Appeals

Prakash Sharma Asst. Business Development Officer IndiaReport Metrix Web Services (P) Ltd

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Rational: Emphasis on product features Informative Emotional

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Comfort (Diapers for babies - Pampers) Convenience (SBI Chimanlal Charlie) Economy (Price) (Deccan) Health (Complan 23 vital nutrients, Saffola) Sensory benefits (Basmati rice & masalas) Quality (Dove) Dependability (Pulsar Mania) Efficiency (Domino s 30 mins or free) Efficacy (Fevikwik) Performance (Rolls Royce, Cars mileage, Greenply)

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Competitive advantage (Comparative advertising) (Cars, Sprite) News appeals (iPhone, sales promos) Product/service popularity appeals (JD Power reports)

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Safety (Volvo, social) Fear (HIV, Malaria, Smoking, Fear of social rejection Fair & Lovely, Insurance) Love (Union Bank) Happiness (Pepsi: Yeh dil .) Nostalgia Excitement Sorrow/grief Pride Achievement Self-esteem

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Actualization Pleasure (McDonald s I m lovin it) Recognition Status (Luxury brands) Respect (SBI & HDF insurance) Embarrassment (Personal hygiene) Affiliation/belonging Rejection (Detergent Wheel) Acceptance (Gillette) Sex (Axe)

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Reminder advertising Teaser (Miss Palampur, Digen Verma) Corporate image advertising (Bajaj)