Feature Appeal

1.      Feature Appeal 

Ads using this type of appeal generally focus on the product attributes and distinct features which help the buyers to make a rational purchase decision based on such appeal. The feature appeal is generally used by manufacturers of electronics, automobiles, and similar other product categories which are technical products and high involvement products. For example, in the adof Volvo car, the advertiser used feature appeal by portraying the illumination capability of the car’s headlights and relates it to Diwali lighting.

Figure : Click on the link below to see Volvo ad highlighting its lighting feature.

Source:http://marketingcommunique.blogspot.in/2012/11/chapter-9-creative-strategy.html

Figure : Palmolive ad showing the feature of the product that develops and maintains the right complexion

Source: http://upload.wikimedia.org/wikipedia/commons/4/4a/Palmolive_soap_1922_advertisement_ladies_home_journal.jpeg

Value Addition 1: Activity

Feature Appeal

Collect any two Ads that have used rational appeals based on features of a product. Analyze the ads and identify the particular features that have been used as an appeal in that particular ad.

2.    Competitive Advantage Appeal 

This type of appeal is used when the advertiser compares his product to his competitors’ and tries to claim superiority over the competitor’s product through some particular product feature. Long back an ad comparing two types of salts, Captain Cook and Tata, was shown in which Captain Cook salt compared itself to another brand that was blurred but could be identified as Tata salt. After sometime, the ad was called off because of the comparison shown, although indirect. Similar comparisons have also been done by Rin and Tide; Horlicks and Complan; Pepsi and Coke etc. But the ads were pulled off air after sometime.

Figure : Rin Vs. Tide

Source: http://pitchonnet.com/wp-content/uploads/2012/03/Rin-tide.jpg

Value Addition 2: Did You Know?

Competitive Advantage Appeal

Comparative advertising is not allowed in India. The advertisers in India seldom use this kind of appeal. The recent Rin Vs. Tide controversy falls under this category where Rin tried to use competitive advantage appeal against Tide and highlighted the “Whiteness” attribute of its product. The ad was called off by the regulators. However, such an appeal is allowed in other countries like The U.S. For details click on the source given below.

Source: http://rajeshaithal.blogspot.in/2010/03/rin-vs-tide-ad-ethical.html

3.    Price/Economy Appeal 

Price appeal is very commonly used appeal by many retailers, fast-food chains, apparel manufacturers, airlines, tour and travel agencies and so on. The discount offers and the seasonal discounts given by manufacturers also come under this category. It is a very popular appeal since economy attracts one and all. The ‘Value-meals’, ‘The happy hours’, and the ‘Low-cost airfare’, all are the examples of economy/price appeal.

In the ad of Dish T.V., the manufacturer had very effectively used the price appeal by saying that the dish T.V. recorder is available at a very affordable price.

Figure : Click on the link below to see the ad of Dish-TV making a Price offer

Source: http://marketingcommunique.blogspot.in/2012/11/chapter-9-creative-strategy.html

4.    News Appeal

When a company wants to introduce some product or wants to inform the target audience about some modifications or improvements or wants to make some announcements, news appeal is used. In an advertisement ofMaruti, it announcedthe arrival of its new Swift making use of news appeal.It informed the general public about its new product launch.

Figure : Click on the link below to see an ad byMaruti Company giving news of the launch of its new Swift

Source: http://indianautosblog.com/wp-content/uploads/2011/07/New-Maruti-Swift-ad.jpg

5.    Popularity Appeal 

When a product reaches some milestone (the number of people who use it or associate with it or the number of people who recommend it or endorse it); the advertiser can very effectively make use of popularity appeal. In a particular ad of Ford Figo, the advertiser used the popularity appeal by just showing the message of celebration for achieving the milestone of 200000 Figo owners.

Figure : Click on the link below to see ‘Popularity Appeal’ used by Figo

Source: http://www.vipanii.com/wp-content/uploads/2012/08/Ford-Figo-200000-owners.jpg

6.    Durability Appeal 

When a product’s long life or durability has to be highlighted, this kind of appeal is used. ‘Duracell’ makes use of this appeal very effectively in its ads. In its ad, the advertiser shows the long lasting power and durability of Duracell as compared to other batteries through the use of its ‘Bunny’ mascot.

Figure : Durability Appeal of Duracell Battery.

Source:http://en.wikipedia.org/wiki/File:Procell.jpeg

7.      Performance Appeal 

Talking of performance, generally car manufacturers or bike manufacturers use this kind of appeal. Maruti’s ad “Kitna Deti Hai”, portraying Indian audience’s preference with mileage is an important example of such an appeal. In the figure below, the ad depicts the savings on different Maruti cars (price appeal) and also highlights the mileage in km/l for each car (performance appeal).

Figure : A Maruti Ad showing price appeal and performance appeal.

Source: Newspaper Clipping

Generally speaking, ad makers of all the industrial goods make use of rational appeals. Similarly, goods of high value are often purchased on the basis of rational appeals.