MARKETING PROJECT

TITLE OF PROJECT: SCREENING

ADVERTISEMENTS IN NEWSPAPERS /
MAGAZINES, AND THROUGH RADIO AND
TV PROGRAMMES AND REPORTING ON
THE DIFFERENCES IN APPEAL OF
DIFFERENT MEDIA OF ADVERTISING

Arathi Ramdas
12 - J
2017-18
 CERTIFICATE

Certified that this project report “SCREENING ADVERTISEMENTS IN

NEWSPAPERS/MAGAZINES, AND THROUGH RADIO AND TV PROGRAMMES AND
REPORTING ON THE DIFFERENCES IN APPEAL OF DIFFERENT MEDIA OF
ADVERTISING” is the bonafide work of “ARATHI RAMDAS” who carried out the
project work under my supervision.

Teacher In-charge: Ms. Lakshmi Mohan Ram

Name & Signature:
Date:
Internal Examiner: External examiner:
Name & Signature: Name & Signature:
Date: Date:
 INDEX
1. Meaning and elements of promotion
2. Medias of advertising
3. Meaning of advertising appeals
4. List of advertising appeals
5. Product chosen
6. Best suited medias for advertising
7. Best suited appeals for advertising
8. Questionnaire
9. Graph
10. Reasoning
11. Conclusion
12. Bibliography
 ACKNOWLEDGEMENT
Primarily I would like to thank God for being able to
complete this project with success. Then I would like to
thank my Marketing teacher Ms. Lakshmi Mohan Ram,
whose valuable guidance has been the ones that helped me
patch this project and make it full proof success, her
suggestions and instructions has served the major
contributor towards the completion of the project.

Then I would like to thank my parents and friends who have

helped me with their valuable suggestions and guidance has
been helpful in various phases of the completion of the
project.
 TOPIC
 “SCREENING ADVERTISEMENTS IN
NEWSPAPERS/ MAGAZINES, AND
THROUGH RADIO AND TV PROGRAMMES
AND REPORTING ON THE DIFFERENCES
IN APPEAL OF DIFFERENT MEDIA OF
ADVERTISING”
 PROMOTION
Promotion refers to raising customer awareness of a product or
brand, generating sales, and creating brand loyalty.

It is one of the four basic elements of the market mix, which

includes the four P's: price, product, promotion, and place.

Promotion is also defined as one of five pieces in

the promotional mix or promotional plan. These are personal
selling, advertising, sales promotion, direct marketing,
and publicity.

A promotional mix specifies how much attention to pay to each

of the five factors, and how much money to budget for each.
ELEMENTS OF PROMOTION
 Advertising

 Personal selling

 Sales Promotion

 Public relations or publicity

 Direct Marketing 

 Corporate image

 Sponsorship

 Product placement
ELEMENTS OF PROMOTION
PICTURES
 ELEMENTS OF PROMOTION
(1) Advertising: It is an impersonal
presentation where a standard or common
message regarding the merits, price and
availability of product or service is given
by the producer or marketer. The
advertisement builds pull effect as
advertising tries to pull the product by
directly appealing to consumer to buy it.
(2) Sales promotion: It is the process of
persuading a potential customer to buy the
product. Sales promotion is designed to be
used as a short-term tactic to boost sales –
it is rarely suitable as a method of building
long-term customer loyalty.
(3) Publicity: It is the practice of managing
the spread of information between an
individual or an organization (such as a
business, government agency, or a
nonprofit organization) and the public.
The movement of information to the
general public from the media. The
subjects of publicity includes
people, goods and services, organizations,
and works of art or entertainment.
(4) Personal selling: It is where businesses
use people (the "sales force") to sell the
product after meeting face-to-face with
the customer. The sellers promote the
product through their attitude, appearance
and specialist product knowledge.
(5) Direct Selling: Direct selling is the
marketing and selling of products directly to
consumers away from a fixed retail
location. Modern direct selling includes sales
made through the party plan, one-on-one
demonstrations, and other personal contact
arrangements as well as internet sales.
(6) Public Relations: Public relations involves
the cultivation of favorable relations for
organizations and products with its key
publics through the use of a variety of
communications channels and tools.
Traditionally, this meant public relations
professionals would work with members of
the news media to build a favorable image
by publicizing the organization or product
through stories in print and broadcast media.
ADVERTISEMENT
 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.
MEDIAS OF ADVERTISEMENT
INTERNAL MEDIA EXTERNAL MEDIA

 TELEVISION  BILLBOARDS
 RADIO  POSTERS
 MAGAZINE  MOBILE ADVERTISING
 NEWSPAPER  WINDOW DISPLAY
 INTERNET
INTERNAL MEDIA
  INTERNAL MEDIA- TELEVISION

• A television advertisement is a span of television

programming produced and paid for by an organization,
which conveys a message, typically to market a product
or service. It is mostly meant for national and
international advertisement and sales.
• The products that are advertised for on the television
need demonstrations.
• For example: Beauty Products, Gadgets, Cars,
Electronics Etc, need a demo in order to show its
viewers how to use the particular item or product.
 TV Media Is Chosen
• The vast majority of television advertisements today For:
consist of brief advertising spots, ranging in length from I. Beauty- Jewellery,
Clothing, Resorts
a few seconds to several minutes.
II. Demonstration-
Car, Dental
Products, Food,
Electronics
  INTERNAL MEDIA- TELEVISION
• TARGET CUSTOMERS:

 For Women: TV advertisement is aimed at products

with aesthetic beauty that can be visually shown through
the advertisement. Eg: Cosmetics.
 For Children: TV advertisements shown in between
cartoons to attract children. Eg: Gums & chocolate.
 For Higher Lifestyle Consumer: The technical &
mechanical working of a product can be portrayed
through TV advertisements. Eg: A car.
 Well Established brands: For national/ International
brands, celebrity endorsing is shown as it is a big brand.
Eg: Armani Code promoted by Chris Pine.
 For Products with National/ International Market: For
products which have a wide market either nationally /
internationally. Eg: Doordarshan in India, Dubai One in
Dubai.
EXAMPLE- PIZZA HUT
  INTERNAL MEDIA- RADIO
• Commercial radio stations make most of their
revenue selling "airtime" to advertisers.
• One of the best ways to promote or advertise a
product is through a popular radio station or RJ host.
The advertisement should sound nice and should be
catchy at the same time as it is only audio and not
visual.
• Mainly political campaigns, movies, restaurants and
hotels are advertised through radios.
• Radio advertisements are mostly done for products
that do not need any demonstration like in the case  Radio Media Is Chosen For:
of television advertisements. I. Events & Shows
II. Announcing Sales
• For example: Advertisements about new institutions Promotions,
or entertaining shows can be done on the radio as III. Banks
they do not need any kind of demonstration. IV. Educational
Institutions
  INTERNAL MEDIA- RADIO
• TARGET CUSTOMERS:
 For Consumer that need no product
demonstration: Products/ Services that only require
a brief information to be given out to consumer. Eg:
Educational Institutes , Entertainment concerts/
shows.
 For Drivers & People en route: Teenagers and
Adults who drive and travel a lot pays attention the
radio advertisements.
 Online Booking/ Admission Services: Availability of
online booking for certain services can be advertised
through radio. Eg: Airline Booking, School admissions.
 EXAMPLE- WOODLAND WINDOWS
 Anncr: You love your home...
 SFX: woman struggling to open window
 Anncr: But those old...
 SFX: tapping on wood, struggling to open
 Anncr: Outdated... inefficient windows...
 SFX: glass smashing
 Anncr: need to be replaced.
 (music in)
 Anncr: Let Woodland Windows and Doors help you add value
and a beautiful finish to your home...with new windows from
Marvin, Pella and Anderson. Or their exclusive custom vinyl
line: Signature Woodland Windows. Their in-house installers
and five year craftsmanship guarantee, will seal those drafts
out. Find the design you’re looking for in their 15-thousand
square foot state of the art showroom, or contact Woodland
for a free in-home estimate. Visit woodland windows dot
com.
  INTERNAL MEDIA- NEWSPAPER
• Newspaper display advertising is a form of
newspaper advertisement - where the
advertisement appears alongside regular
editorial content.
• Many fast food companies, Hypermarkets,
educational institutions etc. can be
advertised through newspapers.
• The advertisements in newspapers should be  Newspaper Media Is Chosen
appropriate as these newspapers are only For:
I. College Admissions
national or statewide & not international.
II. Announcing Sales
• In some areas of the world, i.e., Urban Promotions
areas, there exists uneducated population III. All Categories Under
which may be a draw back for the companies Classifieds
putting advertisements in the newspapers IV. Real Estate
V. Insurance
VI. Fast Food
VII. Jewellery
 AS SIF I E DS
CL
ADS
  INTERNAL MEDIA- NEWSPAPER
• TARGET CUSTOMERS:
 For Urban Literate

 For Consumers that need no product

demonstration: Products/ Services that only
require a brief information to be given out to
consumer. Eg: Educational Institutes ,
Entertainment concerts/ shows.
 For Repeat & Retain Advertisement viewers:
For products/ services where reference to
advertisement has to be made again & again.
Eg: Educational institutes, Sale of Old
Household items in Classifieds Section.
 New Families Relocating : New families that
relocate to a new city finds the necessary
information from the newspaper. Eg: House for
Rent, Job opportunities, etc.
  INTERNAL MEDIA- MAGAZINES
• Magazine advertising is the ads that
people see placed throughout
publications.
• Ad sales can make or break a publication,
and nearly all magazines depend on the
revenue generated by their advertisers to
stay in business.
• Advertisers are also aware that a  Glossy Magazines Media Is
strategically placed ad in the right Chosen For:
magazine can improve their business many I. For Clothes
times over. II. Jewellery
III. Cosmetics
• Certain advertisements can be put in IV. Travel
magazines that are designated for that V. New Products
particular product. For Example: An VI. New Places /Events
advertisement for a product like sports To Visit
shoes can be put in a sports magazine like VII. Announcing Sales
‘Inside Sport.’ Promotions
  INTERNAL MEDIA- MAGAZINES
• TARGET CUSTOMERS:
 For Women: TV advertisement is aimed at products
with aesthetic beauty that can be visually shown
through the advertisement. Eg: Cosmetics, Design
Wear.
 For Teenagers: New inventions that are currently in
trend can be advertised. Eg:
 Fashion lovers:
 INTERNAL MEDIA- MAGAZINES

TYPES OF MAGAZINES FOR

DIFFERENT SEGMENTS:
 SPORTS MAGAZINE
 FASHION MAGAZINE
 WOMEN’S MAGAZINE
 HEALTH MAGAZINE
 KID’S MAGAZINE
 BUSINESS MAGAZINE
 TEEN’S MAGAZINE
  INTERNAL MEDIA- INTERNET

• Online advertising is a form of marketing

and advertising which uses the Internet
to deliver promotional marketing
messages to consumers.
• It includes Email Marketing, Search
Engine Marketing (SEM), Social Media
Marketing, Etc.
• Electronics, Cosmetic etc. are advertised
through the internet.

 Internet Media Is
Chosen For:
I. Airlines
II. Electronics
III. Clothes
IV. Jewellery
V. Real Estate
  INTERNAL MEDIA- INTERNET
• TARGET CUSTOMERS:
 Consumers Who Compares Various Brands:
For those Consumer who wish to compare a
product with that of the competitors on the
basis of features, attributes, & price.
 Literate & Have Technological Knowledge:
For Consumers who are educated and have
technological handling knowledge for internet
advertisement to be effective as it requires an
electronic device for working.
 For Consumers That Need No Demonstration:
Targeted at those consumers who doesn’t wish
to view a demonstration of the product/
service.
 Consumers For Whom Internet Service Is
Available
EXAMPLE- IN FACE BOOK
 DIA
M E
A L
N
TER
EX
  EXTERNAL MEDIA- BILLBOARD

• Billboards present large advertisements to

passing pedestrians and drivers.
• This is done mainly to improve or increase
the brand image of that particular product
that is being promoted
• Products whose style And beauty can be
shown on the large displays can be
advertised through the bill boards.
Billboard Media Is Chosen For:
I. Real Estate,
II. Hotels Advertisement
on Highway,
III. Airlines For Image
Building,
IV. Fast Food, Events,
V. Social Messages
Promoted By Big Brands
For Brand Building
  EXTERNAL MEDIA- BILLBOARD
• TARGET CUSTOMERS:
 Drivers & Pedestrians: It is suitable for
those customers who can be attracted
towards the attractive billboards
advertisement when they pass by/ drive by
it.
 Investors: Brand image building has an
impact on memory when one sees repetitively
on the road.
Eg: Land for sale, Jewellery.
 Travelers who get an urge to satisfy a
sudden need en route: For those consumers
who look for immediate refugees to satisfy
their thirst/ hunger/ or wish to rest for a
while. Eg: Motels, Restaurants, Fast Food
Drive-Thru
  EXTERNAL MEDIA- MOBILE ADVERTISING
• Mobile advertising is an advertising on the
side of a truck or trailer that is typically
mobile.
• Mobile billboards are a form of out-of-home
advertising; radio, static billboards, and
mall/airport advertising fall into this same
category.
• Using a mobile billboard for advertising is an
advertising niche called mobile outdoor  Mobile Advertisements Media
advertising which is mostly used to increase Is Chosen For:
I. Jewellery
the brand image of the product to the
II. Water
public. III. Sunflower Oil
IV. Big Brands
V. Watches
  EXTERNAL MEDIA- MOBILE
ADVERTISING
• TARGET CUSTOMERS:
 Drivers & Pedestrians: It is suitable for
those customers who can be attracted
towards the attractive advertisement
behind a truck/ van when they pass/
drive by it.
 Investors: Brand image building has an
impact on memory when one sees
repetitively on the road. Eg: Land for
sale, Jewellery, Furniture wholesale.
  EXTERNAL MEDIA- POSTER

• Posters may be used for many

purposes. They are a frequent tool
of advertisers (particularly of
events, musicians and
films), propagandists, protestors and
other groups trying to communicate
a message. 
• Fast food restaurants, jewellery,
ideas etc. are advertised through
posters.
• Advertisements in the form of
 Poster Media Is Chosen For:
posters are mostly for current or I. Movie
ongoing events like elections, II. Election Candidates
movies and sales promotions. III. Fast Food
IV. Announcing Sales
Promotions
  EXTERNAL MEDIA- POSTER

• TARGET CUSTOMERS:
 Local Pedestrians
 Investors: Brand image building has
an impact on memory when one sees
repetitively on the road. Eg: Land for
sale, Jewellery, Furniture wholesale.
 For Consumers looking for Notice:
It is suitable for those consumers who
looks new notices. Eg: vacant house,
sale on a shop, political campaigns &
meetings, etc.
  EXTERNAL MEDIA- WINDOW DISPLAY
• A display window, also shop window is
a window in a shop displaying items for
sale or otherwise designed to
attract customers to the store.
• Usually, the term refers to larger windows
in the front façade of the shop. It mainly
advertises products like clothes, jewellery,
bags etc.
• It provides very little information about
the product but it appears very attractive
to catch the customer’s attention.
 Window Display Media Is Chosen For:
I. Clothes
II. Jewellery
III. Cosmetics
IV. Books
V. Perfumes
VI. Car
  EXTERNAL MEDIA- WINDOW DISPLAY

• TARGET CUSTOMERS:
 Local Pedestrians & Shoppers:
Consumers who walk by a store
window display and get attracted
due to its aesthetic appeal.
ADVERTISING
APPEALS
Advertising 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'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.

 Advertising 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.
 LIST OF ADVERISING
APPEALS
1. Romance Appeal
2. Fear Appeal
3. Humour Appeal
4. Love Appeal (Friendship, Parental, Brotherly, sisterly- other than
romance)
5. Statistics Appeal
6. Celebrity Appeal
7. Music Appeal
8. Bandwagon Appeal
9. Rational Appeal
10. Snob Appeal
11. Moral appeal
12. Youth appeal
13. Adventure Appeal
14. Fun Appeal
15. Aesthetic 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.
 Fragrances, automobiles and other types of products use these
types of advertising appeals.
EXAMPLE
• This ad of ‘Nivea’ features a man who gets
attracted to a lady, portrayed by Anuskha
Sharma because of the her soft skin which is
obtained by applying Nivea.
•The appeal is used to signify that buying
certain products will have a positive impact
on the opposite gender.
• Here, the customers are shown that for
soft and smooth skin, Nivea is the best
option as it may bring them closer to their
partners.
 Secondary Appeal: Celebrity Appeal
can also be seen as ‘Nivea’ portrays
Anushka Sharma with her glamourous
look.
 RATIONAL APPEAL
 This type of advertising focuses on
the consumer’s practical, functional
or utilitarian need for the product or
service and emphasize on the
features of the product or service or
benefits or reason for owning or
using a particular brand.
 These ads tell consumers , the
benefits associated with the
purchase of a product. 
 EXAMPLE
 This ad emphasize on the product
features and why the consumers should
purchase them. This advertisement of
Nokia shows the various attractive
features of Nokia Lumia like large
screen, movies to download etc.
 This ad uses rational appeal to display
their key features and convince the
customers to purchase it.
 The customers feel encouraged to buy
the product as they feel that it would
be justifiable to pay the price given the
services it has.
 Secondary Appeal: Here, Rational
appeal can also be seen as the
advertisement appeals to the rational
minds of consumer statistically.
 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.
 Youngsters are the most vulnerable to
external influences. Anything can
influence them greatly. So, advertisers
try to target this age group using the
youth appeal.
 EXAMPLE
• In the advertisement below, the
product is shown used by a young
celebrity of today.
• The advertisement features Ranbir
Kapoor advertising Pepsi by
drinking it.
• The products are advertised in
such a way that the young
customers feel connected to them.
• They are also advertised in a
colorful manner so that it appears
more attractive to them.
 Secondary Appeal: Here,
Adventure appeal is used to give
an impression of fun and
adventurous.
 FEAR APPEAL
 Fear is also an important factor that
can have an 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.
 EXAMPLE
• In fear appeal, the company tries to
show the negative consequences, if
customers fail to use their products or
advice.
• This creates a fear in the minds of the
customers and persuades them to buy
the product or advice.
• This advertisement of WWF, shows a
poacher trying to shoot a small girl Secondary Appeal: Sensitivity
dressed like a tiger. appeal can be sensed as in the ad, in
• The advertisement prompts the the place of a tiger one sees a
viewer to think of how it would feel if dressed like a tiger that ignite
it was his own daughter in place of emotional values within one
regarding their activities. This
the tiger he was about to shoot.
appeal is used to influence the
• This instills a fear in the mind of the
sensitivities of viewers.
viewer to resist to the idea of hunting
animals.
HUMOUR APPEAL
 Humor is an element which is used in
30% of the advertisements.
 Humor can be an excellent tool to
capture 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.
 EXAMPLE
 This appeal is used to catch the
customer’s attention using a funny
theme in the advertisement
 Here, the ad of ‘Coca Cola’ has a
strong humor element.
 It shows a penguin drinking a
man’s ‘Coca Cola’ without him
seeing while the man is searching
for his can of ‘Coca Cola’.
 This can help to catch the
customer’s attention quickly

Secondary Appeal: Fantasy appeal is present here as in the

ad, there is a penguin stealing the man’s coco cola and is
drinking which practically doesn’t happen in reality.
STATISTICS APPEAL
• Advertisements can also use statistics and figures to display
aspects of the product and it’s popularity in particular.

• This is used to build the confidence among the customers of the

product.
 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.
 Secondary Appeal: Social Appeal is present wherein it causes
people to make purchases and include aspects like recognition,
acceptance, status & approval.
CELEBRITY APPEAL
Using a famous person’s image to sell a product or service by focusing
on the person’s money, fame or popularity to promote the sale of the
product or service.
If the famous person agrees to allow his or her image to be used, it is
termed as celebrity endorsement.
The promotion might be through formal advertisement in the media, or
it might occur through the famous person displaying the products by
using or wearing them.
 EXAMPLE
Here, Brad Pitt, Hollywood superstar is endorsing TAG Heuer watch.
His followers and fans would be persuaded to buy this watch.
 Secondary Appeal: Snob Appeal is present in the below ad
as the tagline asks the question “What are you made?” . It
appeals to the customers as if wearing this watch could
enhance your(customer’s) personality.
MUSIC APPEAL
Music can be used as types of advertising appeals as it has certain
intrinsic value and can help in increasing the persuasiveness of the
advertisement.
It can also help capture attention and customer recall.
 EXAMPLE
• The Idea ad sponsored by
‘Aditya Birla Group’ which
begins by ‘Get idea ahaha get
idea’ uses music appeal to
capture the attention of many
viewers.
• It features many people
singing and dancing to this
jingle.
• It is equal to a song, and
because of that customers
register it in their head quickly
• Secondary Appeal: Play on
words plays a role in this ad to
get an idea to use a number
available everywhere.
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.
 This 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.
 It refers to the qualities or attributes
that might appeal to a consumer
with snobby tastes.
 EXAMPLE
 This perfume ad of Gucci uses snob
appeal to advertise it. It displays their
perfume very elegantly and
luxuriously.
 This portrays an image where the
customer would feel unique by buying
their perfume.
 This ad indicate that these products are
not affordable to common people.
 People are encouraged to buy these
products since they would want to
stand out in the crowd.
 Secondary Appeal: Aesthetic appeal
is brought out in this ad as the women
after wearing Gucci perfume, feels
first- class.
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.
 EXAMPLE
 Here McDonald appeals to its customers that they have served
millions and billions of customers.
 This encourages the customers to try out McDonald product.

Secondary Appeal: Brand appeal is present here, as the brand “Mc

Donald’s” is shown as THE ONE that serves billions & billions.
PRODUCT
CHOSEN: BISCUITS
Best Suited Medias For Biscuits
Billboard Television

Mobile
Poster
advertising
 Best Suited Medias For Biscuits

 Billboard

A lot of people travel on the road for various purposes like work,
school etc. Billboards mainly targets these people. Billboards are
made to look very attractive using colors, celebrities, catchy slogans
etc. so that people would attracted to it real quick. Biscuits is a
product that is consumed by almost everyone, hence people would
also feel tempted to buy a pack of chips while traveling.
Television

Television targets all types of people irrespective of age. Hence,

biscuit a widely consumed snack can be advertised through TV which
is watched by all. It is also the media which can bring in music
appeal very effectively by creating customer recall
Mobile advertising
Mobile advertising can be used to attract the attention of
drivers and people travelling on the road. Biscuits can be made
to look very appealing in the eyes of the viewers and they
would feel tempted to buy a pack of biscuits on the way.

Poster
The various new characteristics of biscuits and the ingredients
used to make it can be attractively shown in posters. Readers
can also be made aware of the nutritional facts of the biscuits
as people would actually read the information on posters.
 Best Suited Appeals for
Biscuits
Love appeal Fun appeal

Rational Appeal Youth appeal

 Best Suited Appeals for
Biscuits
Love appeal
Love appeal can be effectively shown for biscuit ads.
Many biscuit advertisements bring out a family
atmosphere which shows the family having a pack of
biscuits as it is a product that can be enjoyed by
everyone in the family equally.

Fun appeal
Fun appeal in biscuit advertisement grabs the attention
of consumers of almost all age groups as it might ignite
them to have fun with either their siblings or friends,
also remind the rest of the their childhood time of
“masti”. Children can also be interested in buying a
certain biscuit because they feel they want to play
like/ gain powers like the super heroes shown in the ad
of the biscuit.
Rational Appeal
Rational appeal is quite often used in biscuit ads as various
new additions in the product are shown. People are interested
to know about the nutritional facts of biscuits and may
purchase it on the basis of these facts.

Youth appeal
 The youth of a country are usually the first ones to try out a
particular brand of biscuits, so biscuit brands use youth
appeal to attract these youth. They are usually easy to
influence especially when some youth icons are used in the
ads.
Questionnaire
 Questionnaire
This Survey conducted by the students of OOEHS for a Marketing project to
estimate the popularity of different brands among the consumers. Kindly fill in the
given questions.
NAME: _______________________________ GENDER: MALE FEMALE
AGE: NATIONALITY:

Q1.Which of the following medias of advertisement have more influence on lower

income groups?
• Television
• Radio
• Newspaper
• Window Displays
Ans:________________________________________

Q2.Which media for the product biscuit stays best on mind?

• Television Advertisement
• Radio
• Billboard
• Window Displays
Ans:_________________________________________
Q3.In which of the following media would you most likely see an
advertisement of biscuits?

• Billboards
• Television
• Mobile Advertisement
• Internet
• Others, please specify.
Ans:________________________________________

Q4.Which of the following Appeals are best brought out by billboards?

• Television Advertisement
• Radio
• Billboard
• Window Displays
• Others, please specify.
Ans:_________________________________________
Q5.Which of the following Appeals are best suited for my product biscuits?

• Snob Appeal
• Rational Appeal
• Celebrity Appeal
• Love Appeal
• Youth Appeal

Ans:________________________________________

Q6.Which of the following Appeals are best brought out by Television?

• Celebrity Appeal
• Adventure Appeal
• Music Appeal
• Bandwagon Appeal
• Others, please specify.
Ans:_________________________________________
 “GRAPHICAL REPRESENTATION ON THE BASIS OF THE
DIFFERENT APPEALS BROUGHT OUT THROUGH DIFFERENT MEDIAS
FOR YOUR CHOSEN PRODUCT “

6
Best Suited Media and Appeal

Bandwagon Appeal
Music Appeal

Humor Appeal

Rational Appeal
Youth Appeal
Love Appeal

Moral Appeal
2
Fun Appeal

Fear Appeal
1

0
Television Billboard Mobile Advertising
Advertising Media
 Graph Reasoning
 Television
 As per the survey, 3 out of 10 people believe that Love appeal is
most suited appeal for Television as the love and care portrayed
though an advertisement can touch their heart and relate it to
their family or friends.
 4 out of 10 people think that Music appeal is suitable as some
melodious music along with a storyline can catch the attention of
the viewers. Also music helps in retention of memory of the brand
in the minds of the viewers.
 3 out of 10 people get really attracted by an advertisement with
good humor in it. Humor tends to make the viewers really
interested in watching the advertisement thereby enjoying it which
helps the brand recognition. Therefore, the support Humor appeal
Billboard
 As per the survey, 5 out of 10 people believe that Fun
appeal is most suited appeal for Billboard as it can
help in increasing potential response.
Eg. Oreos’ “twist, lick & dunk”, the ritual that creates
a simple, carefree moment and allows everyone to
connect.
 2 out of 10 people chose Bandwagon appeal as it is
easier for the marketers to convey to the customers
that everyone uses their product and customers can
easily spot these advertisements while travelling.
 3 out of 10 people think Youth appeal is suitable a
youthful elements used in advertisement easily
catches the attention of the young people en route.
Mobile Advertisement
 As per the survey, 4 out of 10 people believe Moral appeal
is suitable as it’s directed to the consumer’s sense of
what is right and wrong. It inculcates a feeling of social
responsibility in the minds of people and urge to do the
right thing.
 Social Awakening and justice-eg: girl’s freedom, Satyamev
Jayate.
 4 out of 10 people chose Rational appeal as the best
suited appeal for mobile advertising because some
features and information of the product can be shown to
the people on the road especially during traffic jams
where drivers would notice the features of the product
while they are not driving.
 2 out of 10 people believe Fear appeal can be used to
influence people and also increases the viewer interest
and persuasiveness of the ad.
 Conclusion
 By doing this project, I was able to understand the
various elements of promotion especially
advertisement.
 This project also enabled me to understand the
various medias of advertising which can be used to
promote a product in the market.
 I was also able to learn about the different
advertising appeals.
 Bibliography
www.google.com
www.Wikipedia.com
www.slideshare.com