Lecture 5 - Advertising Appeals Marketing Notes | EduRev

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Marketing : Lecture 5 - Advertising Appeals Marketing Notes | EduRev

 Page 1


Advertising Appeals 
 
1 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
 
 
 
 
Subject: Commerce 
 
Lesson: Advertising Appeals 
 
Course Developer : Anupama  Mahajan 
 
College, Department: Bharati College, Commerce 
University of Delhi 
  
Page 2


Advertising Appeals 
 
1 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
 
 
 
 
Subject: Commerce 
 
Lesson: Advertising Appeals 
 
Course Developer : Anupama  Mahajan 
 
College, Department: Bharati College, Commerce 
University of Delhi 
  
Advertising Appeals 
 Institute of Lifelong Learning 2 
 
 
Table of Contents 
 
Lesson: Advertising Appeals 
 Learning Outcomes 
 Introduction 
 Concept of Advertising Appeals 
 Classification of Appeals 
 Rational appeals 
 Emotional appeals 
 Moral appeals 
Summary  
Exercises 
Glossary 
References 
Quiz 
 
Page 3


Advertising Appeals 
 
1 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
 
 
 
 
Subject: Commerce 
 
Lesson: Advertising Appeals 
 
Course Developer : Anupama  Mahajan 
 
College, Department: Bharati College, Commerce 
University of Delhi 
  
Advertising Appeals 
 Institute of Lifelong Learning 2 
 
 
Table of Contents 
 
Lesson: Advertising Appeals 
 Learning Outcomes 
 Introduction 
 Concept of Advertising Appeals 
 Classification of Appeals 
 Rational appeals 
 Emotional appeals 
 Moral appeals 
Summary  
Exercises 
Glossary 
References 
Quiz 
 
Advertising Appeals 
 Institute of Lifelong Learning 3 
 Learning Outcomes 
 
After you have read this chapter, you should be able to: 
? define advertising appeal,  
? understand the different types of advertising appeals, 
? distinguish between different types of advertising appeals, 
? recognise the importance and suitability of a particular appeal for a particular 
product, 
? identify the type of appeal used by advertisers in their campaign, 
? appreciate the use of an appeal by advertisers for fostering a particular 
message, 
? apply the knowledge of advertising appeals to a particular type of product 
according to the product characteristics and types and needs of the target 
audience. 
 
 
 
Introduction 
 
Appeals are cues in the advertising campaign which provide stimulus to the buyers. 
They are developed on the basis of buying motive since their main purpose is to 
propel the customer into buying the product. Appeals help to correlate the purpose 
or motive of buying to the product characteristics.  
 
Figure1: Click on the link below to see an example of advertising appeal where the 
sub-head indicates that the product has been suitably changed to suit the customers? 
psychology. 
 
Source: http://m.mediapost.com/publications/16/Dominos-b3.jpg 
 
 
Concept of Advertising Appeals 
 
An „Appeal? is a fundamental reason for a consumer to purchase a product from a 
particular company. It is an important ingredient of an Ad campaign and is also 
referred to as an „Advertising Theme?. 
 
Kotler is of the same view when he quotes that,“Advertising appeal is the theme of 
an advertisement. To make the audience receive a necessary message, advertisers 
have to put some driving power into the message. This driving power is appeal. 
Every advertising appeal represents an attraction, which arouses consumers? 
desires.” 
 
“An appeal can be viewed as something that moves people, speaks to their wants 
and excites their interests.” (G. A. Belch and M. A. Belch) 
 
Hence, an appeal is a distinctive claim of an ad campaign. Before creating a 
campaign, the advertisers first visualises an appeal around which the whole 
campaign is built. This helps the message in a campaign to appeal directly or 
indirectly to the needs of the buyers which in turn would influence the buying 
behaviour of the consumers. 
 
Page 4


Advertising Appeals 
 
1 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
 
 
 
 
Subject: Commerce 
 
Lesson: Advertising Appeals 
 
Course Developer : Anupama  Mahajan 
 
College, Department: Bharati College, Commerce 
University of Delhi 
  
Advertising Appeals 
 Institute of Lifelong Learning 2 
 
 
Table of Contents 
 
Lesson: Advertising Appeals 
 Learning Outcomes 
 Introduction 
 Concept of Advertising Appeals 
 Classification of Appeals 
 Rational appeals 
 Emotional appeals 
 Moral appeals 
Summary  
Exercises 
Glossary 
References 
Quiz 
 
Advertising Appeals 
 Institute of Lifelong Learning 3 
 Learning Outcomes 
 
After you have read this chapter, you should be able to: 
? define advertising appeal,  
? understand the different types of advertising appeals, 
? distinguish between different types of advertising appeals, 
? recognise the importance and suitability of a particular appeal for a particular 
product, 
? identify the type of appeal used by advertisers in their campaign, 
? appreciate the use of an appeal by advertisers for fostering a particular 
message, 
? apply the knowledge of advertising appeals to a particular type of product 
according to the product characteristics and types and needs of the target 
audience. 
 
 
 
Introduction 
 
Appeals are cues in the advertising campaign which provide stimulus to the buyers. 
They are developed on the basis of buying motive since their main purpose is to 
propel the customer into buying the product. Appeals help to correlate the purpose 
or motive of buying to the product characteristics.  
 
Figure1: Click on the link below to see an example of advertising appeal where the 
sub-head indicates that the product has been suitably changed to suit the customers? 
psychology. 
 
Source: http://m.mediapost.com/publications/16/Dominos-b3.jpg 
 
 
Concept of Advertising Appeals 
 
An „Appeal? is a fundamental reason for a consumer to purchase a product from a 
particular company. It is an important ingredient of an Ad campaign and is also 
referred to as an „Advertising Theme?. 
 
Kotler is of the same view when he quotes that,“Advertising appeal is the theme of 
an advertisement. To make the audience receive a necessary message, advertisers 
have to put some driving power into the message. This driving power is appeal. 
Every advertising appeal represents an attraction, which arouses consumers? 
desires.” 
 
“An appeal can be viewed as something that moves people, speaks to their wants 
and excites their interests.” (G. A. Belch and M. A. Belch) 
 
Hence, an appeal is a distinctive claim of an ad campaign. Before creating a 
campaign, the advertisers first visualises an appeal around which the whole 
campaign is built. This helps the message in a campaign to appeal directly or 
indirectly to the needs of the buyers which in turn would influence the buying 
behaviour of the consumers. 
 
Advertising Appeals 
 Institute of Lifelong Learning 4 
Advertising appeals have three characteristics: 
1. Appeals should be meaningful – to be meaningful, appeals must point out to 
the benefits that make the product more desirable or interesting to the 
consumers. 
2. Appeals should be believable – to be believable, consumers must expect that 
the product or service will deliver the promised benefits. 
3. Appeals should be distinctive – to be distinctive, the appeal must be able to 
differentiate the company?s product from that of the competitors. 
Classification of Appeals 
 
Human needs are varied and to cater to these needs, they buy various products. For 
that matter there are certain buying motives behind every purchase they make.An 
appeal directly influences these motives to turn them into purchase behavior. There 
are various types of appeals that an advertiser can use for persuading their 
prospective customers.  
 
Broadly, we can classify appeals in the following categories: 
? Rational, 
? Emotional, and 
? Others. 
Figure 2: Types of Advertising Appeals 
 
 
 
Given below is the discussion on appeals and how they can be used in developing an 
advertising campaign. 
 
Rational Appeals 
 
These types of appeals focus on the practicality and utility aspect of the product. 
These types of appeals generally manifest some kind of attribute or benefit of the 
product that aims to cater to the particular need of a consumer.  
 
In the words of W. Wells, J. Burnett and S. Moriarity, “ The content of the messages 
containing these types of appeals emphasize facts, learning and the logic of 
persuasion.” 
 
Page 5


Advertising Appeals 
 
1 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
 
 
 
 
Subject: Commerce 
 
Lesson: Advertising Appeals 
 
Course Developer : Anupama  Mahajan 
 
College, Department: Bharati College, Commerce 
University of Delhi 
  
Advertising Appeals 
 Institute of Lifelong Learning 2 
 
 
Table of Contents 
 
Lesson: Advertising Appeals 
 Learning Outcomes 
 Introduction 
 Concept of Advertising Appeals 
 Classification of Appeals 
 Rational appeals 
 Emotional appeals 
 Moral appeals 
Summary  
Exercises 
Glossary 
References 
Quiz 
 
Advertising Appeals 
 Institute of Lifelong Learning 3 
 Learning Outcomes 
 
After you have read this chapter, you should be able to: 
? define advertising appeal,  
? understand the different types of advertising appeals, 
? distinguish between different types of advertising appeals, 
? recognise the importance and suitability of a particular appeal for a particular 
product, 
? identify the type of appeal used by advertisers in their campaign, 
? appreciate the use of an appeal by advertisers for fostering a particular 
message, 
? apply the knowledge of advertising appeals to a particular type of product 
according to the product characteristics and types and needs of the target 
audience. 
 
 
 
Introduction 
 
Appeals are cues in the advertising campaign which provide stimulus to the buyers. 
They are developed on the basis of buying motive since their main purpose is to 
propel the customer into buying the product. Appeals help to correlate the purpose 
or motive of buying to the product characteristics.  
 
Figure1: Click on the link below to see an example of advertising appeal where the 
sub-head indicates that the product has been suitably changed to suit the customers? 
psychology. 
 
Source: http://m.mediapost.com/publications/16/Dominos-b3.jpg 
 
 
Concept of Advertising Appeals 
 
An „Appeal? is a fundamental reason for a consumer to purchase a product from a 
particular company. It is an important ingredient of an Ad campaign and is also 
referred to as an „Advertising Theme?. 
 
Kotler is of the same view when he quotes that,“Advertising appeal is the theme of 
an advertisement. To make the audience receive a necessary message, advertisers 
have to put some driving power into the message. This driving power is appeal. 
Every advertising appeal represents an attraction, which arouses consumers? 
desires.” 
 
“An appeal can be viewed as something that moves people, speaks to their wants 
and excites their interests.” (G. A. Belch and M. A. Belch) 
 
Hence, an appeal is a distinctive claim of an ad campaign. Before creating a 
campaign, the advertisers first visualises an appeal around which the whole 
campaign is built. This helps the message in a campaign to appeal directly or 
indirectly to the needs of the buyers which in turn would influence the buying 
behaviour of the consumers. 
 
Advertising Appeals 
 Institute of Lifelong Learning 4 
Advertising appeals have three characteristics: 
1. Appeals should be meaningful – to be meaningful, appeals must point out to 
the benefits that make the product more desirable or interesting to the 
consumers. 
2. Appeals should be believable – to be believable, consumers must expect that 
the product or service will deliver the promised benefits. 
3. Appeals should be distinctive – to be distinctive, the appeal must be able to 
differentiate the company?s product from that of the competitors. 
Classification of Appeals 
 
Human needs are varied and to cater to these needs, they buy various products. For 
that matter there are certain buying motives behind every purchase they make.An 
appeal directly influences these motives to turn them into purchase behavior. There 
are various types of appeals that an advertiser can use for persuading their 
prospective customers.  
 
Broadly, we can classify appeals in the following categories: 
? Rational, 
? Emotional, and 
? Others. 
Figure 2: Types of Advertising Appeals 
 
 
 
Given below is the discussion on appeals and how they can be used in developing an 
advertising campaign. 
 
Rational Appeals 
 
These types of appeals focus on the practicality and utility aspect of the product. 
These types of appeals generally manifest some kind of attribute or benefit of the 
product that aims to cater to the particular need of a consumer.  
 
In the words of W. Wells, J. Burnett and S. Moriarity, “ The content of the messages 
containing these types of appeals emphasize facts, learning and the logic of 
persuasion.” 
 
Advertising Appeals 
 Institute of Lifelong Learning 5 
Some of the commonly used rational appeals include,  “Economy, quality, 
performance, convenience, durability, efficiency, dependability, sensory benefits and 
so on”.  
 
Figure 3:Rational Appeal based on Features used by Nissan 
 
 
 
 
Source: http://en.wikipedia.org/wiki/File:2011_Nissan_Leaf_WAS_2011_1040.JPG 
 
Amongst other types, “Feature, competitive advantages, news appeal, popularity 
appeal”, are the appeals that have been identified by Weilbacher under this category. 
 
1. Feature Appeal 
 
Ads using this type of appeal generally focus on the product attributes and distinct 
features which help the buyers to make a rational purchase decision based on such 
appeal. The feature appeal is generally used by manufacturers of electronics, 
automobiles, and similar other product categories which are technical products and 
high involvement products. For example, in the adof Volvo car, the advertiser used 
feature appeal by portraying the illumination capability of the car?s headlights and 
relates it to Diwali lighting. 
 
Figure 4: Click on the link below to see Volvo ad highlighting its lighting 
feature. 
 
Source:http://marketingcommunique.blogspot.in/2012/11/chapter-9-
creative-strategy.html 
 
Figure 5: Palmolive ad showing the feature of the product that develops and 
maintains the right complexion 
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