Advertising Appeal,Different types of advertising appeal, Advertising,

Appeal Advertising

Appeal Advertising is a force of ignition that stimulates the mind of the customer towards the product or service. It is not the only factor in the marketing mix that starts a consumer to buy the product , but it is certainly one of the most important decisions of advertisers creative strategy involves choosing an appropriate remedy .


Advertising appeals are designed in a way to create a positive image of people using certain products . Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of individuals. There are three types of resources:
Rational or Informational Appeal
emotional appeal
Moral appeal

Rational or Informational Appeals

This is generally attractive oriented product highlights functional benefits such as quality , economy , value or performance of a product. Below are the different types of rational appeals :

Appeal Feature

 - Based Ads appeal are very informative that provides information on product attributes or characteristics that can be used as a basis for rational purchase decision . Product technical involvement and high frequency use this resource.
Competitive Advantage Appeal - An appeal is used to compare the product with the competitor's product , directly or indirectly , and the advertiser try to submit your superior product then the competitor's product in one or more attributes.
Appeal Favorable Prices - Here offer price is considered as the key message point .
Appeal News - Some kind of news or announcements about products or company dominates the ad.

Product Appeal popularity

 - popularity of the product is considered as the dominant advertising point , highlighting the growing number of users of the mark or the number of people who have changed him .
High Quality - Some products are preferred for their quality not only because of their taste or style , these products are advertised by highlighting the quality attribute in advertising.
Low price - Many people prefer low-priced products . To refer to this type of products are advertised hearing , highlighting the low price of the product.
Long Life - Many consumers want a durable nature that can be used for a long period , in the advertising of such product durability is the key message point .
Performance - Many advertisements show good performance of product.
Economy - Many customers consider savings in the operation and use of the product , for example in the case of an automobile mileage is considered during the selection of the make or model .
Scarcity - Another resource that is used occasionally is scarcity. When there is a limited supply of a product, the value of the product increases . Scarcity Appeals urging consumers to buy a particular product because of a limitation .
Other appeals rational - Other appeals include purity rational , more benefits , time saving , multi-functional , more production, regular supply and availability of parts, limited space required , the art form , so they can make effective advertising .

emotional appeals

An emotional appeal is related to psychological and social needs of an individual for the purchase of certain products and services . Emotions affect all types of purchasing decisions. Types emotional appeals are as follows :
Positive emotional appeal - Positive emotions such as humor, love, care , pride , or joy shown in advertisements to attract audience to buy that product. For example , Johnson and Johnson baby products .
Negative Emotional Appeal - This includes fear , guilt and shame for people to do things they should or stop.
Fear - Fear is an emotional response to a threat that expresses some kind of danger. Free resources sometimes use this fear to evoke emotional response and awaken consumers to take action to eliminate the threat. For example Life Insurance
Anxiety - Most people try to avoid the feeling of anxiety. To relieve anxiety , consumers can buy mouthwash, deodorant, a safer car , get a retirement pension plan .
Humor - Humor cause consumers to see advertising, laugh in it , and most importantly, remember the advertising and product related humor. For example , Mentos and Happydent .

moral appeals

Moral appeals are directed to consume "sense of what is right and appropriate. These are often used to encourage people to support social causes and ethical . Moral Appeal Types are:
Social and justice Awakening
Cleaner and a safe environment
Equal rights for women
The prohibition of drugs and intoxication
Adult literacy
Anti-smuggling and hoarding
Protection of consumer rights and waking

Another type of Appeals

Appeal reminder - reminder Advertising on appeal aims to raise brand awareness . For example -IPO
Teaser Advertising - Advertisers introduction of a new product often use this resource . It is designed to create curiosity , interest and enthusiasm for a product or brand . For example - Ponds announcement of Saif and Priyanka
Appeals Musical - Music is a very important component in advertising. Capture the attention of listeners . For example , Docomo , Airtel
Transformational Appeal - The idea behind this resource is that it can actually make the consumer experience better. For products such as ambay
Appeal Comparison - In this appeal of a brand 's ability to satisfy consumers is demonstrated by comparing their characteristics with those of competing brands . For example , Tide & Surf
Direct actions - direct appeals clearly communicate with consumers about the need identified . They extol the advertised brand as a product to satisfy that need .
Indirect Appeals - indirect appeals do not emphasize human need but allude to the need .

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