Ppt of advertising appeal

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ADVERTISING APPEAL
AND 5 PRODUCT
CATEGORIES

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Group members:-Group members:-
Rahul chakraborty(35)
Suchitra panigrahi(46)
Bidisha chakraborty(12)
Subrata samanta(45)
Khusboo topno
ANCHOR FACULTY:-ANCHOR FACULTY:-
Mr. S.K BiswalMr. S.K Biswal

Plan Of Presentation
Introduction
What is advertisement
Objectives of Advertisement
 Advertising Industry in India
Importance of Advertisement
Appeal
Advertising Appeal
Conclusion

INTRODUCTION
•It is an igniting force which
stimulates the customer
mindset towards the product or
services. It not the only factor
in the marketing mix which
initiates a consumer for buying
the product but it is certainly
the most effective tool for any
marketer.

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

OBJECTIVE OF
ADVERTISEMENT
– 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.

Advertising Strategies In Modern
India
• Online advertising through internet, face book,
various web sides and all.
• Top celebrity or any film star endorse a brand
and associate with that particular brand.
• Now a days products are promoting through
malls like ex:- there is an add on TV brand
power, it explains about the product briefly about
its merits.

APPEAL
–An appeal is a petition for
review of a case that has
been decided by a court of
law. The petition is made to a
higher court for the purpose
of overturning the lower
court's decision.

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.

ADD APPEALS:-
• 1. Rational Appeal
• 2. Emotional Appeal
• 3. Moral Appeal
• 4. Direct Appeal
• 5. Indirect Appeal

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

COLGATE

EMOTIONAL APPEAL:-
• An emotional appeal is related to an
individual’s psychological and social
needs for purchasing certain products
and services.

JOHNSON AND JOHNSON

FEAR APPEAL:-FEAR APPEAL:-
POSITIVE FEAR:-
NEGATIVE FEAR:-
Hp directing towards
status

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.

Moral Appeal

Social Appeal:-
• Social factors cause people to make
purchases and include such aspects as
recognition, respect, etc.

HUMOR APPEAL:-
• Humor is an element that is used in
around 30% of the advertisements. Humor
can be an excellent tool to catch the
viewer’s attention.

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.

Hyundai

Indirect Appeal

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.

RA-ONE

BIBLIOGRAPHY
• P.K Agrawal: Advertising management
• Anchor faculty:- Prof. S.K Biswal
site names:-

CONCLUSION
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.

THANK U!!

Ppt of advertising appeal

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