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Advertising Appeals and Execution Styles

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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311 views

Advertising Appeals and Execution Styles

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.

Uploaded by

Runal Zurke
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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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