Building Advertising Programmes

A well-thought-out ad campaign can boost your business many fold. The

advent of digital marketing has made advertising affordable, but you need to
know what it takes to make your ads effective. This blog will help you as a
guide to building an advertising program for the best results.

Building an advertising program must be based on specific marketing

objectives, such as acquiring new customers, increasing sales, creating
awareness of new products or new locations, and so forth.

Setting advertising objectives is not only necessary for marketing success but
also for the day-to-day operations of a small business. Your immediate goal
will decide your advertising objective and the response to your advertisement
will be the metric to measure if your goal is reached.

How to start building a successful ad program for your business

An ad campaign involves lots of contemplation and deliberation. Follow the

guidelines below to build the foundation for your ad campaigns.

1. Identify Your Goal

What do you hope your advertising program will achieve? Are you attempting
to draw in new clients or are you hoping to entice returning ones? What kind
of consumer traffic growth are you seeking, and over what time frame? Each
goal is unique and requires a specific design.

2. Make a budget

Setting up a budget for your advertising strategy within your capacity is the
next important point to consider. How much money are you willing to spend
on your ad campaign? If you already have some ideas, how much will it cost
to put them into action?

3. Identify Your Audience

Identifying the demographics who are most likely to purchase your goods or
service is helpful when you’re trying to increase sales. What group of people
do you want to appeal to? Do you serve wealthy elderly or young people who
scavenge cash from couch cushions?

4. Select The Products or Services to feature in your Ad Campaign

It’s best if you can be as specific as possible. If you are a fast food chain,
you’ll need to feature fast food in your advertising, rather than doing like a
general eatery that has no specialty. Are you introducing a new product that
you want to highlight in your ad, or do you want to spread the news of
slashing the price of an existing product? What do you want to emphasize?

5. Conduct a thorough SWOT analysis

SWOT is a complete assessment of your company that analyzes strengths,

weaknesses, opportunities, and threats to your business. What is the main
strength of your company? What do you excel in that gives you a benefit? Are
you selling apparel? Then maybe you can take the opportunity of the ensuing
winter to launch an ad for fashionable winter dresses. Also, stay informed
about actions your rivals are taking that might harm your firm,

6. Articulate why you are different from the competition

You should emphasize how your company differs from the competitors in
your ad campaign. Use your SWOT analysis to identify why your product is
better than the competition. It could be a lower price or superior quality, or
something else. Utilize such differentiators in your advertising strategy.

7. Choose an advertising plan

What, when, and where are the three questions that need to be addressed?
What kind of advertisements will you be running? When will you start using
them? Where will they eventually show up? Are you planning to use display
advertisements on the web, Instagram ads, or Google ads? It all comes down
to an effective marketing plan!

8. Look for a low-cost yet effective way

The most effective kind of advertising is word of mouth, and few things can
create word of mouth as effectively as a well-run social media campaign.
What kind of social media marketing initiatives may your company run? Could
you sponsor a nearby occasion or organize a competition of some kind? Make
a list of inexpensive steps your company could take to assist your advertising
strategy.

9. Craft your ad copy

So you’ve determined your target audience, preferred platform, budget, and all
other pertinent information. It’s now time to start writing great ad copy.

Ad copy is the content that should be designed to achieve advertising goals. It

should compel readers/viewers to take action.

Do you want people to visit your store or your website? Is your immediate goal
to drive free software signups or ebook downloads? Consider the content and
how it can contribute to the end goal(s) of your ad campaign.

10. Make People Talk

While your ad copy message should incorporate your brand’s purpose and tie
in with long-term marketing objectives, it should also be memorable.

This is why, as more advertising moves to social media platforms like

Facebook, Instagram, and even Twitter, brand marketing must get to the
point as soon as possible in order to generate customer attention and social
sharing. If your message — whether it’s text, images, or videos — can compel
consumers to pause, look, and share with their friends, you’ll have a lot higher
chance of generating organic interaction and driving more traffic to your site.

11. Consistency across platforms is the key

If no one follows through with an advertising plan, it won’t help to promote

your firm. It is now time to put all of your thoughts into practice. Organize a
social media campaign, play a podcast ad, and the like.

The most important thing in ad campaigns is to maintain consistency

irrespective of channels. Be consistent in your branding and messaging. Using
the same logo and colors is very important. And the messaging on every
platform must be consistent. Billboard copy should be identical to a social
messaging copy, which should be identical to any radio or television
advertisements, which should be identical to the homepage copy of your
website.

Steps for Developing an Advertisement Program

Marketers must make the following important decisions while developing an
advertising program: 1. Setting Advertising Objectives 2. Setting the
Advertising Budget 3. Determine the Key Advertising Messages 4. Media
Decisions 5. Evaluating Advertising Campaigns.

Step 1: To Set Advertising Objectives:

An advertising objective is a specific communication task to be achieved with
a specific target audience during a specified period of time.

Advertising objectives can be divided into three main categories:

(a) To Inform:

Informative advertising aims to create awareness and knowledge of new

products or new features of existing products, e.g. tell customers about a new
product policies, promotional schemes, availability of products etc.

(b) To Persuade:
Persuasive advertising aims to create liking, preference, conviction, and
purchase of a product or service. Some persuasive advertising uses
comparative advertising, which makes a clear comparison of the attributes of
two or more brands. E.g. encourage customers to switch to a different brand.

(c) To Remind:

Reminder advertising aims to stimulate repeat purchase of products and

services.

Secondary Objectives of Advertising:

(i) Stimulate an increase in sales

(ii) Remind customers of the existence of a product

(iii) Inform customers

(iv) Build a brand image

(v) Build customer loyalty and relationship

(vi) Change customer attitudes

Step 2: Decision on the Advertising Budget:

It is the estimation of expenditure on various components of advertising. It
should match with the objectives of a business firm. The amount spent on
advertising should be relevant to the potential sales impact of the campaign.
Advertising budgets is finalized by marketing manager and media agency.

Factors to be considered while setting the advertising budget:

(i) Stage in the Product Life Cycle:

New products typically receive large advertising budgets to build awareness

and to gain consumer trial. Advertising budget for a new product may be
different from a product in maturity stage, new products tend to need a larger
advertising budget to help build awareness and to encourage consumers to
trial the product. Established brands usually are supported with lower
advertising budgets as a ratio to sales.

(ii) Market Share and Consumer Base:

High market share brands usually require less advertising expenditure as a

percentage of sales to maintain share, it is due to popularity and awareness
of customer about brand. It is less expensive to reach consumers of a widely
used brand than to reach consumers of low-share brands. If a new company
wants to increase its market share it will need high investments on
advertising campaign.

(iii) Competition in Market:

Advertisement budget depends on level of competition in market competition

can be seen more in the field of automobile, electronic appliances,
telecommunication, banking etc. products which are having close substitutes
in market needs more expenditure on advertising. In a market with a large
number of competitors and high advertising spending, a brand must advertise
more heavily to be heard.

(iv) Advertising Frequency:

The number of repetitions needed to put across the brand’s message to

consumers has an important impact on the advertising budget. Higher the
frequency higher would be budget.

(v) Product Substitutability:

Brands in a commodity class require heavy advertising to establish a

differential image. Advertising is also important when a brand can offer
unique physical benefits or features.

Stage 3: Determine the Key Advertising Messages and Deciding

the Copy:
Research suggests that the clarity of the advertising message is often more
important than the amount spent. The advertising message must be carefully
targeted to impact the target customer audience.

A successful advertising message should have the following characteristics:

a. Meaningful:

Customers should find the message relevant, easy to understand.

b. Distinctive:

Capture the customer’s attention.

c. Believable:

A difficult task, since research suggests most consumers doubt the truth of
advertising in general.

Message evaluation and selection of a good advertisement normally focuses

on one core selling proposition, messages should be rated on desirability,
exclusiveness, and believability. Message execution can be decisive for highly
similar products, such as detergents, cigarettes, coffee, and soft drinks.
Advertising does not overstep social and legal norms.

Copy writing is the next step of advertisement programme it is a specialized

form of communicating ideas that are meant to serve the requirements of
modern marketing. It helps in establishing link between advertising and their
prospects. It may also use to promote the acceptance of idea and utilized
words to convey message having commercial information.

The term copy includes every single feature that appear in the body of
advertisement, copy – is an all-embracing term covering all that appears in an
advertisement the written matter, pictures, labels and design. Developing copy
is a creative process copy development is mostly done by professional
advertising agencies.

Stage 4: Decide which Advertising Media to Use:

There are a variety of advertising media from which to choose. A campaign
may use one or more of the media alternatives.

The key factors in choosing the right media include:

(a) Reach:

What proportion of the target customers will be exposed to the advertising? It

is the number of different persons or households exposed to a particular
media schedule at least once during a specified time period.

(b) Frequency:

How many times will the target customer be exposed to the advertising
message? Frequency is the number of times within the specified time period
that an average person or household is exposed to the message.

(c) Media Impact:

Impact is the qualitative value of an exposure through a given medium where,

if the target customer sees the message – will it have most impact? For
example, does an advert promoting holidays for elderly people have more
impact on Television if so, when and which channels or in a national
newspaper or perhaps a-magazine focused on this segment of the population.

Another key decision in relation to advertising media relates to the timing of

the campaign. Some products are particularly suited to seasonal campaigns
on television like advertisements of durables on Diwali whereas for other
products, a regular advertising campaign throughout the year in media such
as newspapers and television.
Stage 5: Evaluation of the Advertising Campaign:
Success of advertising depends on planning and control of advertising
campaign it should be evaluated by the advertisers. Most measurement of
advertising effectiveness deals with specific advertisement and campaigns. A
proposed campaign should be tested in one or a few cities first and its impact
evaluated before rolling it out nationally.

Most advertisers try to measure the communication effect of an

advertisement that is, its potential effect on awareness, knowledge, or
preference. They would also like to measure the advertisement sales effect.

The evaluation of an advertising campaign should focus on two key areas:

1. The Communication Effects—is the intended message being

communicated effectively and to the intended audience?

2. The Sales Effects—has the campaign generated the intended sales growth.
This second area is much more difficult to measure.

Bases for the measurement of advertisement success:

(i) Number of enquiries from advertisement

(ii) Number of enquiries converted into sales

(iii) Test customer awareness both before and after the advertising campaign

(iv) Number of enquiries

(v) Test customer awareness

(vi) Number of requests for further information

(vii) Test customer awareness of brand recognition and perceived values

(viii) Levels of repeat purchase

(ix) Levels of customer retention

(x) Measure demographic profile of purchases

(xi) Measure type of goods ordered by new purchasers

(xii) Increase in sales by comparing with previous data.

Advertising Appeals
Advertising appeals are different techniques and strategies that are used to
attract customers. Usually, advertising appeals provide evidence or provoke
an emotional response that helps to convince the target audience to buy a
certain product or service. Marketing experts group them into different
categories but the most common appeals are emotions, logic, and popularity.

What distinguishes good advertising from bad advertising is not the quality of
photos, design, or copy alone. All of these elements are supposed to enhance
the core message and the concept behind your ad. However, the primary goal
of advertising is to connect with your audience.

Use one of the common advertising appeals. Give people what they long for,
make them smile, laugh, or cry.

Get chatbots to easily collect leads from your advertising campaigns

Every consumer and every brand is different but, ultimately, business owners
want to increase their sales and popularity while consumers want to satisfy
their needs. Understanding these needs – the ways to fulfill them and appeal
to them – is essential.

Types of Advertising Appeals That Actually Work

Types of Advertising Appeals That Can Be Used in Emails

Some of the most common strategies used in advertising appeal to basic

human needs. An ad may titillate your taste buds by showing you a delicious
slice of pizza or it can try to resonate with your personal beliefs and values.

 Appeal to emotion

 Personal appeal

 Social appeal

 Appeal to popularity

 Appeal to authority

 Appeal to logic

 Appeal to humor

 Appeal to fear

 Sex appeal

The spectrum is very wide, so it’s best to go through different types of

advertising appeals one by one. They make very interesting case studies.
Each case is illustrated with an email example.

Appeal to Emotion
Although people like to perceive themselves as rational beings, their reality is
mainly shaped by social interactions, emotions, customs, and culture.

We want to satisfy our personal needs and achieve our personal goals but, at
the same time, we must also take care of various roles imposed on us by
society. The general trend is that people want to constantly improve the
quality of their life and prevent bad things from happening. All of these
desires and fears can be used in your advertising materials and
communication strategy. Appeal to emotion to win your customers over and
persuade them to buy.

Emotional advertising takes into consideration emotions linked to personal

and social needs. Reaching consumers by appealing to their emotions is one
of the most effective and persuasive advertising techniques. Some of the
common ad themes appeal to feelings and values such as love, happiness,
family, friendship, need for fame, respect, and recognition.

If you are interesting in marketing automation tools that appeal to emotions,

you can try using chatbots. They can be used to engage customers with
human-like, personal approach. You can get 20+ free chatbot templates with
your free Tidio account.

Personal Appeal
By addressing the most private psychological needs we can make a powerful
connection with our customers. Personal appeals frequently used in
advertising include feelings and emotions such as love, friendship, happiness,
or security.

This sphere is, by definition, intimate so it’s important to be careful – you can
either strike a chord or a false note. Let’s take a look at an email ad by Casper.

Company: Casper

Type of advertising appeal: Appeal to emotion – love and belonging

Pros: Uses a slice-of-life situation that is easy to relate to and it appeals to

couples

Cons: May not be very appealing to the ones who are not in a relationship

A picture of a couple spooning in bed is nothing out of the ordinary. Quite the
opposite – the situation is very relatable and instantly brings to mind a sense
of comfort, security, and emotional attachment. This mattress email ad is
appealing because it depicts an intimate situation without being blunt.

Here is another example of personal appeal based on emotions and strongly

resonating with the private sphere. The email example below advertises a new
model of a Google Pixel smartphone.

Company: Google

Type of advertising appeal: Appeal to emotion – family and parenting

Pros: Very relatable to fathers and parents in general

Cons: May not be appealing to people without kids or people from broken (or
abusive) homes

This Pixel smartphone ad also shows a situation which is appealing because

of the emotional connection. In this case, it’s the love between the father and
the child. Family is one of the most common themes present in the world of
advertising. It is immediately associated with strong emotional bonds,
happiness, responsibility, traditional values, and safety.

Middle-class families are great as marketing target groups because they

statistically consume more than those who choose alternative lifestyles or
remain single. Depicting families in advertising materials is also easier since
they are a relatively uniform group with many shared experiences.

Using family-themed iconography in your ads can instantly connect you with
your customers – in point of fact, it is a blend between personal appeal and
social appeal. Families are both basic building blocks of society and groups of
people bonded by emotional relationships and mutual responsibilities. They
are the largest consumer group that can be addressed with a single image or
situation such as a family dinner, picnic, or a bike ride.

If you want to personalize your marketing in real-time, try mixing the

conversational approach and new technologies. One of the most effective
marketing techniques right now is chatbot marketing.

Social Appeal
Social needs are linked with our public image and the ways we interact with
others. While personal appeal tries to address individual and intimate needs,
social appeal focuses on somebody’s position within particular social groups
and society as a whole. Social appeals used in advertising connect with
customers by using motives such as status, fame, recognition, or respect.

f you want to get closer to your customers or audience, try using live chat
software on your website. It’s one of the easiest and fastest way to
understand who your clients are and what are their needs. Try a free tool
like Tidio (it gives you unlimited messages and a powerful visitor tracking
panel).

Company: Uber

Type of advertising appeal: Social appeal – respect and diversity

Pros: Appeals to people who believe in inclusiveness and sympathize with

minorities

Cons: It won’t appeal to people who are not open towards different cultures,
nationalities, and races

This email ad by Uber advocates values embraced by modern society. At the

same time, it appeals to members of different minority groups and addresses
their need for recognition and safety.

As opposed to previous examples, it does not put emphasis on personal

relationships between individuals but interactions and attitudes that happen in
a particular social context.

Here is a different email ad example that uses social appeal:

Company: YouTube

Type of advertising appeal: Social appeal – community, fame, and recognition

Pros: Appeals to people who want to belong

Cons: It won’t appeal to people who are not sociable and are afraid of sharing

The email sent by YouTube depicts a group of creative people. It targets

artists, signers, photographers, and all other YouTubers who share their works
online through their YouTube channel. This ad will appeal to people who – at
least partially – build their identity around their social roles as artists and
performers.

The previous social appeal example was concerned with ethnic identity and
security. Here we can observe an approach which grabs the attention of the
email recipients by acknowledging their creative efforts and by providing
means to satisfy their need of connecting with their audience.

Appeal to Popularity
The easiest way to convince somebody to buy a product or service is to prove
that everyone else has done it already. Once something becomes a widely
recognized phenomenon or a trend, it becomes obvious that it has to have
some merits – otherwise it wouldn’t be so popular. Right?

This is sometimes referred to as the bandwagon effect. The more popular

something becomes, the more people buy into it and, consequently, it
becomes even more popular. This can become an important asset and a key
point of your marketing strategy.

For instance, Tidio’s WordPress chat plugin is one of the most popular WP live
chat tools available. It has more than 60,000+ active WordPress installations
and 200,000+ installations on websites that are not powered by WordPress.
This is a kind of social proof based on popularity that can be used as a
marketing appeal.

Let’s take a look at some next email ad examples.

Here is a thank you email by Unsplash – a stock photography website.

Company: Unsplash

Type of advertising appeal: Appeal to popularity – the number of contributions

Pros: The recipients can feel that they are part of a community and that the
website is becoming more and more popular

Cons: It won’t appeal to people who sneer at herd mentality and who believe
that your newly discovered favorite band was far better three albums ago
when nobody heard of them

Not only does this email appeal to customers’ need for recognition but also it
reassures them that they’ve made the right choice. The popularity of this
website serves as a testimony to its high quality and ability to create a
“passionate and creative” user base.

This type of social proof backed by numbers can be an ace up your

company’s sleeve in your next email campaign. The bandwagon appeal is just
like the snowball effect – it starts slowly but later on it accelerates and grows
in significance. An average consumer believes that products that are popular
among other consumers are bound to be good.

When it comes to popularity, you can either use the collective endorsement of
your customers or get a celebrity. The end result is very similar. Things
become acknowledged and noticed when they are backed up by a famous
person or thousands of not-so-famous persons.

Company: Masterclass

Type of advertising appeal: Appeal to popularity – the endorsement of a

celebrity

Pros: The celebrity is involved in the most natural way possible (as a tutor)
and his role is not superficial

Cons: It won’t appeal to people who haven’t heard of Daniel Negreanu

It is a fragment of the Masterclass email campaign that encourages

customers to take part in the Masterclass poker course. This email ad
appeals to the popularity of Daniel Negreanu, a professional poker player.
Instead of listing, for instance, the numbers of people who’ve already decided
to enroll, we get a piece of information about the successes of the poker
champion.

Appeal to Authority
Appealing to authority is very different from getting a celebrity endorsement.
Sometimes these types of advertising appeals overlap, but in some fields,
experts and top professionals are not easily recognizable. The value of their
expertise, however, is appreciated.

Here is an email advertisement example from the Plum Guide – a London

based vacation rental company.

Company: The Plum Guide

Type of advertising appeal: Appeal to authority – Plum’s home critics

Pros: It appeals to those who value good taste

Cons: The aura of exclusiveness and high standards signal that the
apartments may be costly, which could deter some customers

The Plum Guide has its own team of architects, interior designers, and other
professionals who give their “stamp of approval” to every apartment you can
book on their website. This advertisement reveals what happens behind the
scenes to reassure their customers that what they get was meticulously
tested and reviewed by a “razor-sharp eye”.

The picture strengthens the message of the ad. Every element of Plum’s
apartments gets under the careful examination. They are not just ordinary
interior designers, but “home critics” who approach the apartments like they
were works of art.

Appeal to Logic
If you don’t know how to reach your customers’ hearts and emotions, you can
still try to convince their brains. Appeal to facts, calculable benefits, and
statistics to encourage the recipients of your email ads.

Here is a fragment of an advertising email by Lyft which appeals to logic (and

math skills).

Company: Lyft

Type of advertising appeal: Appeal to logic – a rational appeal with

measurable benefits

Pros: The recipients get a unique reward based on their rating and can save
money

Cons: There are too many numbers (10%, 10, 5, 10%, 10, 30) and the message
is confusing – is it “10%” or “up to 10%”?

Logical fallacies are very popular in advertising. However, being honest and
bringing hard logic to the equation of your marketing formula can do wonders
for your sales. Modern buyers try to make rational decisions so it is good to
talk the language of tangible benefits.

Appeal to Humor
The more engaged your customers get, the easier it is to convince them to
buy. If you can make them smile, you are in a great position to sell. The bad
news is that jokes tend to be funny only once. The good news is that when it
comes to your email marketing campaigns once is enough!

Here is an example from J.Crew Factory.

Company: J.Crew Factory

Type of advertising appeal: Appeal to humor – self-irony

Pros: The email ad is funny, relatable, and offers a quick and easy solution to
a problem

Cons: It won’t appeal to people who take things too seriously and to the
masters of gift wrapping who take pride in their art

This J.Crew Factory email is awesome on many levels. It brings everybody

back to an experience that they went through at least once in their lifetime.
Wrapping some presents is next to impossible and it is usually being done at
the very last minute.

In retrospect, this is a kind of memory that is at the same time funny,

nostalgic, and a little bit humiliating. J.Crew Factory email taps into that
feeling and makes it even more reason to buy a gift card instead of a regular
gift.

It is easy to engage customers with funny messages. For example,

messaging platforms and chatbots give many opportunities to use humor.
Check out the best funny chatbot messages. Nowadays, everybody can build
a chatbot and add it to their website.

Appeal to Fear
Scaring your customers into buying things is not a good advertising strategy
(unless it is Halloween and you want to use some relevant imagery). Fear is
usually used only combined with one of the other advertising appeals. An
introduction may be scary, but something funny and calming is used as the
punchline of an ad.

The most common fears involve some kind of loss – of health, wealth, safety,
beauty, or opportunity. However, the ads that approach these issues tend to
briefly introduce the problem and focus on the solution and positive aspects.

Here is a good example of an email ad that uses fear as its advertising appeal.

Company: Oregon College Savings Plan

Type of advertising appeal: Appeal to fear – getting in debt

Pros: The email draws attention to the problem of financing one’s education
(that needs to be dealt with eventually)

Cons: The imagery is probably a little bit too dark and creepy

This email example uses very interesting images and creates the atmosphere
of being lost in a dark fairy tale forest. It appeals to fear through imagination
and draws up some worrying scenarios. There is, however, a guiding light that
is revealed at the very end of this email.

The motive of lost opportunity is very frequent in advertising. One of the most
common fears of the 21st century is the fear of missing out (FOMO). FOMO is
the anxiety linked with the feeling that the lives of others are full of joy and
great opportunities that we are left out of. Here is an example of FOMO in
action:

Company: Havenly

Type of advertising appeal: Appeal to fear – fear of missing out (FOMO)

Pros: It has a clear Call To Action message

Cons: We don’t know for what exactly we have to wait

This ad is very simple and intriguing. The big eyes seem very attentive and
make the design memorable. Customers don’t know what to expect but they
are assured that it is going to be something they’ll love. It would be a shame
to miss it, wouldn’t it? While the ads announce something new and exciting,
the main advertising appeal it uses is actually the fear of missing out.

Scarcity appeal is another example of appeals that are based on consumer’s

fears. Campaigns that introduce product availability counters are supposed to
instill the fear of not being able to make use of a limited offer. Appeal to
scarcity is employed to encourage consumers to buy a product or service
right away.

Sex Appeal
The relationship between sex and advertising is a long and complicated one.
The attitude towards using sex appeal in marketing has been changing
throughout the decades but it remains a very controversial subject. On the
one hand, it objectifies women and men, on the other, sexual imagery can be
very effective and it can be, paradoxically, used to draw attention to serious
social problems.

One of the famous Diesel campaigns used a slogan: “Sex Sells *Unfortunately
We Sell Jeans”. Unfortunately, sex still sells jeans like crazy, yet escessive use
of sex appeal in ads is frowned upon.

Here is an example of sex appeal used in advertising:

Company: Giorgio Armani

Type of advertising appeal: Sex appeal – become a sexually attractive woman

Pros: The ad is sensual and it draws the attention of both men and women

Cons: It perpetuates gender stereotypes and shows empowerment only

through physical attractiveness

Some industries, especially the ones connected with fashion and cosmetics
can get away with showing sexually titillating images. Idealised bodies and
sensual poses and sexual gestures are part of their traditional advertising
strategies and they appeal to their consumer base.

There’s a fine line between what’s considered classy and vulgar. Therefore,
using sex appeal in your email ads may not be the best solution unless your
products or services are relevant – a new line of perfume or clothes may use
this type of advertising appeal and increase your sales, but the racier it gets,
the more criticism it will attract.
Here is another example of sex appeal from Coca-Cola:

Company: Coca-Cola

Type of advertising appeal: Sex appeal with a twist

Pros: The ad is clever and it shows Coca-Cola’s interest in encouraging breast

cancer awareness

Cons: On the very first glance it could appear like an immature joke

Because sex appeal can instantly grab attention, sexual imagery is often used
to raise awareness about important social issues, health risks, or
environmental problems. It is easier to persuade audiences to take action or
think about an issue when a message is conveyed through visuals and words
that are shocking, engaging, or provocative.

Find the Right Advertising Appeals for Your Emails

Your customers may seek happiness, peer recognition, security, or adventure.

They can be attracted to shocking content and flashy ads or be offended by
them. You can appeal to emotion, your clients’ taste, make them laugh or
stimulate their senses. There are countless scenarios, but all of them are
based on advertising appeals. You should be able to pick the best one for
each occasion.

Test out different types of appeals in your email marketing campaigns

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