Description
Marketing communications are messages and related media used to communicate with a market. Marketing communications is the "promotion" part of the "marketing mix" or the "four Ps": price, place, promotion, and product.
ADVERTISING APPEALS
1
Advertising appealsRefers to the approach used to attract the attention of consumers/influence their feelings toward the product ? Something that moves people, speaks to their want or need & excites their interest ? Deciding on an ad appealReview creative brief Nature of the product Preferences Common sense
?
2
Profit appeal
This doesn't mean only money. It also includes our desire for success, prestige, power, and material possessions. For some of us, it explains why we collect things and find it so hard to part with what we've saved. There are various print ads by various brands showing the value for money the ads shows how the money can be saved.
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4
Health appeal
?
In addition wanting to stay healthy, as well as to recover quickly from illness, people want vitality, longevity, and peace of mind. There are various print advertisements by various brands showing this type of appeal.
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Adore or saga appeals
?
The desire to be attractive and appealing stems from our need to love and be loved in return. There are various examples which can be taken from print advertisement some of them are given.
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10
Fear appeal
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The fear of losing (or never having) the things we want the most deeply has always been a strong motivating factor. Similarly, the fear of the unknown or of pain, poverty, or calamity arouses the need to protect our self from danger.
11
Emotional Appeal
Relate to the customers’ social and/or psychological needs for purchasing a product or service why do we use? Many consumers’ motives for purchase decisions are emotional. ? Many advertisers believe an emotional appeal work better at selling brands that do not differ markedly from competing brands. Bases for Emotional Appeals Security Fear Love Affection Humor Happiness Joy Sentiment Excitement
?
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Admiration
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People have a strong desire for approval, which is why we often conform to what others are doing. We usually tend to emulate the people we most admire.
15
Convenience appeal
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For many people, the easier and simpler it is to get something, the stronger the motivation.
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FUN AND PLEASURE APPEAL
People want to be happy and this need often leads to leisure activities that delight and entertain. There are various ads that connects with fun and pleasure appeal
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21
Vanity and egotism appeal
?
This type of add is used for expensive and conspicuous items. There are various ad which can be related with vanity and egotism appeal.
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Headline: 100% prestige 100% performance
23
Environmental consciousness appeal
?
Centre on environnemental protection appeal. There are various ads which can be said to have connection with this type of appeal.
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Humor Appeal
?
?
It is used in 30% of all advertisements. Excellent at capturing attention. Score high in recall tests. Should be related directly to customer benefit. Or else, the joke can overpower the message.
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29
Obscene appeals
Obscene appeals This type of appeal comprises use of:? Subliminal techniques ? Nudity or partial nudity ? For ex-AXE
?
30
Music appeal
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?
?
?
Music appeal has following features:Has intrusive value. Gains attention and increases the retention of visual information. Can increase persuasiveness of an advertisement.
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Rational appeal
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?
?
It focuses on the consumer’s practical, functional, or utilitarian need for the product or service and emphasizes features of a product or service and/or benefits or reasons for owning or using a particular brand Print media is well-suited for rational appeals. Used by business-to-business advertisers. Well-suited for complex and high involvement products.
33
doc_114660258.ppsx
Marketing communications are messages and related media used to communicate with a market. Marketing communications is the "promotion" part of the "marketing mix" or the "four Ps": price, place, promotion, and product.
ADVERTISING APPEALS
1
Advertising appealsRefers to the approach used to attract the attention of consumers/influence their feelings toward the product ? Something that moves people, speaks to their want or need & excites their interest ? Deciding on an ad appealReview creative brief Nature of the product Preferences Common sense
?
2
Profit appeal
This doesn't mean only money. It also includes our desire for success, prestige, power, and material possessions. For some of us, it explains why we collect things and find it so hard to part with what we've saved. There are various print ads by various brands showing the value for money the ads shows how the money can be saved.
3
4
Health appeal
?
In addition wanting to stay healthy, as well as to recover quickly from illness, people want vitality, longevity, and peace of mind. There are various print advertisements by various brands showing this type of appeal.
5
6
7
8
Adore or saga appeals
?
The desire to be attractive and appealing stems from our need to love and be loved in return. There are various examples which can be taken from print advertisement some of them are given.
9
10
Fear appeal
?
The fear of losing (or never having) the things we want the most deeply has always been a strong motivating factor. Similarly, the fear of the unknown or of pain, poverty, or calamity arouses the need to protect our self from danger.
11
Emotional Appeal
Relate to the customers’ social and/or psychological needs for purchasing a product or service why do we use? Many consumers’ motives for purchase decisions are emotional. ? Many advertisers believe an emotional appeal work better at selling brands that do not differ markedly from competing brands. Bases for Emotional Appeals Security Fear Love Affection Humor Happiness Joy Sentiment Excitement
?
12
13
14
Admiration
?
People have a strong desire for approval, which is why we often conform to what others are doing. We usually tend to emulate the people we most admire.
15
Convenience appeal
?
For many people, the easier and simpler it is to get something, the stronger the motivation.
16
17
18
FUN AND PLEASURE APPEAL
People want to be happy and this need often leads to leisure activities that delight and entertain. There are various ads that connects with fun and pleasure appeal
19
20
21
Vanity and egotism appeal
?
This type of add is used for expensive and conspicuous items. There are various ad which can be related with vanity and egotism appeal.
22
Headline: 100% prestige 100% performance
23
Environmental consciousness appeal
?
Centre on environnemental protection appeal. There are various ads which can be said to have connection with this type of appeal.
24
25
26
Humor Appeal
?
?
It is used in 30% of all advertisements. Excellent at capturing attention. Score high in recall tests. Should be related directly to customer benefit. Or else, the joke can overpower the message.
27
28
29
Obscene appeals
Obscene appeals This type of appeal comprises use of:? Subliminal techniques ? Nudity or partial nudity ? For ex-AXE
?
30
Music appeal
?
?
?
?
Music appeal has following features:Has intrusive value. Gains attention and increases the retention of visual information. Can increase persuasiveness of an advertisement.
31
32
Rational appeal
?
?
?
It focuses on the consumer’s practical, functional, or utilitarian need for the product or service and emphasizes features of a product or service and/or benefits or reasons for owning or using a particular brand Print media is well-suited for rational appeals. Used by business-to-business advertisers. Well-suited for complex and high involvement products.
33
doc_114660258.ppsx