ADVERTISING- MOODS AND APPEALS

BY :- ATREYEE GHOSH

SHIVANI RAINEHA PANDEYSHRISTY

PRASAD

• In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. 

• Advertisers use different ways of thinking to create catchy slogans that capture consumer attention.

• Creative strategies promote publicity, public relations, personal selling and sales promotion.

• Creative Strategy determines the persuasive approach an ad will use to carry out the advertising strategy.

• A creative strategy is generally the result of a team composed of one or more copywriters, an art director and a creative director. The creative strategy generally explains how the advertising campaign will meet the advertising objectives of the business.

MDS AND APPEALS

• An advertising appeal is the primary claim used in an advertisement to market a particular product or service.

• It is 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.

Advertisements, whether they appear in print, on the Internet, on billboards, or on television, usually have one major claim that they use to increase the appeal of a specific product.

• Professionals in advertising appeal to the emotions

• social preferences, • or other aspects of their target demographics. • They tend to use words, images, and music to

demonstrate how purchasing a given product or service will increase one's social standing, happiness, attractiveness, or other aspects of one's self.

TYPES OF APPEALS

INFORMATIONAL APPEAL

• This appeal is straight forward and delivers the message directly. It lists out the benefits to the person.

• An informational appeal elaborates on product or service attributes or benefits.

• It emphasize the characteristics and features of the product and the service and how it would be beneficial to own or use the particular brand.

TYPES• FEATURE APPEAL- focus on the dominant traits of

the product or services. They are highly informative.

Technical and high involvement products such as automobiles often use this type of ad appeal.

• COMPETITIVE ADVANTAGE APPEAL- advertisers makes either direct or indirect comparison to another brand and claims superiority.

• FAVOURABLE PRICE APPEAL- makes the price offer the dominant point of the message. It is also used by retailers to announce special offers or low everyday prices like Mc Donalds.

• NEWS APPEAL- it is basically used for a new product or service to inform consumers of significant modification or improvement.

EMOTIONAL APPEAL• Type of advertising in which the copy is

designed to stimulate one's emotions. When copywriters use emotional appeal in advertising, they are attempting to appeal to the consumer's psychological, social, or emotional needs.

• The copy is written to arouse fear, love, hate, greed, or humour, or otherwise create psychological tension that can best be resolved by purchase of the product or service. 

TYPES• FEAR APPEAL• MORAL APPEAL- these appeals are those

appeals which appeals to their sense of right and wrong like prohibition, adult literacy, consumer protection etc.

• SOCIAL APPEAL- cause people to make purchase and include such aspect as recognition, respect etc.

• HUMOUR APPEAL- excellent tool to catch viewer’s attention.