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    Advertising Appeals and Execution Styles

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    Runal Zurke
    This document discusses advertising appeals and execution styles. It defines advertising appeal as the approach used to develop a link between a product and consumer needs, whether through rational or emotional arguments. Advertising execution refers to how an advertising appeal is presented. There are different types of appeals, including product features, competitive advantages, consumer services, and savings. Appeals can be executed through adventure, fear, or competitive messages. Effective appeals can introduce new products, expand markets, increase sales, fight competition, build goodwill, educate consumers, and improve quality.

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    Advertising Appeals and Execution Styles

    Uploaded by

    Runal Zurke
    201 views18 pages
    This document discusses advertising appeals and execution styles. It defines advertising appeal as the approach used to develop a link between a product and consumer needs, whether through rational or emotional arguments. Advertising execution refers to how an advertising appeal is presented. There are different types of appeals, including product features, competitive advantages, consumer services, and savings. Appeals can be executed through adventure, fear, or competitive messages. Effective appeals can introduce new products, expand markets, increase sales, fight competition, build goodwill, educate consumers, and improve quality.

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    This document discusses advertising appeals and execution styles. It defines advertising appeal as the approach used to develop a link between a product and consumer needs, whether through rational or emotional arguments. Advertising execution refers to how an advertising appeal is presented. There are different types of appeals, including product features, competitive advantages, consumer services, and savings. Appeals can be executed through adventure, fear, or competitive messages. Effective appeals can introduce new products, expand markets, increase sales, fight competition, build goodwill, educate consumers, and improve quality.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    201 views18 pages

    Advertising Appeals and Execution Styles

    Uploaded by

    Runal Zurke
    This document discusses advertising appeals and execution styles. It defines advertising appeal as the approach used to develop a link between a product and consumer needs, whether through rational or emotional arguments. Advertising execution refers to how an advertising appeal is presented. There are different types of appeals, including product features, competitive advantages, consumer services, and savings. Appeals can be executed through adventure, fear, or competitive messages. Effective appeals can introduce new products, expand markets, increase sales, fight competition, build goodwill, educate consumers, and improve quality.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    of 18

    ADVERTISING

    APPEALS AND
    EXECUTION STYLES.
    By Aarti thakur
    (HPGD AP-17 BATCH)
    ROLL NO.2097
    WHAT IS ADVERTISING APPEAL?
     The appeal of an advertisement to the
    intended Audience.
     The particular approach, based on rational or
    emotional arguments, which seeks to
    develop a direct link between the product or
    service and the consumer’s needs or wants.
    WHAT IS ADVRTISING
    EXECUTION ?
     Advertising Execution refers to the
    manner in which an advertising
    appeal is carried out or presented. A
    particular advertising appeal can be
    executed in a variety of ways and
    aparticular means of execution can
    be applied to a variety of advertising
    appeals.
    ADVERTISING APPEALS ARE AS
    FOLLOWS :
     Product or Service related Appeals.

     Feature appeal
    focus on the dominant traits of the product or service;
    tend to be highly informative and present the customer
    with a number of important product attributes or
    features that will lead to favorable attitudes and can
    be used as the basis for a rational purchase decision.

     Competitive advantage appeal


    The advertiser makes either a direct or an indirect
    comparison to another brand (or brands) and usually
    claims superiority on one or more attributes.
    ADVENTURE APPEALS
    FEAR APPEAL
    COMPETITIVE ADVANTAGE
    APPEAL
    ADVERTISING APPEAL
     Consumer Related Appeals

     Consumer service appeal


    Consumer service appeal either tell the consumer what
    to do with the product/service or explain the various
    ways in which the product/service may be used for
    satisfaction.

     Consumer saving through use appeal


    How expensive or inexpensive the product/servic may be
    is not an issue in such an advertisements. The point is
    that regardless of what the product/service costs, its use
    will result in some other, often continuing,consumer
    expense.
    ADVERTISING APPEAL
    Consumer saving
    Consumer service appeal through use appeal
    ADVANTAGE OF ADVERTISING
    APPEAL
    (1) Introduces a New Product in the
    Market
    (2) Expansion of the Market
    (3) Increased Sales
    (4) Fights Competition
    (5) Enhances Good-Will
    (6) Educates The Consumers
    (7) Elimination of Middlemen
    (8) Better Quality Products
    ADVERTISING EXECUTION
    ADVERTISING EXECUTION
    ADVERTISING EXECUTION
    ADVERTISING EXECUTION
    ADVERTISING EXECUTION
    ADVERTISING EXECUTION
    ADVERTISING EXECUTION
    THANK YOU

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