Advertising Appeal Analysis

My Voice: Advertising Theme, Appeal and Buying Motives of the Consumers

The most significant tool of marketing promotion mix is advertising. According to Philip Kotler “Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by identified sponsor”. The objective of the advertising is to inform the consumers about the market offering(s), its features, benefits, price, place of availability, discounts etc., persuade the consumers to buy the product(s) by creating distinctive image of the market offering(s), branding, and creating selective demand for the market offering(s), reminding the consumers about the market offering(s) through repeated advertising over a period of time and reinforce the consumers

It is also called the unique sales proposition. The selection of advertising theme or advertising appeal is made by means of consumer study, consumer research, talking to dealers and experts. Advertising theme or appeal can be rational or emotional or a combination of both. The rational advertising appeal emphasizes on the consumer benefits or savings with the purchase or consumption of the product(s). For example the usage of light-emitting diode (LED) lamp can reduce electricity consumption leading to economy or the usage of solar cooker can reduce fuel consumption leading to economical cooking. The rational advertising appeal can also stress on the benefits to be availed by purchasing and consuming the product(s). For example the advertisement of refrigerator emphasizing on preserving the freshness of vegetable(s), fruits, milk and other perishables is utilizing rational advertising appeal. The emotional advertising appeal utilizes emotions of love, affection, companionship, vanity, to communicate advertising message to the target market. For example the advertisement of fabric, ornament(s) or a wrist watch emphasizing on gifting to near and dear ones on occasions like birthday, marriage anniversary, father’s day, mother’s day, valentine day, festivals etc. is using the emotional advertising appeal to communicate the adverting message to the target