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GRADE - XII MARKETING PROJECT (2017-18)

NAME OF STUDENT: LOVELL MENEZES

PROJECT SPECIFICS:  ADVERTISEMENT APPEALS

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 The Millennium School, Dubai
MARKETING

CERTIFICATE

Certified to be the bonafide record of the project work done by Master/Miss.

……Lovell…… of Grade XII as prescribed by the Central Board of Secondary Education, Delhi
during the academic year 2017 – 2018.

…………………… ………………………
Teacher in- Charge Principal

Submitted for the Practical Examination on………..2018

held in The Millennium School, Dubai.

……………………… ………………………
Internal Examiner External Examiner

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 ACKNOWLEDGEMENT

I , Lovell do hereby declare that this project is my original work and I

would like to thank Mr.Masood for his wholehearted support and guidance for
making it possible for me to complete this project on time.

I would also like to thank my friends and family members for their kind support and
guidance without which this project would not have completed.

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 “Screening advertisements in newspapers/
magazines, and through radio and TV
programmes and reporting on the differences
in appeal of different media of advertising”

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 INDEX

S.no Topic Page Signature

1 Cover page 1

2 Certificate 2

3 Acknowledgement 3

4 Project Topic 4

5 Index 5

6 Promotion 6

7 Elements of Promotion Mix 7

8 Advertising 8-14

9 Advertisement appeals 15

10 Types of Advertisement appeals 16-19

11 Chosen Product: Soft Drinks 20-22

12 Project Report 23

13 Market Survey 24

14 Questionnaire 25-27

15 Result after survey / Interpretations 28-31

16 Conclusion 32

17 Bibliography 33

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 Promotion

Promotion refers to the use of communication with the twin objective of informing potential customers
about a product and persuading them to buy it. In other words, promotion is an important element of
marketing mix by which marketers makes use of various tools of communication to encourage
exchange of goods and services in the market.

Promotion mix refers to combination of promotional tools used by an organisation to achieve its
communication objectives. Various tools of communication are used by the marketers to inform and
persuade customers about their firm’s products.

The elements of promotion mix are :

(i) Advertising

(ii) Personal Selling

(iii) Sales Promotion, and

(iv) Publicity

Promotion is a fact of life and is essential for every business.

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 Elements of Promotion Mix

1. Advertising : it is perhaps the most commonly used tool of promotion. It is an

impersonal form of communication, which is paid for by the marketers (sponsors)
to promote some goods or service. The most common modes of advertising are
‘newspapers’, ‘magazines’, ‘television’, and ‘radio’.

2. Personal Selling : it involves oral presentation of message in the form of

conversation with one or more prospective customers for the purpose of making sales. It
is a personal form of communication. Companies appoint salespersons to contact
prospective buyers and create awareness about the product and develop product
preferences with the aim of making sale.

3. Sales Promotion : it refers to short-term incentives, which are designed to

encourage the buyers to make immediate purchase of a product or service. These
include all promotional efforts other than advertising, personal selling and publicity,
used by a company to boost its sales.

4. Publicity : publicity is an unpaid form of communication. It does not involve any

direct expenditure by the marketing firm , and there is no identified sponsor for the
communication as the message goes as a news item. In publicity, as the information
is disseminated by an independent source,
e.g., the press in the form of news stories and features, the message has more
credibility than if that comes as a sponsored message in advertising.

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 Advertising

Internal Media

Newspaper

Radio

Television

Magazines Magazine

Internet

Radio

Newspaper

Internet 8
1. Newspaper : newspaper display advertising is a form of newspaper advertisement - where the
advertisement appears alongside regular editorial content.

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 .

The target group of consumers depends upon the consumers that read the daily newspaper , which is
usually an older age group , say 25 - 80 years , both male and female .

2. Radio : 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.

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 : mainly aimed at uneducated people , teenagers , middle-income/low

income group, people who use private forms of transport ( like car ) .

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3. Television : 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, which will in turn be advertised
in the channel which the target customers view.

4. Magazines : 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 .

Suitability: the above products are advertised in magazines as these magazines are mostly read by
people who want to keep up to the latest fashion trends or who are more outgoing . Therefore the

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products advertised are normally eye catching and thus 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 , men or young adults.

5. Internet : internet in today’s world can be stated as one of the best media for advertising.

Suitability : internet advertisements can be put on popular websites ( like a news site or a e commerce
site ) or on popular social medias ( like Facebook and Instagram ) . The internet is best suitable for
reaching out to a younger audience .

Products advertised on the internet are new phones , new laptops , new fashion accessories , advanced
gadgets , and the like .

The target group of customers for internet advertising is a younger age group , say 12 - 35 years .

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 External Media

Billboard

Mobile Advertisements

Posters

Window Display

Billboard

Mobile Advertisement
Poster
Window Display
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1. 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 a big picture of the product , with attractive slogans, and distinctive visuals . Billboards are
used for their high visibility .

Products advertised on billboards are soft drinks or energy drinks , fast food restaurants , sweet and
sugary treats , clothing brands , etc.

The target customers for billboard advertisements are people who go on their daily commute to work
and are stuck in traffic , thus it includes a middle aged group , around 25 - 65 years .

2. Mobile advertisements : 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
passerby’s on the road or the fellow drivers.

The target group for mobile advertisements are the general public , which includes all types of age
groups , with people from different income groups . The products are usually general products like a
new phone , or a chocolate .

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3. Widow 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 target group for a window display advertisement depends on the target group of the brand putting
the window display advertisement on their store .

4. Posters : a poster is a rectangular box which includes attractive slogans with a picture of the product
and the brand . Posters are traditionally advertisements printed on individual sheets are made and
distributed among a large number of people. But today , posters are also in digital form found in
websites .

Suitability : postures are suitable for promoting less complex products , and used to promote simple
and easy to use products , like a new toy , or a new clothing line designed for the christmas season .

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 Advertisement Appeals

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 aims to influence the way consumers view themselves and how buying certain products can prove to
be beneficial for them.

Advertising uses appeals as a way of persuading people to buy certain products.

The message conveyed through advertising appeals influences the purchasing decisions of consumers.

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 Types of Advertisement Appeals

Advertisement Appeals

Fear Appeal Humor Appeal

Adventure Appeal Music Appeal

Youth Appeal Less than perfect Appeal

Snob Appeal Bandwagon Appeal

Scarcity Appeal Plain Appeal

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1. Fear Appeal : fear is also an important factor that can have incredible influence on individuals. Fear is
often used to good effect in advertising and marketing campaigns of beauty and health products
including insurance. Advertising experts indicate that using moderate levels of fear in advertising can
prove to be effective.

2. Adventure Appeal : it 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.

3. 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.

Adventure Appeal Youth Appeal

Fear Appeal

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4. Snob Appeal : 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.

5. Humor Appeal : humor is an element that is used in around 30% of the advertisements. Humor can
be an excellent tool to catch the viewer’s attention and help in achieving instant recall which can work
well for the sale of the product. Humor can be used effectively when it is related to some benefit that
the customer can derive without which the joke might overpower the message.

6. Music Appeal : music can be used as types of advertising appeals as it has a certain intrinsic value
and can help in increasing the persuasiveness of the advertisement. It can also help capture attention
and increase customer recall.

Humor Appeal
Music Appeal
Snob Appeal

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7. Less than perfect Appeal : 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.

8. 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 aspect of a person using a particular product or service.

9. Scarcity Appeal : scarcity appeals are based on limited supplies or limited time period for purchase of
products and are often used while employing promotional tools including sweepstakes, contests etc.

10. Plain Appeal : these advertisements use every day aspects of life and appeal to ordinary people
regarding the use of a product or service.

Bandwagon Appeal
Less than perfect Appeal
Scarcity Appeal Plain Appeal

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Chosen product : Soft drinks

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 Best suited media for Soft Drinks


Poster - Celebrity Appeal

Billboard - Less than perfect Appeal

Magazine - Youth Appeal

21 Television - Adventure Appeal
1. Poster - Celebrity Appeal
A famous Pakistani cricketer is this advertisement of Pepsi , this is a very easy way of attracting
customers , as fans of this cricketer will buy the product because this is the product he endorses and
uses . The secondary appeal being shown is Youth Appeal and Snob Appeal .

2. Billboard - Less than perfect Appeal

Billboard advertisements are most commonly found on highways and busy roads where commuters
stuck in traffic are targeted . The use of ‘ Less than perfect Appeal ‘ can be very suitable especially in
busy roads and areas where the type of people are people who always want to have the best type and
brand of products . The secondary appeal being shown is Brand Appeal and Rational Appeal .

3. Magazine - Youth Appeal

Magazines are read by people who always want to stay up to date with the latest trends . Using the
youth appeal in a magazine is very suitable as it can attract an aging audience , and make them feel
more satisfied upon purchasing the product because it’s more ‘ modern ‘ . The secondary appeal being
shown is Play on words Appeal and Plain Appeal .

4. Television - Adventure Appeal

An Adventure appeal is a type of advertisement appeal which shows people having fun and enjoying
because of using the product . Television is most watched by a younger audience , so an adventure
appeal will suit such an audience better than any other appeal . The secondary appeal being shown is
Bandwagon Appeal and Music Appeal .

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PROJECT
REPORT

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 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 behaviors, preferences, traits, attitudes and
facts.

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 QUESTIONNAIRE

This survey is conducted by the students of TMS for a 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 correct option .

Name: Gender: Occupation: Age:

1. Through which media would you like to see advertisements from ?

- Television
- Billboard
- Poster

2. According to you, which media is best suited for advertising for Soft drinks ?

- Billboard
- Magazine
- Television

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3. Which appeal is best brought via Television advertisements/commercials ?

- Adventure Appeal
- Bandwagon Appeal
- Music Appeal

4. Which appeal is best depicted on Billboards ?

- Less than perfect Appeal

- Brand Appeal
- Rational Appeal

5. Which appeal is best suited for an advertisement on a Poster ?

- Celebrity Appeal
- Play on words Appeal
- Snob Appeal

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6. Which appeal is best suited for an advertisement on a Magazine ?

- Youth Appeal
- Humor Appeal
- Statistics Appeal

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RESULT AFTER
SURVEY

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 Best suited media and appeal



Adventure Appeal Bandwagon Appeal Music Appeal Less than perfect Appeal Brand Appeal Rational Appeal

4 5

4
3

3
2
2

1
1

0 0
Television Billboard

Celebrity Appeal Play on words Appeal Snob Appeal

0
Poster
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 Television - Report

4 out of 10 have chosen Adventure Appeal because of the visuals in the television which can convince
the customers even more .

2 out of 10 have chosen Bandwagon Appeal so that they know how popular the product is , based on
which they will make their purchase . A television commercial can better portray what the likings of
majority of the people are through small skits .

4 out of 10 have chosen Music Appeal as music makes the advertisement more convincing and
attractive . Music can mainly be used in Television and not other medias like Billboard or Poster .

Billboard - Report

5 out of 10 have chosen Brand Appeal as better brands not only provide better products , but give
more satisfaction upon the purchase . When a billboard shows the advertisement of the brand in such a
way such that a large amount of people can see it , which increases peoples perceived value of the
brand .

3 out of 10 have chosen Less than perfect Appeal so that it helps them know what they are missing out
by not purchasing that product .

2 out of 10 have chosen Rational Appeal so that the advertisement can be more realistic .

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 Poster - Report

6 out of 10 have chosen Play on words Appeal . Posters usually include attractive slogans and catchy
tagline , which plays an important role in convincing the customers in a very unique way .

2 out of 10 have chosen Snob Appeal . Posters show colorful pictures of the product and the benefits of
the product , which stays in the memory of the potential customer .

2 out of 10 have chosen Celebrity Appeal because when the advertisement has a celebrity in it , the
customers feel more drawn to it because of the endorsement of the celebrity to buy that particular
product .

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 Conclusion

By doing the project , I learnt Advertising as an element of marketing mix , and how important it is to
the organization . I also learnt the various medias of advertising , and how important it is to advertise
the right product in the right media .

This project helped me know the type of advertisement appeals , it’s importance , and how it can be
used in advertisements , so that customers are informed and persuaded to buy the product in a more
efficient way .

The project has shown that Soft drinks are best advertised on posters , billboards , magazines , and the
television .

From the survey conducted on 10 people , it has shown that Adventure and Music Appeal is best suited
for Television , Brand Appeal is the most suitable for Billboards , and Play on words Appeal is the most
suitable advertisement appeal for posters .

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 Bibliography

https://www.slideshare.net/VriddhiSharma/advertising-59767989

https://www.slideshare.net/nijazn/advertising-appeals-37304802

https://www.slideshare.net/TANZEELABDUL/advertisement-marketing-project-grade-12

http://smallbusiness.chron.com/top-five-appeals-advertisers-use-sell-product-31373.html

Class 12 Business Studies Book 2

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