Creative Styles
Types of Advertising Appeals and Execution
Styles — What Sells
Being creative requires more than being
funny. Targeting consumer needs with the right advertising appeals is critical
in marketing.
In advertising, there are many choices to be
made concerning the message that should be conveyed. How to convey that message
needs to be strategic and well conceived. One of the most important first steps
is to determine what the purpose of the campaign is and the specified target
audience. By clearly knowing the purpose and the intended target audience, then
creative talents can be focused on what should be the appropriate common theme
and which set of advertising appeals and execution styles should be employed.
An advertising appeal is an approach that
uses a type of message intended to influence the way the consumer relates to
what is being sold. In order to reach the consumer, the right appeal (tactic) needs to use and that is based on
objective of campaign and the type of consumer being targeted.
Emotional appeals are the most common
appeals utilized by marketers. This type of appeal targets a consumer’s
emotions and influence consumer engagement. Anytime a marketer can get a
consumer to identify with the situation, especially through emotion, the
percentage of conversion (purchase) increases dramatically.
Simply stated, the idea of using an emotional
appeal is to relate to the individual’s psychological and social needs
for purchasing a product or service.
Emotional appeals include:
- Personal appeal-Focused on emotions centered around the need for love, joy, self-esteem, happiness, safety, and family well-being
- Social appeal-Focused on the individual need for recognition, respect, involvement, affiliation, and status
- Fear appeal-Focused on individual needs based on fears….fear of loss of health, safety, and beauty
- Humor appeal-It is proven that “humor” sells, because of attention, association, and memory recall is improved through an engaging humorous message
- Other common types of appeals include sex appeal, music appeal, scarcity appeal, brand appeal, adventure appeal, endorsement, romance appeal and others.
The next step in using a specific appeal is
to determine the executional styles for advertising. This is critical to
get correct and has to be aligned with the type of appeal.
Executional styles include:
·
Lifestyle: One of the most successful, relevant current
strategies—shows “how” the product or service will “fit” perfectly into the
consumer’s lifestyle or raise their convenience or quality of life. This format
can be associated with personal appeal, causing the consumer to desire the
lifestyle they see others in the advertisement experiencing, because they have
the product depicted. If a consumer cannot “see” and “feel” the benefit of
product/service to them, the sale will not happen. Lifestyle “shows” the
consumer “how” and creates an aspiration for the offering. (i.e. A beautiful
set of new lawn furniture being enjoyed by a family).
·
Slice-of-Life: Another successful style, usually associated
with social
appeal, depicts people in a normal setting enjoying life because of a certain
product or service. This style is aimed at creating an attachment to an
offering through showing how “they” could enjoy a slice-of-good-life if they were to engage in
the offering. (i.e. An advertisement depicting a luxurious cruise.)
·
Spokesman/Testimonial/Endorsement: Having celebrities or
experts explain a product is often a way to have a consumer gain trust in a brand. However,
trust has to be authentically created and not just a paid voice that is not behind the brand. Consumers
today are smarter than ever and loyalty and trust cannot be bought, only
earned.
·
Fantasy: Creating a fantasy around a product and what
it can do for a consumer often aligns well with a social appeal-the need to identify
with something bigger than oneself. (i.e. The status of having a sports car
with the fantasy of a beautiful women being impressed by it.)
·
Humorous: Aligns directly with the humor appeal to
engage a consumer in something that is funny and memorable. More than 30% of
advertisements utilize humor for greater success.
·
Other execution styles include musical,
scientific, mood/image.
Overall, being creative is very important,
but before one can be creative in the right direction, the purpose of the
campaign and the target audience needs to be determined. From there, an
appropriate type of advertising appeal and execution style will provide
creative direction. The funniest message in the world may not have the effect
desired if it does not evoke the right emotional recognition of a need and
appeal to the person who “sees” the advertisement.
Written by: Sabrina
Pack-Professional Marketing Consultant
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