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What is Advertising Appeals

Chapter 12
New Media and Visual Communication in Social Networks
Advertising appeals are communication strategies that marketing and advertising professionals use to grab attention and persuade people to buy or act. Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
Published in Chapter:
Real-Time Marketing as a New Marketing Approach in the Digital Age: A Study on the Brands' Social Media Sharing in Turkey
Selçuk Bazarcı (Ege University, Turkey)
Copyright: © 2020 |Pages: 15
DOI: 10.4018/978-1-7998-1041-4.ch012
Abstract
Nowadays, in order for brands to respond to consumer expectations, digital media efforts need to be involved in the brand communication process. Brands have a unique way to remind their names in a consumer's mind with real-time marketing. In addition, real-time marketing offers a way to make it easier for marketers to reach their target audiences at a low cost when increasing the speed and functionality of information. In this chapter, real-time marketing posts that have high user interaction on Twitter are handled in the context of their process, content features, and message appeal. Examined were 185 tweets. According to the data obtained, brands are trying to create positive brand image for consumers. Besides, it has been determined that both informational and emotional appeals are used intensively in order to create brand awareness.
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