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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 9-2
DaimlerChrysler uses a
feature appeal ad to
promote its new Jeep ®
Grand Cherokee Overland
Exhibit 9-3 Quaker
Oatmeal uses a news appeal
to promote the health
benefits of oatmeal
V. Developing the
Integrated Marketing
Communications Program
9. Creative Strategy:
Implementation and
Evaluation
© The McGraw−Hill
Companies, 2003
Ads that use a feature appeal focus on the dominant traits of the
product or service. These ads tend to be highly informative and present
the customer with a number of important product attributes or features
that will lead to favorable attitudes and can be used as the basis for a
rational purchase decision. Technical and high-involvement products
such as automobiles often use this type of advertising appeal. Notice
how the ad shown in Exhibit 9-2 focuses on the various features of the
new Jeep Grand Cherokee Overland.
When a competitive advantage appeal is used, the advertiser makes
either a direct or an indirect comparison to another brand (or brands)
and usually claims superiority on one or more attributes. This type of
appeal was discussed in Chapter 6 under “Comparative Advertising.”
A favorable price appeal makes the price offer the dominant point
of the message. Price appeal advertising is used most often by retailers
to announce sales, special offers, or low everyday prices. Price appeal
ads are often used by national advertisers during recessionary times.
Many fast-food chains have made price an important part of their marketing
strategy through promotional deals and “value menus” or lower
overall prices, and their advertising strategy is designed to communicate
this. Many other types of advertisers use price appeals as well,
such as airlines and car-rental companies.
News appeals are those in which some type of news or announcement about the
product, service, or company dominates the ad. This type of appeal can be used for a
new product or service or to inform consumers of significant modifications or
improvements. This appeal works best when a company has important news it wants
to communicate to its target market. The Quaker Oatmeal ad shown in Exhibit 9-3,
which announced the news from the Food and Drug Administration regarding the
health benefits of eating oatmeal, is an example of a news appeal.
Product/service popularity appeals stress the popularity of a product or service by
pointing out the number of consumers who use the brand, the number who have