CONSUMER BEHAVIOR

(MKT 541E)

Report on:

“Two advertisements that are designed to arouse consumer needs”

Submitted by:

Nowsheen Noor

ID # 1921251

Submitted to:

Prof. Serajul Hoque

 1. INTRODUCTION: CONCEPT OF ADVERTISING

Advertising is a form of communication used to persuade an audience (viewers, readers or

listeners) to take some action with respect to products, ideas, or services. Most commonly, the
desired result is to drive consumer behavior with respect to a commercial offering, although
political and ideological advertising is also common. Advertising messages are usually paid for
by sponsors and viewed via various traditional media; including mass media such as newspaper,
magazines, television commercial, radio, advertisement, outdoor advertising or direct mail; or
new media such as websites and text messages.

The concept of advertisement has been cleared from the following considerable points:

 The non-personal communication of information usually paid for & usually persuasive in
nature, about products (goods & services) or ideas by identified sponsor through various
media.
 Any paid form of non-personal communication about an organization, product, service, or
idea from an identified sponsor &.
 Paid non-personal communication from an identified sponsor using mass media to persuade
or influence an audience.
 The element of the marketing communication mix that is non personal paid for an identified
sponsor, & disseminated through channels of mass communication to promote the adoption
of goods, services, person or ideas.
 An informative or persuasive message carried by a non-personal medium & paid for by an
identified sponsor whose organization or product is identified in some way.
 Impersonal; one way communication about a product or organization that is paid by a
marketer.
 Any paid form of non-personal presentation and promotion of ideas, goods or services by an
identified sponsor.
 2. NEED AROUSAL

It is a method used in advertising which plays on a desire or requirement of the target to try and

sell the product to them, for example they require security, therefore they should purchase an

alarm. In some marketing, companies will use an individual’s need for arousal to entice them
to purchase an item.

For instance, a drop in blood sugar level or stomach contractions will trigger awareness of a
hunger need. A decrease in body temperature will induce shivering, which makes the individual
aware of the need for warmth. Most of these physiological cues are involuntary, but they arouse
needs that cause uncomfortable tensions until they are satisfied.

3. ADVERTISING APPEALS

Advertising appeals are the persuasive pressures that stimulate a person to buy a product or
service by speaking to an individual's needs, interests, or wants. The goal of an ad is to persuade
customers, and advertising appeals provide just the right hook to allow persuasion to occur.
Advertising appeals are designed to create a positive image and mindset about those who use the
product or service, and are a major factor of consideration for advertisers. Companies put a lot of
effort into their creative advertising strategies and use various types of appeals to influence
purchasing decisions.

Marketing and advertising gurus have been using appeals for as long as marketing and
advertising have been a thing. Consider celebrity endorsements, which are prime examples of
applying ethos, or the credibility/endorsement appeal. If you see an image with Jennifer Aniston
holding a bottle of Smart Water, you are being appealed to by Aniston’s credibility (or, at the
very least, her notoriety). If it’s good enough for her, the advertisers hope you’ll think and feel,
then it’s good enough for the consumer who respects and adores her.
But modern-day advertisers didn’t stop at just the three appeals, as Aristotle did. While
credibility, emotion, and logic in many ways do summarize the three broad ways in which people
are persuaded, advertisers get much more specific in order to target their marketing
communications approaches. Understanding the available appeals in marketing and advertising
will put you in a position to be more creative, more persuasive, and ultimately more effective in
your marketing and business communications.

RATIONAL APPEAL

Rational appeals as the name suggests aims to focus on the individual's functional, utilitarian or
practical needs for particular products and services. Such appeals emphasize the characteristics
and features of the product and the service and how it would be beneficial to own or use the
particular brand. Print media is particularly well suited for rational appeals and is often used with
good success. It is also suited for business to business advertisers and for products that are
complex and that need high degree of attention and involvement. It’s directly related to the
thinking process of the audience that involve some sort of deliberate reasoning process, that a
person believe would be acceptable from other members of his social group.

The Rational Appeal is especially effective when the product, service, or idea contains

many features that will appeal to someone’s sense of reason. 

SCARCITY APPEAL

The Scarcity Appeal seeks to make people feel like they need to hurry, either because quantities
are limited, so many people are rushing to get it, or there is a restricted time frame in which you
can get your hands on the new product or service. The Scarcity Appeal works when you use
phrases like “for a limited time” or “act fast” or “while supplies last.” One of the goals with the
scarcity appeal is to make people feel like they have to hurry or they’ll miss out so use phrases
and images that encourage this. It’s important to make the product or service you are advertising
seem especially exciting so that your target audience will logically understand why they need to
hurry.

The Scarcity Appeal is especially effective when you have product or sale that will only last a
short time or that you truly have a limited supply on. The scarcity appeal is a good advertising
strategy when things are time-sensitive and may sell out (like with concern tickets or limited
edition products) or when you want people to feel like they’ll miss out in some way if they don’t
hurry.
 4. CONCLUSION

There are many types of advertising appeals out there. Only two, among numerous appeals were
discussed here. Each type of advertisement appeal works in their own way. Some work
emotionally, while others work rationally. Some may also work with time restraints where one
may feel that the product or offered service may run out f not consumed in time.

Ultimately, the key to using advertising appeals effectively is truly understanding your target
audience. And you will know that your advertisement worked, when you have successfully
persuaded the target consumers to buy specific products, thus creating need arousal, which
probably didn’t even exist in the first place, yet, reaching them through ads, and affecting them
in a way that they end up buying them anyway!
 REFERENCES

ADVERTISING APPEALS (OVERVIEW). (2020). Retrieved 24 September 2020, from

https://thevisualcommunicationguy.com/business-communication/advertising-appeals-
overview/
CHAPTER 2 ADVERTISEMENT APPEALS. (2020). [Ebook] (7th ed.). Retrieved from
https://shodhganga.inflibnet.ac.in/bitstream/10603/240441/7/07_chapter%202.pdf
Newbold, C. (2017). RATIONAL APPEAL (ADVERTISING). The Visual Communication
Guy. Retrieved from https://thevisualcommunicationguy.com/2017/10/05/scarcity-appeal-
advertising/
Newbold, C. (2017). SCARCITY APPEAL (ADVERTISING). The Visual Communication
Guy. Retrieved from https://thevisualcommunicationguy.com/2017/10/05/scarcity-appeal-
advertising/
Weber, I. (2018). 11 Emotional Advertising Examples Most Used by Brands [Blog].
Retrieved from https://blog.bannersnack.com/emotional-advertising-examples/