How do ads generate resonance?

All ads need some type of an appeal.

An appeal is a psychological basis that motivates the viewer towards the advertiser's goal.

Informational/ Rational appeals

These ads 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.

Some sub-categories among these are:

·       Feature appeal

·       Competitive Advantage appeal

·       Favourable Price appeal

·       News appeal

·       Product/ Service Popularity appeal

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.

Other appeals

Some other types of advertising based on appeals are:

·       Transformational appeal

·       Reminder advertising

·       Teaser advertising