Types of Advertising Appeals

What are the different types of advertising appeals? How do they influence the masses?
To know it all, read on…

Advertising intends to promote the sales of a product or service and also to inform the
masses about the highlights of the product or the service features. It is an efficient means
of communicating to the world, the value of the product or the service. Advertising
utilizes different media to reach out to the masses and uses different types of appeals to
connect to the customers across the globe. The various types of advertising appeals
harness different means of highlighting the features of a product and drawing the
attention of the masses towards it. Here is an overview of the different types of
advertising appeals.

Different types of Advertising Appeals

Audio-Visual Media Advertising: In this advertising technique, the advertisers use the
very popular audio and visual media to promote a product. It is the most widely used
media that can effectively influence the masses. Television and radio have always been
used to achieve a mass appeal.

Bandwagon: This advertising appeal aims to persuade people to do a certain thing

because the masses are doing it. It is a human tendency to do as the masses do.
Bandwagon technique of advertising captures exactly this psychology of human beings to
induce them to use a certain product or service.

Black and White Fallacy: In this advertising appeal, only two choices are presented
before the audiences, thus compelling them to buy the product being advertised.

Card Stacking: This advertising appeal involves the display of a comparative study
between two competing products. The facts in favor of the product to be advertised are
selected. They are put forth in comparison with those of a competing product to make the
product appear better than its competitors.

Classified Advertising: This type of advertising makes use of newspapers and

periodicals to make public appeals about the products or services to be advertised. Know
about going global with classified advertising.

Corporate Advertising: Corporate advertising is an advertising appeal wherein

corporate logos and company message are publicized on a large scale. Hot air balloons
are commonly used in advertising a product. Some companies propose to place their
logos on booster rockets and space stations to achieve a wide publicity of the company.

Covert Advertising: This is the practice of achieving an indirect publicity of the product
by advertising it through movies and TV shows. TV actors and characters in movies are
often shown using certain products. Covert advertising is an indirect way of advertising a
product by featuring it in films and television shows.

Demonizing the Enemy: In this advertising appeal, the advertisers make the people with
an opposing point of view appear unacceptable. The people bearing certain ideas are
made to appear among the disliked individuals of society. This form of advertising
involves the idea of encouraging an idea by discouraging the ideas contrary to it. It is like
proving a theorem by disproving its inverse!

Direct Order: When the advertisers appeal the masses by showing them the steps to
take, in order to opt for a particular product or service, they are said to be using direct
order. This advertising appeal often communicates the steps to choose a certain product
or service and presents them to the audiences in a simplistic manner.

Disinformation: This technique involves a purposeful dissemination of false

information. In the context of military, this technique is used to mislead the enemy. It
commonly includes forging of documents and the spread of rumors.

Email Advertising: This is a relatively new advertising appeal that makes use of emails
to advertise products. Advertisements are sent through emails, thus bringing out
communication with a wide range of audiences.

Emotional Words: This advertising appeal makes use of positive words to generate
positive feelings in the minds of the people about a certain product. The advertisers often
use the words like 'luxury', 'comfort' and 'satisfaction' to create positive vibes among the
masses to attract them towards the product being advertised.

Euphoria: The use of positive events characterizes this advertising appeal. Declaration of
a great discount or sale on a holiday and making luxury items available at affordable
prices are often used to aim mass appeal.

Flag-waving: The advertising appeal that makes use of the patriotic flavor to publicize a
product is known as flag-waving. In case of flag-waving, the advertisers try to justify
certain actions on the grounds of patriotism. The masses are persuaded to choose a
particular product because doing so will be an exhibit of patriotism.

Glittering Generalities: In this form of advertising, advertisers make use of logical

fallacies. They use appealing words without giving any concrete idea about what is being
advertised.

Half Truth: In this advertising appeal, the advertisers use deceptive statements to
publicize their product. They often use double-meaning words or statements to convey
their message to the masses.

Interactive Advertising: This advertising appeal makes use of the interactive media to
reach out to the target audiences. Advertisers often hold exhibitions or trade-shows and
offer rewards in the forms of discounts and free gifts to increase the sale of their product.
Distribution of free samples of a newly launched product and publicity of a product
through interactive means are some examples of interactive advertising. Have you
participated in contests intended to promote products? Have you come across websites
offering free products to users? The free stuffs are popularly known as freebies. Know
more about Freebies.

Internet Advertising: It is a relatively recent form of advertising appeal. Internet has

become one of the most influential media of the modern times. Websites attract
thousands of users everyday and expose them to the advertisements on the websites.

Labeling: With an intent to increase or diminish the perceived quality of a product, the
advertisers use labeling or categorization. Categorizing a product under a group of
associated entities makes it appealing or unappealing to the masses.

Name-calling: This advertising appeal makes use of direct or indirect attack on the
products in competition with the product being advertised. Direct name-calling involves
making a direct attack on the opponent while indirect name-calling makes use of sarcasm
to demean the products of the competitors.

Outdoor Advertising: Outdoor advertising is a popular advertising appeal that uses

different tools to attract the customers outdoors. Billboards, kiosks and tradeshows are
some of the commonly used means of outdoor advertising. Fairs, exhibitions and
billboards that draw in the passersby are often used in outdoor advertising.

Performance-based Advertising: In performance-based advertising appeal, the

advertisers pay only for the results. The advertising agency assumes the entire risk and
hence ensures that the advertisement is pitched well.

Plain Folks: This advertising appeal aims at attracting the masses by using common
people to advertise a product. Bombastic words may not always appeal the common
folks. They can rather be attracted by communicating with them in their language. The
use of homey words, as they are called, and purposeful errors while speaking to give a
natural feel to the speech, is characteristic to this advertising appeal.

Print Media Advertising: The print media is one of the most effective means of
advertising. Many advertising appeals make use of the print media to reach out to the
masses. Media like newspapers, brochures, manuals and magazines are used for
publicizing the products.

Public Service Advertising: This advertising technique is used to convey socially

relevant messages to the masses. Social messages on issues like poverty, inequality,
AIDS awareness and environmental issues such as global warming, pollution and
deforestation are conveyed by the means of appeals to the public through public service
advertising.
Quotes Out of Context: This advertising appeal makes use of popular quotes. The
advertisers using this advertising appeal alter the widely known quotes to change their
meaning. This technique is used in political documentaries.

Relationship Marketing: This form of advertising focuses on the retention of customers

and customer satisfaction. Advertisers appeal to the target audiences with information
that suits their requirements and interests.

Repetition: This advertising appeal uses the technique of repeating the product name
several times during an advertisement. Jingles are often used in this advertising technique
to linger the product name in the minds of the masses.

Scientific Evidence: This technique attempts to appeal the masses to use the advertised
product, by providing the audiences with survey results. The advertisers often use
statistical evidences and market surveys to publicize their product.

Shockvertising: This advertising appeal makes use of shocking images or scenes to

advertise a product. The name is derived as a combination of the two words, ‘shocking’
and ‘advertising’.

Slogans: Slogans, as we all know, are striking phrases used to convey important
information of the product to be advertised in an interesting manner. There are lot many
famous advertising slogans that we are familiar with.

Snob Appeal: Snob appeal is an exact reverse of the bandwagon technique. In this
advertising appeal, people are induced to buy a certain product so that they can stand out
of the crowd. It is often indicated that buying the product will make them look different
from the rest. It is often indicated that the product is not affordable for the common
masses by attaching a 'sense of exclusivity' to such products.

Stereotyping: This advertising appeal is also known as name-calling or labeling and

attempts to categorize the advertised object under the class of the entities, which the
masses fear.

Subliminal Advertising: This advertising appeal makes use of subliminal messages,

which are intended to be subconsciously perceived. Subliminal signals go undetected by
the human eye. However, they are perceived at a subconscious level. Subliminal appeal
often makes use of hidden messages and optical illusions.

Surrogate Advertising: In cases where advertising of a particular product is made

illegal, the product companies come up with other products with the same brand name.
Advertising the legal products with the same brand name reminds the audiences of their
legally banned products as well.

Testimonial: People tend to relate to their favorite figures in the glamor industry. People
attracted to their idols often tend to adopt what their idols do. They want to emulate the
people they relate to. Testimonial makes use of this human tendency by using the words
of an expert to recommend their products. Celebrities are used as ambassadors for
products in order to promote the sale.

Transfer: This advertising appeal is implemented in two ways. In a positive transfer, a

product is made to associate with a respected individual of society. However, in case of a
negative transfer, the advertisers state an analogy between a product and a disliked figure
in society.

Unstated Assumption: When the idea behind the product or service being advertised is
repeatedly implied, it is known as an unstated assumption. In case of using this
advertising appeal, the advertisers do not state the concepts explicitly. They rather imply
their ideas in various ways.

Viral Advertising: It can take the form of word-of-mouth publicity or of Internet

advertising. The aim of the advertiser is to market the product on a very large scale. This
advertising appeal intends to achieve a speedy publicity of a product similar to the
spreading of a pathological or a computer virus!

Word-of-Mouth Advertising: It can turn out being a very effective advertising appeal. It
can achieve phenomenal success to an extent where a brand is equated to a common
noun. Vaseline can be sited as one of the excellent examples of word-of-mouth publicity,
where the company name, ‘Vaseline’ became synonymous with the product name,
‘petroleum jelly’.

This was an overview of the different advertising appeals that advertisers around the
world use to market their products and services. Many of the popularly used products and
services of today have gained popularity thanks to the advertising techniques that were
implemented for their publicity. Advertising appeals used by a company are important
determinants of its success.

Sex Appeal: Blatant (Close Up), Suggestive (Hrithik Roshan) and Symbolic (Kohinoor)

Buy emotional reasons and justify it rationally. Rational appeal is used to justify an
emotional desire for the product and to provide information that positions your brand.
Fear is an emotion. We try to lessen it
Humour related to the emotional need to have fun
Sex is a basic physiological and emotional need. It involves many emotions from the
need of love, intimacy and self-esteem.
Music is an emotional need for beauty and pleasure

If he has got the bus, he would have gone.

Media Planning & Buying Calculators

Cost Per Thousand (CPM)

Cost Per Thousand (CPM) allows a media planner to compare media based on
two variables: audience and cost. CPM is used as a comparative device. The
lowest cost per thousand medium is the most efficient, all other variables being
equal. Oftentimes the media with the lowest cost per thousand are selected, but
not always. CPM may be computed for a printed page or broadcast time, and the
audience base may be either circulation, homes reached, readers, or number of
audience members of any kind of demographic or product usage classification.

• 1. For print media (when audience data are not available):

CPM = Cost of 1 ad x 1000

Circulation

Because many print media do not have audience research data, this
formula is often used.

• 2. For print media (when audience data is available):

CPM = Cost of 1 ad x 1000

Number of prospects reached

• 3. For broadcast media (based on homes reached by a given program or

time period):

CPM = Cost of 1 unit of time (commercial) x 1000

Number of homes reached by
a given program or time period

• 4. For broadcast media (when audience data is available):

CPM = Cost of 1 unit of time (commercial) x 1000

Number of prospects reached by
a given program or time period

• 5. For newspaper (when cost of ad is known):

CPM = Cost of ad x 1000

Circulation
Finding CPM from CPP

Cost per thousand for a broadcast schedule can be

determined from the cost per target audience rating point
(abbreviated cost per point or CPP).

Two factors must be known:

1. CPP, which is simply the cost of the schedule

divided by the schedule's number of GRPs.
2. The total population of the target audience.

The formula for finding CPM from CPP is as follows:

CPM = (CPP X 100) / Population

1000

Cost Per Rating Point (CPP)

CPP (cost per gross rating point) = Cost of broadcast schedule / GRPs

or
CPP (cost per rating point) = Cost per spot / rating

Finding CPP from CPM

The relationship between CPM and CPP is expressed in the formula:

CPM = (CPP x 100) / Population

1000

Mathematically transposed, the formula can be expressed to find CPP, given

CPM and target audience population:

CPP = CPM x Population

100,000

Comparing CPP and CPM

How does a CPP compare with a CPM for the same station and commercial?
The following shows the differences:

CPP
Cost of a thirty-second commercial: $110
Metro rating at 2:00 p.m.: 8
$110/8 = $13.75

CPM
Cost of a thirty-second commercial: $110
Number of households delivered at 2:00 p.m.: 77,000
$110 x 1000/77,000 = $1.43

Ratings, Shares, HUTs and PUTs

Rating is the audience of a particular program or station at a specific

period of time expressed as a percent of the audience population. The
percent sign is not shown, and the rating may represent household viewing or a
specific demographic audience segment's listening or viewing.

Share is the audience of a particular television program or time period

expressed as a percent of the population viewing TV at that particular time.
Share, then, is a percent allocation of the viewing audience and differs from the
rating which is a percent of the potential audience. Share is usually reported on a
household basis.

HUT or homes using television at a particular time, is expressed as a percent

of all TV homes. HUT differs from rating because it combines all viewing, rather
than identifying specific program viewing.

PUT or persons using television at a particular time, is expressed as a percent

of all persons in TV homes. PUT combines all persons viewing, rather than
reporting specific program viewing. Note that PUT and PVT (Persons viewing
television) are interchangeable terms in common usage.

Ignoring variances caused by rating service reporting standards and multi-set

viewing, the following mathematical relationships apply after first converting
rating, share, and HUT to decimals.

HUT x Share = Rating (HH)

Rating (HH) / HUT = Share
Rating (HH) / Share = HUT

GRPs, TRPs, Reach and Frequency

The aggregate total (the sum) of the ratings is called Gross Rating Points
or GRPs. The sum of the ratings of a specific demographic segment may be
called Target Audience GRPs or more simply TRPs. The term GRPs is
generic and may refer to household GRPs or to specific target segment GRPs.
Reach is the number or percent of different homes or persons exposed at
least once to an advertising schedule over a specific period of time. Reach,
then, excludes duplication.

Frequency is the number of times that the average household or person is

exposed to the schedule among those persons reached in the specific
period of time. Because it is an average frequency, dispersion of frequency of
exposure will differ between specific schedules and daypart mixes.

GRPs, reach, and frequency are mathematically related in the following ways:

GRPs = Reach X Frequency

Reach = GRPs / Frequency
Frequency = GRPs / Reach

Brand Development Index (BDI) and Category Development Index (CDI)

Brand Development Index (BDI) relates the percent of a brand's sales in a

market to the percent of the U.S. population in that same market.

Category Development Index (CDI) relates the percent of a category's sales

in a market to the percent of the U.S. population in that same market.

Formula: