An advertising appeal identifies a reason for a person to buy a product.
ReadChapter 17-3b called "Developing and Evaluating Advertising Appeals," including Exhibit 17.1 "Common Advertising Appeals.
17-3b Developing and Evaluating Advertising Appeals An advertising appeal identies a reason for a person to buy a product. Developing advertising appeals, a chal- lenging task, is generally the responsibility of the creative people in the advertising agency. Advertising appeals typically play off consumers' emotions or address con- sumers' needs or wants. Advertising campaigns can focus on one or more advertising appeals. Often the appeals are quite general, thereby allowing the rm to develop a number of sub- themes or mini-campaigns using both advertising and sales promotion. Several possible advertising appeals are listed in Exhibit 17.1. Choosing the most appropriate appeal normally requires market research. Criteria for evaluation include desirability, exclusiveness, and believability. The appeal rst must make a positive impression on and be desirable to the target market. It must also be exclusive or unique; consumers must be able to distinguish the advertiser's message from competitors' messages. Most important, the appeal should be believable. An appeal that makes extravagant claims not only wastes promotional dollars but also creates ill will toward the advertiser. The advertising appeal selected for the campaign becomes what advertisers call its unique selling proposition. The unique selling proposition often becomes all or part of the campaign's slogan. The BMO campaign mentioned earlier in this chapter is built on EXHIBIT 17.1 COMMON ADVERTISING APPEALS Profit Informs consumers whether the product will save them money, make them money, or keep them from losing money Health Appeals to those who are body conscious or who want to be healthy Love or Romance Appeals to the consumer, setting the product apart in a competitive category, often used to sell cosmetics and perfume, it appeals to emotions Fear Effectively encourages engagement, but as a powerful appeal technique, advertisers need to exercise care when using this type of appeal Admiration Often leads to the use of celebrity spokespeople in advertising Convenience Communicates how the product or service will save time or money, is easier or simpler to use Fun and Pleasure Are often the key to advertising vacations, beer, amusement parks, and more Environmental Centres on protecting the environment and being considerate of others in the community Consciousness Emotion The use of feelings to engage people to pay attention and ultimately to buy Vanity and Egotism |Are used most often for expensive or conspicuous items such as cars and clothing its positioning of "We're here to help," and the unique Exhibit 17.2 lists examples of executional styles used selling proposition in the campaign is "Helping you to by advertisers. Executional styles often dictate what give back-that is the BMO effect" by granting wishes type of media is used to convey become. Scientific made by individuals through the BMO wishing fountain. executional styles And themselves well to print advertici re information can be conv zed
