This document analyzes the effectiveness of advertising on fairness cream. It discusses what fairness cream is, the rise in demand for these products in India, and what constitutes an advertisement. The study aimed to determine the most popular fairness cream brand, the reasons for choosing a particular brand, the most attractive medium of advertisement, the most memorable advertisement, and the most attractive part of the advertisements. The methodology involved primary data collection from social media and interviews, and secondary research from newspapers, magazines, and online sources. The findings showed that Olay was the most preferred brand, television advertisements were most attractive, Fair & Lovely had the most memorable commercial, and celebrities promoting the products attracted most respondents. The conclusion recommended spreading awareness of side effects and
This slide has been created on the base of a Harvard Business School Case's analysis "Dove :evolution of a brand". The case focuses on the strategy behind the media, mass and personal communication of Unilever's top brand Dove.
This slide has been created on the base of a Harvard Business School Case's analysis "Dove :evolution of a brand". The case focuses on the strategy behind the media, mass and personal communication of Unilever's top brand Dove.
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHUSameer Mathur
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH
THIS IS ATTEMPT TO SOLVE A FAMOUS CASE OF HARVARD BUSINESS REVIEW. AWESOME CASE STUDY TO UNDERSTAND BRANDING.
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHUSameer Mathur
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH
THIS IS ATTEMPT TO SOLVE A FAMOUS CASE OF HARVARD BUSINESS REVIEW. AWESOME CASE STUDY TO UNDERSTAND BRANDING.
Paid form of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience
This slide include the analysis of Harvard Business Review's Case on Dove's brand evolution and its support to Unilever to grow to other market category.
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
The message conveyed through advertising appeals influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
http://www.niccotan.com/2011/04/advertising-fundamentals.html
De La Salle University - Master of Marketing Communication Graduate Students presented a comprehensive report regarding the fundamentals of advertising.
Types of Advertising AppealsWhat are advertising appeals and how.docxmarilucorr
Types of Advertising Appeals
What are advertising appeals and how do they influence the masses? Basically, they trigger emotions and grab the attention masses. They may be funny, cute, bold, deceptive, attractive or inspiring. They carry an emotion which the masses can connect with. And that's how they fetch mass appeal. For all you need to know about the different types of advertising appeals, read on.
Advertising intends to promote the sales of a product or service and also to inform the masses about its features. It is an effective means of communicating the value of a product or service with people at large. Advertising utilizes different media to reach out to the masses. It uses different types of appeals to connect to consumers spread across the globe. The various types of advertising appeals use different ways to highlight product features and draw attention of the masses.
Advertising Appeals
· • Audio-visual
· • Bandwagon
· • Black and White Fallacy
· • Card Stacking
· • Classified
· • Corporate
· • Covert
· • Demonizing the Enemy
· • Direct Order
· • Disinformation
· • Email
· • Emotional Words
· • Euphoria
· • Flag-waving
· • Glittering Generalities
· • Half Truth
· • Humor Appeals
· • Interactive
· • Internet
· • Labeling
· • Name-calling
· • Outdoor
· • Performance-based
· • Plain Folks
· • Print Media
· • Public Service
· • Quotes Out of Context
· • Relationship Marketing
· • Repetition
· • Romance Appeal
· • Scientific Evidence
· • Shockvertising
· • Slogans
· • Snob Appeal
· • Stereotyping
· • Subliminal
· • Surrogate
· • Testimonial
· • Transfer
· • Unstated Assumption
· • Viral
· • Word-of-mouth
· • Youth Appeals
Audio-visual Media Advertising: In this advertising technique, advertisers use audio and visual media to promote their products. It is the most widely used medium to influence the masses. Television and radio have always been used to grab mass appeal. TV commercials that come in between TV shows, commercials shown during movies and advertisements aired on radio are some examples of audio-visual advertising. This advertising appeal makes use of sound and/or display to the fullest to attract audiences. The product has to be marketed in less time, especially in case of TV or radio commercials. So the product name needs to be repeated and the advertisement needs to be catchy.
Bandwagon: This advertising appeal aims to persuade people to do a certain thing because many are doing it. It is a human tendency to do as the masses do. Bandwagon technique of advertising captures this to induce people to use a certain product or service. 8 out of every 10 women prefer using the xyz shampoo! or More than 80% of the dentists of our country are using the xyz toothpaste. Which toothpaste do you use? or The world agrees with abc... Do you? are some popular ways to tricking people to join the bandwagon. This advertising appeal makes use of statistics and surveys to back the statements made. The idea is to stress that something is be ...
Similar to suravi pradhan EFFECTIVENESS OF ADVERTISING (20)
2. What is Skin fairness cream?What is Skin fairness cream?
“Fairness Cream” is a light non-greasy cream, with a unique blend
of melanin suppressors, helps to lighten the skin tone, eliminate
pigmentation problems naturally.
Due to the rise in disposable income and enhanced awareness with the help of larger
penetration of media, fairness cream in India is experiencing stronger demand.
What is advertisement?What is advertisement?
Advertising is a form of marketing communication used to
encourage, influence, or manipulate an audience (viewers, readers
or listeners; sometimes a specific group) to take or continue to take
some actions.
Advertisement on fairness creamAdvertisement on fairness cream
3. Objective of studyObjective of study
Find out the most popular brand of fairness productsFind out the most popular brand of fairness products
Reason for choosing particular brand.Reason for choosing particular brand.
Which medium of advertisement is attracttiveWhich medium of advertisement is attracttive
What is the most memorable skin whitening productWhat is the most memorable skin whitening product
advertisementadvertisement
What part of a skin whitening cream advertisementisWhat part of a skin whitening cream advertisementis
attractiveattractive
4. primary data:primary data:
• narikeldanga area
• Social networking site
Secondary data:Secondary data:
• news paper
• magazines
• journals
• internet
• Data collection period:Data collection period: January to February 2014.
Tools and techniques used:Tools and techniques used:
• pie charts
• bar charts
Brands used for study:Brands used for study:
MethodologyMethodology
5. Reason for choosing particular brandReason for choosing particular brand
Findings: majority section of people
prefer to follow through the brand
name
Best fairness product brand according to the respondentsBest fairness product brand according to the respondents
Findings: most of the female
prefer “Olay”
PRESENTATION AND ANALYSIS OF DATAPRESENTATION AND ANALYSIS OF DATA
6. Findings: advertisement through television mostly captures the attraction of the consumer
Which medium of advertisement attracts the respondents mostWhich medium of advertisement attracts the respondents most
7. The most memorable skin whitening product advertisementThe most memorable skin whitening product advertisement
according to the respondentsaccording to the respondents
Findings: most of the respondents liked “Fair & Lovely” commercial advertisement.
9. What part of a skin whitening cream advertisementWhat part of a skin whitening cream advertisement
attracts the respondentsattracts the respondents
Findings: respondents mostly get attracted towards the celebrity that promotes
the advertisement
10. Conclusion and recommendationConclusion and recommendation
Doctors may help in spreading awareness about theDoctors may help in spreading awareness about the
harmful side effects of fairness cream.harmful side effects of fairness cream.
Stop using confidence of women as an advertisingStop using confidence of women as an advertising
element.element.
As movie stars can help to make young Indian womenAs movie stars can help to make young Indian women
understand that :understand that :
whatever the skin color we have itwhatever the skin color we have it
does not matter for our success..does not matter for our success..
11. Limitation of the studyLimitation of the study
It is based on the survey within limited number ofIt is based on the survey within limited number of
people.people.
Information may not be accurate.Information may not be accurate.
The period of data collection is limited.The period of data collection is limited.
The respondents hesitate to express their viewsThe respondents hesitate to express their views
regarding questionnaires.regarding questionnaires.