Advertising Appeals & Executions

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What is Advertising Appeal?

The appeal of an advertisement to the intended audience. particular approach, based on rational or emotional arguments, which seeks to develop a direct link between the product or service and the consumers needs or wants.

The

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What is Advertising Execution?

Advertising

Execution refers to the manner in which an advertising appeal is carried out or presented. A particular advertising appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals.
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Advertising Appeals

Product or Service related Appeals.

Feature appeal
focus on the dominant traits of the product or service;

tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision.

Competitive advantage appeal

The advertiser makes either a direct or an indirect

comparison to another brand (or brands) and usually claims superiority on one or more attributes

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Feature Appeals

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Appeal

Duracell Batteries

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Advertising Appeal
A

favorable price appeal

the message.

makes the price offer the dominant point of

News

appeals

Those in which some type of news or

announcement about the product, service, or company dominates the ad

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A Favorable Price Appeal

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News Appeal

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Advertising Appeals
Product/service

popularity appeals

Stress the popularity of a product or service

by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.

Generic

appeals

A product or service promotion for its own

sake, but individual makes or brand of the product our not singled out.
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Generic Appeal

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Advertising Appeals

Consumer Related Appeals

Consumer service appeal - Consumer service appeal either tell the

consumer what to do with the product/service or explain the various ways in which the product/service may be used for satisfaction.

Consumer saving through use appeal - How expensive or inexpensive the

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Consumer Service Appeal For best result use Fair & Lovely daily twice and notice difference in just four days

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Use just two drop of VIM and notice the result

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Consumer Saving Through Use Appeal Less then two rupee for a shave

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By Using smart cards get a discount of 10% and you dont have to stand in que for token

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First Citizen loyalty Card from Shoppers Stop 1 Reward Point for every purchase of Rs. 100

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Advertising Appeals
Consumer

Self Enhancement Appeal

- Advertisement in this category suggest that the use of a particular product/service will enhance or improve some inherent quality of the user.
Fear

appeal

- It portray a threatening situation that can be resolved through

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Consumer Self Enhancement Appeal Use of a particular deo will evoke a particular response from various women

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Fear Appeal Nicorette help you to quit cigarette

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LIC Policy-Jeevan Ke saath bhi Jeevan ke baad bhi

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Advertisement Appeal
Subsidized

Product Trial Appeal

- Through this appeal the advertiser offers a free sample, a price reduction or some other purchase incentive to encourage consumer use or trial.

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Subsidized Product Trial Appeal

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 Corporate

Non Consumer or Non product/Service Related Appeal

citizenship appeal

- Advertisement based upon corporate citizenship appeals seek to portray a company or corporation in some sort of favorable light.
Investors

Solicitation

- This type of corporate advertisement appeals to the investment community. The purpose of
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Corporate Citizenship Appeal Every time you buy a large pack of Tide, Vicks, Ariel, Pantene and other products from the large portfolio of P&G Rs 1 will go to siksha for the education of underprivileged children across India

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Investor Solicitation
The

TVC is in a question-answer format. This allows the viewer to be actively engaged in guessing which brand the questioners are referring to; only in the end the identity of the brand is disclosed. Through these questions, the film reiterates the fact that Nutrilite owns 6000 acres of organic farms and actually controls the process from seed to supplement thus making it the most 4/28/12 preferred

Advertising Execution
Straight

Sell or Factual Message

Relies on a straightforward presentation of

information concerning the product or service.

Often used with informational/rational

appeals, where the focus of the message is the product or service and its specific attributes and/or benefits.
Provocative

or Intriguing Statements

A particular advertisement may be

provocative for some users 4/28/12 but some may

Straight Sell or Factual Message

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Provocative or Intriguing Statements

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Advertising Executions
Comparison

It offers a direct way of communicating a

brands particular advantage over its competitors or positioning a new or lesser known brand with industry leaders.

Demonstration

Designed to illustrate the key advantages of

the product/service by showing it in actual use or in some staged situation.

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Comparison

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Demonstration

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Ceat bike tyres commercial

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Advertising execution
Dramatization

The focus is on telling a short story with the

product or service as the star.

Dramatization is somewhat akin to slice-of-

life execution in that it often relies on the problem/solution approach, but it uses more excitement and suspense in telling the story

Spokesperson

In this technique, a person speaks on behalf

of the product. The person may be an 4/28/12 unknown or a celebrity.

Dramatization

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Thumps up tv commercial

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Happydent Tv Commercial

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Spokesperson

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Harpic Tv Commercial

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Advertising Execution

Testimonial
where a person praises the product or

service on the basis of his or her personal experience with it. individual such as a celebrity or expert in the product or service area speaks on behalf of the company or the brand. The message is not necessarily based on their personal experiences

Endorsement: a well-known or respected

Borrowed interest
4/28/12 In the borrowed interest technique, the

Testimonial Clinic All Clear Tv Commercial

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Garnier Men Tv Commerial

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Borrowed Interest

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Indian Railways TV Commercial

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Advertising Execution
Humor

Humorous executions are particularly well

suited to television or radio, although some print ads attempt to use this style.

Hyperbole

Allied to humor in advertising is the use of

hyperbole. Hyperbole is an exaggerated point about the product , service or company, the main effect of the commercial is to present some fact about the advertised product in a form that is larger 4/28/12

Humor Virgin Mobile Tv Commercial

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