ATTENTION OF CONSUMER. TO INFLUENCE CONSUMERS FEELING TOWARDS PRODUCTS, SERVICES OR CONCEPTS .

Essentials Of Good Appeal

yIt is communicative yIt is interesting yIt is believable yIt is complete

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

CREATIVE STYLE

.THE WAY AN APPEAL IS

TURNED INTO AN ADVERTISING MESSAGE.

THE WAY THE MESSAGE

IS PRESENTED

TYPES OF APPEAL
y Rational/Logical Appeal

Price (Tide) y Quality (Madhushree tea) y Feature (Apple i-Fone) y Competitive Advantage (Head & Shoulders) y Product/Service y Popularity ( Hero Honda)

Humor (Sprite) Fear (Saffola) Music (Airtel) Sex (Axe)

ADDITIONAL APPEAL

Star (ThumsUp) Reminder Advertising (Vardhman Wools)

Straight Sell

Dramatization

TESTIMONIALS

y Dove y Pantene y Olay y Loreal

Demonstration

Animation

COMPARISION

Personality Symbol