Types of Appeal
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|Types of appeal||Content|
|1. Fact Presentation||
It is based on factual explanation on products or brands
It utilizes humor, a universal language in light of its tone and manner
Ads that take advantage of fear or worries of negative results which might occur to customers if they do not follow the suggestions of the advertising.
It connects one’s interest of sex to a product, which is based on eroticism.
It explicitly describes our product as the best by comparing ours with other brands in competition
It presents the result of advertising by realistically and empirically proving a situation in which products being advertised have already been used by consumers and users directly or indirectly.
It tries to adopt the effect of word of mouth. It could be a type where one talks about his or her personal experience about a product throughout the entire advertisement. A series of testimonials could be used during the demonstration of the product or a hidden camera could be used for an interview giving his or her testimonial on the product.
|8. Soft Sell||
In the sale of products, this techniqueis an indirect and long-term approach that links the product to humans, situations, items, etc., in a positive emotional way.
|9. Hard Sell||
In the sale of products, this technique is a direct, practical and short term approach. It generally suggests rational and logical reason to customers why they have to use them.
|10. Direct Response||
It uses direct elements that arouse a purchase behavior
This technique utilizes a spiritual affection and does not confine its boundary only between men and women.It expands to various relations such as parents and kids, a teacher and students, and a friend and a friend.
This applies a person’s experience in the past into a main topic in the advertisement. It appeals to consumers’ emotion through various media like newspapers, magazines, broadcasts.
|Type of Entrant||Categories||Who can enter||Entry Qualification||Winner Decision|
|Professionals||Film, Print, Outdoor, Radio & Audio, Interactive, Mobile, Promotion, Direct, PR, Integrated, Media, Innovation, Design, PSA, Data Insights, Social & Influencer, Place brand, Video Stars||Individuals who are currently engaged in the industry related to marketing communications||Only the ad works that were exposed through media after
May 1, 2018 to June 15, 2019
& Final Competition
|General Public||Film, Print, Outdoor, Radio & Audio, Interactive, Mobile, Promotion, Direct, PR, Integrated, Media, Innovation, Design, PSA, Data Insights, Social & Influencer, Place brand, Video Stars||Students or individuals who are not currently engaged in the industry related to marketing communications under 3 years experience||Any ad works regardless of their exposure through media||Preliminary