Advertising Appeals in context of Pakistani Advertisements.
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The document discusses the different types of advertising appeals used in Pakistani ads. It provides 14 examples of Pakistani ads and the appeals they use, such as celebrity endorsements, humor, patriotism, religion, music, color, nudity, culture, nature, adventure, suspense, price, ego, family, love, and emotions. It concludes that advertisers use different appeals to effectively attract audiences and create positive brand images, and that appeals can influence purchasing decisions and sell products to people who may not need them.
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Introduction Advertising
This document provides definitions and explanations of key concepts related to advertising. It defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The document outlines 10 features of advertising including that it is a means of communication, provides information, and aims to persuade. It also discusses the objectives of advertising which include introducing new products and supporting personal selling. Additionally, the roles of various groups involved in advertising like advertisers, agencies, media, and audiences are described.
How Culture Effect on Advertisement
The document discusses the relationship between culture and advertising. It provides examples of how McDonald's and Kellogg's had to adapt their marketing and products to local cultures internationally. McDonald's offers different menu items tailored to local tastes, such as a Maharaja Mac in India. Kellogg's corn flakes failed in India as Indians prefer warm milk with sugar, whereas the corn flakes are meant for cold milk. The document emphasizes that understanding local cultural values, behaviors and preferences is critical for effective advertising and product success globally.
Mass Media and Communication- Detailed Presentation
This document provides an overview of communication and mass media. It defines communication as a human relationship involving sharing between two or more people. Effective communication requires some commonality, like shared language, culture, or interests. The document then discusses the need for communication, the communication process involving encoding and decoding messages, and types of communication like interpersonal, group, and mass communication. It also covers functions of mass media like informing and entertaining. The document outlines several Western and Indian theories of communication, such as Bharata Muni's theory involving permanent moods and rasas. Overall, the document presents key concepts and theories related to communication and mass media.
Advertising appeals
The document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It identifies 18 different appeals including emotional appeals like fear and humor appeals, rational appeals that focus on product features, and social appeals that play on desires for status or acceptance. The appeals are designed to create a positive image of products and make consumers feel purchasing them will fulfill psychological or social needs. Examples of how different appeals could be implemented in advertisements are provided.
Issues of advertising in Pakistan
The document discusses various issues related to advertising in Pakistan. It notes that consumers have become smarter and more discerning with many choices. Advertising needs to respect consumers' intelligence and understand what they want. Agencies also need to change and be more creative to break through the clutter. Deceptive advertising practices are highlighted as an issue that needs addressing through ethics. The challenges of marketing to kids and using the right media are also summarized.
Advertising campaign.ppt
The document discusses advertising campaigns and provides details on various aspects related to developing an effective advertising campaign. It defines an advertising campaign as a series of advertisement messages that share a single theme or idea. The critical part is determining the champion theme, which sets the tone for the individual ads. An advertising campaign is an organized series of ads with identical or similar messages over a period of time. The document also discusses types of advertising campaigns based on geographical spread, purpose, and media used. It provides examples of different campaign types like those using word hooks, character hooks, or repeatable themes. Finally, it discusses considerations for planning an advertising campaign like identifying the problem, selecting the target audience, budget, and post-testing.
TV Advertisement in Pakistan
Mass media such as television is an effective way to reach a mass audience through advertisements. Television advertisements should be between 15-30 seconds to maintain viewers' attention. Over time, the advertising industry in Pakistan evolved from print ads and radio to utilizing television and celebrity endorsements. Modern techniques like animation and visual effects are now used in Pakistani television commercials to attract viewers. Effective television advertising considers the appropriate length, storyline, talent, and scripts used.
Unethical advertisements
This document summarizes and critiques several advertisements in Pakistan that promote unhealthy beauty standards or discriminate based on physical attributes like skin color or hair texture. It provides examples of advertisements from brands like Ponds that imply only light or clear skin is beautiful. It also discusses models who have spoken out against such ads and promoted accepting one's own appearance. The document concludes with information on Pakistan's media regulatory authority PEMRA and its role in improving entertainment standards and restricting inappropriate content on TV channels.
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Introduction Advertising
This document provides definitions and explanations of key concepts related to advertising. It defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The document outlines 10 features of advertising including that it is a means of communication, provides information, and aims to persuade. It also discusses the objectives of advertising which include introducing new products and supporting personal selling. Additionally, the roles of various groups involved in advertising like advertisers, agencies, media, and audiences are described.
How Culture Effect on Advertisement
The document discusses the relationship between culture and advertising. It provides examples of how McDonald's and Kellogg's had to adapt their marketing and products to local cultures internationally. McDonald's offers different menu items tailored to local tastes, such as a Maharaja Mac in India. Kellogg's corn flakes failed in India as Indians prefer warm milk with sugar, whereas the corn flakes are meant for cold milk. The document emphasizes that understanding local cultural values, behaviors and preferences is critical for effective advertising and product success globally.
Mass Media and Communication- Detailed Presentation
This document provides an overview of communication and mass media. It defines communication as a human relationship involving sharing between two or more people. Effective communication requires some commonality, like shared language, culture, or interests. The document then discusses the need for communication, the communication process involving encoding and decoding messages, and types of communication like interpersonal, group, and mass communication. It also covers functions of mass media like informing and entertaining. The document outlines several Western and Indian theories of communication, such as Bharata Muni's theory involving permanent moods and rasas. Overall, the document presents key concepts and theories related to communication and mass media.
Advertising appeals
The document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It identifies 18 different appeals including emotional appeals like fear and humor appeals, rational appeals that focus on product features, and social appeals that play on desires for status or acceptance. The appeals are designed to create a positive image of products and make consumers feel purchasing them will fulfill psychological or social needs. Examples of how different appeals could be implemented in advertisements are provided.
Issues of advertising in Pakistan
The document discusses various issues related to advertising in Pakistan. It notes that consumers have become smarter and more discerning with many choices. Advertising needs to respect consumers' intelligence and understand what they want. Agencies also need to change and be more creative to break through the clutter. Deceptive advertising practices are highlighted as an issue that needs addressing through ethics. The challenges of marketing to kids and using the right media are also summarized.
Advertising campaign.ppt
The document discusses advertising campaigns and provides details on various aspects related to developing an effective advertising campaign. It defines an advertising campaign as a series of advertisement messages that share a single theme or idea. The critical part is determining the champion theme, which sets the tone for the individual ads. An advertising campaign is an organized series of ads with identical or similar messages over a period of time. The document also discusses types of advertising campaigns based on geographical spread, purpose, and media used. It provides examples of different campaign types like those using word hooks, character hooks, or repeatable themes. Finally, it discusses considerations for planning an advertising campaign like identifying the problem, selecting the target audience, budget, and post-testing.
TV Advertisement in Pakistan
Mass media such as television is an effective way to reach a mass audience through advertisements. Television advertisements should be between 15-30 seconds to maintain viewers' attention. Over time, the advertising industry in Pakistan evolved from print ads and radio to utilizing television and celebrity endorsements. Modern techniques like animation and visual effects are now used in Pakistani television commercials to attract viewers. Effective television advertising considers the appropriate length, storyline, talent, and scripts used.
Unethical advertisements
This document summarizes and critiques several advertisements in Pakistan that promote unhealthy beauty standards or discriminate based on physical attributes like skin color or hair texture. It provides examples of advertisements from brands like Ponds that imply only light or clear skin is beautiful. It also discusses models who have spoken out against such ads and promoted accepting one's own appearance. The document concludes with information on Pakistan's media regulatory authority PEMRA and its role in improving entertainment standards and restricting inappropriate content on TV channels.
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- Brand, retail, classified, public service, and political advertisements.
- Covert, celebrity, and infomercial advertisements.
- Local, national, and international advertisements targeting specific regions or countries.
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The document discusses various ethical issues faced in media, including plagiarism, payola, conflict of interest, withholding information, deceit, and invasion of privacy. It provides examples for each issue. Plagiarism includes passing off another's work as one's own or not properly attributing sources. Payola involves giving gifts or bribes to influence coverage. Conflict of interest arises when a reporter's ideology clashes with the story they are reporting on. Withholding information means not sharing details the audience should know. Deceit involves misrepresenting the truth to mislead audiences. Invasion of privacy unjustifiably exposes someone's private life without consent.
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3) After 9/11, American media heavily promoted the narrative that Muslims were responsible for the attacks and used films, cartoons, and news coverage to portray Muslims negatively and justify military actions in Iraq and Afghanistan.
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This document discusses PEMRA (Pakistan Electronic Media Regulatory Authority), its objectives, regulatory framework, need for regulation, categories of licenses, terms and conditions of licenses, and economic contribution of electronic media in Pakistan. PEMRA was established in 2002 to improve standards of information, education, and entertainment for people in Pakistan through various media like TV, radio, etc. It regulates establishment and operation of licensees and has formulated rules for licensing and functioning of different types of electronic media. PEMRA aims to safeguard national values while ensuring plurality.
PEMRA
PEMRA (Pakistan Electronic Media Regulatory Authority) was established in 2002 to regulate electronic media in Pakistan and issue licenses. It aims to improve standards of information and access to media. PEMRA comprises 13 members including a chairman and is mandated to issue licenses for broadcast media like TV and radio, as well as distribution systems. It regulates licensees and can issue directives on matters of policy from the federal government. PEMRA codes provide ethics for programs and advertisements to ensure content is lawful, ethical and respects cultural values.
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2) It explains theories by Patterson, Sabato, and Zaller about how media coverage of elections has changed over time and the consequences of these changes.
3) It discusses how media and campaigns interact, with a focus on conventions, debates, and negative political advertising.
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The document discusses Elisabeth Noelle-Neumann's spiral of silence theory of communication. The theory proposes that individuals are less likely to express opinions they believe are in the minority due to fear of isolation. It also suggests that the media can influence which opinions are perceived as majority or minority views. The document outlines the key assumptions, factors, and examples of the theory, as well as its strengths in explaining how public opinion may change over time, especially on controversial issues.
Two step flow theory
The two-step flow theory of communication proposes that influence flows from mass media to opinion leaders and then from opinion leaders to the general public. Researchers found that during a presidential election campaign, people were more influenced by informal interpersonal communication with opinion leaders than by direct exposure to media messages. The theory claims information moves in two stages: first, opinion leaders are exposed to media and gain information; second, opinion leaders pass this information along with their own interpretations to other people in their social networks.
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Online brand building 2/3
Online brand building 2 /3
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Mary's Maids is a cleaning service startup that provides residential and commercial cleaning. It aims to target homeowners and small businesses by offering affordable yet high-quality cleaning. The business faces competition from other local cleaning services but distinguishes itself through competitive pricing and a focus on customer service. The executive summary outlines the company's mission, services, target market, competitors, and pricing strategy at a high level.
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Analysis of: poster, video and merchandising advertisement.
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Qualitative Research.pptx
The document discusses several key differences between qualitative and quantitative research approaches. Qualitative research focuses on interpretation and understanding phenomena through the researcher's active involvement, while quantitative research aims for objectivity by controlling variables. Some key differences covered include the researcher's role, research design flexibility, measurement tools, and theory building processes. The document also addresses reliability, validity, and trustworthiness in qualitative research.
Stratified Sampling Technique - Probability Sampling - Mass Media Research.pptx
A stratified sample is the approach used to get adequate representation of a subsample. The characteristics of the subsample (strata or segment) may include almost any variable: age, gender, religion, income level, or even individuals who listen to specific radio stations or read certain magazines.
The strata may be defined by an almost unlimited number of characteristics; however, each additional variable or characteristic makes the subsample more difficult to find and costs to find the sample increase substantially.
Steps in Content Analysis and How to Conduct Them - Mass Media Research.pptx
In general, a content analysis is conducted in several discrete stages. Although the steps are listed here in sequence, they need not be followed in the order given.
In fact, the initial stages of analysis can easily be combined.
Nonetheless, the following steps may be used as a rough outline:
Simple Rating Scales in Mass Media Research and How to Transform Them.pptx
Rating scales are common in mass media research. Researchers frequently ask respondents to rate a list of items such as a list of programming elements that can be included in a radio station’s weekday morning show, or to rate how much respondents like radio or TV on-air personalities.
The researcher’s decision is to decide which type of scale to use: 1 to 3? 1 to 5? 1 to 7? 1 to 10? 1 to 100? Or even a 0 to 9 scale, which is commonly used by researchers who don’t have computer software to accept double-digit numbers (like 10).
Selecting a type of scale is largely a matter of personal preference, but there are a few things to consider:
Quantitative vs Qualitative - Mass Media Research.pptx
Qualitative research is a process of naturalistic inquiry that seeks in-depth understanding of social phenomena within their natural setting. It focuses on the "why" rather than the "what" of social phenomena and relies on the direct experiences of human beings as meaning-making agents in their every day lives.
Reliability and Validity and How to Achieve Them - Mass Media Research.pptx
At least one pilot study should be conducted for any newly developed scale to ensure its reliability and validity. To be useful, a measurement must possess these two related qualities.
A measure is reliable if it consistently gives the same answer. Reliability in measurement is the same as reliability in any other context.
For example, a reliable person is one who is dependable, stable, and consistent over time. An unreliable person is unstable and unpredictable and may act one way today and another way tomorrow.
Similarly, if measurements are consistent from one session to another, they are reliable and can be believed to some degree.
Simple Random Sampling Technique - Probabiltiy Sampling - Mass Media Research...
The document discusses simple random sampling methods. It describes how simple random sampling involves giving each unit in the population an equal chance of being selected, either with or without replacement. Researchers often use random number tables to generate simple random samples by numbering units and selecting numbers from the table. For example, a researcher could sample 10 television programs out of 100 total by numbering programs 00-99 and choosing 10 random numbers. Simple random samples for surveys can also be obtained through random digit dialing or address-based dialing. The key aspects of random sampling are that each unit has an equal chance of selection and the process is free from subjective intervention.
Reliability in Content Analysis and How to Measure It - Mass Media Research.pptx
Reliability refers to levels of agreement among independent coders who code the same content using the same coding instrument. If the results fail to achieve reliability, something is amiss with the coders, the coding instructions, the category definitions, the unit of analysis, or some combination of these. To achieve acceptable levels of reliability, the following steps are recommended:
Qualitative Research Methods - How to Reliability in Qualitative Research - M...
Quantitative research uses standardized questions and instruments, while qualitative research uses flexible questioning. The key differences between quantitative and qualitative research are in the role of the researcher, research design, setting, measurement instruments, and theory building. Qualitative research ensures reliability through multiple data collection methods, an audit trail, member checks, and a research team.
Limitations of Content Analysis in Mass Media Research.pptx
Content analysis alone cannot serve as the basis for making statements about the effects of content on an audience. A study of Saturday morning cartoon programs on television might reveal that 80% of these programs contain commercials for sugared cereal, but this finding alone does not allow researchers to claim that children who watch these programs will want to purchase sugared cereals.
An additional study of the viewers is necessary
Research Error in Mass Media Research.pptx
There are two broad types of error present in all research: sampling error and non-sampling error. Sampling error occurs when the sample selected is not representative of the entire population and the results differ from what would be found in the full population. This error can be reduced by increasing the sample size. Non-sampling error includes measurement errors, data analysis mistakes, and other unpredictable influences that cannot be identified or controlled.
Likert Scale and Types of Questions - Mass Media Research.pptx
Perhaps the most commonly used scale in mass media research is the Likert scale, also called the summated rating approach.
A number of statements are developed with respect to a topic, and respondents can strongly agree, agree, be neutral, disagree, or strongly disagree with the statements.
Each response option is weighted, and each subject’s responses are added to produce a single score on the topic.
Thurstone Scales - Mass Media Research.pptx
Thurstone scales are used to measure attitudes toward concepts or constructs. They are called equal-appearing interval scales. To develop a Thurstone scale, a researcher first collects 100 or more statements related to the concept and has judges rate them on an 11-point scale of favorability. The statements are then ranked and 20-30 are chosen evenly across the ratings to construct a questionnaire. Respondents agree or disagree with the statements and their scores are the mean or median of agreed items, with disagreeing with all items scoring zero. One advantage is they provide an interval measurement scale, but developing them is time-consuming.
Difference Between EFA and CFA in Mass Media Research.pptx
Exploratory factor analysis is a statistical technique that is used to reduce data to a smaller set of summary variables and to explore the underlying theoretical structure of the phenomena. It is used to identify the structure of the relationship between the variable and the respondent.
Confirmatory factor analysis (CFA) is a multivariate statistical procedure that is used to test how well the measured variables represent the number of constructs.
Confirmatory factor analysis (CFA) and exploratory factor analysis (EFA) are similar techniques, but in exploratory factor analysis (EFA), data is simply explored and provides information about the numbers of factors required to represent the data. In exploratory factor analysis, all measured variables are related to every latent variable. But in confirmatory factor analysis (CFA), researchers can specify the number of factors required in the data and which measured variable is related to which latent variable. Confirmatory factor analysis (CFA) is a tool that is used to confirm or reject the measurement theory.
Multistage Sampling Technique - Probability Sampling - Mass Media Research.pptx
Multistage sampling is the taking of samples in stages using smaller and smaller sampling units at each stage. Multistage sampling can be a complex form of cluster sampling because it is a type of sampling which involves dividing the population into groups (or clusters).
Determining Sample Size, Sampling Error and Sample Weightage - Mass Media Res...
Determining an adequate sample size is one of the most controversial aspects of sampling. How large must a sample be to provide the desired level of confidence in the results? Unfortunately, there is no simple answer.
The size of the sample required for a study depends on at least one or more of the following seven factors: (1) project type, (2) project purpose, (3) project complexity, (4) amount of error tolerated, (5) time constraints, (6) financial constraints, and (7) previous research in the area.
However, projects intended to answer significant questions (those designed to provide information for decisions involving large sums of money or decisions that may affect people’s lives) require high levels of precision and, therefore, large samples.
Systematic Random Sampling Technique - Probability Sampling - Mass Media Rese...
Systematic sampling is a simple random sampling with a shortcut selection procedure. Everything is the same except that instead of using a list of random numbers, we first calculate a sampling interval to create a quasi-random selection method.
The sampling interval (i.e., 1 in k, where k is some number) tells us how to select elements from a sampling frame by skipping elements in the frame before selecting one for the sample.
Population vs Sample - Mass Media Research.pptx
One goal of scientific research is to describe the nature of a population—a group or class of subjects, variables, concepts, or phenomena. In some cases, an entire class or group is investigated, as in a study of prime-time television programs during the week of September 10–16. The process of examining every member in a population is called a census.
In many situations, however, an entire population cannot be examined due to time and resource constraints. Studying every member of a population is also generally cost-prohibitive and may, in fact, confound the research because measurements of large numbers of people often affect measurement quality
The usual procedure in these instances is to take a sample from the population.
How to Do Literature Review in Mass Media Research.pptx
Choose a topic. Define your research question.
Your literature review should be guided by a central research question. Remember, it is not a collection of loosely related studies in a field but instead represents background and research developments related to a specific research question, interpreted and analyzed by you in a synthesized way.
Decide on the scope of your review.
How many studies do you need to look at? How comprehensive should it be? How many years should it cover?
Types of Non Probability Sampling - Mass Media Research.pptx
The document discusses four types of non-probability sampling: convenience sampling, purposive sampling, quota sampling, and snowball sampling. Convenience sampling involves readily available subjects but lacks representation of the overall population. Purposive sampling selects subjects with specific characteristics. Quota sampling aims for a predetermined percentage of certain groups. Snowball sampling starts with a few subjects who then refer additional subjects.
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- 2. Introduction: The advertiser selects the advertising appeal that will attract the attention of the audience most effectively. In other words it can be said that Advertising appeals are designed so as to creating a positive image of individuals who use the products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decision of the people. Similarly in Pakistan, Advertising agencies and companies use different kinds of appeals to influence the public towards purchasing their products. Like . . . 1. Pepsi and Umar Gul Made for Cricket… In this ad, the former cricketer Umar Gul is happened to play Balling but after drinking Pepsi he used to play Cricket well… Appeals Celebrity, Humor
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- 7. 11. Axe ( body spray ). . . Appeals Ego, Fantasy, Fear 12.Nido Milk. . . Appeals Family, Emotional 13. Cadbury Dairy Milk. . . A couple is exchanging gifts of chocolates which enhance their love . . . Appeals Love, Emotion, Romance
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