NAME(S):………………………………………………………………………………………


                                          MESSAGE APPEALS

 ‘How’ to communicate the desired message is an important aspect in the overall effectiveness of a
 promotion. The message appeal also plays a part in communicating the overall positioning for the
 brand/product. In this activity, you need to select the most appropriate type of ‘appeal’ (refer
                              list below) for each challenge listed.

ACTIVITY/TASK

1.    You want to help raise money for a local charity (a special school for kids). You plan to use
local newspaper ads, letterbox drops, and posters in local shops – to encourage people to donate
items for a future charity auction.

2.     Your cosmetics firm is introducing a new perfume range that will be primarily targeted at
older teenage girls. It will be a little more expensive than most competitive products targeted at
that segment and will be positioned as the ‘best’ for that market segment.

3.     A wine company is introducing ‘light wine’ (a low-alcohol wine that tastes similar to normal
wine). Its prime target will be people who drink wine when they eat out at restaurants (and need to
drive home).

4.    You are responsible for a new TV campaign, organized by the government, which is designed to
encourage young drivers to be more cautious when driving late at night.

5.    You work for a large firm that is just about to introduce a new MP3 player, which is
technologically superior to the range of Apple iPod’s.

6.    Your firm’s new range of washing powder has been dramatically improved and will be
re-launched (that is, ‘new and improved’). Previously, your firm’s research showed that the old
product was often perceived as fairly ineffective. Therefore, a new formula was designed to ensure
a highly effective new product.

7.    Your friend wants to start a small business as a ‘dog walker’. (That is, someone who walks
dogs everyday if their owners are too busy). She wants to know the best way to promote her new
service.

QUESTIONS

1.        The first each of the examples, determine what would be the best message appeal structure
to use, choosing from the following list:


A= Rational information

B = Humor-based appeal

C = Sexually-based appeal

D = Fear-based appeal

E = Warmth-based appeal

F = Music-based appeal


2.        How important is to consider the firm’s/brand’s overall market positioning when selecting
the type of message appeal to use in marketing communications?