Science of Sales & Marketing

Snickers – don’t stop- Cool Ad commercial with theme of red and green traffic-light images that hit on each other.

Google Adword is an easy and best solution to make your site visible to your target market and to expand your reach to specific target market. Through Adword you can reach to the most targeted users and generate targeted traffic through targeted keyword expansion and optimized ads creation. Also if you continue to focus on Google Adwords it is absolutely essential to go for geo-targeting ads through filtering search engine users according to their country or state & metropolitan cities. And most important that you should understand well who you are targeting that will help you fine tune a successful campaign for that specific market. Google Adword provide you unique opportunity to provide local content to your specific targeted customers.

If you implement adword expansion and monitor it well you can get maximum return on your investment through high conversion rate. If you opt for geo-targeting for better conversion, I would suggest to add particular geographic region into your title or description of your listing.

For more on google Adword Geo-targeting watch this video;

Advertising appeals can be one of the methods that can influence in some extent the buying behavior of consumers, by using multiple appeals, rationally or emotionally it can impact the prospects of consumer’s purchase decision.

Rational Appeal;

Its directly related to the thinking process of the audience that involve some sort of a deliberate reasoning process, that a person believe would be acceptable from other members of his social group. You may consider some buying motives behind such appeal that can be considered rational under normal circumstances.

High Quality Appeal; Most of the consumers durable like Plasma TV, stereophonic music system or other electronic or PC hardware items too are bought for their high quality.

Low Price Appeal;

Many people buy low priced locally made like air conditioners for their home because they believe that these products will perform the same as rationally reputed brands. In this case he is exhibiting a rational motive.

Long life Appeal; the durability time factors plays important role for a few prospect performance, case of use, re-sale value and economy are the matter considered before purchase.

Emotional Motive Appeal; Usually the emotional motives are below the level of consciousness they may not be recognized by a person, even if recognized the person may be unwilling to admit to others because he or she may feel that it would be unacceptable as a proper reason for buying among his her associates and colleagues example like sex toys.

There are few appeals to consider under emotional appeals.

Negative emotional appeals.

You may induce a particular behavioral changes by emphasizing positive or negative appeal, for example; positive aspects of a medical drug would be its low cost easily available, no side effects etc & the negative aspects-not using the prescribed drug would lead to illness- or like if you have no fire insurance it will lead the danger of losing one’s possessions or the ravages of fire.

Positive appeals use the strategy of ‘reducing’ a person’s anxiety about ‘using’ a product, while negative appeals use the strategy of ‘increasing’ a person’s anxiety of not using the product.

Positive emotional appeals

Love, affections, care, feelings, pride, prestige & joy are a few positive appeals used to highlight a products benefits & attributes capable of influencing consumer behavior for example; Mother’s love appeal used by Johnson and Johnson which shows care and affections.
Other emotional appeal to be

* Desire to be different

* Desire to be conform

* Desire to attract other

* Desire for prestige

* Desire to belongingness

Sex Appeal; Sex Appeal in contraceptive ads have become explicit and are more visual than verbal, research has shown that non- sexual illustrations are more effective than sexual one’s while under going brand recall. Because people usually tend to remember the sexy illustrations and not the brand, hence in some extent it dilute the brand, but I think it all depends upon the amount of sexual content within particular ad and the way of representation, possibly that’s not going to effect brand image obviously if you are selling condoms or undergarments.

Interestingly, indirect appeals don’t emphasize a human need but lead to the need, message are left with ambiguity for consumers to interpret it. They might be either product oriented or consumer oriented, if you are planning for video marketing through youtube, google or yahoo, your ad should have message appealing to your targeted audience, hence you need comprehensive research on this field to make your campaign most successful.

1. Product- Oriented indirect appeals are;

Feature- Oriented appeals

The basic message is about features, attributes or characteristics.

* Use- Oriented appeals

Message involves and evolves to a specific-in and post operation advantages of the product.

*Product comparison appeals;

The message generates the difference between the advertised brand and competitors brand.

2. Consumer oriented indirect appeal;

Attitude- oriented appeals

The message here is in line with the consumer’s attitude.

3. Significant group oriented appeals;

The message emphasizes the group, which uses or approves of the advertised brand for e.g. A reference group, social group, like myspace, youtube etc.

* Life style oriented appeals.

* Message denotes identifiable lifestyle relevant to defined target market.

* Sub conscious oriented appeals.

The message is directed towards the consumer’s sub conscious need.

4. Image Oriented appeals

There is an intention to create a brand image, you need to put effort to mould a brand images.