An emotional appeal is related to an individuals psychological and social
needs for purchasing certain products and services.
Emotions affects all type of purchase decisions.
Types of emotional appeals are as follows:
is a selling concept presented by Elmo Lewis to explain how personal
AIDA Model outlines the processes for achieving promotional goals in
terms of stages of consumer involvement with the message.
A layout is a miniature sketch of the proposed advertisement.
A rough layout is first prepared in which:
photographs are drawn or provided
the headline and subheads are lettered in artwork
the position various elements of ad-copy is indicated.
Rational or Informational Appeals
This is generally product oriented appeal, highlights the functional benefits
like- quality, economy, value, or performance of a product. Following are
different types of rational appeals:
is an igniting force which stimulates the customer mindset towards
the product or services.
It not the only factor in the marketing mix which initiates a consumer
for buying the product but it is certainly one of the advertisers' most
Type of Appeals
Advertising using reminder appeal has the objective of building
Advertisers introducing a new product often use this appeal. It
is designed to build curiosity, interest and ex
Ad-creation stage consists of three stages:
Idea generation stage
a. First of all in the process of idea generation it is necessary to
identify the purpose or objective of comm
Advertising is a form of mass communication
Yes, it is true to say that advertising is a form of mass
Advertising is a process of transmission of information by the
manufacturer or a seller of a product or service to modify or stimulate
The word 'Copy' has a specific meaning in the world of advertising.
Advertisement Copy is the soul of advertisement.
An Advertisement Copy is the written and spoken matter expressed in
words, sentences, and figures designed to convey the desi
Elements of communication mix
Marketing communications has a mix.
Elements of the mix are blended in different quantities in a campaign.
Following are the elements of marketing communication mix:-
Advertising is any paid form of nonpersonal p