TOPIC

• “Screening advertisements in newspapers/

magazines, and through radio and TV programmes

and reporting on the differences in appeal of different

media of advertising”

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

14. INTERNET

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.

42. BIBLIOGRAPHY.

INDEX

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.

ADVERTISINGSALES

PROMOTION

PERSONAL SELLING

PUBLICITY

Elements of Promotion

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.

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.

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.

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.

Internal Media

TV

Radio

Newspaper

Magazine

Internet

External Media

Billboard

Mobile Advertisement

Poster

Window Display

Advertising Media:

TV Advertising Radio Advertising Newspaper Advertising

Magazine Advertising Internet Advertising

INTERNAL MEDIA:

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.

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.

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.

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.

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.

Billboard Advertising Mobile Advertising

Poster Advertising Window DisplayEX

TE

RN

AL

ME

DIA

:

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.

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.

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.

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.

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.

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 AppealAesthetic Appeal

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.

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.

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,

includes a strong element of humour.

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.

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.

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.

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.

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.

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.

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.

CHOSEN PRODUCT: HEALTH DRINK POWDER

Television – Moral Appeal Mobile Advertisement –Rational Appeal

Billboard – Celebrity Appeal

Poster – Love Appeal

BEST SUITED MEDIA AND APPEALS FOR MY PRODUCT:

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).

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.

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.

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.

PROJECT REPORT

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.

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:

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

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

RESULTS AFTER SURVEYWith graphical representation and reasoning

0

1

2

3

4

5

6

7

Television Billboard Poster

No. of

Resp

on

den

ts

Advertising Media

Best Suited Media and Appeal

Mora

l A

pp

ea

l

Rom

an

ce

Ap

pea

l

Mu

sic

Ap

pea

l

Ba

nd

wa

gon

Ap

pea

l

You

th

Ap

pea

l

Love A

pp

ea

l

Fea

r

Ap

pea

l

Fu

n A

pp

ea

l

Cele

bri

ty A

pp

ea

l

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.

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.

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.

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.

BIBLIOGRAPHY

• https://www.google.com/

• https://en.wikipedia.org/

• MS Office