Advertising has become expensive, time-consuming and an important marketing activity. Firms have a great stake in the success of their advertising campaigns, for their growth and, at times, even their survival, depend on it. A vast amount of time, money and energy go into the creative work of developing advertising appeals to influence the buying behavior of consumers. Through various appeals, advertising influence, rationally or emotionally, the prospects’ purchase decisions. For this purpose, they take the help of varying product features or attributes in their ad appeals, or seek to influence consumer perception of, and. changes in consumer attitude to, the advertised product or brand. Ad appeals may be product-oriented or consumer-oriented. Since there are a large number of such ad appeals, it would be difficult to discuss them all. It would, therefore, be helpful to
devise a framework for classifying advertising appeals.