ADVERTISING APPEAL

AND 5 PRODUCT
CATEGORIES

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Group members:Tejaswini Prasad

S a n j a n a D u tt
Ka ra n D h o te
Te j a l D et h e

ANCHOR FACULTY:Mr. S.K Biswal

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ADVERTISEMENT
Any paid form of nonpersonal presentation and
promotion of ideas, goods or
services through mass media
such as newspapers,
magazines, television or radio
by an identified sponsor
BY PHILIP KORTLER
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ADVERTISING APPEAL
Advertising appeals are designed in a
way so as to create a positive image
of the individuals who use certain
products. Advertising agencies and
companies use different types of
advertising appeals to influence the
purchasing decisions of people.

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ADD APPEALS:

1. Rational Appeal
2. Emotional Appeal
3. Moral Appeal
4. Direct Appeal
5. Indirect Appeal
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Rational Appeal:The functional benefits of a product is highlighted. Industrial

buyers are most responsive to rational appeal. This is
generally product oriented appeal.
Types: High quality appeals
Low price appeals
Long life appeals
Performance minted appeals
Ease to use oriented appeals

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COLGATE

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EMOTIONAL APPEAL: An emotional appeal is related to an

individuals psychological and social
needs for purchasing certain products
and services.

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JOHNSON AND JOHNSON

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Emotional
Appeal

Positive

Desire to be
different

Negative

Desire to be
conform

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Fear

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FEAR APPEAL:POSITIVE FEAR:-

NEGATIVE FEAR:Hp directing towards

status

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Moral Appeal
These appeal are those appeals to the
audience which appeal to their sence of
right and wrong.
This appeal mainly focused on prohibition,
adult literacy, social forestry, anti
smuggling, consumer protection etc.

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Moral Appeal

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Social Appeal: Social factors cause people to make

purchases and include such aspects as
recognition, respect, etc.

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HUMOR APPEAL: Humor is an element that is used in

around 30% of the advertisements. Humor
can be an excellent tool to catch the
viewers attention.

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Direct Appeal
This type of appeal are those appeals that
clearly communicate with the consumers
about a given need followed by a message
which extols the advertised brand which
satisfy the need.

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Hyundai

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Indirect Appeal

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MUSIC APPEAL: Music can be used as types of advertising

appeals as it has a certain intrinsic value
and can help in increasing the
persuasiveness of the advertisement.

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RA-ONE

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THANK U!!
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