Presented By: SAKSHI KOUL 30-MBA-08 ADVERTISING APPEALS Presented By: SAKSHI KOUL 30-MBA-08

CONTENTS 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 should be thematic. It should be communicative. It should be interesting. It should be believable. It should be 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. Product feature appeal Product Competitive advantage appeal Product price appeal Product News appeal Product popularity appeal Product 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. Consumer service appeal Consumer savings appeal Consumer self-enhancement appeal Consumer fear appeal Consumer 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 SELF-ENHANCEMENT 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 interest- social, 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.

Thank You.....