Types of Advertising Appeals

by admin on August 26th, 2008

Emotional Appeal- Relates to the social or psychological needs for the product. This appeal is effective in the sense that most purchases are emotional decisions. Emotional Appeal is made up Personal and Social categories

Fear Appeal- Increases interest and persuasiveness of the ad. Advertisers believe that a moderate amount of fear works well

Humor Appeal- Increases ad recall and only used in 30% of advertisements. Good at getting the consumers attention but can be overpowering if not directed to the consumers benefit.

Sex Appeal- Increases attention but the advertisements have lower recall. Creates strong feelings about the ad but can interfere with the understanding of the message.

Music Appeal- Gains attention and increases retention of visual aspects of the ad. Increases the persuasiveness of the advertisement.

Scarcity Appeal- Limited supply or time to purchase. Encourages quick action by the consumer.

Rational Appeal- This focuses on the practical, functional and utilitarian needs of the consumers. The advertisement emphasizes the features of the product or service, benefits or reasons for purchasing the product.

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^{http://adsoftheworld.com/blog/ndejesus/2007/apr/10/how_to_make_your_advertising_appeal_to_consumers
http://www.emsc.nysed.gov/nysatl/Health/advertising/images/ad1.htm}

Definition of advertising appeal

by admin on August 26th, 2008

Distinctive claim of an advertising. Creating advertising appeal for a good or service begins with identifying a reason for people to buy it. Advertising agencies then build advertising campaigns around this appeal. See also advertising theme.

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^{http://www.businessdictionary.com/definition/advertising-appeal.html}

Introduction to the word BRAND

by admin on July 15th, 2008

A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality.

Information taken from Wikipedia