UNIT 1 : THEORIES, MODELS AND

APPEALS IN ADVERTISING1
Structure
1.0 Introduction
1.1 Learning Outcomes
1.2 Role of Theories and Models in Advertising
1.3 Advertising Theories and Models
1.3.1 The DAGMAR Model
1.3.2 The AIDA Model
1.3.3 Ehrenberg Model
1.3.4 The DRIP Model
1.3.5 Lavidge and Steiner Model
1.3.6 Lasswell’s Model of Communication
1.3.7 Maslow’s Hierarchy of Needs.
1.3.8
1.
.3.88 PLC Model
C Mo
odel
1.3.9
1.3.
3.99 VI
3. VIPS Model
PS Mo
odel
11.4
.4 Advertising
Advvertis
Ad isin
isingg Appeals
Appeals
1.4.1
1.4
4.1 Im
IImportance
portan
nce of Advertising
Advertisi
sing
n A
Appeals
ppeals
pp
1.4.22 T Advertising
Types off Ad
Adve
v rtissin Appeals
ing App
pealss
1.55 Lett Us Sum Up
1.66 Ch
Check Your Progress:
Your Progr
grress: Possible
Pos
ossiblle Answers
Answ
werss
17
1.
1.7 Furt
Fu rther Readings
rt
Further R ad
Re adin
ings
in
18
1.
1.8 Gllos
Glos
ossa
s ry
Glossary y

11.0
.0 INTRODUCTION
INTRODUCTION
Adverttis
Advertisements
isem
emen
e ts are mmessages
essa
es sage
g s paid for by those who send them and are
iintended
t d d tto iinform
f or iinÀuence
À people
l who
h receive
i ththem, as dde¿ned
¿ d bby
the Advertising Association of the UK. One of the most fascinating ways
to communicate with the masses among the several forms of persuasive
communication is advertising. Although considered to be a marketing tool,
yet it is highly regarded as the most effective means of communication
when it comes to approaching a consumer and making a decisive impact
upon his/her choices. Advertising is impersonal and persuasive in nature,
transmitted via mass mediums, consisting of both tangible and intangible
products, services and ideas. For an advertisement to be successful it is
very essential that the right message reaches the right people and at the
right time. Strategy is the most important thing, requiring careful planning
and action. There are various theories and models to explain the process
of advertising as the means of communication. Understanding these basic
postulates will help you frame advertisements that are effective.

Unit 1 Writer : Dr. Mou Mukherjee Das

15
Overview of Advertising
1.1 LEARNING OUTCOMES
After working through this Unit, you should be able to:
Ɣ Perceive the basic nature of advertising
Ɣ Interpret the arious theories on which advertising works
Ɣ Illustrate the important Models that explain and predict advertising
effects
Ɣ Decipher the appeals used in advertising to reach the desired target
market

1.2 ROLE OF DIFFERENT THEORIES AND MODELS

IN ADVERTISING
One of the main goals of advertising is to craft and deliver convincing
messages
g to targeted g markets. The best way y to deliver these messages g
can depend on th tthee si
situation,
situ
tuat
a ion, the audience and the type of business from
originates.
which it origina n tess. A Advertising
dvertising models, or theory based outlines for
delivering
deliveri messages,
ing m essa
s ges,
sa s, ccan hhelpful
an bee he full as youu ccraft
lpfu
fu raft
ra your
ft you business’s
ourr busi
ou nesss’ss marketing
sine
ne marketi
ting
ng
communication
commun plan.
nicattionn plan n.
Advertising
A
Ad vertiising hass numerous
num
mero ouss objectives
objjectivves which
whiich includes
incluudess communicating
coomm municaatingg w with
ithh
potential
pote tent
te customers
n iaal cust mers aass welll as
stom a purpursuading
u suuadin
ur them
ng th
hem adopt
m to ad particular
doptt a pa
partic
icul
icu arr pproduct
rooducct orr
ddevelop
de veelo preference
lopp a pre towards
eferrence towwards dss tthe
he pproduct
ro
roduc for
o ct fo repeat
peat ppurchase
or rep urcchase which
see w hich uultimately
l imat
lt attel
ey
results
re s ltss iin
esu brand
n bra There
and loyalty. Ther e e ar
er aaree a nnumber
um
mber of theories on advertising. Some
off tthe
he ccommonly
ommomonlly used and rreferenced
efer
ef e enceed advertising models are the DAGMAR
model,
mo odel,, tthe AIDA
he A ID model,
DA mode l, tthe
del,
de he EhrEhrenberg
hren
hr ennbe
berg model
r m e aand
odel
od el nd tthe DRIP
hee D R P mo
RI mode
d
de
Theories
Thheorir es are
ri perspectives
re pere spective
ves wi
ve with which
th w hich
hi people
ch peoeopl
eo plee ma
pl make sense
ke sen nse ooff th
their woworld
worl
rldd
rl
experiences
expe
ex eri (Stoner
rieencess (Sto aal.. 19
t ner et. al
to 1995,
19955, pp
pp. 31331-2).
-2 Theory
2). Theheeor builds
oryy bu
buil
ilds
ilds up
up a framework
fram
fr amew
am ewor
ew orkk
or
of concepts-perceptions
con
o ceptp s-perc
pt r eptions that are formed by generalisations and principles
(hypotheses
ypotheeses that
(hyp
(h yp reÀect
a reÀecct reality)
realalit
ali y) and
it and provides
pro videss us with
ovi ithh an
wit
it an area
reaa of knowledge.
are
re kno
nowlwledge
dg .
Th kn
The knowledgee of thee the theory provides
eoryy pr oviides ssome
prov
ov ome in
om insights
insi
sigh
si ghtss iinto
gh nto th
nt otherwise
thee ot therw
wise
meaningless
me ean
a in
i gless scscattered information.
catteredd in nfo
formrmaatio
rm ion.. TThe reasons
he rea
eaasoons w why hy ttheory
heor
he oryy is iimportant
or mporta
mp tant
ta
are-
ar
Ɣ It provides us an understanding of what we experience and feel.
Ɣ It helps us to understand and communicate the deeper complexities of
human relationships and lives.
Ɣ Although theories have their own limitations yet they challenge us to
move beyond and further for greater learning.
In advertising, theories and models helps us in understanding the dynamics
of the communication process by studying the consumer psychology,
behavior and socio-demographic structure. Different models and theories
posit different approach to advertising rendering it a complex yet interesting
phenomenon. The advertising theories illustrate how and why advertising
is effective in inÀuencing the customers’ behaviour and accomplishing its
objectives.
In the proceeding Sections of this Unit, we will dissect and understand some
of the very interesting theoretical approaches to the process of advertising.

16
 Theories, Models and Appeals
1.3 ADVERTISING THEORIES AND MODELS in Advertising

Let us now go through the popular theories and models that are used to
decipher the customer’s mind and to create effective persuasive messages
by understanding the decision making process, the psychology, the motives
and emotions. The process of persuasion through communication will seem
simple to you as you go through these models and theories.
1.3.1 The DAGMAR Model
Russell Colley created DAGMAR - which stands for -‘'H¿QLQJ$GYHUWLVLQJ
Goals for Measured Advertising Results’, to measure objectives at each
stage of communication. He created this for the Association of National
Advertisers. DAGMAR helps in identifying the objectives of advertising
and focuses to measure the results of an advertising campaign. Following
are the objectives of advertising as per this approach:
1. Awareness
Knowledge about the existence of a pro product
roduct
ro ct oorr a service that meets
the consumer needs is important and an aadvertisementsdveertiseements helps in doing
that. Th advertising
Thee ad
adve r ising activity sshould
vert houl
ho ulld be consistently
b con nsi
sist maintained
stentlly ma ain
i ta
tain
inedd aass
consumers
coonsumerrs ar are often
re of vvery
ftenn ve forgetful
ry forge etful aand
ndd tendd to get distracted
et disstr
trac
accted by the
presence
pres sen other
encce of ot
othe
h r si
he ssimilar
mila products
larr produ
la ucts aand advertising.
ndd their addveertisising. TTherefore,
herrefoore,
it iiss eessential
ssent advertising
n ial that adv vertisi
sin activity
ing ac
ctivitty no only
not onnly ccreates
reeat awareness
a ess awa areneess but
also
alsso m maintains
aint
ai presence
n aiins its presenc the
nce in th
nc target
he tarrge market.
g t mark ket.
2. Comprehension
Coomp
preh
hensi
sion
Comprehension
Compmprehensiionn de
mp ddeals with
alls wi
w h the uunderstanding
th nderrstan
anding of the pr product
prod
oduc
uctt wwhich
hich is
posssssib
ible
possible le onl
only ly when e the he con nsumemers ar
consumers re pprovided
are rovideed wi
with
th thee rigight
ight kkind
right indd of
in
nfo
f rmat
informationation aboutt it. In nformrmattio
Information i n reg gard ding the pr
regarding price,e, aavailability,
vaillab
va abil
ilit
ili y, aany
ny
of
ffe
f rs, bbene¿ts
offers, ene¿ts and and features
feeatur
urres ooff the pproduct,
rodduc
u t, which
ch w il he
ill
will help
lp tthe
he tararrget
target
audi
au dience iin
di
audience n ttaking
akingg iinformed
nfor
nf o meed ddecision
or ecisi
s on be
si efore a purchase. An example
before
cann beb tthat
hatt off a ttoothpaste.
ha oooth
thpasts e. C
st onnsumerss shouldd be
Consumers b m madead
de aw warre ab
aware abou
about ut
the featur
th res ooff the toot
features othp
ot hpaste aand
hp
toothpaste nd its uni n que pr
unique ropperrtiies.. Wh
properties. Whet
Whetherther
her itit iss
medi
me dici
cina
ci
medicinal, nal,
l, oorr it
i hhasass cclove
love oorr it has salt or o it give
vess 24 hhours
ve
gives ours
rs pprotection
rottect
ctio
ct ionn
io
and so on. T Thehe objecti
objective ive
v is to providee all the information abo b ut the
about h
product
prod
oducucct to tthehe cconsumers
onsu
on s mers so that the consumers feel empowered to
make achoice on their own with this gained knowledge.
3. Conviction
Conviction is the next step where the customer gets ready to buy the
product. Advertising creates interests and persuades the consumers
to try that product primarily by moulding their belief system. For
example: 0ountain 'ew positioned itself for the people who love
adventures and placed itself superior to other soft drinks by saying
that it is not for the weak hearted. Thums Up highlighted itself as the
strong aerated drink for the grown ups.
The objective is to create a positive mental disposition to buy a
product.
4. Action
This involves leading to the ¿nal purchase of the product by the
consumer who has been suf¿ciently motivated.
17
Overview of Advertising

Objectives of the DAGMAR Approach

a. Persuade a pprospect
p to visit the showroom.
b. Growth inn mark
rket
et share.
market
c. Improve sa
ssales
les tu
turn
rnover.
turnover.
d. Pe
erform
m co
Perform ccomplete
mp
pletee sel
ellingg ffunction.
selling unnctio
on.
e.
e. Adverttisee a sp
Advertise peciaal rreason
special easoon to buy
y.
buy.
f
f. St
timullatee impu
Stimulate ulsee sa
impulse ale
l s.
sales.
g
g. Re
Remin
nd ppeople
Remind eoplle to buy
uy..
uy
buy.
h. Cr e awa
Create w reness abo
awareness out
u the pro
about odu
d ct and brand existence.
product
i. Cr
C eatee fav
Create vourabl
blle em
favourable emot
o iona
ot nall di
na
emotional disp
s ossit
sp itio
ionn to
io
disposition towa
ward
wa rd
ds th
towards thee pr
prod
oduc
od uct.
uc
product.
j. Im rt
Impartr inf
n ormation
nf onn reg
information egar
egardding
ng bbene¿ts
regarding ene¿
¿ts and
and distinctive
disti
tinc
tin tiive ffeatures
eatu
eaturres of tthe
tu he
pproduct.
pr odduct.
k.. Co
ombat aand
Combat nd offse
seet co
offset omp
mpet
e ittiv
ivee cl
competitive clai
aims
aims.
claims.
ll.. C orrect fa
Correct ffalse
lse im
mpr
presssiionns, w
impressions, ro
ong
ng iinformation
wrong nfoorma
nf orma
mati
tion
tio aand
on nd oother
th
her hhindrances
in
ndran
nces
to sales.
m. Aid saless force with sales promotion and selling activities and boost
their morale.
n. Establish brand recognition and acceptance.
The idea behind the method is to “communicate rather than sell”.

18
According to Russell Colley, there are various attributes of well-founded Theories, Models and Appeals
objectives. These are: in Advertising

Ɣ Have a well-de¿ned target audience or market

Ɣ Concrete and measurable
Ɣ Specify a time frame to accomplish the objective
Ɣ Identify the benchmark and the degree of change needed to bring
about
Let us now see what they mean for the advertiser:
7DUJHWDXGLHQFH:HOO,GHQWL¿HG
DAGMAR approach speci¿es that the target market should be well de¿ned
and clear. The advertisers must know whom to approach and how, where and
when. This can be possible only through the demographic, psychographic
and geographic segmentation. (we shall discuss this in detail in the next
Unit on Target Audience) And a clearly de¿ned target market enables the
advertiser to design the message clearly.
Concrete and Measurable:
The objectiv
objectiveses ooff co
ives ccommunication
m unication sho
mm should
ld bbee br
ould bbrief precise
ieff andd pr
recise an
and wwritten
ritttenn
clearly.
clearlrly.
y. TThey should
heyy sh
shou uld not bbee vague, aambiguous
iguoous oorr hhave
mbig ave n ttechnical
ve any
ny ecchniicall or
literary
liteerary jjargons.
a go
arg ns They
n . Th should
hey sho
houl
ho measurable.
u d be measuurablle.
6SHFL¿HGWLPHIUDPH
6SHFFL¿
L HG
GWLP
PH
HIU
IUDP
DPH
Objectives
Obbjectiv ves sshould
houl have
uldd haave de¿ned
need time
v a de¿ne frame
tiime framme as ththat
hat eenables
b es tthe
naabl advertiser
he adv
he vertiise
serr
to set goa
goals
oaals aand
n des
nd design
essig messages
ign me
m ssag accordingly.
ges accccordiing
n ly
l . The timee framee sho should
houl
ou d be
realistic
reealistic to aavoid
void er
vo erroneous
rronneous aand
nd sskewed
kewe results.
wed ressultts.
Setting
Seett bench
t ingg benc
be ch marks:
Creating
Crea
eatingg a ben
ea benchmark
nchmark rk eessential
k is es sent
ntiall fo
nt for an appropriate
n app measurement
propriate measure
ea reme
re nt of tthe
ment
me he
effectiveness
effect
ef ctiv
cti enness off tthe advertisement.
he adverrtiseement
nt..
Advantages
A va
Ad es of
vantagges of DAGMAR
DA
DAGM
AGM AR Approach
GMAR App
pprroach
pp h
A major
jorr contribution
maajo c ntribution ooff Co
co Colley’s
Coll DAGMAR
l ey’ss D AGMA AR approach
apprroach h was,
as, to
was to specify
speeci
cify
fy
what constitutes
wha const stit
st i uttes a ggood
it objective
o d objectiv
oo ive that can hel
iv help effectively
e p effect
cttiv
ivel reach
elyy re
el reac the
ch th target
he taarg
rgeet
consumer
consum
ummer
e and can conve convert
vert tthe
he investment of the company into returns/
pro¿ts (Return on Investment)
Investment) by booking sales or altering opinions in
favour of the said product/ service.
Application
You can think of Maggi as an example of the DAGMAR approach. When
Maggi was faced with severe criticism of containing Lead in their product,
it was taken off the shelves as per the orders of the Government of India.
During this time, however, Maggi did not remove its ads. They rather took
a jig at the situation even in their ad messages. Various advertisements
showed people crying for Maggi and even praying for its comeback. The
main motive was to create a constant awareness among the people about its
presence even when it was not of¿cially available in the market.
There are several products which are available only in a particular season, for
example, drinks and beverages are specially popular during summer season.
Demand for refrigerators and air conditioners are high during summers and
woolen clothes and heaters see their sales rising in winter season. But still
the companies show their advertisements even during the seasons when
19
Overview of Advertising they are not needed. The purpose of this is to keep people constantly in
touch with the products. That is the reason we still see advertisements of
Coke and Pepsi even though they have established themselves as renowned
brands in the beverage market.
1.3.2 The AIDA Model
AIDA, a behavioral model was created by Strong in 1925 to de¿ne the
purpose of advertising as: to create awareness, stimulate interest with
leading the consumer to desired action. The AIDA model proposes ¿ve
cognitive stages through which a buyer moves to and fro before ¿nally
purchasing the product.

AIDA stand
stand
d for?
for
orr?
Ɣ Awaren
Aw enesss: cre
Awareness: eating
ng bra
creating and aw
brand wareenesss am
awareness mongg the ttarget
among argeet mark
rket.
market.
Ɣ In
nteresst: ge
Interest: ggenerating
nerratinng in
ntererest
re
interest st aamong
monng the targe
et m
target ark
ket sso
market o th
hat th
that hey aree
they
en
ncourraged
encouraged e too bu
buyy that
att pproduct.
rodu
ro duct.
du
Ɣ D siree: fo
De
Desire: orming an em
forming motioi nal co
emotional connection and a relationship with the
brand andd thus creatingg a de
br desi
sire
r for the pproduct,
desire roduct, helping the consumer
m
mo ve ffrom’
move rom’
m likinng it
liking it’’ to ‘wa
want
wa ntiing
nt ing it’
‘wanting ’.
it’.
Ɣ Action
on (CT
Action C A): thee uultimate
(CTA): ltiimate
te ppurchase
urchasee off the
h pproduct.
he ro
odu
duct
ct..
ct
Onee moree attribute added to this Model over the years is:
Ɣ Rete
Re t ntion:
Retention:n keepi
keepingingg th
he co
the cons
nsum
ns umeer
um
consumer er th
hrea
eadd al
ea
thread aliv
ivee by bbonding
iv
alive ondi
on ding
di ng w ithh th
with them
em
sso
o that th
hey can sp
they prea
eadd wo
spread word
rd ooff mo
mouuthh, sha
mouth, hare
ha re ttheir
share heeir ppositive
ossit
itiv
ivee re
iv reviewews,
ew
reviews,
act as refferrals aand
referrals nd sso
o on
n.
on.
First Step: Attention
It iis one off the
h toughest
h jjobs
b off the
h advertisers.
d i It iis very dif¿ l to get the
dif¿cult h
attention of the target audience, especially in a media world full of other
content. In a two minutead break during a television program or a 24 page
newspaper there can contain n number of advertisements, each screaming
out its own messages and telling that its product/brand/service is the best.
The audience becomes confused. In a chaotic scenario like this it becomes
very dif¿cult for the advertisers to get adequate attention of the audiences.
Therefore, the advertisement needs to be highly attractive so that it can
break through the clutter and noise. This can be done in several ways:
Ɣ Through Guerrilla marketing. Placing advertisements in unexpected
situations or locations.
Ɣ Innovative advertisements.
Ɣ Creating shock advertisements through exaggerated imagery.
Essentially, the goal is to make consumers aware that a product or service
exists.
20
Second Step: Interest Theories, Models and Appeals
in Advertising
The second step is :creating interest in the product so that it can create in turn
ignite the Desire for the product, and this indeed is very dif¿cult. Merely
arousing interest but with no positive results is of no use unless it converts
to desire. Therefore the advertising message should be clear and simple.
It should also be very interesting with sub headings and illustrations. Too
many elements in an advertisement may spoil the main purpose. The main
message should be bold and clearly spoken. A good example of this is the
ad of Ariel powder. (picture shown here)

Third Step:
Step
St ep: Desire
ep De e
On nce an in
Once inte
tere
rest
interests is de
deve
velo
ve lopedd in
developed i the consu ume
mer,desiree nneeds
consumer,desire eedss to bbee cr reatted.
created.
Thhe ad
The dve
vert
rtis
rt iserss sho
advertisers ould be ab
should aable
le tto
o cllarifyy th
clarify he nee
the ed ooff th
need tthee pr
pproduct
odduct in the
cconsumers’
onssumeers’ mind
min
ind byy providing ngg thee bene¿ts
beene¿tts aand
n itss un
nd niquue feat
unique turres aand
features ndd all
othe
h r nec
he
other cesssaryy info
necessary form
mat
a ion requ
information quuired
requireded
d tto
o buuy th
buy he pr
the rod
oduuct.
product.
Fo
ourth S
Fourth tep:
te p Action
Step: Actio
on
Thhe last sstep
The t p off the
te h AID
AIDADA m odell is: ge
model ggetting
ttin
ng th he cons
the sum
umer
consumer er tto
o in
nittia
iate
te act
initiate tio
ion.
action. n.
Thhe adv
The vertisem
ement shou
advertisement uld eend
should nd w ithh a ca
with all too action – a sstatement
call tate
tateme
te ment
me nt thaat is
that
desi
sign
ig ed
designed d to ge et an imm
get m ed
mm dia
immediatei te rresponse
espo
pons
po n e ffrom
romm the con nsume
sume
mer. F
consumer. or eexample,
For x mp
xa ple
l ,
N etÀ
NetÀixÀixx annd many other si
and sit
tess use pe
sites ersuaasive ttext
persuasive ext to convince the consumer
to ttry
ry the
h ir freee tr
he
their tria
ial.
l. T
trial. heyy comm
he
They mmunicat
communicate ate
te the ea asy acces
easy essibi
es bili
bil ty aand
accessibility nd hhighlight
ighl
ig hlig
hl i ht
its va
vvalue,
lue,
lu e, urgin
i g co
urging consumerss to ssign ign upu for a fre r e trial..
free
Good advertising
Go adv
dvver
erti
tisi ng sshould
sing houl
ho ulld evoke a ssense
ense of urgency
gency motivating
urg mot
otiv
ot ivat
ivatin
atin consumers
ng co umerrs tto
onsum
um o
take aaction
ctio
cti n immediately. V Very
eryy common metho
er methods
ods to encourage consumers to
act immediately
immedi diatel
telyy ar e: ffree
are: ree shipping, immediate discount and so on.
Every step in the model is laden with challenges. In order to succeed it
is very important that an advertisement should be ¿rst able to attract the
attention of the audience. Many a times, the audience fails to see the
message due to some hinderance for example, one may shift the channel,
or someone may come or the electricity goes off or the viewer may engage
in some work and so on. Therefore, to avoid this, the advertisers now go
for multimedia campaigns. Or, across one medium, they try to capture the
maximum bandwidth, like: buying airtime on the Television for a whole
month or putting ads on continuous hoardings on the road. Therefore, we
see an advertisement in various mediums and most of the time during the
day on television.
Once attention is ensured, interest must be developed. One might not have
any need of the product and therefore may not develop any interest towards
it. Basically, our needs drive our desire, converting it to wants and ¿nally
to demand. Interest provokes desire which progresses into action. Action
21
Overview of Advertising ranges from collecting information, to studying the features to compare
prices, store locations and ¿nally purchasing.
1.3.3 Ehrenberg Model

Andrew Ehrenbe
Ehrenbergb rg derived
der
eriv
ived from many models of buyer behaviour, a view
on advertising
adver
erti
tising
in forfor established
estab
ablishhed bra ands. Hee insists
brands. in
nsi
sists that,
th
hat, advertising
ad
dvertisin
ingg mostly
in mo
ostly
y
serves tto
o pub bliccis
i e th
publicise he aadvertised
the dve
vertissed bbrand,
randd, bbut
ut se
seld
ldoom sseems
seldom e ms tto
ee o pe
ers
r uaade
d . Hee
persuade.
argu
arg es tthat
argues hat ttopical
opiical ppromotions
rommotionns hav ve oonly
have nlyy a sshort-term
hortt-terrm effefect, an
effect, nd ddo
and o nott
affe
fect
fec a bran
affect nd’ss subs
brand’s sequuen
subsequentnt sale
l s or bra
le
sales and loy
brand yalty.
loyalty.
E hrennberg de
Ehrenberg evise
s d th
devised he ““Weak”
the Weak”
k” ttheory,
heeo y, tthat
heor hatt sees
seees advertising
addverttisingg as
as a weak
weaak force,
we forrce
ce,,
on
ne th
one hat can
that nno
n t act as a pr
cannot rimee m
prime over iin
ov
mover n the capitalist system, but which is
useed defensively
used def
efensiively
ly by most aadvertisers
dver
dv erti
tise
sers
ers as a means of protecting the status
qu
uo.
quo.
Th mo
The model hhasas the follow
owin
ow ng co
following compmpon
mp onentss: aw
on
components: awar
aren
ar enes
en
awareness,esss, tri
es riial
al,, re
trial, rein
infforcem
in em
reinforcementmen
ent
an nu
and nnudging.
d in
dg ng. Ehr
h enberg ssuggested
Ehrenberg ugge
ug g stted tthese
ge hesse
he se com
ompone
om
componentsnent
ne ntss sh
nt shou
oulld
ou
shouldld bbee ablele tto
o nu
nudg
dgee
dg
nudge
thee consumers
consum
co umers and
um a d persuade them to buy the products. “Awareness” serves
an
t llet
to et a ccustomer
ustome
m r knoww off yo
your
ur eexistence,
xisstenencce,, “t
en “tr
rial
al” in
al
“trial” insp
pir
ires
inspireses tthe
he ccustomer’s
usto
us ome
mer’rs
intere
in est
s ; “reinfor
interest; o cemennt”” bu
“reinforcement” uilds
ds ttrust,
builds russt,, loya
ru yalt
ya ltyy ad
lt
loyalty d bbond
ondd an
on nd ¿nally
and ¿nal
¿nalally
ly ““nudging”
nudgin ng”
cllos
o es the sale..
closes
There has been a constant debate over the powers of advertising. Many
theories treat its persuasion motives as having a strong inÀuence upon
the social and capitalist structures where as others stick to the view that
advertisements merely reinforce the already existing buying behaviour of
the loyal consumers and they are thus referred to as the weak theories of
advertising.
1.3.4 The DRIP Model
DRIP is an acronym for Differentiate, Remind, Inform and Persuade. DRIP
model is based on the premise that repeated contact with the consumer can
help the brand to stand out from the competitors and remind the potential
consumers about the existence of the company ¿nally convincing them to
buy the product.
D-Differentiate: differentiating among the similar category of products
requires effective positioning of the product in the consumers mind. To
achieve this, it can be dif¿cult. An example would be of Colgate positioning
itself as having salt which is good for teeth whereas Pepsodent claims it

22
can ¿ght 130 germs better. The differentiation can be on the grounds of Theories, Models and Appeals
pricing, features, bene¿ts, accessibility, durability and many others. in Advertising

R- Reinforces: Reinforcement builds a loyal set of consumers or brings

back the defected consumers who have shifted their preferences somewhere
else. Example: Amitabh Bachchan humbly narrates how family bond never
breaks, reinforcing the brand message of Binani Cement “Sadiyonke liye”.
Here the advertiser’s aim is achieved, and the consumers move from liking
to preference and conviction.
I-Inform: Communicating and educating about the products offerings to
the prospects. This can include new features s, bene
features, ne¿t
¿ts, availability, offers,
bene¿ts,
value etc. Example: Fogg perfume gives 800 ssprays,
p ay
pr ys,
s tthis
his more usage feature
is well comm
mmununnic
icat
a ed tto
at
communicated o the customer
rs.
customers.
P-Peers
r uade: Persuading
P-Persuade: Per
e suadaddin
ing thee ta
targ
r et aud
target diencee to
audience o beha
behaveave in a pararticu ula
particularl rw ayy, so
way,
that
th evokes
hat it ev o es a ccertain
vok attitude
ertaain atttit
itud
ude wi
ud within
with customers.
t in cu ustommersr . to ppersuade there iiss a nneed
erssuaade th eedd to
emotionally
em
mottioionaally
ll coconnect
conn
nnecectt with thee cconsumer
onsu
sumeer thr
su through
rouggh sosocial media
ociall m e iaa w
ed websites,
ebbsitees, ffree
ree
trai
ils
l , ex
trails, xchan
a gee ooffers
an
exchange ffer
ff erss etc. Exa amp
m le
Example: l : Hipp
Hippopo vi
vviaa it
ts Sa
its ave hu
Save hung
nger
hungerger cam mpaaign
campaign g
co
onnectss wit
connects withth iits
ts coonsum mer
consumers e s onn twi itt
tteer. Th
twitter. he cconsumer
The onsumer jjust ust ne
nneeds
eds to
ed o tweet
at hippo ttwitter
wi
witter han ndlle @ My
handle M hipppo aand
Myhippo nd hiipppo is made av
hippo vai
aila
lablee at nearby
available
sh
hops. Thi
shops. is el
This elemmen
elemententt evo oked aaction-oriented
evoked ctio
on-orrie
iented d beh
e aviorr su
behavior such
ch aass trria
ial,
l, ppurchase.
trial, u ch
ur has
ase.
e.
1.3.
3 5 The
3.
1.3.5 Th Lavidge
Lavvidge and
d Steiner
Stei
einerr Mod
odel
Model

The Hierarchy of Effects Model was created in 1961 by Robert J Lavidge

and Gary A Steiner. This marketing communication model posits six stages
23
Overview of Advertising through which an advertiser encourages a consumer to travel from product
advertisement to product purchase.
Awareness
Making consumers aware about the presence of the product in the market.
Knowledge
The customer begins to gain information and knowledge about the product
through various sources like the website, retail advisors, word of mouth
and product packaging. The advertiser’s job is to ensure easily accessible
product information as it can be a potent tool for consumer.
Liking
This step ensures that the customer likes the product.
Preference
When consumers place more importance on one product over another then it
is the winning edge for the advertisers. To achieve this, the advertisers have
to highlight the vvarious
arioous bbene¿ts
ene¿ts and features and unique selling propositions
that a product hhas offer.
as too of
off
fer.
Conviction
Convicti
tion
In this sstage consumer
tage thee conssummer decdecides
cides tto buy
o buuy tthe
he pproduct,
rodduc
u t,, the advertiser
hee adv s r ssimply
d ertiise
dv implyy
needs
neeed
e s to encourage
o enco
ourarage tthe
he cconsumer
onnsum helping
mer byy he elpinng hhim ke ddecisions.
im too take eccis This
i ionss. Th
his can
n
ddone
do offering
nee byy offeering consumer
n thee con
ng nsuume
m r fr
free trial,
e triaal, ttest drive,
est driv free ssample
ve, fr am
mplp e andd soo on.
This
T
Th is aalso creates
lsso cre positive
eatees a po sittive bbelief
posi elie
elief system
ef sy
systeem iin n th consumer.
the coons
nsuumer.
Purchase
Pu
urcha
hase
Having
Ha proceeded
avingg proceed
ed through
ded thr
hrou
hr ough
ou gh thee aabove
bove
bo v sstages,
tage
ta ges,
ge s, tthe
he aadvertiser
dver
dv erti
tise
ti wants
serr wa
se w ntts th
thee
customer
cu
ustom
mer purchase
e too purc their
heeir pproduct
r hase the rodu
ro duct
du ct ffor which
or whi
hich
hi ch tthere
re aare
here
he re a vvariety
re arie
ar iety
iety ooff op
options
ptition
onss
on
available.
availa
av lab
able.
Sixx Steps
S epss and
St and Behaviour
B haviour
Be
Lavidge
Lavi
La Steiner
v dgge and St segregated
teiner se
egreg ed tthe
gated he ssix
x ssteps
ix teps iinto
teps three
ntoo th
nt thre stages
ee st
stag es ooff co
ages
ag consumer
con
nsumer
nsum
mer
bbehavior:
be haavi cognitive,
v or: cognit affective
ffeectiive aand
i ive, af Conative.
nd C on tiv
onat ivee.
Ɣ Cognitive
Cognitiv (thinking):
ve (think
kin
ing) that
g): soo tha
g) the
hatt th consumer
he co
con mer bbecomes
nsum ecom
ec es pproduct
omes rodduct
ro aware
ctt awa
ware
r
and gathers product knowledge.
Ɣ Affective (feeling): so that the consumer likes the product brand and
has conviction in it.
Ɣ Conative (behaviour): so that the consumer buys the product/ brand.
1.3.6 Lasswell’s Model of Communication

Harold Dwight Lasswell, the American political scientist found a simple

and convenient way to: describe an act of communication is to answer the
following questions
24
Ɣ Who Theories, Models and Appeals
in Advertising
Ɣ Says What
Ɣ In Which Channel
Ɣ To Whom
Ɣ With what effect"
This model is about process of communication and its function to society,
According to Lasswell there are three functions for communication:
1. Surveillance of the environment
2. Correlation of components of society
3. Cultural transmission between generation
Lasswell’s model suggests the Àow of the message in society which is
multicultural and multiplicity of audiences.
In this model, the communication components can be de¿ned as per
Research areas:
Ɣ Analysis”
s””,
Who is referred to as “Control Analysis”,
Ɣ ys what
Says wha
hatt is
is referred
ref
efer
erre
erred to as “Content
“Conntent Analysis”,
Ana
nalysis”,
Ɣ In whi
In hich
ich chann
which nnnel is refe
channel fers
fe r to “M
refers Mediaa Ana
“Media n lysiis”,
Analysis”,
Ɣ To w h m is rrefers
ho
whom efers to ““Audience
A di
Au dien
e cee Ana
alysi
sis”
si
Analysis”
Ɣ Wiith W
With haat Ef
What Effe
fect is refer
Effect rs to “E
refers “Effectt An
nalyssis”
Analysis”
Exxamplee:
Example:
In
ndian Express
Indian Exprereess
s News:
New
ews: “Six
“Six women
w me
wo men speak
sp up, accuse minister
up, minis
iste
ter M J Akbar of
sexxual hharassment
sexual arasssm
ar sment whenn he was ed
was eeditor”.
ittorr”.
Wh
ho – six
Who six women
woomen
Whatt – se
What exual ha
sexual hharassment
rassmeent
n
Chan
Ch an
nne
n l – Indian
Channel In
ndi
d an express
exppreess
ss
W om
Wh m – M J Akbar
Whom
Effe
f ct – “#metoo” campaign
fe
Effect gn eencouraging
ncouraging mor
o e women to come out in the
more
open andd sspeak
peeak ttheir
heir
heir vvoices.
oices.
oi
Now let us see with an example, how this model applies to the advertising
world. Please refer to the picture below:

Who – Naukri
What – jobs available.
Channel – print ad.
25
Overview of Advertising Whom – target audiences. i.e the jobless.
Effect – positions itself as the most ef¿cient job portal for the jobless people.
Advantage of Lasswell model:
Ɣ Easy and Simple
Ɣ Suits all types of communication
Ɣ The concept of effect
This model helps in designing advertising messages for the targeted
audience.
Disadvantages of Lasswell model:
Ɣ Feedback is not considered
Ɣ Noise is not considered
Ɣ Linear Model having no complications.
1.3.7 Maslow
Maslow’ss Model of Hierarchy of Needs
Maslow’s hierarchy
hieraarchyy off needs is a motivational theory in psychology
comprising a ¿ve v -tieer m
¿ve-tier odel of human needs, often depicted as hierarchical
model
levels w ithi
hin
within n a pyra amidd. F
pyramid. rom th
ro
From he bo
the ottom
bottom m ooff the hi
hhierarchy
erar
arch
chy upwa
ch waard
r s, thee
upwards,
nneeds
ne eds ar
re: ph
are: hysi
siiologgicall, sa
physiological, safety
ty, lo
safety, ove
v , eesteem,
love, steeem,, andd selff-aactuaali
l zaati
tion.
self-actualization.

Physiological needs:
These are the underlying needs without which humans can’t live, like, Food,
water, sex, sleep, oxygen. The most basic needs of life are physiological:
food, shelter, clothing.
Safety needs:
Human beings are constantly under fear. Therefore, they stress the importance
of safety. Whether physically, ¿nancially or job security or health.
Social needs:
Family bonding and social connections are the things every human beings
value.
Esteem needs:
Desire for respect and be respected by others that includes self-esteem,
con¿dence and a sense of self achievement is one of our primary concerns.
26
Self Actualisation: Theories, Models and Appeals
in Advertising
This is realising one’s full potential and creating something. Example:
Picasa’s creations or Beethoven’s symphonies. The needs to meditate and
¿nd oneself is the indication of the need to get self-actualised after the basic
above needs of Biology, Safety, society, esteem are satis¿ed.
Maslow’s Need Hierarchy postulates that the human beings would move
from the top to the bottom levels. Till one is hungry, thirsty, s/he can not
think of being safe or wish to get the respect. Its only when the physiological
needs are ful¿lled, does one move to creating security and then to garner
social respect and afÀuence. The race to garner esteem is beyond these. And
after all these are taken care of, can one think of moving to the higher lever
need satisfaction of getting self-actualisation. Like the saying goes in Hindi
“Bhookhe pet bhajan na hoi” meaning: one can not pray till one’s belly is
empty.
Advertisers use all these needs in the hierarchy to stress upon the need to
buy into their product or service. In advertising,
g the basic needs are targeted
by the advertisers as it facilitates an easy and eensured
nsuured Àow of products.
Example:
Security
Securi insurance
ity needs are usedd by the insur companies
o paanies tto
rancee com de oon
o ride the
he ffear
n th ear
appeal.
appe
peeal.

Stressing
Stre
St r sssin safety
ingg safe
fety nee
fe needs
e ds

Stressing love and belonging needs

1.3.8 PLC model

27
Overview of Advertising A product has four stages in its entire life cycle- Introduction, Growth,
Maturity and Decline. Advertising campaigns, design, strategies and
expenditures differ in each stage. Each stage has its own set of requirements
for advertising. An advertiser must look carefully what his design should
be as target market varies according to the stage cycle. Many products are
relaunched if the company adds new features with new names or a brand
extension. Then the PLC starts moving again. But in certain cases, the
brands may need to start afresh due to many factors like:
Ɣ Major decline in sales and demand. Example: Crisis situations may
also cause sales to dip like Maggi’s sales declined when the Lead
incident became popular and hence disrupted the product’s sales.
Ɣ Disruption in the technology. Example: Compact Disk (CD) and
Floppy vanished from the market after the arrival of Pen Drive. Pen
Drives became less in use after Hard Drives became the norm. Hard
Drives suffered a blow as the Cloud driven Online Drives came to be
used by most people.
Ɣ Arrival of a stronger competitor with better features and bene¿ts.
Example:: sweet eten
sweetenedned fruit juices became less in consumption with the
arrival off mor
more re na
natural and unÀavoured juices.
Ɣ Sttrateegicc mov
Strategic move ve to
o inntrtroduce a be
introduce etterr ver
better e sion ooff thee br
er
version brand to m aintainn
maintain
a positive
posiitivee ima age inn thee mi
image ind
minds n s of thee con onnsummerrs. Ex
consumers. E ammpl
p e:: B
Example: ajajj
Bajaj
sccooteers
scooters r w ere remo
were movved from
removed m ma arkeet on
market once B ajaj dec
Bajaj cided tto
decided o emmbark
embark k
fu
ull-Àeedge
full-Àedged geed innto m
into ottorcy ycles
motorcycles. ess.
B efore
Before re desig gning
designing n a cam mpaig
campaign, ig
gn,
n, itt is is ve ery imp
very portaant tto
important o kknow
now
no w thee ppotential
otent
nttia
i l
cu
ustom mer. Ac
customer. Accoordingly,dem mogr
Accordingly,demographic grrap
phih c aand nd psycho graphic segmentation is
doone aass per the
done the aage,
ge, gender, llifestyle,
ifestyle,, fa ffamily
mily income, places where they live
etcc.
etc.
Yoou wi
You w
willll leaarn iin
learn n detail aabout
bout ut tthese
hese
he se ssegmentations
egmeent
eg ntat
atio
at ions
io ns iin
n the
th ne nextxt U n t.
ni
Unit.
E xam mple : Lifestyle
Example Life
festyle off ppeople
fe eooplee li ivi
ving
living ng inn a me etr
metrotroo wi
will
ll ddiffer
iffe
iffe
fer consnsid
ns ider
id erab
erably
ab
considerably ly
wh hen it co
when ccompared
mpara ed to the people living in small towns and cities. (The
Targ
Ta rget A
rg
Target udiencce segm
Audience men
entaati
segmentation tion
on w illl bee ddiscussed
will iscu
is usssed iinn de
det tail
detailil iin
n th
thee next
next U nit)
it)
t).
Unit).
A
Ad vert
rtis
rtising shou
Advertising o ld therefore
should theerefooree suiuitt th
ui
suit he pu
the purp
rpos
rp
purposeosee off the
os the
h speci¿c
spe
peci
pe ci¿c
ci ¿c ttarget
arge
arg tm ark
rket
rk
market
thatt m eets all the
meets h requi ire
remmennts.
requirements. nt .
A dvertising effo
Advertising f rts should be directed towards maximising the best output.
fo
efforts
It becomes extremely important for the advertiser to know where the product
standsd iin the h PLC. C Iff the
h product d iis iin the
h iintroduction
d i stage, a great effort ff
is required by the advertiser to make people aware about the existence of
product in the market. Huge expenditure has to be incurred and rigorous
designs have to be executed in order to reach the desired target market. Active
promotions are needed to be done. If it is in the growth stage,advertising
efforts are directed to set its product apart from the competitors. Products
in the mature stage use advertising as reminders by offering coupons or
special sales to existing customers. Companies with products in the decline
stage avoid spending on advertising.
Case Study
Example of PLC in Advertising: Nestle’s Two Minute Noodles-Maggi
Introduction
Nestle India launched Maggi-an instant noodles product in India in the year
1982. Initially after experiencing high failure rates, lots of modi¿cation
was done to make it a huge success. It enjoyed the ¿rst mover advantage
and had practically no competition. Positioned for the working mothers
28
it positioned itself as the Two Minute Noodles, with the tagline “Bas Do Theories, Models and Appeals
minute”. Huge money was spent in the advertising, to create awareness in Advertising
among the working mothers and create a desire in them to use it as Tif¿n
for their children. Traditionally,in the Indian culture, mothers were used
to homemade recipes. They would not consider it healthy to provide their
children with some instant or fast food. Therefore, they were more likely to
prepare the traditional foods like poha, dosa, idli or paratha. But Maggi was
ready to set a new trend in the history of breakfast culture by changing the
age old tradition.
Growth
Around 1985, the demand for Maggi increased tremendously in India.
And Maggi went for massive promotions like offering free and putting up
exclusive Maggi stalls as kiosks in markets offering variants of foods that
could be prepared with these instant noodles, like spring rolls, pakoras,
sandwiches etc.
Maturity
Advertising during maturity stage was high aass its sales were also at peak.
Low productions costs coupled with huge pr pro¿ts
ro¿ts marked
maarked its success. The
competition had started emerging in form of ot other instant
ther in
inst noodle
staant nood odle brnds like
Yuppie and ndd T Top Raman.
opp R a an
am an.. Yet Maggie eenjoyed njo
joyed d its mamarket
arket position
et posi iti
t on of thee
early, most
y, m preferred
ost pref ferreed and tr trusted
rus
u te Brand
t d Bran nd in tthis product
hiss prod category.
ductt ca
categogoory.
Decline
De eclinee
In the year
he ye ear 20 2015,
2015
15, M Maggi received
aggi rece ceeived
ed shocker
d a shock when
ckerr whe en iitt w
wasa bbanned
as anned bby
an y the
Na ati
tionall Foo
National Foodod SaSafe
fety
Safetyty
yR egulator
Regulator or du ue tto
due o pr reseence of hhigh
presence igh ququananti
an
quantitytity
tity off Le ead
Lead
and
annd tastee en enhancer
nha monosodium
h ncerr mon nos
o odiu um gl glutamate
glu
utammata e (MSG) be beyond
eyond n ppermissible
nd ermmissible
levels
levvels in it it.
t. From ccommanding
ommmand nding 80  share
sharre of
o India’s noodles
noo
oodld es market,
dl mara ket, (as
estimated
es t mated byy Nomura
sti Nomura Securities
Seecuririties in
in May
Ma 2015)
20015)) Maggi
Magggi went
went down
dowownn to zero
ow zerro in
just
jusst a m month.
onth. It I fought the bbattle attle
le and came
nd cam me ba bback again.
ck againin. Th
in Thisis ttime
im
me ar aaround,
ouund
nd,,
the adaadvertising focused
veertisingg focuse ed on ¿ghting
¿gh
ghtiting tthe
ti h cris
he crisis with
sis wi
w nostalgic
th nosta algic stories
lg c sto orieses tthat
haat we
were
ccalled
alleded fororr from m araround
arou
ouund
n the country.
he cououuntryry.. Invo
ry Involving audience
olvingg the audi d ence andd remindiremindingding
them
the hhow
hem o theyy grew uup
ow p or shared
shareed their
their cchildhood
hildhhood with th MMaggi,
a gi
ag proved
gi,, prrov ed tto
oved o bee
a highly
h gh
hi ghly successful
suc
ucce
uc cess
ce full campaign.
ssfu c mp
ca mpaignn. Itt kept
kept Maggi
Maggi in i the Top-of
Top
op-o of mind
mindnd range
ran
ange
an ge even
eve
venn
when n it
it was
wa off the market mark ket shelves.
rket shelves ess. This helped
helpep d regain
reggain thethe sales
sal e when
ales whenn thethe
product
pr
rod
o uct wa wass la launched
laun
unch hed bback
ched ack in tthe h markets aass the ba
he bans
ans llifted.
ifteed. P
ifte Prior
rior
or to th the
ban,
n M Maggi
aggi ruled India’s ins
ag instant
nsta
ns tannt noodles marke
ta market
k t not just with its ubiquity in
the remotest st ccorners
orne
or rs ooff In
ners India but also with its popularity as a quick-¿x meal.
Presently it has captured back its initial market share.
1.3.9 VIPS model

Ɣ Visibility: This relates to the exposure rate i.e how many people
had seen the ad, the creative appeal that it has that makes it easily
noticeable. People should talk about the advertisements. Examples of
such ads are that of Fevicol or Vodafone Zoo Zoo ads.
29
Overview of Advertising Ɣ Identity: The consumer is always busy in his/her own life and is not
sitting idle to look at the ads. Therefore the brand should clearly be
identi¿ed in the ad and stay with the audience even if they only glance
at it. The logo, the slogan should be clearly understood and recall
able.
Ɣ Promise: The brand bene¿ts and unique features should be highlighted.
The positioning and the message should be clear. USP as well as the
offer needs to be clearly conveyed to the customer. Fevicol has been
successful in its attempt to showcase it as the ultimate adhesive.
Ɣ Single mindedness: Too many elements in a message clutter the whole
objective. The consumer gets confused and tends to avoid it. Focus
should be only on one message told in a consistent manner.
Example of VIPS

An ad has different components and can tell a story through them which can
effectively enter the consumer’s mind.
Check Your Progress: 1
Note: 1) Use the space below for you answers.
2) Compare your answers with those given at the end of this unit.
30
1. According to Lasswell what are the three functions of communication" Theories, Models and Appeals
in Advertising
..............................................................................................................
..............................................................................................................
..............................................................................................................
2. What are the different types of needs according to Maslow"
..............................................................................................................
..............................................................................................................
..............................................................................................................
3. List ¿ve objectives of DAGMAR approach"
..............................................................................................................
..............................................................................................................
..............................................................................................................

1.4 ADVERTISING APPEALS

What do we mean by an Advertising Appeal
Appeal?
a?
Advertising is a form of non-personal communication comm
mmmunnic
icat
atiion about a product,
service, org organisation,
rgananis
issat on, oorr idea by an
atio
io n iidenti¿ed
dent
de ¿ed ssponsor.
n i¿ ponnsor.. AAtt its
its core
corre lies
l ess
li
advertising
advert rtis
issing appeappeal
p al w which
hichh iiss us
uused
ed to: grab thee atte
attention
entio
on of ttheh cconsumers,
he onsuumeers,
effectively
effe
feectivelly in iinÀuence
Àuencce ttheir
Àu h ir fee
he feelings
eli
ling and
n s an change
nd chhannge their
g th attitude
heir att favour
ttitudde in fav vourr off
the
th advertised
he adve
ad
dvert rttised pproduct/service.
rooduct/serrvivice. ApAppeal
A peal iiss cconcerned
oncerneed with t tthe
th he ccontext
he onttext
tthat consumers
hatt con nsu
s mem rs feel with thee ad. Cr Creating
reatin ssuch
ng su appeal
ch an appe peal enc
pe encompasses
ncom
nc mpassses
undderstaandin
understanding ng w hatt the
what he cconsumers
onsume meers w ant orr nee
want e d andd what
need at eexcites
xcit
xc ites
es theem.
them.
Ad dvertisin
Advertising ng appeal
appeals ls araaree co
ccommunication
mmmun
u iccation stra r tegies thatt ma
strategies m rket
ettin
marketing,ing, and
addvertisin
advertising ng prpprofessionals
ofes
fessi
sional alls usee to ggrab
rab at
attenti
attention ion and peers
rsua
uade
ua
persuade de peo eo
opl
plee to buy
people uyy oorr
act
act.t. In rh hetoric
rhetoricalical theory, y, the con nceptt ooff an
concept n “ap ppeal” da
“appeal” ates ba
dates backck ttoo Ar
Aristo otl
Aristotle,tlee,
e,
whoo id denti¿ed
en
identi¿ed d the thre ree ma
three m
main in aappeals
pppeaals ooff co ommunicat
communicationationn (als
at lsoo kn
ls
(also knowo n as
known
the rh
th rhet
e orrical ttriangle):
rhetorical r angl
ri gle):
l etho etthoss, pa
ethos, ath
t os
o , an
pathos, aand
d loogos, or, in modern language,
logos,
ccredibility,
cr edibillit
ed ity,
y, emomotionn, an
mo
emotion, andd lologic. T he mai
The ainn conc
ai
main cept wa
concept as th
was tthat
at iff so
some
meth
me hin
something ingg ca an
can
proj
ojec
oj ecct itself
project lff aass cr
cred
edib
ib
ble(eth
credible(ethos), hosos),
), thenn iitt may ppersuade
ersuadee ppeople.
eop
oplee. Al
op Also,, iiff tthere
here
he re
i emotions
is emo oti
tion
onss (p(pathos) s) oorr lo ogi
gical reas
logical re
easoning (log
reasoning o os) at
(logos) tta
tachcheed,
ch
attached, ed pe peopoplee can
op
people n bbee
pers
rsua
rs u ded to aact.
persuaded ct. Ad
ct Advertisingg aappeals ppeals to peo eoople because itt is cred
people dib
i lee, it
credible,
affects th he em
the motions ooff th
emotions he co
the cconsumer,
nsumer, or it makes logical sense.
1.4.1 Importance of Advertising Appeals
The appeals in advertising attempt to inÀuence the buying behaviour of
a consumer, rationally or emotionally. Appeals play an important role in
persuading people to want a particular commodity or changing their wants
from one to another. As a matter of fact, appeals act as a bridge between the
wants of the consumers and the product or service.
Appeal is the central idea around which the advertisement is created.
Salient features of the product or service are called appeals in advertising.
0. 6atyanarayan de¿nes advertising appeals as, ‘the earnest representation
made by an advertisement about certain quality, service or feature or fact
which forms the keynote or theme in advertisements”. Often called the
unique sales proposition or USP, appeals ignite the will of the prospective
buyers to purchase and acquire the product or service. It can arouse desire
and induce action on the part of the customers.
Advertisement appeals are usually directed towards the buying motives of
31
Overview of Advertising consumers. The selection of theme or appeal is usually made by means of
consumer study and research. Generally, the appeals of advertisements are
based on human emotions, feelings, sentiments, needs, etc.
1.4.2 Types of Advertising Appeals
There are numerous appeals. As many emotions, that many measure
to trigger them and those many advertising appeals. Let us discuss with
examples, some of the most commonly used appeals by the advertisers:
1. Favourable Price Appeal:
The message is about the price which takes the central stage in the
advertisement. This is used extensively during any kind of sales promotions
e.g. end of season sales, special offers, festivals or any other occasions or
can even revolve around a particular time of the day when sales are usually
low and the demand is less. For example: McDonald’s Happy Price Menu
campaign or Big Bazaar’s discount on Republic Day is designed around this
appeal.

2. Feature
Feat
a ure Ap
at Appeal:
A peal::
The ma
Th major attributes
ajor traitss or attrib
ibuteses ooff th product/service
thee pr
producuct/
uc t//seervvic dominate
icee do
domi
mina
mi te tthe
natte
na he ppersuasion
errsuassioon
message.
messssaage. Thesee adver
ss advertisements
rtisseme
seme
menntss araaree hi
highly
hly iinformative
high nfforrma
mati ve iin
tive nature
n na
natut re
ture aand they
nd thehey
he
tend
ten
tend to build a ffavorable
avorablle at attitude
attitu
t ude off th the target
he ta
argget pproduct
ductt ttowards
rodduct ow
war d tthe
a ds he pproduct.
r du
ro ducct.
For example: Inbox ad talks about its various features. L’Oreal’s Total
Repair
R i ad
d campaign i ttalks
lk about
b t th the product’s
d t’ effectiveness
ff ti against
i t 5 hhair i
problems.

3. Competitive advantage appeal:

The promotional message in the advertisement directly or indirectly
compares competitors’ product/service and their speci¿c attributes. For
example: Colgate and Pepsodent evoked a lot of controversy over their
32
direct comparisons in their advertisements. Theories, Models and Appeals
in Advertising

4. News appeal:
Announcement or news about the product/service is the main component of
the advertisements. Announcement of price reduction in the L’Oreal Hair
shampoo is an example of news appeal.

5. Produ
du
uct/serrvice popularity
Product/service pop
o ular
op arit
ar i y appe
peal:
pe
appeal:
Th
his eemphasizes
This m ha
mp h sizes the po popu
pula laarity ooff a pr
popularity produc ct/service by pointing out the
product/service
buye
bu yeer base
buyer se. Fo
se
base. Forr in
inst
stan
tance
ce:: T
instance: imess off India
Times ia is ofte
en foundd rreiterating
often eitterratin
in
ng it
ts “I
its Ind
ndia
ia’’s
“India’s’s
Numb
m er 1 Engli
mb
Number lishh ddaily”
English aily” stat
sttat
atuus.
status.

Emotional Appeals
There are different types of emotional appeals. Although this category
includes many different feelings and needs on a personal level (safety,
security, love, affection, joy, nostalgia, pride, achievement, pleasure, sorrow,
self-esteem, actualisation etc.) and social level (recognition, status, respect,
rejection, approval etc.), the two most common ones include:
6. Fear Appeal:
The best example is the anti-smoking ad that plays in movie theatres
featuring a smoker Mukesh who died of mouth cancer. Fear is a common
33
Overview of Advertising factor and is triggered when someone indulges in an unhealthy activity. It
is most commonly used to encourage men or women to dissuade them from
activities which are unhealthy and seek a quick behavioral change in them.
Fear appeals focus on the negative outcomes.
Another fear tactic involves isolation. People love to move in groups and
do not deter isolation. For example: Ads focusing on social seclusion by the
peers due to bad hygiene or bad smell. Deodorant and toothpaste ads often
employ this tactic. Government agencies appeal to an individual’s fear of
death to prevent drinking and driving.

7. Humour
Humo
Humo
ourr A
Appeal:
ppea
eal:
l:
Humour
Humourous rous aads
dss are ooften
fteen th
the be best rremembered
emeembberedd ass tthey heyy ca an ho
can old cconsumers’
hold o suumers’’
on
attentionn andd pu
at ut them
put m inn a posi itive ddisposition
positive ispposiitionn towardss th he pr
the roductt. Hu
product. umourr
Humour
appe peeals mak
appeals ke cconsumers
make onsuumeers lau ugh
laughg aand nd cre eate an emo
create otioonall lin
emotional nk wi
link ith thee
with
pproduct.
rodduct. A w ell-
l-execcuteed hhumour
well-executed umour ap
um aappeal
peeal enh hances recoll
enhances llec
e tion, ev
ec
recollection, valuati
evaluationtiion
annd th
and he inten
the nt too purcha
intent h se tthe
purchase h pproduct.
he r du
ro duct. Ad Advertisers llink inkk the prod duct with th
product he
the
huumom ur
humour. ur. For exama ple: a hu
example: umourous
mo
humourous in
nsu
surance ad hits the mark when the light
insurance
hea artedd tacti
hearted ics pe
tactics ppersuades
rsuade
d s th he co
the ons
nsum
u er
consumer e w hyy hhaving
why avingg in
av nsu
sura r nc
insurance n e is i bbene¿cial.
ene¿
e¿cial..
Ho oweve
However, ver, it is vvery
ve ery tricky
kyy to uusese wi
wit in n the rright
ig
ght m an
nne
nerr. S
manner. ocial em
oc
Social emo otions
emotions n areree
seensittiv
sensitive ve onnes aand
ones nd certa ain ggroups
certain roupps oorr com mmumunniti
communities ties m
ti ay nnot
may o ttake
ot ake
k tthe
he sa atiires
satires
ttoo
oo wew ll. A
well. Att timmes, using hu
times, hhumor
mor att tthehe expense off onee group may llead eadd tto
o
re
ese
s ntmeent. Like
resentment. k , Senior
Like, or cit
itiz
it i en
iz
citizensens ma
mayy re rese
s ntt a pproduct
se
resent rodu
ro duct
du ctt tthat
hatt po
ha ort
rtra
rays
ra
portrays y tthem
ys hem
he m as
grumpy,
gru
gr umpyy, while wo women
w men m may
ayy rerefuse
use tto
refu purchase
o pu
purcrcha
rc se a pproduct
haase ro
oduuct ct tthat
hat po
hat portrays
port rayys tthem
rtra
rt ra hem
he m
overbearing.
as ovev rbearing.. Humourous
ve Humour urouus ads
ur ds work
ad wo k best estt with
bes
es withh established
est
stab
tab
abliish ed and
sheed and commonly
com
ommo
om only
purchased
purc
pu products
r hased prod ducu ts such
succh as cellphones,
cel
elllpho
el hone
ho nees, fast
astt food
fas
as od andnd alcoholic
and alcohohol
oh olic
ol ic beverages.
bev
evererag
er ges
es.

8. Rational Appeal:
When the advertisement focusses on the consumer’s need for practicality
and functionality in a product, then rational and logical appeals works best.
Advertisers relay this message by focusing on product features and cost.
These ads tell consumers the bene¿ts associated with the purchase of a
product and to add credibility it provides proof. For example: Advertisement
that focuses on gas ef¿ciency, mileage and prices to reach consumers who
want a cost-ef¿cient, reliable vehicle, speak about mileage, price and
safety precaution for a bike lover. Household appliance manufacturers may
place emphasis on features that lower home utility costs and protect the
34
environment, like, refrigerators stress on freshness of foods. Printed and Theories, Models and Appeals
business-to-business advertisements are better suited for rational appeals. in Advertising

9.. Sensuality
Sens
Se nssuality
t Appeal:
Ap
Sexx andd romance
rom mancncee ca
capt
p ure thee eyeb
capture eballls an
eyeballs nd ggain
and ain atteentio
attentionon of ttheh ppeople.
he eopl
ple.
Fra agrancce pr
Fragrance rod
o ucts llike
products ike de
ddeodorants
o oran
od nts aand
nd per rfumem s, very of
perfumes, fte
t n, uuse
often, se ssex
ex appeal
too conveyy ro rromance
mance to w ommen
women e ind dicattin
indicatinging tha at tthe
that h use of th
he he pr
the productt wi
w ll help
will
heer ¿nd the
her thhe mamann ooff he er dre
her eamss. Gen
dreams. enerallly ddone
Generally one byy sshowing
howi
ho w ngg tthe
he w om
womanman
spr rayingg the ffragrance
spraying ragrance and the en ca
then apturin
capturingng th tthee atten
ntiionn of aan
attention n at
attr
t acti
tive
tive
attractive
male l wh
le whoho pass ses her onn thee stre
passes eet. S
street. omettimess sensual m
Sometimes esssa
s ge
messages gess do ccapture
aptu
ture
tu
aattention
ttent
ntio
nt i n bu
bbutt ma
m ayy fa
may faiil to gi
fail ggive
vee anyy tturn
urn ov
oover
er oowing
wing to stiff competition and
many
ma n ads d with
ds withh similar
simila
laar story
stor
st orry lines.
linees..

10. Bandwagon Appeal:

A bandwagon appeal is what makes consumers believe that they are
missing out on something by addressing the consumer’s need to belong.
For example: Food and drink ads show hip young adults enjoying a product
and ignoring the individual who chooses the less popular product. Medical
products show consensus by indicating the number of medical professionals
who support the product. For example, a cold medicine ad may say, “Eight
out of Ten doctors recommend this product” to show product effectiveness.
Automobile dealers and cellphone providers give sales and user statistics to
indicate why their product is the more preferred one. Statistics are a useful
35
Overview of Advertising tool that help in endorsing the credibility. This type of message says, ‘buy
this product because everyone does’.

11. Adventure Appeal:

Many people love adventure and excitement. The goal of the adventure
appeal is to make people feel that this excitement, action, entertainment,
and sense of adventure will be enhanced if they purchase or use the product
or service being endorsed.

12. Brand Appeal:

A peal:
Ap
Some people are brand conscious and they like to associate themselves with
the name. Appealing to people who are brand-conscious and have certain
inclinations towards brands is the most pertinent way to establish a long
term consumer base. The goal of the brand appeal is to make people buy
a product because the brand itself is a statement that the person hopes to
associate with.

36
13. Endorsement Appeal: Theories, Models and Appeals
in Advertising
There are people who believe the celebrities or experts in a certain profession.
Therefore, we see products in advertisements being endorsed by doctors,
¿lm stars, sports persons or even mothers.
The goal of the endorsement appeal is to encourage people to buy a product
or service or act in a certain way because people they know, respect, admire,
and recognise also use that product or service. Trust is built by using
recognisable people.

14.
14
4. Masculine/
Massculin
Ma ine/
e/ Feminine
Feminine Appeal:
A peeal:
Ap
This appeal
peal is pparticularly
is app arti
articu
cu
ula gender
nder sspeci¿c
larly gend peci¿cc wwhere
heree cconsumers
onsume
on meerss aare made
re m adee to
feel
fee
el that if they
heyy usee this pproduct
i the
he will
r ductt theyy w
ro ill aappear
pppear more atattractive,
tt ctiv
ttract sexier,
tivee, sex
exier, or
stronger.
str
ronger.

15. Personal
Pers
rson
on
nal or
or E
Emotional
mo
moti
oti
t onal Appeal:
Appealing to a person’s emotions is a good way to make them buy. The goal
of personal appeal is to make a consumer feel loved, sad, angry, excited,
jealous, fearful, proud, nostalgic, or any other emotion enough to encourage
them to buy, donate, or act.

37
Overview of Advertising

16. Snob Appeal:

Appealing to people by making them feel like they will experience luxury,
elegance, or superior quality. The goal of the snob appeal is to make people
feel like their pu
urchaasess or actions will put them in a position to experience
purchases
the highest of qqualities
ualiti
ties
es aand
nd luxuries.

There
T here
erre are m
many
anyy other types of appe
appeals
als
l butt they can bbee club
clubbed
l bbed to
ttogether
geth
ther iin
th n
alll th
he ab
the bove va
above arious ca
various ate
t goori
ries
es.
es
categories.
Check
Ch kY
Check our Progress:
Your Pro
r gress: 2
No t : 1)
ote
Note: Use
Usse the space
acee below
sppac belo
be ow for
f r you
fo yo answers.
ansswer
an erss.
er
2) Compare your answers with those given at the end of this unit.
11. W it about
Write b t th
the iimportance
t off appeals
l iin advertising"
d ti i "
..............................................................................................................
..............................................................................................................
..............................................................................................................
2. What is brand appeal" Give an example.
..............................................................................................................
..............................................................................................................
..............................................................................................................

1.5 LET US SUM UP

We learnt that Theory provides us a framework of concepts-perceptions that
are formed by generalisations and principles (hypotheses that reÀect reality)
and equip us with an area of knowledge. And advertising is no exception.
Advertising works according to a particular process of communication.
There are various theories on how this communication works.
38
We learnt the various theories on the process of communication in advertising Theories, Models and Appeals
and how these theories interpret advertising communication. There are many in Advertising
theories which explain this process. Here in this Unit, we went through nine
of these, postulated by renowned researchers through intent observations
over a period of time. If the DAGMAR Approach guides us on how
objectives should be smart and measurable, then the PLC model suggests
how advertising design, expenditure and objectives change according to the
product life cycle stage. If we come to know through AIDA, that drawing
attention of the target market is the biggest challenge in today’s world.
Ehrenberg’s model teaches us that constant reinforcement and nudging
helps in building credibility before the target market. DRI model on the
other hand tells the advertisers that they should create a difference between
one product from the other.
We understood through real life examples about the various appeals the
advertisers use in order to attract the consumers towards their product.
This was your ¿rst Unit of the Course on Advertising and Public Relations,
and therefore it we attempted to lay the ttheoretical h oret
he etic
ical
a foundation of the
discipline here. In the next unit you will havee to ggo o th
through some of these
theories aga again,
gainin,, frfrom
o the Audiencee pe
om perspective.
pers
r peect
c ivee. HHence
ence understanding
cee und
ndeersta
nd tandidiingg
that each
eac
acch and an aanyy cconcept/
onceppt/ theory/ m model,
odel ccan
el, ca n uused
sedd inn to ddraw different
raaw dif fferrent
inferences
ferrencess aass pe
infe pperr the pe
perspective
pers
rspe
rs ivee it is bbeing
p ctiv
iv eing used for.
e for the
r. Ass th base
he basa ew will
ill cchange
hannge
from
frrom
o m messages
sages to aaudience,
esssa udience, tthe
he llearnings
e rniings ffrom
ea romm thee same theories
me the eor will
o iess wil get
ll ge
et a
different
differ direction.
erentt dire ect
ctioi n.

1.6
1.
.6 CH
CHECK
HEC
CK YOUR
YOUR
R PROGRESS:
PRO
OGR
RESS:: POSSIBLE
POSSIBLE
E ANSWERS
AN
NSWERS
Check
Ch
heck Your
Yourr Progress
Progress 1
1. Accordiing to Las
According sswelll th
Lasswell he tree
the e funct
ee c ions
ct n of com
functions mmuni
n caati
ni tion
on are:
communication
Ɣ Surv
r ei
rv eill
lllance ooff th
Surveillance he en
the nvi
vironm
ment
environment
Ɣ Co
orr
rrel
elat
atio
ationn of com
Correlation mpo
ponentts of soc
components ciety
society
Ɣ Cultural trans
n mis
nsmiission be
transmission between ge
eneration
onn
generation
22.. The di
ddifferent
ffe
f re
rent
nt ttypes
ypes of ne
need
eds are:
needs
Ɣ Phys
Ph ysio
iolo
logi
gica
call needs.
Physiological
Ɣ Safety needs
Ɣ Social needs
Ɣ Esteem needs.
Ɣ Self actualisation needs
3. Five objectives of DAGNAR Approach are:
Ɣ Perform complete selling function.
Ɣ Advertise a special reason to buy.
Ɣ Stimulate impulse sales.
Ɣ Remind people to buy.
Ɣ Create awareness about the product and brand existence.

39
Overview of Advertising Check Your Progress 2
1. The importance of appeals in advertising are:
Ɣ InÀuence the buying behavior of consumer, rationally or emotionally.
Ɣ Appeals play an important role in persuading people to want a
particular commodity or changing their wants from one to another.
Ɣ Appeals act as a bridge between the wants of the consumers and the
product or service.
Ɣ Appeal is the central idea around which the advertisement is created.
Ɣ Appeals ignite the will of the prospective buyers to purchase and
acquire the product or service. It can arouse desire and induce action
on the part of the customers.
2. Some people are brand conscious and they like to associate themselves
with the name. Appealing to people who are brand-conscious and
have certain proclivities towards brands. The goal of the brand appeal
people
is to makee peoplple buy a product because the brand itself is a statement
that the person hopes
peersonn ho
opes to associate with.
Example
Exampl people
le pe
eop will
o lee wil favor
ll fa
favo
v r prproducts
oduc
duc
ucts made
ts mad
de by P Pepsodent
sodentt oorr woul
epso
so would
u d likee tto
ul o
only
buy onl ly Maruti
utti cars
Maarut carrs and
annd sonn on,
n, as they
y aree renowned
they ren
en
nowwneed brands
a dss and
brran nd have
havee
ccertain
certain aamount
mouunt ooff cr
credibility.
redibbiliity.

11.7
.7 FURTHER
FURT
RTHER READINGS
RE
EADIN
NGS
Ɣ Clued
Clued In:
I : How to Keep
In Kee
e p Customers
Cuustom
st mers Coming Back Again and Again,
Lewis
L
Lewis Carbone
Caarbone (FT Pr
Press,
res
esss, 22004)
0004)
Ɣ Advertising
A verrtisin
Ad in ry ((Routledge
ng Theory Rout
utleedg
ut Communication
dge Coomm
mmun
unicat
un atio
io Series)
on Se
Seri 1st
ries)) 1s
ri Edition
st Ed
ditionn
bbyy Shelley
She
h lley
he e Rodgers,
ey rs, Esther
Rodgers
rs E th
Es e Thornson.
ther Thornsoon.
n.
Ɣ Managing
Mana n gingg Emotional Appeal in Advertising: Concepts and Cases
na
(Advertising
(AAdv s ng andd Media
d ertisi Mediaa Series),
edia Ser
erie
i s)
ies),, Pramod
P am
Pr mod Rao,
a , Ravikant
Rao Ravi
Ra v ka nt S Wawge.
kant Waw
awge
ge.
ge
22008
20 08
Ɣ Clued In:
n: How to Keep
In eepp Customers
Kee merss Coming
Custtom
Cu Com ng Back
ming ackk Again
Bac ainn and
Agai
Ag ai and Again,
Agai
Agai
ain,
Lewis Carbone
r one (FT Press, 2004)
Caarb
Ɣ Stealing Time: Steve Case
Case, Jerry Levin,
Levin and the Collapse of AOL
Time Warner, Alec Klein (Simon & Schuster, 2004)
Ɣ All the photographs in the Unit have been taken from open souvces
like : adventisemeats in public Domain.

1.8 GLOSSARY
Advertising: The paid promotion of goods, services, companies, or ideas
by an identi¿ed sponsor. Marketers see advertising as part of an overall
promotional strategy.
Advertising Appeal: is de¿ned as strategies for grabbing the attention of
people to persuade them to purchase your product or service. The approach
can be a marketing or advertising strategy. Many advertisers commonly
use appeals to inÀuence their customers.
Public Relations: Considered both an art and a science, public relations is
the management of communications between an organization and its key
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 Theories, Models and Appeals
public to build, manage, and sustain its positive image. It is any activity in Advertising
used to inÀuence media outlets to print stories that promote a favorable
image of a company and its products or services.
Publicity: A component of the promotional mix, the deliberate attempt
to manage the public’s perception of a subject; Whereas public relations
is the management of all communication between the client and selected
target audiences, publicity is the management of product- or brand-related
communications between the ¿rm and the general public.
Promotional Mix: Advertising, publicity, public relations, personal selling,
and sales promotion used to promote a speci¿c product or service.

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