Advertising helps marketers increase or maintain brand awareness and, subsequently, market share. Typically, more is spent to advertise new brands with a small market share than to advertise older brands. Brands with a large market share use advertising mainly to maintain their share of the market. Advertising affects consumers daily lives as well as their purchases. Although advertising can seldom change strongly held consumer attitudes and values, it may transform a consumers negative attitude toward a product into a positive one. Finally, advertising can also change the importance of a brands attributes to consumers. By emphasizing different brand attributes, advertisers can change their appeal in response to consumers changing needs to try to achieve an advantage over competing brands.

Question:

What is an advertising appeal? Give some examples of advertising appeals you have observed recently in the media.