Advertising is an important marketing activity in the present day world. The success or failure of any business depends a lot on marketing, which in turn, depends on advertising.
Realising the importance of advertising, a great deal of time, effort and energy of the organisation is directed towards building a successful advertising campaign. Out of the various components, an appeal is an important aspect of any advertisement.
The appeals in advertising attempt to influence the buying behaviour of consumer, rationally or emotionally. Appeals play an important role in persuading people to want a particular commodity or changing their wants from one to another. As a matter of fact, appeals act as a bridge between the wants of the consumers and the product or service.
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Appeal is the central idea around which the advertisement is created. Salient features of the product or service are called appeals in advertising. M. Satyanarayan defines advertising appeals as, ‘the earnest representation made by an advertisement about certain quality, service or feature or fact which forms the keynote or theme in advertisements’.
Often called the unique sales proposition or USP, appeals ignite the will of the prospective buyers to purchase and acquire the product or service. It can arouse desire and induce action on the part of the customers.
Advertisement appeals are usually directed towards the buying motives of consumers. The selection of theme or appeal is usually made by means of consumer study and research. Generally, the appeals of advertisements are based on human emotions, feelings, sentiments, needs, etc.
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The advertising appeal may be product-oriented or a basic buying motive to attract the right group of prospects, tie in logically with the product and its qualities, and capable of being used in a number of media.