Question

Describe the two basic types of advertising appeals along with 3 specific executional tactics for each one. Why might an advertiser use a combination of these appeals in its messaging?

Answer 1

Advertising appeal is a tactic that excites interest of audiences by pinpointing their needs and wants. And the execution tactics are the actual vehicle that communicates the message by giving actual message to target audience. Two basic types of advertising appeals are as follows:

• Rational appeal: The major focus of this appeal is on consumer’s need for a specific product. Cost and features of product are concentrated in this appeal. In this appeal benefits of products or services are targeted. Three execution tactics that are utilized in this advertising appeal are:
  • Demonstration: In this execution tactic benefits and attributes of products are demonstrated by using it in actual or staged situation.
  • Straight Sell: In this tactic presentation of information is done straightway. The attribute and benefits of products are targeted.
  • Testimonials: In this type of execution a person speaks on behalf of products, its features and benefits based on his personal experience.
• Emotional appeal: In this appeal the major focus is on targeting emotions of audiences. Originally six basic human emotions are targeted by advertisers. These are happy, sad, fear, surprize, anger and disgust. Three execution tactics that are utilized in this advertising appeal are:
  • Fantasy: In this type of execution style an imaginary situation is showed to audiences.
  • Humour: In this type of execution style the basis of adverting appeal is humour. The message is presented in the humorous way.
  • Slice of life: In this type of execution style problem is presented in ad with its solution by utilization of specific product or service.