Introduction advertising unit Structure

4. Physical Sense Appeal:
Appeals to physical senses evolve 
greater response. For example, food and beverage products are 
sold by inciting taste appeal. During summer, cold drinks can be 
effectively advertised with pictures of cool, refreshing summer 
drinks but during winter this advertisement would be a misfit if 
appeal is made to the sense of taste alone, a more viable approach 
would be to appeal to the instinct of self-preservation. 
5. Positive Appeal:
Appeals that follow positive approach are 
called positive appeal. They create situations under which 
prospects are likely to attain happiness and peace of mind with the 
possession of advertised goods. 
With a view to arouse product interest, the following positive 
emotional appeals are used e.g., appeals to comfort, healthy, living, 
family affection, pleasure, personal appearance, sympathy, love, 
pride etc. These appeals are positive because they create 
awareness under which prospects are likely to attain happiness and 
the mental satisfaction of possession of materials. 

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6. Negative Appeal :
Negative appeals are those which follow 
negative approach. They normally include feelings like jealousy, 
anger, pain and fear. These are the unpleasant feelings and no 
prospect would desire to associate himself with frustration
It would be unwise to assume that negative appeals are 
ineffective. Sometimes they work very fast. We shall present a few 
negative appeals from illustrative advertisements. For example, 
Motwane Manufacturing Co., in its advertisement for Motwane 
Digital Millimeters used the negative appeal which gave striking 
impact. 
11.8 SUMMARY 
Advertising campaign planning concerns many people in the 
advertising agency, but mainly concerns the advertising manager, 
account executive, marketing manager, creative director, media 
planner, and PR manager. They design and plan advertising 
campaign for the client. Planning is a process it includes various 
steps like, Prototype Stage, Initial Briefing by Client, Contact 
Report,
Account Executive‟s Report to Agency Management,
Account Executive‟s Briefing to Agency Department Heads, 
Proposition, Presentation to Client etc.