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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