Advertising Appeals

Dr. Monisa Qadiri, PhD is the Media Advisor to VC  Islamic University of Science & Technology, Kashmir. She has been teaching at the Department of Journalism and Mass Communication since 2009. She is also the former HoD of the department.  She has conducted courses on Public Relations, Advertising, Presentation and Communication skills, Media Writing.

Dr. Monisa has been a professional PR Practitioner and is also a PR Consultant. She is a Koppenhaver fellow for 2021, two-time Bridge Institute UK Kalinga Fellow in 2020-21 and 2017. She has also been a recipient of the Commonwealth Professional Fellowship in 2019 as well as the Indo-Global Social Sciences Media Fellowship in 2012-2013.

She is also on the editorial board of few journals including being the Section Editor on Fiction in a Literary Journal. She is a University Proctor and also heads Social Media Communications at the university.

Press Release

Public Relations Society of India

 Day 11 of PR – Mass Communication Orientation Programme for Students with

Dr. Monisa Qadiri (Islamic University of Science and Technology, Srinagar) on 11^th October, 2021

New Delhi

11^th October,2021

On the eleventh day of the lecture series, Dr. Monisa Qadiri was the guest speaker for this academic initiative by PRSI. In her lecture on the ‘Advertising Appeals,’ she discussed different types of advertising, from paid form to non-personal type. She also analysed data on the growth of the Advertising industry and how it has emerged with the help of social networks. She discussed how 76% of marketers fail to use behavioral data for online ad targeting and emphasized the need to research. She also discussed the elements of effective advertising which include Strategy, Media, Creative idea, and Creative Execution. She presented various case studies from BIBA to Polio vaccination campaign to emphasize the need for both emotional and moral appeal. Models like DMP and AIDA were also discussed in the lecture. The lecture was well presented and stimulating with interesting examples.

The Public Relations Society of India started 15 Day PR – Mass Communication Orientation, inaugurated by Shri Naresh Bansal – a member of Rajya Sabha, Mr. Phileppe Borremans – President of International Public Relations Association and organized by Dr. Ajit Pathak – National President of Public Relations Society of India and Mr. Y Babji – Secretary General of Public Relations Society of India took place on October 3rd, 2021. The programme was conducted in association with the Vivekananda Institute of Professional Studies and sponsored by HPCL.

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Summary of the Presentation
By Mr. V.S.R. Naidu
Chairman
Amaravathi Chapter

Appreciating PRSI for its’ services to the students and practitioners of PR, Journalism & Mass Communication, Dr. Monisa Quadri initiated her lecture on the topic-‘Advertising Appeals’, starting with the types of advertisement as it can be in a ‘Paid Form and Non-Personal One-Way Communication in order to Promote an idea, brand, product, service or to Persuade audiences to take some action.

She also analysed data on the growth of the Advertising industry in-depth covering national & international scenarios. According to her, the Global ad market is expected to reach $769.9 billion by 2024 with an expected compound annual growth rate of 6.3%; increased worldwide spending on a digital ad, and 3.48 billion people use social media, up by 9% from last year where 45% of people on the planet now using social networks. Coming to the Indian scenario, the industry currently stands at Rs.56,490/-cr, establishing a 15.3% growth in digital advertising reaching Rs.15,782cr by end of 2020.
As the global spending enhanced reach especially in digital advertising and as it is an ever-growing phenomenon, the scope of opportunities to practitioners and students are abundant, she said.

There has been a rise in expenditure in the advertising industry in India from Rs.56,490cr in 2020, Rs.62,577cr in 2921, and expected to be around Rs.70,343cr, a rise by 11.59%, a significant part of it is due to the Digital advertising industry. This trend is due to an increase in spending, an increase in digital publics, and an increase in social media audiences.

Looking at the Ads expenditure spent on different media, it’s the Television that is majorly preferred medium with 41%, next being Digital with 28% and Print with its presence intact with 25% expenditure.

The speaker remarked that the industry is really big and Ads can make a difference. She pointed out that 76% of marketers fail to use behavioral data for online ad targeting. About 84% of people expect brands to create content and emphasized the need to research. Consumer awareness of a brand increased to 69% after engaging with branded content and purchase intent increased to 51%.

She mentioned the elements of Effective Advertising viz Strategy that begins with an idea, the objectives – whom to reach and the purpose; Creative idea includes ad copy and overall creativity; Media – necessitating right media choice and Creative execution covering scheduling aspects, execution to make it happen and delivery issues; the Sphere of advertising.

Dr. Monisa Quadri discussed various Devices involved in the Advertising appeals such as product delivery, whether the advertisement provides a necessary hook, how it is perceived and understood, brand image, frame of an overall campaign, talk to the audience, to convince and attract to create a positive reference to the product, customer attitude towards the products eventually decide whether to buy or not, when they look at the advertisement, they must feel good about their choice and delivery to purchase the product. This kind of Drive is provided by an advertisement.

She also discussed AIDA and DMP models of advertising.

She also discussed Types of advertising appeals, the Rational and Emotional(Kotler-2003). Rational appeals are those aimed at meeting the varying demands of their target audience while Emotional appeal is an attempt to influence consumer behaviour.
Another concept (Aristotelian) comprises 3-Argumentative appeals, namely Pathos (Emotional), Logos (Logical), and Ethos (Ethical).

A creative process is involved while working on an advertisement. Various kinds of investigations such as analysing, strategy is to be done besides obtaining demographic, geographic, behavioral information, and audience research also has to be conducted.

She presented different kinds of films as case studies ranging from BIBA to Polio vaccination campaign which emphasise the need for Emotional (Pathos), Rational (Mind), and Moral appeal (Ethos).

Dr. Monisa Quadri concluded her interesting, illustrious and stimulating lecture with the remark that advertisement appeals don’t just deliver the messages, they also provide the necessary justification to a consumer so that he/she will base his/her decisions on those appeals and tell himself/herself as to why the purchase being made and the advertising appeal make them feel good about themselves the kind of decisions taken.