ADVERTISING APPEAL

Advertising appeal refers to strategies that marketing professionals use to

encourage consumers to buy their product or service. Marketing appeal is used as
part of a company's marketing mix. A marketing mix is a tactic used by businesses
to promote products.

Advertising appeals are strategies and techniques used to persuade consumers to

purchase a product or service. Here are some notes about advertising appeals:

Purpose

Advertising appeals help brands communicate their message to customers in a

way that's easy to understand and respond to. The goal is to launch products,
spread awareness, and boost sales

Types

Some common types of advertising appeals include:

• Emotional appeals: Use emotions like fear or humor to appeal to

consumers' empathy

• Rational appeals: Use logic or reason to persuade consumers to purchase

a product or service

• Scarcity appeals: Inform consumers of limited availability to encourage

them to buy a product
 • Musical appeals: Use music to help consumers remember the product.

• Moral appeals: Appeal to consumers' sense of right and wrong to enhance

a company's image

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 brand’s ability to satisfy consumers
is demonstrated by comparing its features to those of competitive brands.
For example- Tide & 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 emphasize a human need, but
allude to a need.
Advertising copy

Advertising copy is the written text in an advertisement that aims to convince a

potential customer to take action. The goal of ad copy is to encourage the
customer to make a purchase, sign up for a service, or visit a website.

Characteristics of effective ad copy

• Clear message: The ad copy should be easy to understand and deliver a

clear message

• Customer-focused: The ad copy should be written with the customer in

mind and address their needs

• Persuasive: The ad copy should be enticing and persuasive

• Solution-focused: The ad copy should be focused on providing a solution

to the customer's problem

• Emotional response: The ad copy should evoke an emotional response in

the customer

• Social proof: The ad copy should provide evidence that others find the
product or service appealing.

Types of ad copy

• Institutional ad copy: Promotes the institution and builds a credible

reputation

• Nostalgic ad copy: Creates a positive association with a memory from the

past

• Human interest copy: Creates interest by instilling a sense of fear or

association with the product
 • Scarcity ad copy: Creates urgency and exclusivity by using tactics like
limited time offers and limited stock

Ad copy can appear in many forms, including print ads, online ads, and
billboards.

HOW TO PREPARE AN ADVERTISING COPY

The key to writing good ad copy is understanding your audience and what
motivates them to take action. It’s important to know your target market and what
their pain points are, so you can address them directly in your ad copy.
Additionally, good ad copy is clear, concise and to the point. It should be easy to
understand and not overly complicated.

1. Use A Strong Headline

One important technique to keep in mind when learning how to write good ad
copy is the use of a strong headline. The headline is the first thing people will see,
so it’s crucial that it grabs their attention and makes them want to read more. A
strong headline should be attention-grabbing and clearly communicate the main
benefit of your product or service.

2. Use Active and Power Words

Good ad copy also uses active and powerful language. This means using words
that are action-oriented and convey a sense of urgency. Words like “now,”
“limited-time only” and “exclusive” can help to create a sense of urgency and
encourage people to take action.

3. Use Statistics

Along with using active and powerful language, good ad copy should also include
specific details and statistics to back up any claims you make. This can help to
add credibility to your ad and give people more reasons to trust your product or
service.
4. Use Social Proof

Another useful tactic when learning how to write good ad copy is using social
proof in your ad copy. Social proof is a psychological phenomenon where people
are more likely to take a specific action if they see others are doing it as well. For
example, if your ad states that “10,000 people have already signed up,” it may
encourage more people to do so as well.

5. Use A Consistent Tone

In addition, it’s also important to use a consistent and on-brand tone throughout
your ad copy. This will help to make your ad more memorable and build trust
with your audience. Your ad should have the same message and tone throughout,
this will ensure your audience gets a clear and consistent message.

6. Always Include A CTA

Lastly, always include a clear and prominent call-to-action (CTA) in your ad copy.
The CTA is the most important part of the ad copy because it tells people what
they need to do next in order to take advantage of your offer. Whether it’s to “buy
now,” “click here” or “call today,” your CTA should be clear and easy to
understand.

Advertising agencies

Advertising agencies are responsible for initiating, managing, and implementing

paid marketing communications. In addition, some agencies have diversified into
other types of marketing communications, including public relations, sales
promotion, interactive media, and direct marketing.

An advertising agency, often referred to as a creative agency or an ad agency,

is a business dedicated to creating, planning, and handling advertising and
sometimes other forms of promotion and marketing for its clients. An ad agency
is generally independent of the client; it may be an internal department or agency
that provides an outside point of view to the effort of selling the client's products
or services, or an outside firm. An agency can also handle overall marketing
and branding strategies promotions for its clients, which may include sales as
well.

Typical ad agency clients include businesses and corporations, non-profit

organizations and private agencies. Agencies may be hired to produce television
advertisements, radio advertisements, online advertising, out-of-home
advertising, mobile marketing, and AR advertising, as part of an advertising
campaign.

Role of Advertising Agencies

1. Creating an advertise on the basis of information gathered about the

product.

2. Doing research on the company and the product and reactions of the
customers.

3. Planning for type of media to be used, when and where to be used, and for
how much time to be used.

4. Taking the feedbacks from the clients as well as the customers and then
deciding the further line of action

There are basically 5 types of advertising agencies.

1. Full service Agencies

▪ Large size agencies.

▪ Deals with all stages of advertisement.

▪ Different expert people for different departments.

 ▪ Starts work from gathering data and analyzing and ends on payment
of bills to the media people.

2. Interactive Agencies

▪ Modernized modes of communication are used.

▪ Uses online advertisements, sending personal messages on mobile

phones, etc.

▪ The ads produced are very interactive, having very new concepts,
and very innovative.

3. Creative Boutiques

▪ Very creative and innovative ads.

▪ No other function is performed other than creating actual ads.

▪ Small sized agencies with their own copywriters, directors, and

creative people.

4. Media Buying Agencies

▪ Buys place for advertise and sells it to the advertisers.

▪ Sells time in which advertisement will be placed.

▪ Schedules slots at different television channels and radio stations.

▪ Finally supervises or checks whether the ad has been telecasted at

opted time and place or not.

5. In-House Agencies

▪ As good as the full service agencies.

▪ Big organization prefers these type of agencies which are in built

and work only for them.
 ▪ These agencies work as per the requirements of the organizations.

There are some specialized agencies which work for some special advertisements.
These types of agencies need people of special knowledge in that field. For
example, advertisements showing social messages, finance advertisements,
medicine related ads, etc.

Advertising Agency – The Tasks of an Agency

In order to achieve a complete advertising service for its client, the

advertising agency has to look after the following tasks:

(1) Copy writing,

(2) Art-pictures, photographs,

(3) Media planning and buying of space,

(4) Radio and Television — producing commercial spots,

(5) The work of market research,

(6) Production — film or tape for use,

(7) Public relations,

(8) Merchandising,

(9) Sales promotion devices,

(10) Forwarding the advertising materials to the media owners and the clients in
time.

Advertising does more than simply inform; it promotes sales. It tries to persuade,
inform and also remind the customers. Soft-sell advertisements are usually simple
announcements. Hard-sell advertisements are blatant, combative, and coercive.
They irritate readers, listeners, and viewers.
The social and ethical aspects of advertising

The social and ethical aspects of advertising primarily focus on ensuring

advertisements are truthful, avoid manipulation, do not exploit vulnerable groups
like children, and consider the broader societal impact by not promoting harmful
products or perpetuating harmful stereotypes, while also balancing the need to
inform consumers about available products and services; key considerations
include issues like deception, targeting specific demographics, promoting
unhealthy products, and maintaining a responsible approach to social messaging.

Key points on social and ethical aspects of advertising:

• Truthfulness and Accuracy:

Advertisements should present accurate information about products and services,

avoiding exaggerated claims or misleading statements.

• Consumer Protection:

Advertising should not exploit or manipulate consumers, particularly vulnerable

groups like children, by using deceptive tactics or creating false needs.

• Social Responsibility:

Advertisers should consider the potential social impact of their campaigns,

avoiding content that promotes harmful behaviors or stereotypes.

• Sensitive Products:

Advertising for products like alcohol, tobacco, and certain medications should be
carefully managed to avoid promoting excessive consumption or targeting
underage audiences.

• Stereotyping:

Avoiding the use of stereotypes based on gender, race, ethnicity, or other

protected characteristics in advertising.
 • Privacy Concerns:

Respecting consumer privacy when collecting and using data for targeted
advertising

• Comparative Advertising:

When comparing products with competitors, ensure claims are truthful and not
misleading.

• Endorsements and Testimonials:

Using credible endorsers and ensuring they accurately reflect their experiences
with the product

• Impact on Children:

Advertising directed towards children should be age-appropriate, educational,

and not promote unhealthy habits.

Potential Ethical Issues in Advertising:

• Exaggerated claims: Making claims that are not supported by evidence or

are demonstrably false.

• Hidden persuasiveness: Using subtle techniques to influence consumers

without their awareness

• Exploiting anxieties: Playing on consumer fears or insecurities to sell

products

• Unfair comparisons: Making misleading comparisons between products

to gain an advantage

• Bait-and-switch tactics: Advertising a product at a low price to lure

customers in, then switching them to a more expensive product
Regulatory Frameworks:

• Most countries have laws and regulations in place to govern advertising

practices, including restrictions on deceptive claims and protections for
vulnerable consumers.

• Advertising industry self-regulatory bodies also play a role in upholding

ethical standards

Social aspects of Advertising: It is argued that the biggest and potentially most
insurmountable problem encountered in any attempt to examine and evaluate the
social issues surrounding advertising stems from the essentially subjective nature
of many of the criticisms that have been levelled in recent years. Although social
and ethical criticisms of advertising are by no means new, the nature and
seriousness of the complaints made has in recent years increased significantly. An
additional problem is encountered in the form of the sheer volume of the
criticisms that have been made. This trend has in turn been supported and
reinforced by the attention paid by successive governments to the role of
advertising and the rise of consumerism.

Some negative criticism regarding advertisements which raises question

regarding socio-ethical considerations:

1. Advertising is frequently false and misleading.

2. Advertising concentrates on selling products to people they neither need nor

want.

3. Advertising exhibits bad taste.

4. Advertising stresses small and insignificant differences between products and

has resulted in an unnecessary and wasteful proliferation of brands.

5. Advertising is too persuasive.

6. Advertising can be used, to take advantage of children (bad effect on children).
7. Much advertising is irrelevant and unnecessary.

8. Advertising has resulted in uniformity. When we evaluate social problems in

relation to advertising, we are in the area of personal value judgement. How can
deficiencies in our social system be corrected? How can things be managed so
that people will get more of the essential necessities without giving up too much
of their basic freedom of choice and action? What part does advertising play in
helping to accentuate or relieve those conditions?

The social aspects that help in the positive development of advertising:

1. Advertising reinforces a ‘consumerist culture’ which is marketed by the urge

to spend and to acquire.

2. It is not about the products and services alone that people learn from advertising
(especially consumer product advertising). Advertising also tends to promote
attitudes and lifestyles.

3. The language and imagery of advertising is marked by hyperbole, superlatives

and stereotypes of men, women and different ethnic groups. The man is usually
macho, the women glamorous the children cute and innocent. Such images glorify
charm seduction, spending and giving.

4. Advertisers are responsible for bringing a new kind of ‘globalism’ to

marketing.

5. Globalism promote the universal commercial values of exploitation and

profiteering at the expense of developing world. Such advertising can also distort
the development priorities of poor countries.

6. Advertising does not reflect the changing cultural values of a society. At times,
it itself acts as a change agent while doing so it should not lose sight of the
developmental perspective.
7. advertisement attracts development of society and growth of technologies

8. Employment

9. Gives choices to buyers with self-interest

10. Welcomes healthy competition

11. Improving standard of living.

12. Give information on social, economic and health issues.

Ethical Aspects of Advertising:

The ethics means a set of moral principles, standards or values which govern a
person’s behaviour. It is a branch of social science. It deals with good and bad
with reference to a particular culture. The ethics in advertising is a set of well-
defined principles which governs the ways of communication taking place
between the seller and the buyer. It deals with moral standards of what is “right”
or “wrong”. The advertiser must possess moral duty and obligation towards the
society in their advertising. The advertiser needs to ensure ethical standards of
advertisings are adopted such as avoiding false claims, misleading customers etc.
Fundamentals of Ethical Advertising: Fundamentals of Ethical Advertising are
as follows:

1. Truth: The advertiser needs to ensure to provide true information to

the customer. It shall reveal significant facts. The elimination of facts
may mislead customers.
Benefits:
a) It enhances the confidence in consumers.
b) It builds goodwill of the products, services, ideas or institution.
c) The customer develops trust on the advertiser.
d) It avoids confusion in customers.
e) It leads to customer satisfaction.
 f) Enhances credibility.
g) It leads to customer loyalty.

2. Avoid Misrepresentation: The misrepresentation in advertising is a

deliberate attempt to tell lie. The advertiser can misrepresent the product
attributes such as quality, price, benefits, features etc. For example – The
advertising which represents the particular product as number one in the market
by showing unreal statistics.

3. Avoid Illusion:The advertiser needs to avoid the advertisements which

claim illusion. For example – The advertising promises the consumer that by
using that product the person is going to reduce his or her weight by ten kilo
grams.

4. Avoid Misuse of Testimonials: The advertiser needs to ensure the

advertisings containing testimonials are limited. The testimonials must reflect a
genuine and truthful opinion or experience. For example – The advertisements in
which testimonials of film stars and sportsmen are used simply for sales
promotion needs to be avoided.

5. Substantiating Evidence: All claims made by the advertiser in their

advertisings must be backed with evidence. The advertisers are responsible for
the claims they make regarding to their products or services. For example – If a
pharmaceutical company claims the particular tablet reduces cold within half an
hour. The advertising must be backed with evidence.

6. Avoid Deception: The false or untruthful advertising is called deceptive

advertising. It is illegal according to the Federal Trade Commission (FTC). The
deceptive advertising is prohibited under Section 43(a) of the Lanham Act, which
is enforced by the FTC. If a company fails to fulfil the promise made in the
advertising, the company may lose many customers.
 7. Avoid Psychoactive Ads: The advertising that has negative emotional
impact on the target audience is called psychoactive advertising. This type of
advertising can create anxiety, low self-esteem and aggression. If these emotions
become intense it may induce harmful effect to the audience. These types of
advertisings are not illegal. It may be considered as unethical.

Precautionary measures to avoid unethical practices in advertising:

1. The advertiser must design self-regulatory codes which take care of

ethical norms, truth, decency and legal points.

2. The advertiser needs to avoid the advertising which causes harm to

people. For example – The advertising of tobacco and alcohol should be avoided.
3. The advertiser must have a regular tracking on advertising activities and ensure
the removal of unwanted advertising.

4. The advertiser should not make use of unnecessary sex appeal in their
advertisements.

5. The advertiser needs to inform about the self-regulatory codes of the

company to customers to gain confidence and belief.

6. The advertiser must pay attention on consumers complaints related to

advertising.

7. The advertiser needs to avoid false claims about the products or services
with hidden motives.

8. The unwanted emphasis on factors which may not have concern in

reality must be avoided by the advertisers.

9. The advertiser must avoid misleading the names and brands to create
favourable impression.

10. The company needs to maintain transparency.

 11. The advertiser should avoid attacking unfairly to competitors.

Demerits of Unethical Advertising:

1. It results in customer distrust towards products, services or business.

2. The company may lose its loyal customers.

3. It creates unpleasant environment to various stakeholders such as

employees, shareholders etc.

4. It destroys the business image.

5. Due to lack of faith the advertisement will be less effective.

6. It effects the company growth.

7. It leads to dissatisfaction to customers.

8. It leads to switching brands.

9. The market share of the advertiser may reduce etc.