MKTG 2150 Lecture Notes - Lecture 12: Mothers Against Drunk Driving, Hallmark Cards, Power Tool
8 Feb 2020
School
Department
Course
Professor
Promotional Appeals
Types of Marketing Communication Appeals
Rational Appeals:
• Price
• Performance
• Scarcity
Emotional Appeals:
• Fear
• Humour
• Sex etc.
Rational Appeals
• The basic needs of physiological and safety are rational in nature
• However, even rational appeals are emotion based
• There is a feeling that is fulfilled when an individual makes a purchase that makes them feel like
they’re taking care of themselves
• Meets Physiological and Safety Needs
Price Appeals
• Commonly used as a base for messages
• Price is often relative to competitor’s prices
• Typical in sales promotions like coupons
Performance Appeals
• Usually involve some sort of value equation by the customer
• A premise of outperforming their competitors
Scarcity Appeals
• Based on limited supply or limited time offers
• Often tied with promotional tools like contests, sweepstakes, and coupons
• Encourages customers to take action now
Emotional Appeals
• Based on 3 ideas:
1. Consumers ignore most ads
2. Rational ads go unnoticed
3. Emotional ads can capture attention
• View by creative types as the key to developing brand loyalty
• Meets Love and Belonging Needs
Emotions Used in Advertisements
• Trust
