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Advertisement Appeals

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The project is on the various marketing appeals that marketers use in promotion of their products. …

The project is on the various marketing appeals that marketers use in promotion of their products.
Various modes and means of advertising are also covered.

Screening advertisements in newspaper and magazine and through radio and television programs and reporting of the differences in appeal of different media of advertising.


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  • 1. MARKETING PROJECT ON ADVERTISEMENT Appeals YASHASWINI AGARWAL 2013
  • 2. TITLE Screening advertisements in newspaper and magazine and through radio and television programs and reporting of the differences in appeal of different media of advertising.
  • 3. TABLE OF CONTENT 1 Promotion Mix 2 Elements of Promotion Mix 3 Medias of Advertising 4 Product – Shoe 5 Appeal 6 Advertising Appeal 7 Graphs 8 Different Types of Appeals 9 Bibliography 10 The End
  • 4. PROMOTION MIX
  • 5. MEANING OF PROMOTION MIX The third “P” in the marketing mix is promotion. It is basically a communication process. It is a vital element of marketing because it brings to the knowledge of customers the product and price etc. which a producer has to offer. Promotion mix is a particular combination of promotional tools used by a firm to communicate with the consumers.
  • 6. ELEMENTS OF PROMOTION MIX • Advertising • Sales Promotion • Personal Selling • Publicity
  • 7. ADVERTISING Advertising is the method used by business, companies and other organizations to promote their goods and services to the public. The ultimate aim of advertising is to increase sales by showing these goods and services in a positive light. Advertising is the paid, impersonal, one-way marketing of persuasive information from an identified sponsor disseminated through channels of mass communication to promote the adoption of goods, services or ideas. It tries to convince the prospective customer to behave in a desirable way towards the product.
  • 8. SALES PROMOTION Short term incentives offered to encourage sales. Giving the customers to try or test your product( especially if its a consumable product) . The customer will use the product and if liked by them, would go to buy that particular product. Gains attention and has immediate effects. Example: Exhibitions, free samples, discounts, gifts,etc.
  • 9. PERSONAL SELLING Personal selling is a promotional method in which one party (e.g., salesperson) uses skills and techniques for building personal relationships with another party (e.g., those involved in a purchase decision) that results in both parties obtaining value. In most cases the "value" for the salesperson is realized through the financial rewards of the sale while the customer’s "value" is realized from the benefits obtained by consuming the product. It involves Oral face to face presentation of message with prospective. This helps give a personal touch as the sales person explains to the customers. It is flexible and has immediate effect. If a customer wants to inquire in detail about a particular product they can do so. They can clear all quires regarding the product and be satisfied. Example: Door to door demonstrations, explanation and display by salesman.
  • 10. PUBLICITY Publicity is non personal communication, that is typically in the form of a news story, that is transmitted through the mass media. The purpose of publicity is to draw favorable attention to a company and/or its products without having to pay the media for it. The way it often works is as follows: a company sends a press release (often with a video tape) to the media (e.g., New York Times, Wall Street Journal, Business Week, Newsweek, Aaj Tak, IBN 7, Doordarshan News , NBC News, CBS News, Fox News, etc. ) with the hope that it is newsworthy enough to be mentioned in the mass media.
  • 11. MEDIA OF ADVERTISING There are various mediums for advertising. They can be classified into Internal and External. Internal media: It refers to those media which reach out to the customer within their house/offices. External media: It refers to those media which are present in the external environment and unintentionally catch the customers attention. Under the Internal Media’s – • Television • Radio • Newspaper and magazine • Internet Under the External Media’s – • Poster • Transport Advertising • Bill Boards • Flyers
  • 12. INTERNAL TELEVISION A product can be advertised through television via commercials and bulletins. Television is an excellent media for advertising something as it is one of most commonly used medium by the masses. If the commercial is well made, it attracts the people towards itself and the product . A famous figure or a celebrity if used as model for selling the product diverts people attention more and hence is a good way of promotion. The product promoted can be seen and heard about the customer. This enhances the effect of its aesthetical appeal. Eg. Products like Detergents and Soaps, Creams, Edible items, Vehicles, Shoes etc.
  • 13. RADIO Radio is another common media used for advertising. It can be done through audio radio commercials or the host of a show can be paid to promote the product. Since the radio commercials are audio and not visual it’s important that the audio commercial made is well spoken and has sounds and words that catch the attention of the listener. The best way however, to promote something through radio is via a popular host or an RJ, someone people listen to or follow. Eg. Promoting an prospective event and its tickets, promoting services like airlines, restaurants and training classes.
  • 14. NEWSPAPER AND MAGAZINES News papers are yet another very common and a very old media for advertising. Small or large ads can be given on a newspaper either on the side of a news column of in front of the paper. Eg. Promoting an event to be held, household appliances, tickets to a place, clothing, foot ware etc. Magazines are also a very good media for advertising. Magazines are very popular among the masses and an advertisement given in a magazine is sure to grab attention. Eg. Perfumes, Admission to educational institutions, cars, watches,
  • 15. INTERNET Internet in today’s world can be stated as one of the best media for advertising. Ads can be given on the sides of popular websites most importantly on social networking websites that are extremely popular amongst the youth. Fan pages and groups of communities of many brands companies are made on many social networking sites where advertisement for new launches and products by the companies are given. Eg. Through this recent media all types of products and services are advertised online on websites. Main advertisements seen are of automobiles, creams, and other edible consumer products, wedding services, investments projects etc.
  • 16. EXTERNAL POSTERS Another common media for advertising are board, hoardings and posters. These media are an excellent source for advertising especially large hoardings on the roadsides. However in order to grab the attention of a passerby these boards and posters of course have to be attractive and must be bold and clear. Posters and boards are one of the oldest means for advertising something, before the invention of TV, radio, computers and phones; these were a common media chosen for advertising. Eg. Products mainly promoted are jewellery, airlines services, automobiles, property consumer items like ice creams and beverages.
  • 17. TRANSPORT ADVERTISING In this type of advertising the advertisements or offers are stuck against the exterior of any vehicle. As the moving vehicle covers a large space these advertisements are seen by a number of people. Here small messages with large photographs are desired which can be viewed by the passerby's on the road or the fellow drivers. As vehicles my move fast many a times people may fail to notice these. Eg. Products of daily use are advertised on transport vehicles. For example, soaps, soups, frozen items etc.
  • 18. BILL BOARDS A billboard (sometimes also called a hoarding ) is a large outdoor advertising structure, typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas. Located primarily on major highways, expressways or principal arterials, they command high-density consumer exposure (mostly to vehicular traffic). Bulletins afford greatest visibility due not only to their size, but because they allow creative "customizing" through extensions and embellishments. Eg. Airlines services, events hosted, clothing shops offers etc.
  • 19. FLYERS Advertisements printed on individual sheets are made and distributed among a large number of people. These can be at some events, functions or gathering or even through a salesman in a common market place. One major advantage is that each person receives an individual copy of the advertisement, which may be reviewed by them at their own convenient time. In a hurry they may accept it but will see it personally. Eg. These are mainly used to promote services or events. Certain product whose mechanism and working need to be explained are promoted through this media.
  • 20. The product I have chosen is: SHOES
  • 21. The product shoe is advertised through different media’s. On of the most common internal media’s are television, newspaper and internet. While advertising on the television through the character shown wearing the brand shoe, the company tends to display the comfort and pleasure in wearing a shoe. Through newspaper the company gives more detailed information about the shoe, its benefits to the body, cost, outlet etc. These details are required by all customers who plant to buy the product. The internet being one of the most approachable media is also used to promote shoes. Various sports and games websites are a host to such advertisements.
  • 22. As the customer gets to see the shoe design and colour when displayed on the bill boards, it convinces the customers better. Trendy and fashionable shoes always attract the customers eye. Even flyers/brochures are used as a method to promote shoes. Especially outside stadiums and concerts, the company send representative to distribute the flyers as a large crowd is available. Putting up large size posters in busy and crowded market places always benefits the company as it is visible to all.
  • 23. Advertising through the newspaper and television capture the attention of all those who view it. Mainly through newspapers the company aims at the adults of 25 plus. As most adults read the paper on a daily basis, it is a good media to reach them. On television, it mainly depends on what type of channels the product is promoted through. Shoes are mostly advertised on the entertainment channels which is viewed by almost all age groups. On the road it is accidently that a customer tends to look at the bill boards or posters. Here the company targets all those who are out on the street, either driving or walking. Target group on the various medias
  • 24. APPEAL An appeal is a petition for review of a case that has been decided by a court of law. The petition is made to a higher court for the purpose of overturning the lower court’s decision.
  • 25. ADVERTISEMENT 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. Advertisement appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertisement agencies and companies use different types of advertising appeals to influence the purchasing decisions of people. Creating advertising appeal for a good or service begins with identifying a reason for people to buy it. Advertising agencies then build advertising campaigns around this appeal.
  • 26. The advertisements are designed to convince the customer about purchasing the product. The appeals in an advertisement add to the influential power of the advertisement and creates a stronger desire in the minds of the customers for purchasing the product. Based on the type and nature of product and its prospective customers, a marketer chooses a particular appeal which creates a direct impact. For the customer a combination of advertisement and appeal, is what encourages them to buy the product from a particular company. For example through emotional, humor, youth, rational appeal the advertisement gets registered in the minds of the customers. Advertisements act like forces which make sales happen. Through their colourful catchy designs they spread awareness about the availability of a particular product/ service. Relationship between advertisement and appeal
  • 27. DIFFERENT TYPES OF APPEALS The most common types of appeals are – 1. Emotional Appeal 2. Fear Appeal 3. Music Appeal 4. Bandwagon Appeal 5. Statistics Appeal 6. Celebrity Appeal 7. Rational Appeal 8. Humour Appeal 9. Romance Appeal 10. Youth Appeal
  • 28. EMOTIONAL APPEAL This relates to the customers’ social and/or psychological needs for purchasing a product or service. This appeal is so effective because many consumers’ motives for purchase decisions are emotional. Many advertisers believe an emotional appeal to work better at selling brands that do not differ markedly from competing brands. The diaper brands appeals to parents and encourage them to buy their brand if they wish to see their children happy and comfortable.
  • 29. FEAR APPEAL Fear is also an important factor that can have an incredible influence on individuals. Fear is often used in marketing campaigns of beauty and health products and also insurance. The company tries to shown the negative consequences, if the customer fails to use their products. This creates fear in their minds and persuades them to buy. The Life Insurance of India advertisement says- ‘because things can go wrong anytime, anywhere.’ and shows the mother having a pleasant time with her child, which may turn into a hospital scene.
  • 30. MUSIC APPEAL Music can be used as types of advertising appeals as it has a certain intrinsic value and can help in increasing the persuasiveness of the advertisement. It can also help catch attention and increase customer recall. The Idea- ‘Honey Bunny’ jingle is in a very funny voice and well rhymed. It is equal to a song, and because of that customers register it easily.
  • 31. BANDWAGON APPEAL This type of advertising appeal is meant to signify that since everybody is doing something you should be a part of the crowd as well. It appeals towards the popularity aspect or coolness of a person using that particular product/service. Here McDonald appeals to its customers that they have served millions and billions of customers. This encourages the customers to try out McDonald product.
  • 32. STATISTICS APPEAL Advertisements also use statistics and figures to display aspects of the product and its popularity in general. This is used to build confidence among the customers for the product. L’Oreal Paris – Total repair 5 advertisement claims that 90% of the Indian women trust their product.
  • 33. CELEBRITY APPEAL Famous celebrities are chosen to endorse the brand. The public gets attracted to see their favourite celebrity and tend to buy the product. Here, Saif Ali Khan is seen promoting Amul Macho male vest. Most of his fans would follow him and purchase this brand product.
  • 34. RATIONAL APPEAL This type of advertising focuses on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or benefits or reasons for owning or using a particular brand. The Horlicks advertisement below shows the necessity of a child to consume it in order to grow tall, strong and sharp.
  • 35. Humour APPEAL It is used in many advertisements. It is an excellent tool to catch the viewers attention and help in achieving instant recall which can work well for the sale of the product. The Idea advertisement of walk and talk, includes a strong element of humour.
  • 36. ROMANCE APPEAL These advertisements display attraction between opposite genders. The appeal is used to signify that buying certain products will have a positive impact on the opposite gender. Here, the customers are shown that for a soft and smooth skin Nivea is the best option, as that may bring them closer to their partners.
  • 37. YOUTH APPEAL Advertisements that reflect youth giving aspects of the products. Cosmetic products in particular make use of this appeal. In the advertisements below, the product is shown used by some young celebrities of the country. The products are advertised in such a way that the young customers feel that it connects to them.
  • 38. Best suited appeals for the medias 4 4 2 3 1 3 2 5 5 4 2 3 3 5 4 0 1 2 3 4 5 6 7 8 9 10 Television Newspaper Magazine Billboards Internet Music Appeal Humour Appeal Celebrity Apeal Rational Appeal Youth Appeal
  • 39. REASONS • Television – For products like shoes the customer needs to be aware of the benefits the shoe provides and their decision of purchase is mainly due the benefit they derive. Therefore the rational appeal is most commonly seen on television. Choosing celebrities for promoting a shoe brand on television is not very effective. The public like to follow their celebrity style mainly in clothing and accessories and not in shoes. • Newspaper – Here again rational appeal is more suitable. Giving appropriate reasons to the customer for buying the shoe is the best way to motivate. Customers prefer purchasing shoes according to their comfort level, therefore appealing to the target customer through humour appeal is not very impactful • Magazine – Various magazines are published for different segments of customers. Mostly rational appeal suits the advertisements as the brand is required to please the customer with their product. While using monthly gossip magazine for celebrity or youth appeal is well known.
  • 40. • Bill Boards- Seeing a glimpse massive bill board advertisements of young celebrities wearing branded shoes, does catch the attention of all. They try to project that the shoes suit your personality. Humour appeal, if used will require a lot of matter to be written (to express the joke). This wont catch the attention of all the passerby, whereas am image of a well known celebrity would surely do. • Internet- Music appeal is used as the audience is able to see and hear. A good jingle for the brand will surely get registered in the minds of the consumer. These musical advertisements when open up automatically yon reaching a website catch the prospective customers attention. Youth appeal can be utilized for promoting shoes on commonly visited websites. This can catch the attention of consumers and develop a urge in them to purchase the product.
  • 41. BIBLIOGRAPHY • http://pearson.com.au/media/374867/hepadvert.pdf • http://www.uncp.edu/home/acurtis/Courses/ResourcesForCourses/Advertising/AdvertisingW hatIsIt.html • http://www.knowthis.com/principles-of-marketing-tutorials/personal-selling/what-is-personal- selling/ • http://www.dineshbakshi.com/igcse-business-studies/marketing/revision-notes/796-mediums- of-advertising • http://hassam.hubpages.com/hub/Types-Of-Advertising-Media