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ADVERTISING APPEAL
Group members: -



Mami t a Yadav( 106)
Neha Chaudhar y( 99)

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Plan Of Presentation
Introduction
What is advertisement
Objectives of Advertising
Types of advertising appeals
Rational appeals
Emotional appeals
Moral appeals
Combination of different
appeals
Conclusion

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INTRODUCTION
Advertising appeals are designed in a way so
as to create a positive image of the individuals
who use certain products.
Advertising appeal can be defined as a
marketing technique that is aimed at influencing
the way consumers view themselves and how
buying certain products can prove to be
beneficial for them.
Advertising agencies and companies use
different types of advertising appeals to
influence the purchasing decisions of people.

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ADVERTISEMENT
Any paid form of non-
personal 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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OBJECTIVES OF
ADVERTISISING
To increase support :- advertising increases the
morale of the sales force and of distributors,
wholesalers and retailers.
To stimulate sales amongst present, former and
future customers. It involves decision regarding the
media.
To retain loyalty:- to retain loyalty of present and
former consumers.
To protect an image:- advertising is used to
promote an overall image of respect and trust for
an organization.
To communicate with consumers:- this involves
regarding copy.

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TYPES OF ADVERTISING APPEALS
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Rational Appeal:-
The functional benefits of a product is highlighted.
Industrial buyers are most responsive to rational appeal
It is generally product oriented appeal

Types:-
Competitive advantage appeals
Low price appeals
Long life appeals
Performance minted appeals
Ease to use oriented appeals

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EMOTIONAL APPEAL:-
An emotional appeal is related to an
individuals psychological and social needs
for purchasing certain products and
services.
Many consumers are emotionally
motivated or driven to make certain
purchases

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EMOTIONAL
APPEAL
FEAR
APPEAL
HUMOUR
APPEAL
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FEAR APPEAL:-
- Fear is an emotional response to some actual or
perceived threat or danger.

- Cab be referred as shockadvertising (shocking or
obscene images)
- Propose negative outcomes if a product is not
purchased
- Often used in public awarness adverisement
- 1. smoking
- 2. Texting and Driving
- 3. Drinking and Driving
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HUMOR APPEAL:-
Humor in Advertising is the same as
advertising and delivering the same
message
The only difference is the advertisement is funny
and hunorous to the audience or a specific
group of audience
Humor can be an excellent tool to catch the
viewers attention.



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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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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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COMBINATION OF
DIFFERENT APPEALS
COMBINING RATIONAL & EMOTIONAL
APPEALS
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COMBING RATIONAL & HUMOUR
APPEALS
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COMBINING RATIONAL & SOCIAL
APPEALS

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The most important step lies in
deciding what your advertising should
say and to whom it should say it.
All you need to do is to decide who
buys and uses your product and why.
In order to spend your media dollars
wisely, you must know what they read
or watch so that they will see your ads.

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THANK YOU!!