MKTG13-302 Lecture Notes - Lecture 8: Competitive Advantage
15 Jun 2018
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Professor
Week 8 Promo
Types of Informational/Rational Appeals
• Focus on the consumers practical, function, or utilitarian need for
the product or service
• Competitive advantage appeal
o Compares to another brand and claims superiority on one or
more attributes
• Feature appeal
o Focuses on the dominant traits of the product or service
• Favourable price appeal
o Makes produce price the dominant point of the message
• News appeal
o Involves a type of news about the product, service or
company
• Product/service popularity appeal
o Stresses the popularity of a product
▪ Statistics on usage numbers, experts who recommend,
their leadership position
Emotional Appeal
• Relates to the customers social and psychological needs for
purchasing a product or service
o More effective in relation to campaigns
o Works during economic downturns
o Influences customer interpretations of product usage
experience
Transformational ads (understand)
o Associates the experience of using the advertised brand with
a unique set of psychological characteristics
o The ads create..
▪ Feelings
▪ Meanings
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