Here's a breakdown:
* Relevance: The message or product should be relevant to the audience's current needs, interests, or problems. For example, an ad for sunscreen would be more appealing to someone on a beach than someone in a library.
* Attractiveness: The message or product should be appealing to the audience in terms of its design, tone, and content. This means taking into account their preferences and what would resonate with them in that specific situation.
Think of it like this:
You wouldn't try to sell a heavy winter coat to someone in the middle of summer. The appeal of a winter coat is simply not there. However, if it's freezing outside, that same coat suddenly becomes very appealing!
Examples of Situational Appeal:
* Time of day: A coffee ad during the morning commute is more likely to appeal to tired commuters.
* Weather: An ad for umbrellas would be more appealing during a rainstorm.
* Location: An ad for local restaurants might be more appealing to someone in a new city.
* Life stage: An ad for baby products would be more appealing to a new parent.
* Current events: A news story about a natural disaster could lead to an increase in donations to relief organizations.
In essence, situational appeal is all about tailoring your message to the specific context of your target audience. By doing so, you can increase the likelihood of your message being noticed, remembered, and acted upon.