This document outlines the steps for a student project on analyzing advertisements across different media like newspapers, magazines, television, and radio. It includes introducing advertising and promotion concepts, listing various media channels and the types of products/services suitable for each, different advertising appeals and providing examples, choosing a product and determining the best suited media and appeals, conducting a survey, and making a graph and report on the findings.

1. OUTLINE FOR PROJECT 3- ADVERTISEMENTS
TOPIC:- “SCREENING ADVERTISEMENTS IN NEWSPAPERS/ MAGAZINES, AND THROUGH RADIO AND
TV PROGRAMMES AND REPORTING ON THE DIFFERENCES IN APPEAL OF DIFFERENT MEDIA OF
ADVERTISING”
STEP 1_ INTRODUCTION ON ‘PROMOTION ‘_ THEORY WRITE-UP ON
1) PROMOTION,
2) ELEMENTS OF PROMOTION (ADVT., SALES PROMOTION, PERSONALSELLING, PUBLICITY), ONE
PARAGRAPH ON EACH ELEMENT (PICTURES ALONGSIDE TO BRING OUT THE MEANING
STEP 2_ NEXT PAGE HEADING ‘ ÁDVERTISING’
STEP 3_ LIST ALL THE MEDIA DIVIDED INTO
I) INTERNAL MEDIA:-TV, RADIO, NEWSPAPER, MAGAZINE, INTERNET ,
II) EXTERNAL MEDIA:- BILLBOARD, MOBILE ADVT, POSTER , WINDOW DISPLAY (PASTE PICTURES
OF ALL THE MEDIA) AND PASTE/STICK
(a)THE TYPES OF PRODUCT /SERVICE ADVERTISEMNSTS SUITABLE UNDER EACH AND EVERY MEDIA
INTERNAL MEDIA
TV MEDIA IS CHOSEN for a) BEAUTY_ JEWELLERY, CLOTHING, RESORTS
b) DEMONSTRATION_ CAR, DENTAL PRODUCTS, FOOD, ELECTRONICS,
RADIO a) EVENTS & SHOWS
b) ANNOUNCING SALES PROMOTIONS,
c)BANKS
d) EDUCATIONAL INSTITURTIONS
NEWSPAPER a) COLLEGE ADMISSIONS,
b) ANNOUNCING SALES PROMOTIONS,
c) ALL CATEGORIES UNDER CLASSIFIEDS (PASTE 1 CUTTING OF CLASSIFIEDS AS EXAMPLE)
d) REAL ESTATE
e) INSURANCE
f) FAST FOOD
g) JEWELLERY
GLOSSY MAGAZINES a)FOR CLOTHES
b) JEWELLERY
c) COSMETICS
d) TRAVEL
e) NEW PRODUCTS
f) NEW PLACES /EVENTS TO VISIT
g) ANNOUNCING SALES PROMOTIONS,
INTERNET AIRLINES, ELECTRONICS, CLOTHES, JEWELLERY, REAL ESTATE ETC.
EXTERNAL MEDIA
BILL BOARD REAL ESTATE, HOTELS ADVT. ON HIGHWAY, BIG BRANDS EG. CAR, JEWELLERY, AIRLINES FOR IMAGE
BUILDING, PRODUCTS WHOSE STYLE AND BEAUTY CAN BE SHOWN ON THE LARGE DISPLAYS, FAST FOOD, EVENTS, SOCIAL
MESSAGES promoted by big brands for brand building
POSTER_ MOVIE, FAST FOOD, ELECTION CANDIDATES, ANNOUNCING SALES PROMOTIONS,
WINDOW DISPLAY_ CLOTHES, JEWELLERY, COSMETICS, BOOKS, PERFUMES, CAR
MOBILE ADVERTISEMENTS_ JEWELLERY, WATER, SUNFLOWER OIL, BIG BRANDS, WATCHES

2. (II)WRITE REASON FOR SUITABILITY OF EACH AND EVERY MEDIA
Eg. T.V. ( DEMONSTRATION NEEDED EG. CAR, PHONE).
RADIO(AUDIO ONLY & STATE-WIDE ADVT.)
MAGAZINES_( AESTHETIC PRODUCT/SERVICE, PARTICULAR TARGET SEGMENT , UPPER MIDDLE& UPPER CLASS)
NEWSPAPERS__SALES PROMOTIONS, NATIONAL, STATE ADVT.S FOR EDUCATED PUBLIC, PARTICULAR TARGET SEGMENT
ADVT.S IN CLASSIFIEDS
MOBILE ADVT./ BILLBOARD_BRAND EQUITY BUILDING, REMINDER VALUE, SHOPPING, IMPULSE GOODS AND SERVICES
POSTER_ IMMEDIATE- PERIOD ADVT.S OF LOCAL AREA LIKE MOVIE, SALES PROMO., ELECTION
WINDOW DISPLAY_ AESTHETIC ATTRACTION (AIDA CONCEPT), SEASONAL RELEVANCE, LOCAL COMPETITION,
INTERNET_ CONVENIENCE OF CONSUMER, ONLINE COMPARISON & CHECKING IS POSSIBLE
(III) THE TARGET CONSUMER GROUPS AIMED AT BY EACH MEDIA
a) aesthetic beauty to be shown(TV OR MAGAZINE) FOR WOMEN
b) technical working as in car to be demonstrated (TV) HIGHER LIFESTYLE CONSUMERS
c) technical features to be compared (INTERNET) URBAN LITERATE ( TV, NEWSPAPER,
MAGAZINE,INTERNET)
d) celebrity endorsing shown as it is a big brand (TV, MAGAZINE)TEENAGERS
e) market for the product is nation-wide (NATIONAL CHANNEL LIKE DOORDARSHAN IN INDIA OR
DUBAI ONE IN UAE) or world-wide (SONY, STARPLUS ON TV)
f) Where,demonstration not needed_ only brief info to be given out Eg. Educational institute or
entertainment program/show or sales promotion to be announced (RADIO,NEWSPAPER),
TEENAGERS, UPTO MIDDLE INCOME GROUP FAMILIES
g) Where reference to Advt. has to be made again & again, Eg. Educational institutes, SALE OF OLD
HOUSEHOLD ITEMS IN CLASSIFIEDS SECTION (NEWSPAPER) TEENAGERS, NEW FAMILIES
RELOCATING TO THE CITY
h) illiterate consumer(RADIO) _ BUT RADIO IS POPULAR FOR TEENAGERS AND CONSUMERS WHO
DRIVE
i) currently important advt. Eg. Political campaigns & meetings, Movies, ‘Sale’ in a shop, room for
rent (POSTER), GENERAL PUBLIC, TEENAGERS
j) Brand image building (FOR INVESTORS) have impact on memory when seen repetitively on the
roads Eg. Hotels (TRAVELLERS), cars, Jewellery, Designer labels (BILLBOARD, MOBILE ADVT.
(EVEN NEWSPAPER ADVT. WHICH ONLY MENTION BRANDS AND NO INFPRMATION)_ UPPER
CLASS CUSTOMERS ( BUT IF CHOCOLATE _ TEENAGERS, KIDS)
k) where dramatization will bring forth the product better (as otherwise the advt. will be colourless
, unimaginative uninteresting and dry eg. advt. for sunflower oil or soap) (TV_ IF MARKET IS
LARGE AND BRAND IS WELL KNOWN)
l) POSTER / _ LOCAL PEDESTRIANS
m) WINDOW DISPLAY_ LOCAL PEDESTRIANS, SHOPPERS
STEP 4_ NEW HEADING PAGE _ ADVERTISING APPEALS
STEP 5_ MEANING OF ADVERTISING APPEALS
STEP 6_ LIST OF ADVERTISING APPEALS. (ANY TEN )
1) Romance Appeal
2) Fear Appeal
3) Humour Appeal
4) Love Appeal (friendship, parental, brotherly, sisterly OTHER THAN ROMANCE)

3. 5) Statistics Appeal
6) Celebrity Appeal
7) Music Appeal
8) Bandwagon Appeal
9) Rational Appeal
10) Snob Appeal
11) Moral appeal
12) Youth appeal
13) Adventure Appeal
14) Fun Appeal
15) Aesthetic Appeal
STEP 7_ EACH APPEAL SEPARATELY WITH MEANING UNDERNEATH EACH
STEP 8_ ONE ADVERTISEMENT STUCK FOR EACH APPEAL AFTER THE APPEAL’S EXPLANATION
STEP9_ EXPLANATION OF THE ADVT. (WHAT IT SHOWS) AND HOW THE ADVERTISEMENT BRINGS OUT
THE PRIMARY APPEAL
STEP 10_ EACH ADVERTISEMENT SHOULD BE ACCOMPANIED BY A SECONDARY APPEAL (IF APPLICABLE)
STEP10_ CHOSEN PRODUCT _ MENTION THE PRODUCT NAME & PASTE ITS PICTURE on a separate
new page
STEP 11_ LIST 4 BEST SUITED MEDIA FOR YOUR CHOSEN PRODUCT WITH BEST APPEAL IT BRINGS OUT
_ & PASTE ADVERTISEMENT PICTURE OF THAT PRODUCT/SERVICE ON THESE CHOSEN 4 MEDIA
DISPLAYING THE SHOWN APPEAL
EG. ‘CAR’ IS ADVERTISED ON BILL BOARDS (Adventure appeal) , MAGAZINES (Aesthetic Appeal).
NEWSPAPERS( Rational Appeal), TV (Positive) (Emotional Appeal).
NOTE_ EACH MEDIA ADVERTISEMENT CAN BE OF EVEN DIFFERENT BRANDS_ THIS IS A PRODUCT
ORIENTED DESCRIPTION OF MEDIA CHOSEN_ SO IT NEED NOT BE OF ONE SPECIFIC BRAND. EG.
BILL BOARD ADVT. OF CAR CAN BE OF BMW, T.V. ADVT. OF CAR CAN BE OF RENAULT, NEWS
PAPER CAR ADVT. CAN BE FOR TOYOTA ETC.
THESE ADVT.S CAN BE OF INDIAN MEDIA OR OTHER WESTERN MAGAZINES/NEWSPAPERS/CHANNELS
ALSO.
STEP 13_ ATTACH A BLANK QUESTIONNAIRE – WITH 5 TO 6 QUESTIONS
Sample Questions for graph in slide presentation
Q. 1 Which media do you like to see for ________ Product.
Q. 2 Do you think ________, ___________. Or __________ is suited for TV for __ product Brand, Why?
Q. 3 Do you think ________, ___________. Or __________ is suited for Radio __ product Brand Why?

4. Q.4 Do you think ________, ___________. Or __________ is suited for Magazine __ product Brand Why?
Q.5 Why is any of these appeals not very suited for my ______product and why
Q.6 Which media for this product stays on in the memory?
Q.7 Which media is convincing for the Higher, Middle, Lower Income group?
Q.8 Which media is convincing for the Teenagers, Housewives, Elderly group for this product?
Q.8 Which Appeal is more convincing for this product for different types of consumer groups?
STEP 14_ MAKE A SURVEY AMONG 10 PEOPLE AS TO MOST WELL BROUGHT OUT BEST 3 APPEALS ON
THE 3 BEST SUITED MEDIA FOR THE CHOSEN.
STEP 15--GRAPH – ON THE BASIS OF THE DIFFERENT APPEALS BROUGHT OUT THROUGH DIFFERENT
MEDIAS FOR YOUR CHOSEN PRODUCT “All the appeals should be different on the media. No repetition”
GRAPH SHOULD HAVE THE HEADING
“ DIFFERENT APPEALS BROUGHT OUT THROUGH DIFFERENT MEDIA”
STEP 16_ MAKE A REPORT BASED ON THE REASONS FOR THE GRAPH
STEP 17-CONCLUSION
STEP 18_ BIBLIOGRAPHY
__________________________________________________
ENHANCE YOUR KNOWLEDGE FOR YOUR UNDERSTANDING:
LIST OF ALL APPEALS AND NOTES ON THEM FOR BETTER UNDERSTANDING
Advertising Appeal is an igniting force which stimulates the customer mind set towards the product or services. It not the only factor in the marketing mix which
initiates a consumer for buying the product but it is certainly one of the advertisers' most important creative strategy decisions involves the choice of an
appropriate appeal.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use
different types of advertising appeals to influence the purchasing decisions of people. There are three types of appeals:
1. Rational or Informational Appeal
2. Emotional Appeal
3. Moral Appeal
Rational or Informational Appeals
This is generally product oriented appeal, highlights the functional benefits like- quality, economy, value, or performance of a product. Following are different
types of rational appeals:
 Favourable Price Appeal - Here price offer is considered as the dominant point of the message.
 News Appeal - Some type of news or announcements about product or company dominates the advertisement.EG. NEWS REVIEWS ABOUT SAMSUNG
 Long Life - Many consumers want product of durable nature that can be used for a long period, in advertisement of such product durability is the
dominant point of the message.
 Performance - Many advertisements exhibit good performance of product.
 Economy - Many customers consider savings in operation and use of product, for example in case of automobile the mileage is considered while
selecting the brand or model EG. BETTER BATTERY LIFE, MILEAGE ETC.
 Scarcity - Another appeal that is occasionally used is scarcity. When there is a limited supply of a product, the value of that product increases.
Scarcity appeals urge consumers to buy a particular product because of a limitation. EG. LIMITED EDITIONS FOR EG AVON PRODUCTS
Emotional Appeals
An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. Emotions affects all type of
purchase decisions. Types of emotional appeals are as follows:
 Positive Emotional Appeal - Positive emotions like- humour, love, care, pride, or joy are shown in advertisements to appeal audience to buy that
product. For example- Jonson and Jonson baby products.

5.  Negative Emotional Appeal - This includes fear, guilt, and shame to get people to do things they should or stop.
 Fear - Fear is an emotional response to a threat that expresses some sort of danger. Ads sometimes use fear appeals to evoke this emotional
response and arouse consumers to take steps to remove the threat. For example- Life Insurance
 Anxiety - Most people try to avoid feeling anxious. To relieve anxiety, consumers might buy mouthwash, deodorant, a safer car, get retirement
pension plan.
 Humour - Humour causes consumer to watch advertisement, laugh on it, and most important is to remember advertisement and also the product
connected with humour. For example- Happydent, and Mentos.
Moral Appeals
Moral appeals are directed to the consumes’ sense of what is right and proper. These are often used to exhort people to support social and ethical causes.
Types of Moral Appeal are as follows:
 Social awakening and justice
 Cleaner and safe environment
 Equal rights for women
 Prohibition of drugs and intoxication
 Adult literacy
 Anti-smuggling and hoarding
 Protection of consumer rights and awakening
Other Type of Appeals
 Reminder Appeal - Advertising using reminder appeal has the objective of building brand awareness. For example- IN MATURITY STAGE REMINDING
PUBLIC THAT THIS WAS THE OLDEST AND FIRST BRAND
 Teaser Advertising - Advertisers introducing a new product often use this appeal. It is designed to build curiosity, interest and excitement about a
product or brand. For example-
 Musical Appeals - Music is an extremely important component in advertising. It captures the attention of listeners. For example- Docomo, Airtel
 Comparison Appeal - In this appeal a brand’s ability to satisfy consumers is demonstrated by comparing its features to those of competitive brands.
For example- Tide & Surf
Bandwagon Appeal – the belief that something should be done because the majority of people do it (or wish to do it). 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
aspect of a person using a particular product or service.EXAMPLE 1 --TV Ad: “Four out of five dentists surveyed preferred Crest toothpaste.” .
Brand Appeal This appeal is directed towards people who are brand conscious and wish to choose particular products to make a brand statement.
Snob Appeal This appeal is directed towards creating feeling of desire or envy for products that are termed top of the line or that have considerable qualities
of luxury, elegance associated with them.
Adventure Appeal This appeal is directed towards giving the impression that purchasing a product will change the individual’s life radically and fill it with fun,
adventure and action.
Less than Perfect Apeal Advertisements often try to influence people to make certain purchases by pointing out their inadequacies or making them feel less
perfect and more dissatisfied with their present condition. These types of advertising appeals are used in cosmetic and health industries.
Romance Appeal These advertisements display the attraction between the sexes. The appeal is used to signify that buying certain products will have a positive
impact on the opposite sex and improve your romantic or love life. Frangrances, automobiles and other products use these types of advertising appeals.
Youth Appeal Advertisements that reflect youth giving aspects or ingredients of products use these types of appeals. Cosmetic products in particular make
use of these appeals.
Endorsement Celebrities and well known personalities often endorse certain products and their pitching can help drive the sales.
Play on Words Advertisements also make effective use of catch phrases to convey the message. Such appeals help in brand recognition and recall and can be
quite popular with the youth in particular.
Statistics Advertisements also use statistics and figures to display aspects of the product and its popularity in particular.