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Advertising Appeals

22/05/2022    admin   Truyền thông Tích hợp
Many different appeals can be used as the basis for advertising messages. At the broadest level, these approaches are generally broken into two categories: informational/rational appeals and emotional appeals. In this section, we focus on ways to use rational and emotional appeals as part of a creative strategy. We also consider how rational and emotional appeals can be combined in developing the advertising message.

Informational/Rational Appeals

Informational/rational appeals focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand. The content of these messages emphasizes facts, learning, and the logic of persuasion. Rational-based appeals tend to be informative, and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute(s) or provides a specific benefit that satisfies their needs. Their objective is to persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers’ needs.

Many rational motives can be used as the basis for advertising appeals, including comfort, convenience, economy, health, and sensory benefits such as touch, taste, and smell. Other rational motives or purchase criteria commonly used in advertising include quality, dependability, durability, efficiency, efficacy, and performance. The particular features, benefits, or evaluative criteria that are important to consumers and can serve as the basis of an informational/rational appeal vary from one product or service category to another as well as among various market segments. Weilbacher identified several types of advertising appeals that fall under the category of rational approaches, among them feature, competitive advantage, price, news, and product/service popularity appeals.

Emotional Appeals

Emotional appeals relate to the customers’ social and/or psychological needs for purchasing a product or service. Many consumers’ motives for their purchase decisions are emotional, and their feelings about a brand can be more important than knowledge of its features or attributes. Advertisers for many products and services view rational, information-based appeals as dull. Many advertisers believe appeals to consumers’ emotions work better at selling brands that do not differ markedly from competing brands, since rational differentiation of them is difficult.4 Many feelings or needs can serve as the basis for advertising appeals designed to influence consumers on an emotional level These appeals are based on the psychological states or feelings directed to the self (such as pleasure or excitement), as well as those with a more social orientation (such as status or recognition). 

Combining Rational and Emotional Appeals

In many advertising situations, the decision facing the creative specialist is not whether to choose an emotional or a rational appeal but, rather, determining how to combine the two approaches. Consumer purchase decisions are often made on the basis of both emotional and rational motives, and attention must be given to both elements in developing effective advertising. Purchase decisions regarding services can also be based on both rational and emotional motives.

Source: Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition, by George E. Belch   (Author), Michael A. Belch  (Author)

CÁC BÀI VIẾT KHÁC CÙNG CHUYÊN ĐỀ

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Guidelines for Evaluating Creative Output
Guidelines for Evaluating Creative Output
Advertisers use numerous criteria to evaluate the creative approach suggested by the ad agency. In some instances, the client may want to have the rough layout storyboard or animatic pretested to get quantitative information to assist in the evaluation.
Quảng cáo Tết: 8 chiến dịch - 1 góc nhìn
Quảng cáo Tết: 8 chiến dịch - 1 góc nhìn
Theo công ty nghiên cứu thị trường Millward Brown, người tiêu dùng Việt Nam có khuynh hướng yêu thích các quảng cáo liên quan đến cảm xúc. Nói như vậy không có nghĩa rằng các thương hiệu lựa chọn những câu chuyện tươi vui ngày Tết không thành công, thực tế cũng đã chứng minh điều ngược lại – Khi các thương hiệu thấu hiểu sâu sắc người tiêu dùng và mạnh dạn đi theo lối riêng, phép màu đã xảy ra .