Appeals and buying motives

Appeals and buying motives

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 7: Message Design and Advertising Appeals

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of appeals and buying motives.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Meaning of advertising appeal
• Essentials of good appeal
• Classifications of advertising appeals
• Advertising appeals and buying motives
• Buying motives and selling points

Detailed Microsyllabus

1. Advertising appeals

   1. Explain an appeal and its persuasive purpose.
   2. Compare rational, emotional and other relevant appeal classes.
   3. Assess credibility, relevance and audience suitability.

2. Motives and selling points

   1. Distinguish buying motives from product features.
   2. Translate supported features into relevant benefits.
   3. Connect selected appeals with the target customer's motives.

3. Ethical evaluation

   1. Check evidence and avoid exaggerated promises.
   2. Assess fear, status and emotional appeals responsibly.
   3. Justify an appeal for a specific campaign brief.

---

Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 106–108.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.