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’.