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THE INDIAN HIGH SCHOOL, DUBAI
MARKETING PROJECT
SCREENING OF ADVERTISEMENTS
Date: 20th
October 2015
TEACHER: MRS.ARSHIYA
NAME:VRIDDHI.SHARMA
GRADE 12 COM-D

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THE INDIAN HIGH SCHOOL,DUBAI
BONAFIDE CERTIFICATE
Certified that this assignment ‘’Screening of advertisements’’ is
the bonafide work of ‘’Vriddhi.Sharma’’ who carried out the
assignment under my supervision.
Teacher In-charge
-------------------------------
Internal Examiner
-------------------------------
External Examiner
-------------------------------

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THE INDIAN HIGH SCHOOL, DUBAI
ACKNOWLEDGEMENT CERTIFICATE
In order to accomplishthis assignment, I would like to thank my
marketing teacher, Mrs.Arshiya for guidingme throughout the
assignment. I’m grateful to them for giving this opportunity.It was
fun and informative doing this. I would like to thank all of them who
helped me in doing this project and who helped me in bringing this
assignment a successful one.
Thank you

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TABLE OF CONTENT:
S.NO TOPIC
1. INTRODUCTIONTO ADVERTISING
2. HISTORY OF ADVERTISING
3. FORMS OF ADVERTISING
4. AIDAS THEORY
5. DAGMAR THEORY
6. 5 M’S OF ADVERTISING
7. IMPORTANCE OF ADVERTISING
8. MERITS AND DEMERITS OF ADVERTISING
9. ADVERTISING APPEALS
-QUESTIONNAIRE, ANALYSIS AND CONCLUSION
-GENERAL ADVERTISING APPEALS
10. MASS MEDIA
11. TYPES OF MASS MEDIA
12. ADVANTAGES AND DISADVANTAGES OF MASS MEDIA
13. MASS MEDIA
-QUESTIONNAIRE, ANALYSIS AND CONCLUSION
14. PRODUCT LINE: BAGS
-QUESTIONNAIRE, ANALYSIS AND CONCLUSION
-SPECIFIC ADVERTISING APPEALS
15. CONCLUSION
16. BIBLOGRAPHY

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INTRODUCTION TO ADVERTISING:
According toKotler’s definition, advertising is “any paid form of non-personal
presentationandpromotionof ideas, goods and services throughmass mediasuchas
newspapers, magazines, televisionor radioby an identifiedsponsor”
MEANING:
When a product is manufactured, its existence needs to be made known to the general
public, otherwise the product will not sell. Advertising draws attention of the potential
consumers to a product. Advertising informs potential customers of the products
functions and features. Good advertising creates a demand may even create a brand
identity for a product or series of products. Advertising seeks to create an image
surrounding a product, so that customers feel that they need it. Advertising can
promote a new product and increase sales of existing products.

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HISTORY:

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FORMS OF ADVERTISING:
MODERN TYPES OF ADVERTISING:
*BROADCAST ADVERTISING:
Broadcast advertising is very popular advertising medium that constitutes several
branches like television, radio, or the internet. Television advertisements have been very
popular ever since they were introduced. The cost of television advertising often
depends upon the duration of the ad, the time of broadcast (prime time/lull time),
sometimes the show on which it will be broadcast, and of course, the popularity of the
television channel itself. The radio might have lost its charm owing to new age media
however, it remains the choice of small scale advertisers. Radio jingles has been very a
popular advertising medium, and has a large impact on the audience, which is evident in
the fact that many people still remember and enjoy old popular radio jingles.

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*COVERT ADVERTISING – (ADVERTISING IN MOVIES):
Covert advertising is a unique kind of advertising, in which a product or a particular
brand is incorporated in some entertainment and media channels like movies, television
shows, or even sports. There is no commercial advertising as such in the entertainment,
but the brand or the product subtly showcased in the entertainment show. Some of the
famous examples for this sort of advertising have to be the appearance of Nokia which
is displayed on Tom Cruise’s phone in the movie Minority Report, or the Cadillac Cars in
the movie Matrix Reloaded.

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*SURROGATE ADVERTISING – ADVERTISING INDIRECTLY:
Surrogate advertising is a form of advertising which is used to
promote banned products, like cigarettes and alcohol, in the disguise of another product.
This type of advertising uses a product of a fairly close category, as: club soda, mineral
water in case of alcohol, or products of a completely different category (for
example, music CD's or playing cards) to hammer the brand name into the heads of
consumers. The banned product (alcohol or cigarettes) may not be projected directly to
consumers but rather masked under another product under the same brand name, so
that whenever there is mention of that brand, people start associating it with its main
product (the alcohol or cigarette). In India there is a large number of companies doing
surrogate advertising, from Bacardi Blast music CD's, Bagpiper Club Soda to Officers
Choice playing cards.

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*PUBLIC SERVICE ADVERTISING- (ADVERTISING FOR SOCIAL CAUSES)
Public service advertising is designed to inform the public on issues that are frequently
considered to be in the general best interests of the community at large. Typically, it
reflects a political viewpoint, philosophical theory, religious concept or humanitarian
notion. It is also commonly referred to as a public service announcement (PSA) or a
community service announcement (CSA). The ads are usually broadcast on radio or
television, but may also appear in newspapers or magazines. They are prevalent in
industrialized countries throughout the world.
PSAs are commonly aimed at altering public attitudes by raising consciousness about
particular issues. Health, conservation and safety themes are prevalent in many PSAs.
The public service advertising campaigns are often sponsored by trade associations, civic
organizations, non-profit institutions or religious groups. The U.S. military, in addition to
paid advertising, regularly produces PSAs as part of their recruitment efforts.Some
PSA ads use celebrity spokespersons to garner attention. Others attempt to appeal to
the masses through portraying risks and issues relevant to ordinary men, women and
children. A common misconception about PSA work is that it includes political campaign
ads, which are actually privately funded.

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*CELEBRITY ADVERTISING:
Although the audience is getting smarter and smarter, and the modern-day consumer is
getting immune to the exaggerated claims made in a majority of ads, there exists a
section of advertisers that still bank upon celebrities and their popularity for
advertising their products. Using celebrities for advertising involves signing up
celebrities for campaigns, which consist of all sorts of advertising including television or
even print ads. How effective these ads are, is something that each consumer himself
can determine.

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*IN-STORE ADVERTISING:
Located within supermarkets, drugstores, or convenience stores, in store displays come
in a variety of forms: shopping cart panels, above-aisle or end-aisle displays, digital
message units, clocks, floor graphics, backlit front aisle displays, and digital screens.
In Store Digital Screens
TV monitors located at the checkout counter in convenience stores deliver advertising
messages in a continuous, content-driven loop of custom programming providing
information and entertainment.
Checkout Counter Dividers
Used to separate one shopper’s groceries from the next person in line, These dividers
can claim an exposure time as long as five minutes.
Floor Graphics
Vinyl displays affixed to the supermarket floor near the product being promoted.
Primary Uses
Used to provide stimulus to shoppers at the moment of a purchase decision.
Availability
The broadest programs reach thousands of grocery stores, drug stores, and convenience
stores. Virtually all of the top 100 markets have in store media.
Research/Market Information
Audience data are provided by sellers. Some employ research firms for studies of
audience size and effectiveness.
Method of Purchase
Varies by format. Units are generally sold in multimarket store networks or as single
market buys for four week cycles.

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*DIGITAL OUT OF HOME ADVERTISING:
Digital out of home (DOOH) refers to dynamic media distributed across placed-based
networks in venues including, but not limited to: cafes, bars, restaurants, health clubs,
colleges, arenas, gas stations, convenience stores, barber shops, and public spaces.PQ
Media defines DOOH by two major platforms, digital place-based networks (DPN) and
digital billboards& signage (DBB); DOOH networks typically feature independently
addressable screens, kiosks, jukeboxes and/or jumbotrons. DOOH media benefits
location owners and advertisers alike in being able to engage customers and/or audiences
and extend the reach and effectiveness of marketing messages. It is also referred to as
Digital Signage.

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AIDAS THEORY:
The AIDAS theory of selling is one of the widest known theories and is the basis
for training materials across numerous organizations. AIDAS stands for Attention,
Interest, Desire, Action, Satisfaction. The AIDAS theory simply states that a
prospect goes through five different stages before finally responding satisfactorily
to our product. thus he should be led comfortably through all five stages.

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Attention – Gaining attention is a skill and just like any skill, gaining attention can be
improved upon with practice. A common phrase applicable over here is “First impression
is last impression”. The initial attempt of the sales person must be to put the customer
completely at ease. Casual conversation is one of the best openers after which the sales
person can gain customer attention by leading him onto the sale.
Interest – Once you have gained attention, it is very important to maintain interest.
Some sales people are very good in the opening but as the technicalities take over, they
become uncomfortable while explaining the product. Whereas others who are strong in
the product department might open bluntly but create interest in the second stage.
Maintaining interest is a crucial part of the sales process and hence is included in the
AIDAS theory.

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Desire – Have you seen the commercials wherein you just have to get out of your house
and get the product? Perhaps a car, an ice cream or a house. The same has to be done by
the sales person in personal selling. He has to create enough desire in the customers
mind such that he immediately has to buy the product. Imagine an aqua guard sales man
or a Tupperware sales person. They highlight the product in such a manner that you
might be thinking “Why didn’t I buy this product before”. Thus kindling that desire
becomes an integral part of the AIDAS selling theory.
Action – Although there may be desire for the product, the customer might not act on
it. He might want to buy the product but he might NOT buy it. In such cases the
customer needs to be induced. There are various ways to induce the customer such that
he buys the product. It is important for the sales person to understand whether to
directly induce the customer or whether to push subtle reminders that you are there
for a sales call. Both methods work, but you need to know your customer.

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Satisfaction – What would you do after the customer has given the order? Will you
stand up, Point at him and shout “Fooled ya”. I don’t think so. The customer has just
parted with his money. Just like you part your money and expect good service, he
expects the same too. So even after he has bought the product, you need to reassure
the customer that he has made the right decision. The product is good for the customer
and you only presented the product. It was his decision and he is right about it. These
small cues post the sales process really give confidence to the customer and he then
looks forward to your product rather than thinking whether or not he has made the
right decision.

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DAGMAR MARKETING:
DAGMAR stands for Defining Advertising Goals for Measured Advertising Results.
DAGMAR Model was developed by Russell Colley in 1961 for setting advertising
objectives and measuring advertising results.
According to DAGMAR Model the ultimate objective of advertising involves a
communication task, intended to create awareness, impart information, develop attitude
and induce action.
Advertising objective is to carry a consumer through four levels of understanding:-
1. From unawareness to awareness - consumer must be aware of product or
company,
2. Comprehension - what the product is and its benefits,
3. Conviction - mental conviction to buy the product, and
4. Action - finally buy the product.

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Communication Process in DAGMAR Approach
1. Awareness
Before the purchase behavior is expected from target audience it is necessary to make
the audience aware with the product or company. The initial communication task of the
advertising activity is to increase the consumer awareness of the product or offer.
2. Comprehension
Only Awareness is not be sufficient to stimulate a purchase, sufficient knowledge and
information about product or organization is necessary. This step involves the target
audience to learn something about product, organization, or offer. Here communication
task of advertising activity is to make consumer learn about product -
product characteristics, benefits, or uses.
3. Attitude or Conviction
At this step a sense of conviction is established. By creating interest and preference,
buyers are moved to a position where they are convinced that a particular product in the
class should be tried at the next opportunity. At this step communication task of
advertising activity is to mould the audience’s beliefs about the product and this is often
done through messages that demonstrate the product’s superiority over a rival or by
talking about the rewards as a result of using the product.
4. Action
Finally, communication must encourage buyer to engage in purchase activity.

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5 M’s OF ADVERTISING:
The organizations handle their advertising in different ways. In small companies,
advertising is handled by someone in the sales or marketing department, who works with
an ad ageny. A large company will often set up its own advertising department or else
hire an ad agency to do the job of preparing advertising programmes.
In developing a program, marketing managers must always start by identifying the
target market and the buyer’s motives. Then they can make the five major decisions in
developing an advertising program, known as the five M’s, viz.
 Mission: what are the advertising objectives?
 Money: how much can be spent?
 Message: what message can be sent?
 Media: what media should be used
 Measurement: how should the results is evaluated?
The above mentioned can be explained by the diagram given below
The 5Ms of Advertising
Checklistfor planning of a marketing or advertising campaign.
Mission  What are the objectives?
 What is the key objective?
Money  How much isit worth to reach my objectives?
 How much can be spent?
Message  What message shouldbe sent?
 Is the message clear and easily understood?
Media  What mediavehiclesare available?
 What media vehicles should be used?
Measurement  How should the results be measured?
 How should the results be evaluated and followed up?

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1. MISSION OR SETTING THE ADVERTISING OBJECTIVES
Advertising Objectives can be classified as to whether their aim is:
To inform: This aim of Advertising is generally true during the pioneering stage of a
product category, where the objective is building a primary demand.
This may include:
 Telling the market about a new product
 Suggesting new uses for a product
 Informing the market of a price change
 Informing how the product works
 Describing available services
 Correcting false impressions
 Reducing buyers’ fears
 Building a company image
To persuade: Most advertisements are made with the aim of persuasion. Such
advertisements aim at building selective brand.
To remind: Such advertisements are highly effective in the maturity stage of the
product. The aim is to keep the consumer thinking about the product.

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2. MONEY
This M deals with deciding on the Advertising Budget
The advertising budget can be allocated based on:
 Departments or product groups
 The calendar
 Media used
 Specific geographic market areas
There are five specific factors to be considered when setting the Advertising budget.
 Stage in PLC: New products typically receive large advertising budgets to build
awareness and to gain consumer trial. Established brands are usually supported with
lower advertising budgets as a ratio to sales.
 Market Share and Consumer base: high-market-share brands usually require less
advertising expenditure as a percentage of sales to maintain their share. To build share
by increasing market size requires larger advertising expenditures. Additionally, on a
cost-per-impressions basis, it is less expensive to reach consumers of a widely used brand
them to reach consumers of low-share brands.
 Competition and clutter: In a market with a large number of competitors and high
advertising spending, a brand must advertise more heavily to be heard above the noise in
the market. Even simple clutter from advertisements not directly competitive to the
brand creates the need for heavier advertising.
 Advertising frequency: the number of repetitions needed to put across the brands
message to consumers has an important impact on the advertising budget.
 Product substitutability: brands in the commodity class (example cigarettes, beer, soft
drinks) require heavy advertising to establish a different image. Advertising is also
important when a brand can offer unique physical benefits or features.

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3. MESSAGE
As a common experience, we love some advertisements, while the others just irritate us.
An appealing advertising will win consumers and will consequently induce them to
purchase the product. On the other hand, irritating advertising will create an adverse
effect. This is why many companies hand over this task to advertising agencies, which
has professionals to make impact -making ads. The message that company wants to
convey should be put in a manner that will arouse interest. Moreover it should
convincingly highlight upon the products USP. What is said is definitely important but
what is more important is how it is said. The tone should be appealing. Words used
should be catchy and retentive. These days both electronic as well as print media are
overflowing with ads. People have no time to read or see them, and therefore they have
to be attractive enough to target audience’s attention. This is the job of message.

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4. MEDIA
Selecting the proper media vehicle for communicating the message goes a long way in the
success of any kind of advertising. Each media vehicle has its positive and negative
points with a different reach and impact. Therefore a company has to be very clear
about its target audience. Choices available are Internet, TV, newspapers, magazines,
direct mails, radio and hoardings. Everyone of this has its advantages and disadvantages.
Companies often go in for a media mix, i.e. they select more than one of the available
choices. Timing is of great significance here. Many industries face seasonal fluctuations
and pass through cycles. Therefore advertising should be timed that way to take care of
these fluctuations. A limited budget should be prudently allotted among these media
vehicles.

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5. MEASUREMENT
It is necessary that effectiveness of any advertising be judged. Only on the basis of
this measurement, can further decisions regarding continuation or termination of the
particular advertising campaign be taken. An ad can be judged on the basis of its reach
and impact on sales. Good advertising is one that generates brand awareness and
consequently brand preference. How much of sales can be attributed to advertising, is a
difficult question to answer. Sales are influenced by many factors besides advertising.
It is not easy to isolate the impact of advertising on sales. Nonetheless there are some
advanced statistical techniques availablethat can be used with the help of computer
software’s like SPSS. Thus a systematic and balanced understanding of these five Ms of
advertising will help in designing better advertising campaigns that create a favorable
impact on the target audience.

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OBJECTIVES OF ADVERTISING
Four main Objectives of advertising are:
i. Trial
ii. Continuity
iii. Brand switch
iv. Switching back
Let’s take a look on these various types of objectives.
1. Trial: the companies which are in their introduction stage generally work for this
objective. The trial objective is the one which involves convincing the customers
to buy the new product introduced in the market. Here, the advertisers use flashy
and attractive ads to make customers take a look on the products and purchase
for trials.
2. Continuity: this objective is concerned about keeping the existing customers to
stick on to the product. The advertisers here generally keep on bringing
something new in the product and the advertisement so that the existing
customers keep buying their products.
3. Brand switch: this objective is basically for those companies who want to attract
the customers of the competitors. Here, the advertisers try to convince the
customers to switch from the existing brand they are using to their product.
4. Switching back: this objective is for the companies who want their previous
customers back, who have switched to their competitors. The advertisers use
different ways to attract the customers back like discount sale, new advertise,
some reworking done on packaging, etc.
Basically, advertising is a very artistic way of communicating with the customers. The
main characteristics one should have to get on their objectives are great communication
skills and very good convincing power.

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IMPORTANCE OF ADVERTISING
Advertising plays a very important role in today’s age of competition. Advertising is one
thing which has become a necessity for everybody in today’s day to day life, be it the
producer, the traders, or the customer. Advertising is an important part. Lets have a
look on how and where is advertising important:
1. Advertising is important for the customers: Just imagine television or a newspaper
or a radio channel without an advertisement! No, no one can any day imagine this.
Advertising plays a very important role in customers life. Customers are the people
who buy the product only after they are made aware of the products availablein the
market. If the product is not advertised, no customer will come to know what
products are available and will not buy the product even if the product was for their
benefit. One more thing is that advertising helps people find the best products for
themselves, their kids, and their family. When they come to know about the range of
products, they are able to compare the products and buy so that they get what they
desire after spending their valuable money. Thus, advertising is important for the
customers.
2. Advertising is important for the seller and companies producing the products:
Yes, advertising plays very important role for the producers and the sellers of the
products, because
 Advertising helps increasing sales
 Advertising helps producers or the companies to know their competitors and
plan accordingly to meet up the level of competition.
 If any company wants to introduce or launch a new product in the market,
advertising will make a ground for the product. Advertising helps making people
aware of the new product so that the consumers come and try the product.
 Advertising helps creating goodwill for the company and gains customer loyalty
after reaching a mature age.
 The demand for the product keeps on coming with the help of advertising and
demand and supply become a never ending process.
3. Advertising is important for the society: Advertising helps educating people. There
are some social issues also which advertising deals with like child labour, liquor
consumption, girl child killing, smoking, family planning education, etc. thus,
advertising plays a very important role in society.

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MERITS OF ADVERTISING:
Advertising as a means of communication has numerous advantages. The merits of
advertising can be summarized below:
1. Mass Reach- Advertising is a communication medium which can reach a wide range of
people over a broad geological region. For example- advertising via a daily newspaper
reaches millions of people all over the country.
2. Boosting customer contentment and confidence- It creates a sense of assurance
amidst potential customers as they are contented and comforted about the quality of
the product and thus feel more relaxed.
3. Expressiveness- As because of the progress of graphic designing, art and computer
skills, advertisement has changed into one of the most aggressive weapon of
communication. A simple product can look attractive with all the special effects and
modern computer skills.
4. Economy- Advertising by far is the most economic medium of communication for
creating mass awareness. AS a result of it wide reach, the total advertising cost gets
stretched over several communication links recognized. This ultimately lowers per unit
cost for advertising.

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DEMERITS OF ADVERTISING:
Though advertising has many advantages, it also has several disadvantages. The demerits
of advertising as a medium of communication are listed below:
1. Less Forceful- Being an impersonal medium of communication, it is less forceful when
compared to personal selling. Advertising is a common message and you are not compelled
to pay attention to the message conveyed.
2. Lack of feedback- It is not possible to study the efficiency of advertising message
as it is not possible to gather immediate and precise feedback of the message
communicated.
3. Inflexibility- Advertising is not very flexible because of non-standardization and is
not custom made to meet the necessities of the various groups of customers.
4. Low effectiveness- Because of the growth in volume of advertising is becoming
impossible to make advertising message heard by the prospective group of consumers.
This ultimately influences the efficiency of advertising.
Even though advertising has many disadvantages the merits of advertising outweighs the
disadvantages and thus forms an important element for a successful marketing of a
product. Thus advertising is no doubt a powerful medium of communication without which
no product can be marketed successfully.

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ADVERTISING APPEALS:
Advertising appeal can be defined as a marketing technique that is aimed at influencing
the way consumers view themselves and how buying certain products can prove to be
beneficial for them. There are quite a number of advertising appeals that include
emotional appear, humor appeal , music appeal , rational appeal, brand appeal snob appeal,
romance appeal and youth appeal.
EMOTIONAL APPEAL: An emotional appeal is related to an individual’s psychological and
social needs for purchasing certain products and services. Many consumers are
emotionally motivated or driven to make certain purchases. Advertisers aim to cash in on
the emotional appeal and this works particularly well where there is not much difference
between multiple product brands and its offerings. Emotional appeal includes personal
and social aspects.

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PERSONAL APPEAL: Some personal emotions that can drive individuals to purchase
products include safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride,
self esteem, pleasure, comfort, ambition, nostalgia etc.
SOCIAL APPEAL: Social factors cause people to make purchases and include such
aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status
and approval.

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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.
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

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used effectively when it is related to some benefit that the customer can derive
without which the joke might overpower the message.
SEX APPEAL: Sex and nudity have always sold well. Sexuality, sexual suggestiveness,
over sexuality or sensuality raises curiosity of the audience and can result in strong
feelings about the advertisement. It can also result in the product appearing interesting.
However use of sex in types of advertising appeals can have a boomerang effect if it is
not used carefully. It can interfere with the actual message of the advertisement and
purpose of the product and can also cause low brand recall. If this is used then it should
be an integral part of the product and should not seem vulgar. The shift should be
towards sensuality.

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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.
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.

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RATIONAL APPEAL: Rational appeals as the name suggests aims to focus on the
individual’s functional, utilitarian or practical needs for particular products and services.
Such appeals emphasize the characteristics and features of the product and the service
and how it would be beneficial to own or use the particular brand. Print media is
particularly well suited for rational appeals and is often used with good success. It is
also suited for business to business advertisers and for products that are complex and
that need high degree of attention and involvement.
MASCULINE FEMININE APPEAL: Used in cosmetic or beauty products and also
clothing. This type of appeal aims at creating the impression of the perfect person. The
message is that the product will infuse the perfection or the stated qualities in you.

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BRAND APPEAL: This appeal is directed towards people who are brand conscious and
wish to choose particular products to make a brand statement.
SNOB APPEAL: 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.

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ADVENTURE APPEAL: This appeal 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.
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

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and more dissatisfied with their present condition. These types of advertising appeals
are used in cosmetic and health industries.
ROMANCE APPEAL: These advertisements display the attraction between the sexes.
The appeal is used to signify that buying certain products will have a positive impact on
the opposite sex and improve your romantic or love life. Fragrances, automobiles and
other products use these types of advertising appeals. Emotional Words/Sensitivity
Appeal: These advertisements are used to drive at and influence the sensitivities of
consumers.

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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.
ENDORSEMENT: Celebrities and well known personalities often endorse certain
products and their pitching can help drive the sales.

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PLAY ON WORDS: Advertisements also make effective use of catch phrases to convey
the message. Such appeals help in brand recognition and recall and can be quite popular
with the youth in particular.
STATISTICS: Advertisements also use statistics and figures to display aspects of the
product and its popularity in particular.

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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 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.

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SAMPLE
(A)GENERAL APPEAL:
NAME: AGE:
1. Which of the following appeals is looked into by you in advertisements?
a)Emotional ( like love, comfort, happiness )
b)Rational ( like price, features, durability )
c)Celebrity ( favorite actor )
d)Brand ( like high quality, brand conscious )
e)Personal ( like pride, status, image )
2. Which appeal induces more impact on you to buy a product?
a) Positive Appeal
b) Emotional Appeal
3. Do you get influenced if the advertisement shows a comparison between two
brands/ related products?
a)Yes
b)No
4. Do you buy the products which are endorsed by your favorite celebrities?
a)Yes
b)No
5. How important is an advertising appeal in your buying decision?
a)Very Important
b)Important
c)Not so important
d)Not at all important

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ANALYSIS:
(A)GENERAL APPEAL
1. The type appeal that is looked into by them in advertisements.
TYPE OF APPEAL: NUMBER OF PEOPLE:
a)Emotional ( like love, comfort, happiness ) 3
b)Rational ( like price, features, durability ) 4
c)Celebrity ( favorite actor ) 2
d)Brand ( like high quality, brand conscious ) 1
e)Personal ( like pride, status, image ) 0
CONCLUSION: Most them rational appeal and none of them prefer personal appeal while
a few of them prefer emotional appeal, brand appeal and celebrity appeal.
30%
40%
20%
10%
0%
a)Emotional ( like love, comfort, happiness )
b)Rational ( like price, features, durability )
c)Celebrity ( favorite actor )
d)Brand ( like high quality, brand conscious )
e)Personal ( like pride, status, image )

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2. The appeal that induces more impact on them to buy a product?
THE TYPE OF APPEAL: NUMBER OF PEOPLE:
a) Positive Appeal 7
b) Emotional Appeal 3
CONCLUSION: Most of them prefer positive appeal over emotional appeal.
70%
30%
a) Positive Appeal b) Emotional Appeal

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3. Whether you get influenced if the advertisement shows a comparison between two brands/
related products.
YES/NO NUMBER OF PEOPLE
a)Yes 3
b)No 7
CONCLUSION: Most of them don’t get influenced by comparison of products/brands
but a few of them do get influenced by comparison.
30%
70%
a)Yes b)No

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4. Whether they buy the products which are endorsed by their favorite celebrities.
YES/NO NUMBER OF PEOPLE:
a)Yes 4
b)No 6
CONCLUSION: Most of them don’t get influenced if the products are endorsed by their
favourite celebrities but a few of them do get influenced.
40%
60%
a)Yes b)No

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5. The importance of an advertising appeal in their buying decision.
IMPORTANCE: NUMBER OF PEOPLE:
a)Very Important 2
b)Important 5
c)Not so important 2
d)Not at all important 1
CONCLUSION: For most of them it’s important for some of them it’s very important for
some it’s not so important and for some it’s not at all important.
20%
50%
20%
10%
a)Very Important b)Important
c)Not so important d)Not at all important

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CONCLUSION FOR GENERAL APPEAL:
Most them rational appeal and none of them prefer personal appeal while a few of
them prefer emotional appeal, brand appeal and celebrity appeal.
Most of them prefer positive appeal over emotional appeal.
Most of them don’t get influenced by comparison of products/brands but a few of
them do get influenced by comparison.
Most of them don’t get influenced if the products are endorsed by their favourite
celebrities but a few of them do get influenced.
For most of them it’s important for some of them it’s very important for some it’s
not so important and for some it’s not at all important.

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MEDIA:
In general, "media" refers to various means of communication. For example, television,
radio, and the newspaper are different types of media. The term can also be used as a
collective noun for the press or news reporting agencies. In the computer world, "media"
is also used as a collective noun, but refers to different types of data storage options.
Although many different meanings and interpretations may exist for the term ’mass
media’, we can say that the ‘mass media is a group that constructs messages with
embedded values, and that disseminates those messages to a specific portion of the
public in order to achieve a specific goal’.

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TYPES OF MASS MEDIA:
PRINT MEDIA
Print media encompasses mass communication through printed material. It includes
newspapers, magazines, booklets and brochures, house magazines, periodicals or
newsletters, direct mailers, handbills or flyers, billboards, press releases, and books.
NEWSPAPERS: Newspapers enjoyed the position of the most preferred medium to
reach a wider audience until electronic communication emerged on the media scene. In
the early days, newspapers were the only medium that masses at large depended on, for
daily news. A newspaper carries all kinds of communication related to a variety of topics
like politics, socialism, current affairs, entertainment, finance, stocks, etc. Apart from
this, it also includes topics which are in lighter vein like cartoons, crosswords, Sudoku,
movie reviews, book reviews, puzzles, crosswords, etc. This captivates the imagination
and interests of readers, from all age groups. Newspapers are an important platform of
mass communication as they reach every nook and corner of the world where electronic
media fails to reach. It plays a pivotal role in providing authentic firsthand information,
building opinions, updating the knowledge of the reader, and serves as a good platform
for advertisers to promote their products. However, with the emergence of Internet,
which updates information every second, and is just a click away, the popularity of
newspapers has reduced.

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MAGAZINES: Magazines are another type of popular culture print media. They usually
cater to a specific type of audience who are looking for information based on a
particular subject. Magazines cover a plethora of topics like current affairs, business,
finance, consumers, gadgets, self-help, luxury, lifestyle, beauty, fashion, entertainment,
travel, etc. Magazines like TIME and Reader's Digest include information which is all-
pervasive. The frequency of magazines can be weekly, fortnightly, bi-monthly, quarterly,
half-yearly, or yearly. These magazines are the best forum for advertisers as they have
a niche readership. The readers look for a specific type of information, say for example,
a camera ad in a Gadget magazine will definitely have a direct brand impact on the
reader who wants to buy a camera. Also, the shelf life and brand recall of magazines is
far better than newspapers which have a short life span.
BOOKLETS AND BROCHURES: Booklets and brochures are a part of the promotional
literature of a product, or an organization. There are two types of booklets and
brochures.

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PRE-BUYING PROMOTION: Usually in malls and stores, promotional literature is
distributed free to all (with discount offers, or other schemes which seem profitable).
For example, a free booklet about cosmetics will include information about the products,
latest trends, contents, the benefits of using them, the availablerange, or colors,
discount coupons, etc. This, will most likely, have a positive impact on your decision-
making.
POST-BUYING PROMOTION: These booklets and brochures are usually given with a
product for better customer experience and easy usage, post purchasing. You must have
observed when you buy any new item, it is usually accompanied with a small booklet giving
details about the benefits of using the product, usage directions, cleaning and storage
instructions. The guidelines are usually followed by a series of 'how to' images which
facilitate easy information about the product. These booklets may also include 'Other
offerings' section. Organizations also have their own profiles in the form of brochures
which they give to their stakeholders to create a favorable image. It highlights the
information about the company, its capacity and capability, services and solutions

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offered, milestone achievements, sustainability, innovation, awards, etc. In this case
people "do judge the book by its cover", and hence, these booklets and brochures are
designed in an attractive format using colors and photos.
HOUSE MAGAZINES, PERIODICALS OR NEWSLETTERS: Most of the organizations
today have learned that it is important to communicate with all the stakeholders in
order to be successful. Hence, the customers, shareholders, investors, solicitors, and
employees are updated about the activities of the organization from time to time. Many
organizations today invent various platforms like house magazines, periodicals, or
newsletters to keep the stakeholders posted about the news related to the company.
Usually the house magazines include data about a company's achievements, employee
engagement activities, and information about the offerings. A periodical or newsletter,
is more or less, designed on similar lines but its size is restricted to a few pages only.
Mostly, it includes similar information but in a very short format. Their frequency
ranges from weekly to yearly. It has an encouraging impact on the stakeholders because
of the 'feel-good factor'. They believe that the company cares to communicate with
them, and this also increases their confidence about the prospects of the company.

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DIRECT MAILERS: Direct mailers are small pamphlets, which are devices for direct
advertising and marketing. Usually they arrive at our doorstep through the postal mails.
Direct mails are a relatively cheaper option of marketing as bulk advertising is cost-
effective through post. Most of them include colorful advertisements, discount and gift
coupons, preapproved credit card offers, automobile, realtor, and political promotion.
Direct mailing system is best suited for B2B business. People have a tendency to
remember what they see in the advertisement, and recall it while making a purchase, or
a voting decision. Also, the attractive offers on a commercial direct mailer prompt many
to make a positive buying decision.
HANDBILLS OR FLYERS: Handbills or flyers is a form of communication which is
printed on a small paper. It is easy to carry, colorful, attractive, and legible to read.
They are handed out to all the passers-by. These are useful mainly for restaurants,
hotels, nightclubs, political campaigns, delis, concerts, rallies, political campaigns, etc.

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People are more prompted to throw it away without reading. Hence, many a time this
fails to be an effective medium of mass communication.
BILLBOARDS: Billboards or hoardings are huge advertisements that are put up at a
height in strategic locations to fetch more attention. They usually attract the targeted
audience by their bold colors, attention-grabbing headlines, creativity, designs, special
effects, etc. Initially, billboards started by hand painting huge boards, and eventually
graduated to putting up printed sheets. Later came a trend for incorporating neon signs,
videos, and graphic (which are part of electronic communication) cut-outs which extend
out from the boards, 3D rubber, or plastic balloon objects, etc. Such billboards are
called bulletins. They command the best customer exposure. Communication in these
types of billboards should be in minimum words. The images should speak louder than the
words. They are a successful medium of communication as they are good at captivating
and retaining customer attention.

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PRESS RELEASES: A press release is an important device of communication because it
takes the relevant communication directly to the press. Whenever government,
organizations, NGOs, retail outlets, design houses, celebrities, etc. have a newsworthy
announcement to make, they draft a press note which is then sent to the members of
the press in the form of a hard copy, fax, mail, or CD. A press release is also distributed
in a press conference. A press release answers all the "W type" questions like what, who,
where, how, and when, in its content. A quote of the spokesperson is also added to give it
credibility. This is issued on the letterhead of the organization. It begins with a
headline and dateline, and closes with the media contact for the organization. Most of

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the matter in a press release gets picked up by journalists, hence it should be worded
wisely and strategically.
Books: Last but not the least, books are a significant medium of mass communication as
they have a large reader base. The expressions and opinions of the writer are taken to
the readers in the form of a compiled book.
The printed form of communication was popular earlier. However, with the advent of
electronic media, print media has taken a backseat. Although, it is said that the
electronic, or new age media have replaced the print media, there exists a majority of
audience who prefer the print media for various communication purposes. However, it is
true that, print media harms the environmental balance with its requirement for paper
and chemical ink. Also, disposing off redundant print material is a problem. Most of the
people today have television sets, radios, and Internet access which are sustainable,
eco-friendly, and cost-effective forms of communication. Moreover, print is a one way

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communication, while electronic media allows interaction.
ELECTRONIC MEDIA:
Electronic media is the kind of media which requires the user to utilize an electric
connection to access it. It is also known as 'Broadcast Media'. It includes television,
radio, and new-age media like Internet, computers, telephones, etc.
TELEVISION: Television appeals both the auditory and visual senses, and hence is an
important communication device as it beholds the attention of the audience. For many
people, it is impossible to imagine a life without their television sets, be it the daily
news, or even the soap operas. Television has become an advertising hub where
advertisers are ready to spend huge amounts for an ad of few seconds, especially for
programs with high viewership. An apt example would be, Super Bowl Season. It offers
various programs to appeal the masses of different age groups. It is a popular means of
communication which provides both information and entertainment. This category also
includes electronic media like movies, CDs and DVDs as well as the electronic gadgets.
RADIO: Radio has a significant reach. A considerable number of Americans tune into
radio every week while on their way to work. Advertising on the radio with catchy jingles
and phrases is a tried and tested means of communication. Radio lost its popularity with
the boom of television. But till day, radio remains one of the favorite means of
electronic communication. Moreover, it is an interactive means of communication with all
the dial-in programs which give the listeners an opportunity to feature on radio.

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NEW AGE MEDIA:
With the advent of Internet, we are now enjoying the benefits of high technology mass
media, which is not only faster than the old school mass media, but also has a widespread
range. Mobile phones, computers, and Internet are often referred to as the new-age
media. Internet has opened up several new opportunities for mass communication which
include email, websites, podcasts, e-forums, e-books, blogging, Internet TV, and many
others which are booming today. Internet has also started social networking sites which
have redefined mass communication all together. Sites like Facebook, Twitter, and
YouTube have made communication to the masses all the more entertaining, interesting,
and easier!
MOBILE PHONES: Mobilephones have become a boon to mankind. It has made
communication possible at anytime, and from anywhere. Nowadays, a smart device like a
mobile phone is not only used for interaction, but also for other technical utilities like
operating pumps from remote locations, etc. You can also get alerts of your monetary
transactions on a mobile phone. About a decade ago, who would have thought of having
Internet on mobiles? Today, we can stay in touch with the whole world via Internet on
our mobile phones.

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COMPUTERS: With the invention of computers the impossible has become possible. We
virtually get information about everything from pin to piano with the help of computers.
It has added speed and multimedia to the information which was earlier available only in
the print format. Also, anyone can voice their opinions through computers. Computers
have added a new breakthrough in the mass media by combining human intelligence with
the cutting edge technology.
INTERNET: This is the most important device of the new age media. The discovery of
Internet can be called the biggest invention in mass media. In earlier days, news used to
reach people only with the morning newspaper. But today, live updates reach us
simultaneously as the events unfold. For example, the royal wedding of Kate Middleton
and Prince William was watched live on the Internet by millions of people around the
world. Internet has inspired interaction and connectivity through its social networking
medium. It has become one of the core means of mass communication. We cannot think
of leading our lives without it. Let us see how Internet impacts mass communication
through the following mediums.

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Emails: Emails or electronic mails have drastically reduced the time it took for drafting
and sending letters, or mails. Electronic mails have also facilitated lesser usage of paper.
WEBSITES: Internet has a plethora of websites dedicated to various people,
companies, brands, causes, activities, etc. The most significant utility of these websites
is for providing information, search engines, downloads through libraries, and interaction
through the social networking sites. Because of these websites, carrying out e-
commerce transactions has also become easy.

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PODCASTS: Podcasts are mediums of mass communication that include short video or
audio files. They can be seen and heard on mobiles, computers, and portable media
instruments. They are engaging devices of communication.
E-FORUMS: e-Forums are bulletin boards on websites where people start threads on
topics. These are usually hosted on a website. These forums are open platforms to
discuss a range of topics right from which wall color is appropriate for a baby girl's
room to the research on the God particle. People give their opinions and share their
experiences on various topics.
E-BOOKS: There are a number of websites which have hosted eBooks and online
libraries. The main benefit of having eBooks is that you don't have to carry bulky books.
You can read them on your eBook readers, mobiles, computer screens, or other devices.
You can even adjust the font size to suit your requirements.

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BLOGGING: A blog is a space on the Internet where a single person or a group of people
record their information, opinions, photos, videos, etc. It is an interesting and free
platform to talk about any topic. Interaction happens in the form of comments or
feedback.
INTERNET TV: It is also known as online TV. It usually has an archive of programs. You
have to choose the program, you wish to view from the list. You can either view the
programs directly from the host server, or download the content on your computer. It is
an effective means of communication.
FACEBOOK: It is the most popular social networking website. Facebook has several
applications which people utilize. It is the best platform to meet old friends, or make
new ones. Advertisers also like this forum for communicating about their products.

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TWITTER: It is also a famous social networking website. Twitter is a microblogging site
which allows interaction and feedback of different people. There was a time when it was
very popular among celebrities and individuals. Today, the governments of various nations
have understood the importance of "tweeting" information to the public, and regularly
share information through Twitter.
YOUTUBE: It is a website which uploads content in a video format. It houses a range of
interesting videos that appeal to people of all generations. From films to educational
videos, you will find everything on YouTube.
VISUAL MEDIA like photography is also a crucial medium since it communicates via
visual representations. Public speaking, and event organizing can also be considered as
forms of mass media. Though print media is still popular, it is not environmentally viable.
More and more people are shifting to e-newspapers, eBooks, e-brochures, etc. Internet
has completely transformed the traditional ideas of communication. Mass communication,
over a period of years, has depicted an evolving trend, and with the advancements in
technology, it will continue to do so in future too.

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SAMPLE
(B)GENERAL MEDIA:
NAME: AGE:
1. When do you enjoy your leisure time during the day?
a)Early Morning ( 5 am - 10 am)
b)Early Afternoon ( 10 am - 12 noon )
c)Late Afternoon ( 1 pm - 4 pm )
d)Early Evening ( 4 pm - 8 pm )
e)Late Evening ( 8 pm - Late night )
2. Which media do you come across most often in a day?
a) Print media like newspapers, magazines
b) Television
c) Internet
d) Radio
3. Which medium of advertisements do you prefer to see?
a) Printed ads
b) Television or radio
c) Outdoor ads like banners, billboards, etc
d) online ads
4. Why do you prefer this media?
a)Detailed information
b)Attractiveness
c)Convenience
d)Entertainment
5. How many times do you have to see an advertisement before it convinces you to buy
a product?
a) Once
b)1 - 5 times
c)5 - 10 times
d)More than 10 times

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ANALYSIS:
(B)GENERAL MEDIA:
1. Their leisure time during the day.
LEISURE TIME NUMBER OF PEOPLE
a)Early Morning ( 5 am - 10 am) 1
b)Early Afternoon ( 10 am - 12 noon ) 0
c)Late Afternoon ( 1 pm - 4 pm ) 2
d)Early Evening ( 4 pm - 8 pm ) 5
e)Late Evening ( 8 pm - Late night ) 2
CONCLUSION: Most of the people’s leisure time is early evening and no one’s leisure
time is early afternoon and for some of them its late afternoon, early evening and late
evening.
10%
0%
20%
50%
20%
LEISURE TIME:
a)Early Morning ( 5 am - 10 am)
b)Early Afternoon ( 10 am - 12 noon )
c)Late Afternoon ( 1 pm - 4 pm )
d)Early Evening ( 4 pm - 8 pm )
e)Late Evening ( 8 pm - Late night )

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2. The media they come across most often in a day.
TYPE OF MEDIA: NUMBER OF PEOPLE:
a) Print media like newspapers, magazines 1
b) Television 4
c) Internet 5
d) Radio 0
CONCLUSION: Most of them use internet as the type of media, none of them listen to
radio and some of them watch and read television and magazine respectively.
10%
40%
50%
0%
a) Print media like newspapers, magazines
b) Television
c) Internet
d) Radio

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3. The medium of advertisements theyprefer to see.
MEDIUM OF ADVERTISEMENTS: NUMBER OF PEOPLE:
a) Printed ads 3
b) Television or radio 4
c) Outdoor ads like banners, billboards, etc 1
d) online ads 2
CONCLUSION: The most preferred medium of advertisement is television the least is
outdoor advertisements some of them prefer printed advertisements and a few of them
online advertisements.
30%
40%
10%
20%
a) Printed ads
b) Television or radio
c) Outdoor ads like banners, billboards, etc
d) online ads

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4. They prefer this media because…
THE REASON: NUMBER OF PEOPLE:
a)Detailed information 2
b)Attractiveness 1
c)Convenience 6
d)Entertainment 1
CONCLUSION: Most of them prefer their media of advertisement because it is
convenient, a very few of them because of entertainment and attractiveness and some
of them because of the detailed information provided to them.
20%
10%
60%
10%
a)Detailed information b)Attractiveness
c)Convenience d)Entertainment

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5. The number of times they have to see an advertisement before it convinces themto buy a
product.
NUMBER OF TIMES: NUMBER OF PEOPLE:
a) Once 1
b) 1 - 5 times 7
c) 5 - 10 times 1
d) More than 10 times 1
CONCLUSION: Most of them get convinced after looking at the advertisement 1-5
times but some of them just watch it once and some of them take some extra time to
get convinced.
10%
70%
10%
10%
a) Once b) 1 - 5 times c) 5 - 10 times d) More than 10 times

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CONCLUSION FOR GENERAL MEDIA:
Most of the people’s leisure time is early evening and no one’s leisure time is early
afternoon and for some of them its late afternoon, early evening and late evening.
Most of them use internet as the type of media, none of them listen to radio and
some of them watch and read television and magazine respectively.
The most preferred medium of advertisement is television the least is outdoor
advertisements some of them prefer printed advertisements and a few of them
online advertisements.
Most of them prefer their media of advertisement because it is convenient, a
very few of them because of entertainment and attractiveness and some of them
because of the detailed information provided to them.
Most of them get convinced after looking at the advertisement 1-5 times but
some of them just watch it once and some of them take some extra time to get
convinced.

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PRODUCT
LINE-
BAGS

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HISTORY OF BAGS:
Bags have been around for hundreds of years and have been used by both men and
women. Bags have been prevalent as far back as ancient Egypt. Many hieroglyphs depict
males with bags tied around their waist. The Bible mentions pouches, especially Judas
Iscariot, carrying one around, holding his personal items. In the 14th century, wary of
pickpockets and thieves, many people used drawstring bags, in which to carry their
money. These bags were attached to "girdles" via a long cord fastened to the waist.
Women also wore more ornate drawstring bags, typically called hamondeys or tasques, to
display their social status. The 14th-century handbags evolved into wedding gifts from
groom to bride. These medieval pouches were embroidered, often with depictions of love
stories or songs. Eventually, these pouches evolved into what is known as a chaneries,
which were used for gaming or food for falcons. During the Renaissance, Elizabethan
England's fashions were more ornate than ever before. Women's wore their pouches
underneath the vast array of petticoats and men wore leather pockets or bagges inside
their breeches. Among the Aristocrats, they began carrying swete bagges filled with
sweet smelling material to make up for poor hygiene.

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MEDIA ADVERTISING FOR BAGS:
Billboard advertising
Television advertising:

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Internet advertising:
Print advertising:

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SAMPLE
(C)SPECIFIC MEDIA:
NAME: AGE:
1. Did you come across any bag advertisements recently?
a)Yes
b)No
2. Which is your most preferred media for bags?
a)Print Media (Magazines, Newspapers)
b)Outdoor advertising (Billboards, Vehicle advertising)
c) Point of Purchase advertising (POP)
d)Audio-Visual (TV)
e) Direct Mail advertising
f) Internet and Mail advertising
g) Product Placement (usage of certain brands in movies, TV, music videos, etc)
3. What factors in a bag advertisement influences you to avail of that product?
a)Creativity
b)Proofs and Statistics
c)Status attached to services
d)Offers
4. Which media is most informative according to you for bags?
a) Print Media (Magazines, Newspapers)
b)Outdoor advertising (Billboards, Vehicle advertising)
c)Point of Purchase advertising (POP)
d)Audio-Visual (TV)
e)Direct Mail advertising
f)Internet and Mail advertising
g) Product Placement (usage of certain brands in movies, TV, music videos, etc)
5. Which medium of advertising is commonly used for bags?
a) Print Media (Magazines, Newspapers)
b) Outdoor advertising (Billboards, Vehicle advertising)
c)Point of Purchase advertising (POP)
d)Audio-Visual (TV)
e) Direct Mail advertising
f)Internet and Mail advertising
g)Product Placement (usage of certain brands in movies, Tv, music videos,etc)

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ANALYSIS:
(C)SPECIFIC MEDIA:
1. Whether they came across any bag advertisements recently.
YES/NO NUMBER OF PEOPLE
a)Yes 5
b)No 5
CONCLUSION: Half of them did come across bag advertisements and half of them
didn’t come across any bag advertisement.
50%50%
a)Yes b)No

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2. Their most preferred media for bags.
MOST PREFERRED MEDIA: NUMBER OF PEOPLE:
a)Print Media (Magazines, Newspapers) 3
b)Outdoor advertising (Billboards, Vehicle
advertising)
1
c) Point of Purchase advertising (POP) 1
d)Audio-Visual (TV) 1
e) Direct Mail advertising 0
f) Internet and Mail advertising 2
g) Product Placement (usage of certain brands in
movies, TV, music videos, etc)
2
CONCLUSION: Most of them prefer print media for bags some prefer product
placement and internet and mail advertising while a very few prefer outdoor advertising,
point of purchase and audio visual.
30%
10%
10%10%
0%
20%
20%
a)Print Media (Magazines, Newspapers)
b)Outdoor advertising (Billboards, Vehicle advertising)
c) Point of Purchase advertising (POP)
d)Audio-Visual (TV)
e) Direct Mail advertising
f) Internet and Mail advertising
g) Product Placement (usage of certain brands in movies, TV, music
videos, etc)

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3. The factors in a bag advertisement that influences them to avail of that product.
FACTORS: NUMBER OF PEOPLE:
a)Creativity 4
b)Proofs and Statistics 1
c)Status attached to services 2
d)Offers 3
CONCLUSION: The factor with which they get more influenced is creativity and the
least is statistics and few of them go for the status of the bag Company and offers.
40%
10%
20%
30%
a)Creativity b)Proofs and Statistics
c)Status attached to services d)Offers

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4. The media that is most informative according to them for bags.
MOST PREFERRED MEDIA: NUMBER OF PEOPLE:
a)Print Media (Magazines, Newspapers) 5
b)Outdoor advertising (Billboards, Vehicle
advertising)
0
c) Point of Purchase advertising (POP) 1
d)Audio-Visual (TV) 4
e) Direct Mail advertising 0
f) Internet and Mail advertising 0
g) Product Placement (usage of certain
brands in movies, TV, music videos, etc)
0
50%
0%
10%
40%
0% 0%
0%
a)Print Media (Magazines, Newspapers)
b)Outdoor advertising (Billboards, Vehicle advertising)
c) Point of Purchase advertising (POP)
d)Audio-Visual (TV)
e) Direct Mail advertising
f) Internet and Mail advertising
g) Product Placement (usage of certain brands in movies, TV, music videos,
etc)

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CONCLUSION: The most informative according to them is print media followed by
audio-visual and a very few for point of purchase and none of them for outdoor
advertising, direct mail advertising, internet and mail advertising and product placement.
5. The medium of advertising commonly used for bags.
MOST PREFERRED MEDIA: NUMBER OF PEOPLE:
a)Print Media (Magazines, Newspapers) 3
b)Outdoor advertising (Billboards, Vehicle
advertising)
1
c) Point of Purchase advertising (POP) 2
d)Audio-Visual (TV) 1
e) Direct Mail advertising 0
f) Internet and Mail advertising 1
g) Product Placement (usage of certain
brands in movies, TV, music videos, etc)
2

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CONCLUSION: The most commonly used media for bags is print media followed by
product placement and point of purchase and a very few of them think its audio-visual
advertising, internet and mail advertising and none of them think direct mail advertising
is most commonly used.
30%
10%
20%
10%
0%
10%
20%
a)Print Media (Magazines, Newspapers)
b)Outdoor advertising (Billboards, Vehicle advertising)
c) Point of Purchase advertising (POP)
d)Audio-Visual (TV)
e) Direct Mail advertising
f) Internet and Mail advertising
g) Product Placement (usage of certain brands in movies, TV, music videos,
etc)

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CONCLUSION FOR SPECIFIC MEDIA:
Half of them did come across bag advertisements and half of them didn’t come
across any bag advertisement.
Most of them prefer print media for bags some prefer product placement and
internet and mail advertising while a very few prefer outdoor advertising, point of
purchase and audio visual.
The factor with which they get more influenced is creativity and the least is
statistics and few of them go for the status of the bag Company and offers.
The most informative according to them is print media followed by audio-visual
and a very few for point of purchase and none of them for outdoor advertising,
direct mail advertising, internet and mail advertising and product placement.
The most commonly used media for bags is print media followed by product
placement and point of purchase and a very few of them think its audio-visual
advertising, internet and mail advertising and none of them think direct mail
advertising is most commonly used.

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SAMPLE
(D)SPECIFIC APPEAL:
NAME: AGE:
1. What appeals to you the most in a bag advertisement?
a)The emphasis on the brand name
b)Celebrity’s assurance, if any
c)Facilities provided
2. Why do you choose to buy the specific brand of bag?
a)Good image in the market
b)I always use this brand
c)It’s convenient
d)Good rates
3. Do you get influenced if the advertisement shows a comparison between two bags?
a)Yes
b)No
4. If a new bag brand was established in the market which appeal would you suggest
for the advertisement?
a)Rational Appeal
b)Personal Appeal
c)Emotional Appeal
d)Others
5. Why do you prefer the brand of bags you buy?
a) Quality
b)Brand Name
c)Price
d)Prestige

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ANALYSIS:
(D)SPECIFIC APPEAL:
1. The most appealing part of bag advertising.
CONSUMERS EMPHASIS: NUMBER OF PEOPLE
a)The emphasis on the brand name 4
b)Celebrity’s assurance, if any 3
c)Facilities provided 5
CONCLUSION: The most appealing part of bag advertising is the facilities provided
followed by emphasis on the brand name and a very few of them prefer celebrity
assurance.
33%
25%
42%
4 3 0

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2. The reason for them choosing to buy the specific brand of bag.
REASON FOR A BRAND: NUMBER OF PEOPLE:
a)Good image in the market 5
b)I always use this brand 1
c)It’s convenient 3
d)Good rates 1
CONCLUSION: Most of them buy a particular brand because it has a good image in the
market and for some because it’s convenient and a very few because of good rates and
they are use to buying a particular brand.
50%
10%
30%
10%
a)Good image in the market b)I always use this brand
c)It’s convenient d)Good rates

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3. Whether they get influenced if the advertisement shows a comparison between two
bags.
YES/NO: NUMBER OF PEOPLE:
a)Yes 5
b)No 5
CONCLUSION: Half of them do get influenced and half of them don’t get influenced if a
comparison of bag is shown.
50%50%
a)Yes b)No

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4. If a new bag brand was established in the market the appeal they would suggest for
the advertisement.
APPEAL: NUMBER OF PEOPLE:
a)Rational Appeal 4
b)Personal Appeal 3
c)Emotional Appeal 0
d)Others 3
CONCLUSION: most of them prefer rational appeal and few of them prefer personal
and others and none of them would prefer emotional appeal.
40%
30%
0%
30%
a)Rational Appeal b)Personal Appeal c)Emotional Appeal d)Others

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5. The reason they prefer the brand of bags they buy.
PREFERENCE: NUMBER OF PEOPLE:
a) Quality 8
b)Brand Name 2
c)Price 0
d)Prestige 0
CONCLUSION: Most of them prefer quality over anything a very few of them prefer
brand name and none of them prefer price and prestige.
80%
20%
0% 0%
a) Quality b)Brand Name c)Price d)Prestige

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CONCLUSION FOR SPECIFIC APPEAL:
The most appealing part of bag advertising is the facilities provided followed by
emphasis on the brand name and a very few of them prefer celebrity assurance.
Most of them buy a particular brand because it has a good image in the market
and for some because it’s convenient and a very few because of good rates and
they are use to buying a particular brand.
Half of them do get influenced and half of them don’t get influenced if a
comparison of bag is shown.
Most of them prefer rational appeal and few of them prefer personal and others
and none of them would prefer emotional appeal.
Most of them prefer quality over anything a very few of them prefer brand name
and none of them prefer price and prestige.

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CONCLUSION:
The most important step lies in deciding what your advertising should say and to whom it
should say. All you need to decide is who buys and uses your products and why. To
conclude, this project has helped me gain a vast amount of knowledge on how an
advertisement is created and what goes into making the advertisement appealing and
available to the target audience.
This project has helped me gain a vast amount of knowledge on how an advertisement is
created and what goes into making the advertisement appealing and available to the
target audience.

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BIBLOGRAPHY:
www.google.com
www.wikipedia.com
www.youtube.com
www.yahoo.com
www.sparknotes.com
www.googleimages.com