This document discusses different types of advertising appeals and media used for advertising. It describes various internal media like television, radio, newspaper, magazine and internet advertising. It also discusses external media such as billboard, mobile, poster and window display advertising. Finally, it outlines different types of advertising appeals including romance appeal, fear appeal, humour appeal, statistics appeal, celebrity appeal, music appeal, bandwagon appeal and rational appeal.
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Advertisement marketing project grade 12
1. TOPIC
• “Screening advertisements in newspapers/
magazines, and through radio and TV programmes
and reporting on the differences in appeal of different
media of advertising”
2. 1. CERTIFICATE
2. ACKNOWLEDGEMENT
3. TOPIC
4. INDEX
5. PROMOTION
6. ELEMENTS OF
PROMOTION
7. ADVERTISING
8. INTERNAL MEDIA
9. EXTERNAL MEDIA
10. TELEVISION
11. RADIO
12. NEWSPAPER
13. MAGAZINE
15. BILLBOARD
16. MOBILE
17. POSTER
18. WINDOW DISPLAY
19. ADVERTISING APPEAL
20. APPEALS.
21. ROMANCE APPEAL
22. FEAR APPEAL.
23. HUMOUR APPEAL.
24. STATISTICS APPEAL.
25. CELEBRITY APPEAL.
26. MUSIC APPEAL.
27. BANDWAGON APPEAL.
28. RATIONAL APPEAL.
29. SNOB APPEAL.
30. YOUTH APPEAL.
31. CHOSEN PRODUCT
32. BEST MEDIAS FOR BISCUIT
33. TELEVISION.
34. MOBILE.
35. BILLBOARD.
36. POSTER.
37. BEST APPEALS.
38. QUESTIONNAIRE.
39. GRAPHICAL
REPRESENTATION.
40. GRAPH REPORT
41. CONCLUSION.
INDEX
3. PROMOTION
Promotions refer to the entire set of
activities, which communicate the
product, brand or service to the user.
The idea is to make people aware,
attract and induce to buy the
product, in preference over others.
It is the third “P” in the marketing
mix. 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
(advertising, sales promotion,
publicity, personal selling) used by a
firm to communicate with the
consumers.
5. ADVERTISING
Advertising is a form of communication
that typically attempts to persuade
potential customers to purchase or to
consume more of a particular brand of
product or service.
Many advertisements are designed to
generate increased consumption of
those products and services through
the creation and reinforcement of
"Brand Image" and "Brand Loyalty.“
The ultimate aim of advertising is to
increase sales by showing these goods
and services in a positive light.
6. SALES
PROMOTION
One of the most effective ways of
customer relationship. Such selling
works best when a good working
relationship has been built up over a
period of time.
This can also be expensive and time
consuming, but is best for high value or
premium products.
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.
7. 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.
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.
8. 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 to the
media (e.g., New York Times, Wall
Street Journal, etc. ) with the hope
that it is newsworthy enough to be
mentioned in the mass media.
10. TV Advertising Radio Advertising Newspaper Advertising
Magazine Advertising Internet Advertising
INTERNAL MEDIA:
11. TELEVISION ADVERTISING
• 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.
• Types of products advertised:
• Showing beauty/fashion: Accessories, Resorts, Clothes, Jewellery, Airlines, etc.
• Demonstration: Car, Food and beverages, Electronics, Medical equipment, etc.
• Suitability: Products like car, electronics, etc. are advertised on TV so as to demonstrate their
features, how it works, and its utility. This way the viewers (consumers) will have a clear idea about
the product they want. For beauty/fashionable products like accessories, clothes, jewellery etc. TV
helps to show its beauty and attract the viewers (consumers)
• The target group of consumers depends upon the product advertised. Television is watched by many
so the target group of consumers are usually women, children, family, bachelors, etc.
12. RADIO ADVERTISING
• 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.
• The products advertised in radio usually contain events and shows,
announcing sales promotion, banks, educational institutions.
• Suitability: Events and short sales promotions and incentives have higher
scope since it is an audio advertisement. Also it is most suitable for
travellers and old aged.
• Target group of consumers: Radios mainly aim at uneducated, teenagers,
middle-income/low income group, consumers who drive.
13. NEWSPAPER ADVERTISING
• Newspaper display advertising is a form of newspaper
advertisement - where the advertisement appears alongside
regular editorial content.
• Display ads are generally used by businesses and corporations
towards promotion of their goods and services and are generally
for larger budget clients.
• These ads can span across multiple columns - and can even cover
full page, half page, quarter page or other custom sizes. They are
designed in high resolution coloured and black/white formats
providing higher visibility for the mass audiences of newspapers.
• Suitability: Products advertised in a newspaper are college
admissions, announcing sales promotions, real estate, insurance,
fast food, jewellery.
• The target group of consumers depends upon the consumers that
read the daily newspaper. Therefore the target group of consumers
possibly can be adults, teenagers, etc.
14. MAGAZINE ADVERTISING
• Print ads that run in local or national magazines . When it
comes to magazine advertising, most people think of the
large, glossy, national publications full of big
brand advertisers.
• Products advertised in a magazine are Clothes, Jewellery,
Cosmetics, Travel, New products, New places/ Events to
visit, Announcing sales promotions, Jewellery.
• Suitability: These products are advertised in magazines as
these magazines are mostly read by teenagers, women,
adults. Etc. Therefore the products advertised are
normally eye catching and helps the consumers to
understand what the company is trying to convey to the
consumers in just one single poster.
• The target group of consumers are usually women,
teenagers, men or young adults.
15. INTERNET ADVERTISING
• Internet in today’s world can be stated as one of the best
media for advertising.
• Suitability: 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.
• Products advertised in an internet usually is Airlines,
Electronics, Clothes, Jewellery, Real Estate, etc.
• The target group of consumers are teenagers, women, youth,
men. Etc. whoever uses the internet on a daily basis.
17. BILLBOARD ADVERTISING
• A billboard (sometimes also called a hoarding ) is a large
outdoor advertising structure, typically found in high traffic
areas such as alongside busy roads.
• Suitability: 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.
• Products advertised are airlines services, events hosted,
clothing shops offers, real estate, hotels, jewellery, make-up,
fast food, events, social messages, etc.
• Target Group: Their target consumers could normally be all
types of age groups. But preferably be adults, teenagers &
youth.
18. MOBILE ADVERTISING
• In this type of advertising the advertisements
or offers are stuck against the exterior of any
vehicle.
• Suitability: 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 passer-
by's on the road or the fellow drivers.
• Products of daily use are advertised on
transport vehicles. For example jewellery,
water, sunflower oil, big brands and watches,
soaps, soups, frozen items etc.
• Target group: Basically all those who use
travel, move around, general public, etc.
19. POSTER ADVERTISING
• 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.
• The products advertised on poster advertisements are movie,
fast food, election candidates, announcing sales promotion &
social messages.
• 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.
• Suitability: These are mainly used to promote services or
events. Certain product whose mechanism and working need
to be explained are promoted through this media.
• Target consumers: All groups of consumers can be aimed at
using this media.
20. WINDOW DISPLAY
• Window display is the fine art of displaying
store merchandise in the store window.
• Window display is emerging as the new mantra
in retail and is fast changing from a dull,
uninteresting exhibition of wares in the store
window to a dynamic form of advertising.
• Suitability: Retailers are recognizing the
importance of window display as the first point
of contact between the store and the customer
and a chance to create the most critical first
impression on the customer.
• The products advertised in a window display
clothes, jewellery, cosmetics, books, perfumes &
car.
• The target group of consumers are normally
teenagers, youth, women and men.
21. ADVERTISING 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.
• 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.
In this advertisement, love appeal is shown.
The love shared by a baby and its mother is
used to promote Johnson’s products.
22. TYPES OF ADVERTISEMENT APPEALS:
Romance
Appeal
Fear
Appeal
Humour
Appeal
Love
Appeal
Statistics
Appeal
Celebrity
Appeal
Music
Appeal
Bandwagon
Appeal
Rational
Appeal
Snob
Appeal
Moral
appeal
Youth
appeal
Adventure
Appeal
Fun Appeal
Aesthetic
Appeal
23. 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, a woman is shown using a
particular soap after which a man
feels attracted to her. A girl is shown
using a particular skin cream and
feels soft and light which is why she’s
close to her partner. This is romance
appeal.
24. FEAR APPEAL
• Fear appeals are widely used because they
simply work. Fear can increase a viewer's
interest in an advertisement and can heighten
persuasiveness, causing consumers to remember
these ads more so than upbeat, warm ads. Fear
appeals fit particularly well with certain types of
goods and services, particularly those products
that can eliminate threats or provide a sense of
personal security.
• For example, a mouthwash ad can invoke a fear
of bad breath.
• 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.
25. HUMOUR APPEAL
• This advertising appeal uses humour as a tool to
achieve product promotion. Cartooning, joking,
mocking, or satire are the commonly used
elements of humour appeal. The funny way in
which a product is advertised attracts customers.
• Sometimes, people remember the joke or satire
associated with the product, which makes them
attracted to it.
• The message is conveyed in a very light-hearted
or funny manner. This style of advertising
appeals to the masses and product sales are
boosted.
• For example, the humour brought in by this
Colgate mouthwash ad is quite interesting and
thought provoking. Also, people will remember
this scene when they see this product!
• The Idea advertisement of walk and talk,
26. 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.
• Example: “Dettol – Kills 99.9% germs” gives
an assured feeling to the consumers.
• Example: Basecamp is the leading web-
based project management and collaboration
tool. The statistics appeal used in their ad
assures their consumers that majority of the
people use this website and is completely
satisfied.
27. 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, Brad Pitt, Hollywood superstar is
endorsing TAG Heuer watch. His
followers and fans would be persuaded to
buy this watch.
• Colgate is endorsed by Bollywood
heartthrob Ranveer Singh which adds on
value to the product in the mind of
general public and his fans too.
28. MUSIC APPEAL
• Music can help to capture the attention of a listener because music is often linked to
emotions, experiences, and memories, grabbing the attention of those not previously
engaged. The use of musical appeals allows for a connection between the product or
service and a catchy jingle or piece of music.
• 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.
• And since these musical memories are often stored in the long-term recall areas of the
brain, many consumers remember the jingles for extended periods of time. The selection
of music can involve an already familiar tune or can involve the creation of an original
composition specifically for the ad.
29. 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.
30. RATIONAL APPEAL
• Rational or logical appeals focus on the consumer’s need for practicality and functionality in a
product. Advertisers relay this message by focusing on product features and cost.
• These ads tell consumers the benefits associated with the purchase of a product. The advertiser then
provides proof to back up the claims.
• An automobile advertisement focuses on gas efficiency, mileage and prices to reach consumers who
want a cost-efficient, reliable vehicle. Household appliance manufacturers may place emphasis on
features that lower home utility costs and protect the environment.
• Printed and business-to-business advertisements are better suited for rational appeals.
• The Horlicks advertisement below shows the necessity of a child to consume it in order to grow tall,
strong and sharp.
31. SNOB APPEAL
• Snob appeal is an exact reverse of the bandwagon technique. In this advertising appeal, people are
induced to buy a certain product so that they can stand out from the crowd.
• It is often indicated that buying that product will make them look different from the rest. It is
indicated that the product is not affordable for common people. A sense of exclusivity is attached to
the products.
• E.g. the Rolls Royce car ad depicts luxury, style, its exclusivity, and states that it isn’t affordable by
all.
32. YOUTH APPEAL
• With the increasing population in this section of society
youth appeals have assumed great importance.
Youngsters are also the most vulnerable to external
influences. So advertisers specifically target this group.
• Youth appeals include television advertisements and
programs to promote trendy items. Flashy words and
catchy messages are used to make the product look
'cool'.
• Teenagers fall for such advertisements quite easily,
which is why youth appeals are almost always
successful. E.g. Pepsi ads always depicts the lifestyle of
youth.
34. Television – Moral Appeal Mobile Advertisement –
Rational Appeal
Billboard – Celebrity
Appeal
Poster – Love Appeal
BEST SUITED MEDIA AND
APPEALS FOR MY PRODUCT:
35. TELEVISION – MORAL APPEAL
• 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.
• In the next slide, the TV advertisement shows a series of events.
• First, it is shown that a boy goes out in the strong wind and saves a
puppy, then three kids are seen experimenting rain water harvesting
which becomes successful, then a girl child is seen playing football as a
goal keeper and she wins and her mother is proud of her.
• All these events have a common link, that is Horlicks – which is why all
these kids are able to think and act with confidence, kindness and pride.
It is shown that the new Horlicks has 2 times more immuno-nutrients
and makes a kid taller, stronger and sharper.
• There are many appeals brought in by this wonderful and though
provoking ad. The primary one is MORAL APPEAL (kindness shown to
puppy, rain water harvesting, girl child empowerment). Then we have
Love Appeal (mother and child), Music Appeal (energy filled song), Fun
Appeal (friends, football) and Rational Appeal (information on Horlicks).
36.
37. MOBILE ADVERTISEMENT – RATIONAL APPEAL
• In this type of advertising the
advertisements or offers are stuck
against the exterior of any vehicle.
• In this advertisement, the Primary
Appeal brought in is RATIONAL
APPEAL. It shows the necessity of a
child to consume Horlicks in order to
grow taller, stronger and sharper.
• The Secondary Appeal is Statistics
Appeal. It shows the number, percentage
and amount of nutrients in each bottle.
It also shows the number of people
consuming it.
38. BILLBOARDS – CELEBRITY APPEAL
• A billboard (sometimes also called a
hoarding ) is a large outdoor advertising
structure, typically found in high traffic
areas such as alongside busy roads.
• The Primary Appeal brought in by this
advertisement is CELEBRITY APPEAL.
• M.S. Dhoni (Mahendra Singh Dhoni) is an
Indian cricketer and the current captain of
the Indian national cricket team in
limited-overs formats. All cricket fans and
followers will definitely be persuaded to
buy this product.
• The Secondary Appeal is Youth Appeal.
This product is mostly consumed by the
youth.
39. POSTER – LOVE
APPEAL
• Advertisements printed on individual
sheets are made and distributed
among a large number of people.
• In this ad, the Primary Appeal is
LOVE APPEAL. The love between a
mother and her child is depicted in a
beautiful way here. This persuades
many mothers to try this out for their
kids.
• The Secondary Appeal is Celebrity
Appeal, where Kajol, a Bollywood
actress is promoting their product.
41. MARKET SURVEY
• Market research/survey is any organized effort to gather information about
target markets or customers. It is a very important component of business strategy.
• Market research provides important information to identify and analyse the market
need, market size and competition.
• Surveys have been used in various fields of research, such as sociology, marketing
research, politics and psychology.
METHODOLOGY : QUESTIONNARE
• In survey research, a questionnaire is an instrument that is comprised of a set of
questions to be asked to the participants or respondents of the survey.
• Sir Francis Galton, an English polymath, introduced the use of the questionnaire in
surveys.
• Questionnaires usually ask questions that elicit ideas and behaviours, preferences,
traits, attitudes and facts.
42. QUESTIONNAIRE ON ADVERTISEMENTS
• This survey is conducted by the students of OOEHS for Advertising Marketing
Project, to estimate the best suited media and appeals for advertisements. Kindly
fill in the given questions with appropriate details or by ticking the appropriate
option.
• Name: Gender: ○Male ○Female
• Age: Occupation:
43. 1. Through which media do you usually see/hear advertisements from?
• Television
• Newspaper
• Billboards
2. According to you, which media is best suited for advertising ‘health drink
powder’?
• Television
• Poster
• Billboards
3. Which appeal is best brought via Television
advertisements/commercials?
• Moral Appeal
• Romance Appeal
• Humour Appeal
44. 4. Which appeal is best depicted on Billboards?
• Celebrity Appeal
• Bandwagon Appeal
• Youth Appeal
5. Which appeal is best shown through Mobile advertisements?
• Rational Appeal
• Statistics Appeal
• Adventure Appeal
6. Which appeal is best pictured on a Poster?
• Love Appeal
• Fun Appeal
• Aesthetic Appeal
47. TELEVISION - REPORT
• 5 out of 10 people think that MORAL APPEAL can be represented on television as it
can make the viewer feel attached to the moral value associated with product thus
making the consumer eagerly purchase the product.
• 3 out of 10 people chose MUSIC APPEAL as this appeal that can be portrayed
through advertisements through the medium of television/radio. Music along with
interesting pictures/story line is very attractive.
• 2 out of 10 people only think that ROMANCE APPEAL can be represented on
television. This maybe because the other two appeals are more presentable on
television and romance appeal can be shown through a picture as well.
48. BILLBOARD - REPORT
• 6 out of 10 people think that CELEBRITY APPEAL can be represented on billboards
as it will help attract a large number of public. A big hoarding with a celebrity’s
photo on it can easily attract all those people travelling by.
• 2 out of 10 people chose BANDWAGON and YOUTH APPEALS as the appeals that
can be displayed through billboards.
• In the case of Bandwagon Appeal, the billboard would remind the customers every
time they see it about the popularity of the product.
• In the case of Youth Appeal, the travellers are mostly young-middle aged people and
an advertisement that pictures the youth lifestyle would definitely draw their
attention towards it.
49. POSTER - REPORT
• 5 out of 10 people think that LOVE APPEAL can be represented on posters.
• Each person that receives an individual copy of the advertisement, will be reviewed by
them at their own convenient time. In a hurry they may accept it but will see it
personally later on. Also, love appeal can be depicted easily and in a smooth manner on
a poster.
• 3 out of 10 people chose FUN APPEAL as the appeal that can be displayed through
posters. Posters can easily show fun element of a product and can grab the attention of
the reader.
• 2 out of 10 people chose FEAR APPEAL as the appeal that can be displayed through
posters. Most of the time, such appeals are shown in posters because this poster can be
read or ignored according to the wish of the reader.
50. CONCLUSION
• From the project, we learn the importance of advertising, advertising appeals and
media in which advertisement can be shown for maximum benefit.
• Health Drink Powders are best advertised through Television, Billboards, Mobile
Advertisements and Posters.
• Love Appeal, Rational Appeal, Moral Appeal and Celebrity Appeal are best suited for
Health Drink Powders.
• From the survey conducted on 10 people, we understand that Moral Appeal is best
depicted through Television, Celebrity Appeal is best depicted through Billboards
and Love Appeal is best depicted through Posters.
