Appealing Customers Through Advertisements: Use of Advertising Appeal in FMCG Products

11 Pages Posted: 12 Jan 2012

Date Written: January 11, 2012

Abstract

In today’s competitive world there are innumerable products competing with each other. As a result, it becomes necessary that information regarding features, prices and availability of the product is frequently communicated to the consumers. But besides communicating the information regarding the product it becomes important that advertisements are made in such a way that customers are able to connect with the advertisements leading to easy recall and recognition of the products among the competitors’ products. It is been noted many times that brands with clear and compelling ideas create more meaningful relationship with customers and experience significantly higher growth in terms of sales as well as revenue.

This article aims at explaining meaning of different types of advertising appeals and gives example of storyboards of few FMCG products using different advertising appeals.

Keywords: Advertising Appeal, FMCG Products

Suggested Citation

Ambujakshan, Anupama, Appealing Customers Through Advertisements: Use of Advertising Appeal in FMCG Products (January 11, 2012). Available at SSRN: https://ssrn.com/abstract=1983320 or http://dx.doi.org/10.2139/ssrn.1983320

Anupama Ambujakshan (Contact Author)

Global Institute of Management ( email )

Gandhinagar, GA
India

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