ADVERTISING APPEAL Advertising Appeal is an igniting force which stimulates the customer mindset towards the product or services.

It not the only factor in the marketing mix which initiates a consumer for buying the product but it is certainly one of the advertisers' most important creative strategy decisions involves the choice of an appropriate appeal. Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people. There are three types of appeals: 1. Rational or Informational Appeal 2. Emotional Appeal 3. Moral Appeal Rational or Informational Appeals This is generally product oriented appeal, highlights the functional benefits like- quality, economy, value, or performance of a product. Following are different types of rational appeals: Feature Appeal - Advertisements based on such appeal are highly informative, provides information of product attributes or features that can be used as the basis for rational purchase decision. Technical and high involvement product often uses this appeal. Competitive Advantage Appeal - Such appeal is used to compare the product with the competitor's product directly or indirectly and advertiser try to present his product superior then competitor's product on one or more attributes. Favourable Price Appeal - Here price offer is considered as the dominant point of the message. News Appeal - Some type of news or announcements about product or company dominates the advertisement. Product Popularity Appeal - Product popularity is considered as the dominant point of advertisement by highlighting the increasing number of users of brand or the number who have switched to it. High Quality - Some products are preferred for their quality not merely because of their taste or style, such products are advertised by highlighting the quality attribute in advertisement. Low price - Many people prefer low priced goods. To target such audience products are advertised by highlighting the low price tag of the product. Long Life - Many consumers want product of durable nature that can be used for a long period, in advertisement of such product durability is the dominant point of the message. Performance - Many advertisements exhibit good performance of product. Economy - Many customers consider savings in operation and use of product, for example in case of automobile the mileage is considered while selecting the brand or model. Scarcity - Another appeal that is occasionally used is scarcity. When there is a limited supply of a product, the value of that product increases. Scarcity appeals urge consumers to buy a particular product because of a limitation. Other Rational Appeals - Other rational appeals include purity, more profits, time saving, multifunction, more production, regular supply and availability of parts, limited space required, artistic form, etc. that can make advertising effective. Emotional Appeals

An emotional appeal is related to an individuals psychological and social needs for purchasing certain products and services. Emotions affects all type of purchase decisions. Types of emotional appeals are as follows: Positive Emotional Appeal - Positive emotions like- humour, love, care, pride, or joy are shown in advertisements to appeal audience to buy that product. For example- Jonson and Jonson baby products. Negative Emotional Appeal - This includes fear, guilt, and shame to get people to do things they should or stop. Fear - Fear is an emotional response to a threat that expresses some sort of danger. Ads sometimes use fear appeals to evoke this emotional response and arouse consumers to take steps to remove the threat. For example- Life Insurance Anxiety - Most people try to avoid feeling anxious. To relieve anxiety, consumers might buy mouthwash, deodorant, a safer car, get retirement pension plan. Humour - Humour causes consumer to watch advertisement, laugh on it, and most important is to remember advertisement and also the product connected with humour. For example- Happydent, and Mentos. Moral Appeals Moral appeals are directed to the consumes sense of what is right and proper. These are often used to exhort people to support social and ethical causes. Types of Moral Appeal are as follows: Social awakening and justice Cleaner and safe environment Equal rights for women Prohibition of drugs and intoxication Adult literacy Anti-smuggling and hoarding Protection of consumer rights and awakening Other Type of Appeals Reminder Appeal - Advertising using reminder appeal has the objective of building brand awareness. For example- IPO Teaser Advertising - Advertisers introducing a new product often use this appeal. It is designed to build curiosity, interest and excitement about a product or brand. For example- Ponds ad of Saif & Priyanka Musical Appeals - Music is an extremely important component in advertising. It captures the attention of listeners. For example- Docomo, Airtel Transformational Appeal - The idea behind this appeal is that it can actually make the consumption experience better. For example- Ambay products Comparison Appeal - In this appeal a brands ability to satisfy consumers is demonstrated by comparing its features to those of competitive brands. For exampleTide & Surf Direct Appeals - Direct appeals clearly communicate with the consumers about a given need. These extol the advertised brand as a product which satisfies that need. Indirect Appeals - Indirect appeals do not emphasise a human need, but allude to a need. Different Types of Advertising Appeals Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers. Keep on reading to know the various different types of advertising appeals that can be seen in the media today. The most basic of human needs is the need for food, clothing and shelter. Special need for these necessities cannot be created with advertising. However there are certain other products that
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provide comfort in life and advertising aims to generate demand for these products. Advertising uses appeals as a way of persuading people to buy certain products. Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people. The most important types of advertising appeals include emotional and rational appeals. Emotional appeals are often effective for the youth while rational appeals work well for products directed towards the older generation. Here are just some of the various different kinds of advertising appeals seen in the media today: Emotional Appeal An emotional appeal is related to an individuals psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases. Advertisers aim to cash in on the emotional appeal and this works particularly well where there is not much difference between multiple product brands and its offerings. Emotional appeal includes personal and social aspects. 1. Personal Appeal Some personal emotions that can drive individuals to purchase products include safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc. 2. Social Appeal Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval. 3. Fear Appeal Fear is also an important factor that can have incredible influence on individuals. Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance. Advertising experts indicate that using moderate levels of fear in advertising can prove to be effective. Humor Appeal Humor is an element that is used in around 30% of the advertisements. Humor can be an excellent tool to catch the viewers attention and help in achieving instant recall which can work well for the sale of the product. Humor can be used effectively when it is related to some benefit that the customer can derive without which the joke might overpower the message. Sex Appeal Sex and nudity have always sold well. Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement. It can also result in the product appearing interesting. However use of sex in types of advertising appeals can have a boomerang effect if it is not used carefully. It can interfere with the actual message of the advertisement and purpose of the product and can also cause low brand recall. If this is used then it should be an integral part of the product and should not seem vulgar. The shift should be towards sensuality. Music Appeal Music can be used as types of advertising appeals as it has a certain intrinsic value and can help in increasing the persuasiveness of the advertisement. It can also help capture attention and increase customer recall. Scarcity Appeal Scarcity appeals are based on limited supplies or limited time period for purchase of products and are often used while employing promotional tools including sweepstakes, contests etc. Rational Appeal
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Rational appeals as the name suggests aims to focus on the individuals functional, utilitarian or practical needs for particular products and services. Such appeals emphasize the characteristics and features of the product and the service and how it would be beneficial to own or use the particular brand. Print media is particularly well suited for rational appeals and is often used with good success. It is also suited for business to business advertisers and for products that are complex and that need high degree of attention and involvement. Masculine Feminine Appeal Used in cosmetic or beauty products and also clothing. This type of appeal aims at creating the impression of the perfect person. The message is that the product will infuse the perfection or the stated qualities in you. Brand Appeal This appeal is directed towards people who are brand conscious and wish to choose particular products to make a brand statement. Snob Appeal This appeal is directed towards creating feeling of desire or envy for products that are termed top of the line or that have considerable qualities of luxury, elegance associated with them. Adventure Appeal This appeal is directed towards giving the impression that purchasing a product will change the individuals life radically and fill it with fun, adventure and action. Less than Perfect Appeal Advertisements often try to influence people to make certain purchases by pointing out their inadequacies or making them feel less perfect and more dissatisfied with their present condition. These types of advertising appeals are used in cosmetic and health industries. Romance Appeal These advertisements display the attraction between the sexes. The appeal is used to signify that buying certain products will have a positive impact on the opposite sex and improve your romantic or love life. Frangrances, automobiles and other products use these types of advertising appeals. Emotional Words/Sensitivity Appeal These advertisements are used to drive at and influence the sensitivities of consumers. Youth Appeal Advertisements that reflect youth giving aspects or ingredients of products use these types of appeals. Cosmetic products in particular make use of these appeals. Endorsement Celebrities and well known personalities often endorse certain products and their pitching can help drive the sales. Play on Words Advertisements also make effective use of catch phrases to convey the message. Such appeals help in brand recognition and recall and can be quite popular with the youth in particular. Statistics Advertisements also use statistics and figures to display aspects of the product and its popularity in particular. Plain Appeal These advertisements use every day aspects of life and appeal to ordinary people regarding the use of a product or service. Bandwagon Appeal This type of advertising appeal is meant to signify that since everybody is doing something you should be a part of the crowd as well. It appeals towards the popularity aspect or coolness aspect of a person using a particular product or service.
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GREEN ADVERTISING Green Advertising: Advertisements that promote a product, service, or company's ability to help or reduce environmental harm. A specific type of advertising that is centered around the promotion of factors having to do with the environment. Oftentimes the companies that use green advertising also use very environmentally friendly operations and product packaging as well. Green advertising are advertisements that promote products, services, ideas or organizations ability to help or reduce environmental harm. Green living is an attempt to carry out life in an eco-friendly, environmentally responsible manner, and, an attempt to minimize the size of our ecological footprint. Environmental awareness is seen as the growth and development of awareness, understanding and consciousness toward the biophysical environment and its problems, including human interactions and effects. Environmental attitude is defined as a learned predisposition to respond consistently favorable or unfavorable manner with respect to the environment (Rashid, 2009). According to Shrum, McCarty and Lowrey (1995), green research can be categorized into consumer based and advertising based. Consumer based identifies characteristics of consumer that differentiate between levels of environmental concern. Shrum, McCarty and Lowrey (1995) conclude that a green consumer is anyone whose purchase behavior is influenced by environmental concerns. While there has been a substantive number of researches on consumer characteristics (e.g. Banerjee, Gulas & Iyer, 1995; Schlegelmilch, Diamantopoulous & Bohlen, 1994), there is no consensus about the true profile of a green consumer (DSouza, Taghian, Lamb & Peretaitko, 2007). This study focuses on the advertising based perspective, i.e. investigating on the level of green awareness, as well as the effectiveness of green advertising campaign in influencing consumers perception and attitude. SOCIAL MEDIA MARKETING Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. SECTORS IN INDIAN ECONOMY Food & Beverage IT Industry Health Care Industry Telecommunications Industry Automotive Construction Industry Banking and insurance Textile
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