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How to make your advertising appeal to consumers

What is an Advertising Appeal?

An advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. It's something that moves people, speaks to their wants or need, and excites their interest. Often it is the underlying content of the advertisement; think of it as a “movie script”. Don’t confuse this with executional framework, that will be another topic.