Introduction advertising unit Structure

 
(ii) Selling :
Selling refers to sales value. The claim whatever it is - 
must be strong enough, important enough, believable enough to 
convince consumers that it is absolutely in their interest to purchase 
the product or brand in question. 

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(iii) Proposition :
Proposition is a promise made by the advertiser 
that the product, if purchased, will satisfy the needs of the 
consumers. The proposition should be strong enough to move the 
mass millions, i.e., pull in new and old customers to your product or 
brand. 
11.7 ADVERTISING APPEAL
 
11.7.1 Meaning : 
 
An advertising appeal is a statement designed to motivate a 
person to act. The appeals which the advertiser makes usually 
focus the buying motives of the consumers. Pleasing total quality of 
a radio becomes basis to motivate the music and the vitamin 
contents of a drug form an appeal to motivate public and listen to 
people to preserve their health. However, numerous appeals may 
be made for any product. 
11.7.2 Essentials of a Good Advertising Appeal :
The following 
are the essentials of a good advertising appeal : 
1. It must be Communicative :
An advertising appeal must 
successfully tell what it wishes to convey. As far as possible, the 
message must be communicated in a simple language. 
2. It must have a Good Theme :
A good theme means there must 
be something which has to be told to the prospects. Only 
meaningful words become effective in conveying the story. 
3. It must be Distinctive :
An advertising appeal must be 
distinctive. It should present a product in a distinctive way. If it is a 
new product, then „new‟ alone makes it distinctive.