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Exhibit 9-2

DaimlerChrysler uses a feature appeal ad to promote its new JeepĀ® Grand Cherokee Overland

Ads that use a feature appeal focus on the dominant traits of the product or service. These ads tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision. Technical and high-involvement products such as automobiles often use this type of advertising appeal. Notice how the ad shown in Exhibit 9-2 focuses on the various features of the new Jeep Grand Cherokee Overland.

When a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes. This type of appeal was discussed in Chapter 6 under "Comparative Advertising."

Afavorable price appeal makes the price offer the dominant point of the message. Price appeal advertising is used most often by retailers to announce sales, special offers, or low everyday prices. Price appeal ads are often used by national advertisers during recessionary times. Many fast-food chains have made price an important part of their marketing strategy through promotional deals and "value menus" or lower overall prices, and their advertising strategy is designed to communicate this. Many other types of advertisers use price appeals as well, such as airlines and car-rental companies. News appeals are those in which some type of news or announcement about the product, service, or company dominates the ad. This type of appeal can be used for a new product or service or to inform consumers of significant modifications or improvements. This appeal works best when a company has important news it wants to communicate to its target market. The Quaker Oatmeal ad shown in Exhibit 9-3, which announced the news from the Food and Drug Administration regarding the health benefits of eating oatmeal, is an example of a news appeal.

Product/service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have

Exhibit 9-3 Quaker Oatmeal uses a news appeal to promote the health benefits of oatmeal

Exhibit 9-3 Quaker Oatmeal uses a news appeal to promote the health benefits of oatmeal

Exhibit 9-4 This ad promotes the popularity of Excedrin among doctors

Exhibit 9-5 Nutri-Grain appeals to consumers' self-esteem and respect in this clever ad

Exhibit 9-4 This ad promotes the popularity of Excedrin among doctors

Exhibit 9-5 Nutri-Grain appeals to consumers' self-esteem and respect in this clever ad

switched to it, the number of experts who recommend it, or its leadership position in the market. The main point of this advertising appeal is that the wide use of the brand proves its quality or value and other customers should consider using it. The Excedrin ad in Exhibit 9-4 uses this type of advertising appeal.

Emotional Appeals Emotional appeals relate to the customers' social and/or psychological needs for purchasing a product or service. Many consumers' motives for their purchase decisions are emotional, and their feelings about a brand can be more important than knowledge of its features or attributes. Advertisers for many products and services view rational, information-based appeals as dull. Many advertisers believe appeals to consumers' emotions work better at selling brands that do not differ markedly from competing brands, since rational differentiation of them is difficult.4

Many feelings or needs can serve as the basis for advertising appeals designed to influence consumers on an emotional level, as shown in Figure 9-1. These appeals are based on the psychological states or feelings directed to the self (such as pleasure or excitement), as well as those with a more social orientation (such as status or recognition). The ad for Kellogg's Nutri-Grain cereal bars shown in Exhibit 9-5 appeals to

Personal States or Feelings

Social-Based Feelings

Safety

Arousal/stimulation

Recognition

Security

Sorrow/grief

Status

Fear

Pride

Respect

Love

Achievement/accomplishment

Involvement

Affection

Self-esteem

Embarrassment

Happiness

Actualization

Affiliation/belonging

Joy

Pleasure

Rejection

Nostalgia

Ambition

Acceptance

Sentiment

Comfort

Approval

Excitement

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