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# 4 Informational appeals

Informational appeals tend to be used when there is a need to communicate product or service information in a clear and often detailed way.

Informational messages are central to many non-profit, public sector and social marketing campaigns where there is a need to communicate important information about the campaign to the audience. This does not preclude an emotional element, but an emotional appeal without information detailing the cause or issue would not make for an effective campaign in these contexts.

There are four common informational appeals:

> - factual
> - slice of life
> - demonstration
> - comparative.

(Fill and Turnbull, 2019)

In the next section, you will look at an example of each.

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