Advertising Case Study

1. M.P. BIRLA INSTITUTE OF
MANAGEMENT
Advertisement Assignment
Submitted by
Guruprasad Patel
MBA IV SEM. A
Submitted to
DR.K.V PRABHAKAR

2. Paragon
In the year 1975 with a production capacity of 1500 pairs per day, Paragon made its
humble entry into the Indian market. Kerala, the southernmost tip of the country was
home to the young brand. Known as ‘Gods own Country’ or ‘Land of Rubber ’, Kerala has
a 90 % share of India’s natural rubber production. In the year 1982, after gaining
popularity in its home state of Kerala, Paragon began its passage into the other Indian
states.
The company’s distribution of footwear is networked through 15 depots across
India. Retail shop keepers are serviced by more than 300 distributors, delivering stocks to
every corner of the country in the shortest possible time. The company strongly believes
that its greatest strength is its staff and its distributors.
Type of Appeal:-
1. Sex Appeal
2. Emotional appeal
3. Snob appeal
4. Plain Folks

3. Reason and Evidence:-
Paragon has never used stars to reach the masses and appeal to them about the product;
they have always used common people to identify with them. This product endorses sex
appeal and emotional appeal to influence the consumer to use the product, they have
different ads for different classes of people they usually create the best people friendly
environment to endorse their brands which helps them sell their products.
What kind of appeal works best with your generation?
Today the best kind of appeal that works is:-
1. Sex Appeal–Advertising, the business of drawing public attention to goods and
services, in today's competitive market, is often assisted by sex appeal. Likewise,
an attribute of sex in advertising is that imagery used typically may have no
connection to the product being advertised. However, the purpose of such
imageries is to solely drag the attention of the potential customer or user. Sex
appeal in advertising is often considered as one of the effective tools for attracting
consumers' attention and has become more and more important to some
advertisers for the same reason.It is the task of advertisement to ensure that the
product or service reaches to the level of consumers' conscience. Sex appeal in this
regard appears to be one of strong tools of advertisers; no matter either it is ethical
or unethical. However, the brand recognition or the consumers' perception upon
the product being advertised is largely shaped by the commercials displayed
through such advertisements.
2. Emotional Appeal- Type of advertising in which the copy is designed to stimulate
one's emotions, rather than one's sense of the practical or impractical. When
copywriters use emotional appeal in advertising, they are attempting to appeal to
the consumer's psychological, social, or emotional needs. The copy is written to
arouse fear, love, hate, greed, sexual desire, or humor, or otherwise create

4. psychological tension that can best be resolved by purchase of the product or
service.
3. Humor Appeal - This type of appeal is always in vogue as it attracts the attention
of audience and has a lasting effect which works for the company, this kind of
appeal works very well in India.
4. Plain Folks - This advertising appeal aims at attracting the masses by using
common people to advertise a product. Bombastic words may not always appeal to
common folks. They can rather be attracted by communicating with them in their
language.