Promotional Appeals PDF

Preview

Summary

Promotional Appeals Lecture Notes...

Description

Promotional Appeals Types of Marketing Communication Appeals

     

Rational Appeals: Price Performance Scarcity Emotional Appeals: Fear Humour Sex etc.

Rational Appeals    

The basic needs of physiological and safety are rational in nature However, even rational appeals are emotion based There is a feeling that is fulfilled when an individual makes a purchase that makes them feel like they’re taking care of themselves Meets Physiological and Safety Needs

Price Appeals   

Commonly used as a base for messages Price is often relative to competitor’s prices Typical in sales promotions like coupons

Performance Appeals  

Usually involve some sort of value equation by the customer A premise of outperforming their competitors

Scarcity Appeals   

Based on limited supply or limited time offers Often tied with promotional tools like contests, sweepstakes, and coupons Encourages customers to take action now

Emotional Appeals 

 

Based on 3 ideas: 1. Consumers ignore most ads 2. Rational ads go unnoticed 3. Emotional ads can capture attention View by creative types as the key to developing brand loyalty Meets Love and Belonging Needs

Emotions Used in Advertisements  

Trust Reliability

     

Friendship Happiness Family Passion Security Glamour etc.

Advertising Appeals        

Informative Appeal – Lottery “how to” ad Comparative Advertising – Phillips vs. Gillette Demonstration – Milwaukee Heavy Duty power tool Testimonial – Athletes in commercials Slice-of-life – Kitchen Hallmark Cards Fear Appeals – MADD Sex Appeals – Banned beer commercials Humorous Appeals – LeBron Sprite...