Cashing On Advertisement Appeals
While tapping away on smartphones and scrolling through the daily news feed on social media apps people come across advertisements. The catchy advertisements are the ones which stick in the mind of the user, whereas the regular or mainstream ads are neglected.
In order to stick out of a crowd, one must not only have a good product/service but must be able to package it well. This requires a creative mind to attract the consumer in such a way that one glance at the ad should be good enough for them to remember it.
Bouncing back to basics
Some of us are fond of the traditional appeal which suggests that we understand the basics of everything. For instance, if you are an advertiser searching for tactics to make your advertisement more appealing, then primarily, you must understand the core necessities. These necessities include knowing your audience, knowing your product or service well, being clear about your unique selling point (USP) and knowing the basic advertising appeal techniques.
Read The Consumer Mind
Let’s face it, we are well aware of why this happens. It’s because of the fact that we come across so many posts in one day and our brain is only able to retain so much. It’s important for any advertiser to understand consumer psyche. The consumer also categorizes and segments whatever they witness. Some people might not even know that their brain is subconsciously ticking off boxes in their brain, but it happens. For instance, if I were to be a 16-year-old girl, web surfing, I would categorize my searches based on my interest, offers and deals and quality of the products or services appearing as pop-ups.
The consumer doesn’t appreciate a one-trick pony. This means that you must be unique in your approaches. The way you present your product or service must be in a creative and original way.
One of the ways to go down this road is to connect with the consumer by keeping a relatable element in your advertisement. Whether it may be a static post, an animated cover or a DVC (Digital Video Commercial), you must understand the best way to present is. That best way can be a human touch, proximity element, emotional connect or much more.
Also Read: Creation Of Animated Infographics:
There are many appeals which are used by advertisers to attract their consumers to purchase their good/service. At first, advertisers would mask their appeals. However, nowadays audiences are smart enough to identify such appeals. And knowingly, they get attracted to such ads.
Let’s take a look at the basic appeals which are mostly used in Pakistan.
Emotional Appeal; Shan Commercial Ad
This ad released in 2018 targeted the pathos appeal by using their slogan #OneBiryaniOneFamily.
Released in Pakistan, the advertisers of this ad has indeed done their homework on their target market. Where regular advertisers would sell this product by targeting the female of the house, i.e. the usual domestic wife approach, this ad, on the other hand, brought about the concept of bringing a family together via food. Because everybody knows our culture is all about food and families. They used these key points and brought about a human touch just by doing that.
Adventure Appeal; Mountain Dew Ad
The ad creators of Mountain Dew do full justice to their marketing strategy. They create ads which make use of extreme sports and how this product helps to eliminate fear and provide courage and energy to its consumer.
Fear Appeal; Mortene Ad
This ad uses the approach of targeting the audience by making use of fear. For instance, Mortene is a mosquito repellant so its basic use is of getting rid of mosquitoes. The advertisers have created negative cartoon characters who depict mosquitoes targeting various people and aimed at spreading diseases. And the only thing stopping these creatures is the mosquito repellant, Mortene. This shows their use of fear to attract consumers to purchase their product.
Bandwagon, Testimonial and Celebrity Endorsement Appeal; Ariel Ad
One of the most interesting types of appeals is the bandwagon appeal where advertisers make use of the customer mind. They sell goods and services in such a way that incites people into contemplating that everybody is doing it. Since consumers like staying up to date for the world to see, they like the idea of avoiding to become a laggard. So, they go out to purchase that good.
This ad Ariel uses the chant of “Ariel, who, who”, as their appeal where a large crowd gathers to get the most recommended washing powder, Ariel.
Another noticeable fact is that this ad makes use of celebrity endorsement and testimonial appeal as well. Where ‘Wasim Akram’, a Pakistani, celebrity cricketer is not only endorsing this ad but also providing its testimony to the public so that it would appeal even more.
Thus its highly important to understand the nature of your target market, their psyche and what makes them tick. Dig deep into your brains and highlight that one point for the audience which would make their scrolling thumb stop on your post. A tip for future advertisers, ‘it’s all about how you present it’.
Xdynamix joins hands with PAPG and Society of Petroleum Engineers to organize the Annual Technical Conference 2017 Event
Xdynamix Media Communications recently organized the Annual Technical Conference & Oil Show 2017. Xdynamix collaborated with the Society of Petroleum Engineers and Pakistan Association of Petroleum Geoscientists as the official media partner and event managers. The theme of the event was “Adding Reserves to Sustain E&P Industry,” around which the various panel talks were focused.
- 250 Exhibitors
- Over 1500 Delegates
- Musical evening performances by renowned artists
- 60 Corporations from around the world
- Submission of 17 successful Research Papers
- Showcasing cutting-edge exploration and drilling equipment
- Panel Discussions Featuring Top Oil & Gas Professionals from around the world
PAPG-SPE Annual Technical Conference was an exciting technical event of the upstream Oil and Gas industry of Pakistan. ATC drew a large number of petroleum industry professionals, scientists, academics, and members of the business community from around the world. The event was inaugurated by the Minister of State for Petroleum, HE Jam Kamal Khan. The closing address was delivered by the Prime Minister of Pakistan HE Shahid Khaqan Abbasi. PM Abbasi stressed the importance of such events to promote the oil and gas industry in Pakistan and appreciated the focus of the conference on the need to explore further reserves to sustain the local economy.
The team at Xdynamix is thankful to the ATC team and the management for believing in our expertise and for allowing us to contribute to this prestigious platform. In addition, Xdynamix would also like to appreciate the cooperation and attention of the exhibitors who ensured their participation and helped us in making this event a resounding success.
Here are the video highlights of the Annual Technical Conference 2017.
Xdynamix Media Communications producing the official documentary film on the China Pakistan Economic Corridor
Xdynamix Media Communications has partnered with the Ministry of Planning, Reform, and Development to produce the official documentary on the China Pakistan Economic Corridor (CPEC). This historic media project will document all the completed and under-progress projects as of July 2017. The project was officially commissioned in the spring of 2017.
The short documentary film introduces the project and elaborates the three dimensions of the CPEC Projects including Infrastructure, Power, and Gwadar Projects. The narrative of the film also explains how these development projects will benefit the common people of Pakistan and inspire a new era of free trade in the region. The film features comments from notable financial experts such as Shamshad Akhtar and Ishrat Hussain, other than Former Interior Minister Ahsan Iqbal and Sartaj Aziz.
The film is currently in the post-production phase.
Creative media agency Xdynamix Media Communications has completed its ten years of operations this May. The organization has come a long way since its inception in 2007 when it was primarily providing design and animation services. Having served some of the top brands both nationally and globally, Xdynamix soon became a brand known for its cutting-edge design solutions.
Despite its humble beginnings, the one thing that always got the organization going was its well-knit team and a culture of creativity. The culture of always keeping this X-factor, this creative flare in motion is where the brand derives its name. This spirit is as alive today as it was in the very first day.
Over the year, this design and animation agency has transformed itself into a full-service 360-degree media and advertising agency. Xdynamix offers any solution other advertising agencies, corporations, or not-for-profit organizations need. One of the milestones for the organization has been the addition of its film production arm, Bipolar Films, founded by filmmaker and partner Jawad Sharif in 2015. Bipolar Films has already made its mark by winning at least 36 international and national film awards.
From producing its first television commercial to co-producing our first feature documentary, Xdynamix Media Communications is only gearing up for more adventures.
Message from the directors
“We have come a long way. We always started with a creative spirit but over time we have become more organized and coherent in our operations. Other than delivering captivating products, our customers are increasingly becoming aware of the operational integrity that goes behind it. We are ensuring to deliver a remarkable customer experience every step of the production process.”
Director, Mohsin Reza Naqvi
“The vision for this organization has always been to contribute creative solutions in whatever capacity we work. We will continue to push our limits to achieve new and greater milestones than ever before. We believe in our team and our culture of creativity and we are excited to begin our second decade of excellence.”
Founder and CEO, Adeel Malik
“A culture of creativity is everything. But more than just commercial success, we have always been mindful of promoting social issues close to our hearts. Our feature documentary projects are a testament to that fact and we will continue to do our share to give back to the society the way we know best. Through art and filmmaking.”
Bipolar Films Director, Jawad Sharif
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