moods and appeals1

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Innovative Advertising Using Moods and Appeals

:UBMITTED TO.s HARPREET CHARANJEET :UBMITTED BY/Ajay Yaday MBA4508 08

/Saurabh Garg MBA 4519 08 Anil Kumar

/Ankit Srivastava MBA 4528 08/Shruti Mehrotra MBA4546 08

/Atul Mani MBA 4543 08


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Any paid form of non personal communicationthat is transmitted to consumer throughmass media as television, radio, newspaper, magazine, direct mail, and out doordisplays.

Mean to make consumers buy product.

A medium of information and persuasion.

Categories of Advertising

Institutional advertising: promoteorganizational images, ideas, and political

issues.

What is Advertising?


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Create awareness

Stimulate trial

Remind and reinforce

Provide support for sales force Correcting misconceptions

Define Advertising Objectives


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It means the difference between havingmarginal profits and having great successin any business

Getting the Companys Name or Product infront of people as often as possible

Its essential elements are Imagination andInventiveness, disciplined by routineskills

Advertising?


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Create corporate culture that promotes and rewardsinnovation

Encourage their employees to take risks

Tolerant attitude towards failure

Management should visibly support new productdevelopment

Management should resist the temptation of automaticnay-say

Traditional performance appraisal measures such as thefulfillment of an expected revenue target revised for

new product development teams

Defend NPD teams in front of detractors

Creating An Innovative Advertising


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Commercials = New Entertainment

Long-Term Advertising Campaigns CatchConsumers Eye .

Humor Increasingly Influential inAdvertisement Success.

Use of Characterful but Non-CelebrityModels.

Revival of Addictive Advertising Jingles.Shift in Message from Product Features

to Consumer Benefits.

Latest Trends in Advertising


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Refers to the approach used to attract theattention of consumers and/or to influencetheir feelings toward the product, service, orcause.

Something that moves people, speaks to theirwants or need, and excites their interest.

The underlying content of the advertisementmovie script.

What is an Advertising Appeal?


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FearHumorSexMusicRational

EmotionsScarcityCompetitive Ads Appeal

Types of an AdvertisingAppeal


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Increases viewer interest in the ad and thepersuasiveness of the ad.

Used with health and beauty products, ideamarketing, insurance.

Most experts believe that a moderate level offear is most effective.

Eg: HDFC Standard Life Insurance

Fear Appeal


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Fear Appeal

Print Ad Example

This ad reminds

people of thedangers ofoverexposure to thesun.


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Fear Appeal


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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 themessage.

Television Commercial Examples: Krack Jack,Parle Monaco

Humor Appeal


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u m o ro u sp p e a l


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Subliminal techniques

Sexual suggestivenessOvert sexuality

Example: Axe -

Are Sex Appeals Effective?Research Results Sex and nudity do increase attention.

Rated as being more interesting.

Often leads to strong feelings about the advertisement. Brand recall is lower.

Often interferes with message comprehension

Often interferes with message comprehension

Stir up discussions about the ad and the product associated

with it

Sex Appeal


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Be aware of differences in the internationalarena.

Should be an integral part of the product.

Should utilize a variety of models in terms ofage, size, ethnicity and gender.

Should consider using regular personmodels.

Be careful sex does not overpoweradvertisement.

Using Sex Appeals Effectively


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Has intrusive value.Gains attention and increases the retention of

visual information.Can increase persuasiveness of an

advertisement.Design Questions

What role will music play?Will a familiar song be used or new song

created?What emotional feeling should song solicit?How does the music fit with the message of

the ad?

Music Appeals


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Based on ELM and Hierarchy of Effects model.

Print media is well-suited for rational appeals.

Used by business-to-business advertisers.

Well-suited for complex and high involvement

products.

Rational Appeals


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Rational Appeal


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Based on three ideas:Consumers ignore most ads.Rational ads go unnoticed.Emotional ads can capture attention.

Viewed by creatives as key to developingbrand loyalty.

Uses peripheral processing route.B-to-B advertisements using more emotional

appeals.Works well when tied with other appeals.

Emotional Appeals


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Emotions Used inAdvertisements

Trust

Reliability

Friendship

HappinessSecurity

Glamour/luxury

Anger

Protecting loved ones

Romance

Passion

Family Bonds with parents

with siblings

with children

with extended family

members


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RescueGroups drawn on Viewer's Sympathy TowardsAnimals


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Emotional Appeal


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Based on limited supply or

Based on limited time to purchase.

Often tied with promotion tools such as

contests, sweepstakes and coupons.Encourages customers to take action.

Scarcity Appeals


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Water Scarcity


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Competitive Ads are designed for the purposeof decreasing competitors sales andincreasing personal sales.

Competitor counter attack after each andevery new ads of its competitors.

Competition can be based on price, quality,usefulness etc.

Competitive Ads Appeal

C titi Ad f C db &


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Competitive Ads of Cadbury &Munch

a j p e h li Tarik h ai a r D in P e h li Ta rik H a i


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Different Appeals are helpful in attractingUsers/Consumers.

Emotions in advertising creates a sense of

touch & affection with its users.Humorous appeals are helpful in catching

viewers appeal.

Helps in awaking the customers.

Divert the mind of the customer towards theproduct

First Trial.

How Appeals Make Advertising

Effective?


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!HANK YOU

moods and appeals1

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