Esteem needs are of two types: one, those which are related to how a person sees himself reflected in his personal achievement and self-confidence; and,…

Rational appeals are those directed at the thinking process of the audience. They involve some sort of a deliberate reasoning process, which a person believes…

Maslow’s hierarchy of the need structure is the most widely accepted list of basic needs, a detailed knowledge of which is necessary for any advertiser….

Emotional appeals are those appeals, which are not preceded by careful analysis of the pros and cons of making a buying. Emotions are those mental…

An advertiser may try to induce a particular behavioral change by emphasizing either positive or negative appeals, or a combination of both. For example, an…

1. The advertising should have relevance. If the product needs attribute-based rational advertising, emotional appeals should be avoided. 2. There should be a natural flow…

The fear appeal is most important among emotional appeals, and also the most effective. It is said that the message’s effectiveness increases with the level…

Different kinds of motives encourage people to certain goals. All of man’s actions are guided by his cognition, i.e., his apprehension, his awareness and his…

Both these are closely related concepts. Appeals are cues or provide stimulus. Appeals are made because there are buying motives leading to action. Appeals are…

The message content refers to what the advertiser has to say to the target audience that will produce the desired response. It may be an…