Advertising appeal is an igniting force which stimulates the customer mindset towards the product or services. It is not the only factor in the marketing mix which initiates a consumer for buying the product. It refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service or cause. Its something that moves people, speaks to their wants or need and excites their interest. The message conveyed through advertising appeal influences the purchasing decision of consumer.
Consumers respond to advertising appeals that connect to the following underlying emotions.
Music can help to capture the attention of a listener because music is often linked to emotions, experiences and memories, grabbing the attention of those not previously engaged with the product. The use of musical appeals allows a connection between the product or service and a catchy jingle or piece of music. As an example, Peak milk uses a sing-along ‘everybody wazo’ jingle as an appeal. And since these musical memories are often stored in the long term recall areas of the brain, many consumers remember the jingles for extended periods of time. Music has certain intrinsic value and can help in increasing the persuasiveness of the advertisement, it also capture attention and increase customers recall.
These advertising display the attraction between sexes, it is used to signify that buying certain products will have positive impact on the opposite sex and improve your romantic or love life. Fragrances, toothpastes, automobiles, shaving sticks, and Other products often use this type of advertising appeal. A man is shown using a particular cologne after which women are attracted to him. A girl is shown using a particular skin cream and then boys are shown flocking to her.
Slogan as we all know are striking phrases used to convey important information about a product to be advertised. Pepsi brand took the advertising industry with its ‘Long-Throat Bottle’ campaign by surprise, starting with twitter campaign going viral in all social media, TV screen, Transits and Radio. Slogan enhance messages and gives more information making it interesting. People remember the slogans and thereby makes the brand recall.
This is an excellent tool to catch the viewers attention and help in achieving instant recall which can work well for sale of product. Humour appeal makes us laugh and feel good, it is often difficult to execute well because people have to understand the humour and they have to get the link to the brand. It can be excellently used when it is related to some benefit that the consumer can derive without which the joke might over power the message. Like romance appeals, sometimes the very humour that gets our attention assist us in remembering the adverts and influence our behaviour.
A bandwagon appeal makes consumers believe they are missing out by addressing the consumer’s need to belong. Food and drink advert show young adults enjoying a product and ignoring the individual who chooses the less popular product. Medical products show consensus by indicating the number of medical professionals who support the product. For example, a cold medicine advert may say, “Eight out of 10 doctors recommend this product” to show product effectiveness. Automobile dealers and cellphone providers give sales and user statistics to indicate why their product is the more preferred. This type of message says buy this product because everyone does. If the advert is done correctly, the consumer will purchase the product.