Selective Determinants of Advertisement Appeal for a Product or Service

Abstract

The study establishes the intrinsic role of advertising appeal to both the prospect and the Advertiser, in determining the volume of sales of products, service or idea. With the increasing number of substitutes (products) in the economy, the level of competition among emerging industries and organizations is high. Hence there is the need to exploit those unique selling points that motivate the desire to acquire the products from which benefits will be derived.  This tasks the intellect of the graphic designer and copywriters in the advertising industry. A number of literatures bothering on the unique selling point, classification of advertising appeals and the relationship with the other elements in advertising were reviewed and analyzed. Through a survey of a number of  goods and services, coupled with interviews from prospects and organizations, it is found that gender, social status and materialism have significant relationship with purchasing behaviour. They engender  ad appeal that could lead consumer to have positive attitude towards brand, higher purchase intention and brand choice, generates and maintains loyalty, and thus serve as a strong raison d’etre for patronage.

Keywords: Appeal, Talking point, target audience, determinants, Advertisement, Choice