There are certain principles which need to be followed while using appeals in advertising. The important ones are:
1. Appeals should be presented in simple and precise manner so that it can be effective. A good advertisement should always either be able to attract attention or awaken interest or secure action of the consumers. It may so happen that an advertisement may not be able to prompt a person to make a purchase. But, at least, it should be able to draw the attention of the consumers.
2. Appeals in advertisements are simply ‘reasons for making purchases’. Therefore, selling points of products and services are converted into appeals in advertising.-Stronger selling points, used as appeals in advertisements provide better results.
ADVERTISEMENTS:
3. People usually react differently to different appeals. The appeal of fear may prove fruitful to a worker who undertakes hazardous works whereas it may not be that effective for an office employee who does routine work.
4. The appeal content in advertising should act as a means to an end rather than an end itself. A product or service should not be projected as an end. Rather, it can be presented as a form of satisfaction of want like hunger, thirst, heat, cold, and so on.
5. The appeal should be directed towards the interest and benefit of the buyers but not of the sellers. It should highlight how the products or service would benefit the buyers in terms of satisfying their needs and wants.
ADVERTISEMENTS:
6. The form of the appeal should not be confused with the appeal itself. Humour or fear is not an appeal to buy. Rather, it is an attention-attracting device in the advertisement that may cause readers or viewers to stop and allow the appeal to become effective. In short, appeal never loses its character. However, the approach to appeal differs from one advertisement to another.
7. The forms of appeal and their relative effectiveness cannot be generalised. As a matter of fact, the effectiveness of each advertisement through appeals is quite different from one another. The best appeals and their most effective forms of presentation can be known only through testing the effectiveness of advertisements on the consumers, from time to time.
Image Source: dubaialluaeonecom.c.presscdn.com