Advertisement marketing project grade 12

CBSE GRADE 12 MARKETING PROJECT ON ADVERTISING

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

2. CERTIFICATE ACKNOWLEDGEMENT TOPIC INDEX PROMOTION ELEMENTS OF PROMOTION ADVERTISING INTERNAL MEDIA EXTERNAL MEDIA TELEVISION RADIO NEWSPAPER MAGAZINE INTERNET BILLBOARD MOBILE POSTER WINDOW DISPLAY ADVERTISING APPEAL APPEALS. ROMANCE APPEAL FEAR APPEAL. HUMOUR APPEAL. STATISTICS APPEAL. CELEBRITY APPEAL. MUSIC APPEAL. BANDWAGON APPEAL. RATIONAL APPEAL. SNOB APPEAL. YOUTH APPEAL. CHOSEN PRODUCT BEST MEDIAS FOR BISCUIT TELEVISION. MOBILE. BILLBOARD. POSTER. BEST APPEALS. QUESTIONNAIRE. GRAPHICAL REPRESENTATION. GRAPH REPORT CONCLUSION. BIBLIOGRAPHY. INDEX

3. Promotion Promotions refer to the entire set of activities, which communicate the product, brand or service to the user. The idea is to make people aware, attract and induce to buy the product, in preference over others.  It is the third “P” in the marketing mix. It is basically a communication process. It is a vital element of marketing because it brings to the knowledge of customers the product and price etc. which a producer has to offer. Promotion mix is a particular combination of promotional tools (advertising, sales promotion, publicity, personal selling) used by a firm to communicate with the consumers.

4. 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.

5. Sales Promotion One of the most effective ways of customer relationship. Such selling works best when a good working relationship has been built up over a period of time. This can also be expensive and time consuming, but is best for high value or premium products. Short term incentives offered to encourage sales. Giving the customers to try or test your product( especially if its a consumable product). The customer will use the product and if liked by them, would go to buy that particular product. Gains attention and has immediate effects. Example: Exhibitions, free samples, discounts, gifts, etc. 

6. Personal Selling Personal selling is a promotional method in which one party (e.g., salesperson) uses skills and techniques for building personal relationships with another party (e.g., those involved in a purchase decision) that results in both parties obtaining value. It involves Oral face to face presentation of message with prospective. This helps give a personal touch as the sales person explains to the customers. It is flexible and has immediate effect. If a customer wants to inquire in detail about a particular product they can do so. They can clear all quires regarding the product and be satisfied. Example: Door to door demonstrations, explanation and display by salesman.

7. Publicity Publicity is non personal communication, that is typically in the form of a news story, that is transmitted through the mass media. The purpose of publicity is to draw favorable attention to a company and/or its products without having to pay the media for it. The way it often works is as follows: a company sends a press release to the media (e.g., New York Times, Wall Street Journal, etc. ) with the hope that it is newsworthy enough to be mentioned in the mass media.

8. Advertising Media:

9. INTERNAL MEDIA:

10. Television Advertising A product can be advertised through television via commercials and bulletins. Television is an excellent media for advertising something as it is one of most commonly used medium by the masses. Types of products advertised: Showing beauty/fashion: Accessories, Resorts, Clothes, Jewellery, Airlines, etc. Demonstration: Car, Food and beverages, Electronics, Medical equipment, etc. Suitability: Products like car, electronics, etc. are advertised on TV so as to demonstrate their features, how it works, and its utility. This way the viewers (consumers) will have a clear idea about the product they want. For beauty/fashionable products like accessories, clothes, jewellery etc. TV helps to show its beauty and attract the viewers (consumers) The target group of consumers depends upon the product advertised. Television is watched by many so the target group of consumers are usually women, children, family, bachelors, etc.

11. Radio Advertising Radio is another common media used for advertising. It can be done through audio radio commercials or the host of a show can be paid to promote the product. Since the radio commercials are audio and not visual it’s important that the audio commercial made is well spoken and has sounds and words that catch the attention of the listener. The best way however, to promote something through radio is via a popular host or an RJ, someone people listen to or follow. The products advertised in radio usually contain events and shows, announcing sales promotion, banks, educational institutions. Suitability: Events and short sales promotions and incentives have higher scope since it is an audio advertisement. Also it is most suitable for travellers and old aged. Target group of consumers: Radios mainly aim at uneducated, teenagers, middle-income/low income group, consumers who drive.

12. Newspaper Advertising Newspaper  display  advertising  is a form of  newspaper advertisement  - where the advertisement  appears alongside regular editorial content. Display  ads  are generally used by businesses and corporations towards promotion of their goods and services and are generally for larger budget clients. These ads can span across multiple columns - and can even cover full page, half page, quarter page or other custom sizes. They are designed in high resolution coloured and black/white formats providing higher visibility for the mass audiences of newspapers. Suitability: Products advertised in a newspaper are college admissions, announcing sales promotions, real estate, insurance, fast food, jewellery. The target group of consumers depends upon the consumers that read the daily newspaper. Therefore the target group of consumers possibly can be adults, teenagers, etc.

13. Magazine Advertising Print  ads  that run in local or national  magazines  . When it comes to magazine advertising , most people think of the large, glossy, national publications full of big brand  advertisers . Products advertised in a magazine are Clothes, Jewellery, Cosmetics, Travel, New products, New places/ Events to visit, Announcing sales promotions, Jewellery. Suitability: These products are advertised in magazines as these magazines are mostly read by teenagers, women, adults. Etc. Therefore the products advertised are normally eye catching and helps the consumers to understand what the company is trying to convey to the consumers in just one single poster. The target group of consumers are usually women, teenagers, men or young adults.

14. Internet Advertising  Internet in today’s world can be stated as one of the best media for advertising. Suitability: Ads can be given on the sides of popular websites most importantly on social networking websites that are extremely popular amongst the youth. Fan pages and groups of communities of many brands companies are made on many social networking sites where advertisement for new launches and products by the companies are given.  Products advertised in an internet usually is Airlines, Electronics, Clothes, Jewellery, Real Estate, etc. The target group of consumers are teenagers, women, youth, men. Etc. whoever uses the internet on a daily basis.

15. EXTERNAL MEDIA:

16. Billboard Advertising A billboard (sometimes also called a hoarding ) is a large outdoor advertising structure, typically found in high traffic areas such as alongside busy roads. Suitability: Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas. Located primarily on major highways, expressways or principal arterials, they command high-density consumer exposure (mostly to vehicular traffic). Bulletins afford greatest visibility due not only to their size, but because they allow creative "customizing" through extensions and embellishments. Products advertised are a irlines services, events hosted, clothing shops offers, real estate, hotels, jewellery, make-up, fast food, events, social messages, etc. Target Group: Their target consumers could normally be all types of age groups. But preferably be adults, teenagers & youth.

17. Mobile Advertising In this type of advertising the advertisements or offers are stuck against the exterior of any vehicle. Suitability: As the moving vehicle covers a large space these advertisements are seen by a number of people. Here small messages with large photographs are desired which can be viewed by the passer-by's on the road or the fellow drivers. Products of daily use are advertised on transport vehicles. For example jewellery, water, sunflower oil, big brands and watches, soaps, soups, frozen items etc. Target group: Basically all those who use travel, move around, general public, etc.

18. Poster Advertising Advertisements printed on individual sheets are made and distributed among a large number of people. These can be at some events, functions or gathering or even through a salesman in a common market place. The products advertised on poster advertisements are movie, fast food, election candidates, announcing sales promotion & social messages. One major advantage is that each person receives an individual copy of the advertisement, which may be reviewed by them at their own convenient time. In a hurry they may accept it but will see it personally. Suitability: These are mainly used to promote services or events. Certain product whose mechanism and working need to be explained are promoted through this media. Target consumers: All groups of consumers can be aimed at using this media.

19. Window Display Window display is the fine art of displaying store merchandise in the store window. Window display is emerging as the new mantra in retail and is fast changing from a dull, uninteresting exhibition of wares in the store window to a dynamic form of advertising. Suitability: Retailers are recognizing the importance of window display as the first point of contact between the store and the customer and a chance to create the most critical first impression on the customer. The products advertised in a window display clothes, jewellery, cosmetics, books, perfumes & car. The target group of consumers are normally teenagers, youth, women and men.

20. Advertising Appeal An appeal is a petition for review of a case that has been decided by a court of law. The petition is made to a higher court for the purpose of overturning the lower court’s decision. An advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. It's something that moves people, speaks to their wants or need, and excites their interest. Advertisement appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertisement agencies and companies use different types of advertising appeals to influence the purchasing decisions of people. Creating advertising appeal for a good or service begins with identifying a reason for people to buy it. Advertising agencies then build advertising campaigns around this appeal. In this advertisement, love appeal is shown. The love shared by a baby and its mother is used to promote Johnson’s products.

21. Types of Advertisement Appeals:

22. Romance Appeal  These advertisements display attraction between opposite genders. The appeal is used to signify that buying certain products will have a positive impact on the opposite gender. Here, a woman is shown using a particular soap after which a man feels attracted to her. A girl is shown using a particular skin cream and feels soft and light which is why she’s close to her partner. This is romance appeal.

23. Fear Appeal Fear appeals  are widely used because they simply work. Fear can increase a viewer's interest in an advertisement and can heighten persuasiveness, causing consumers to remember these ads more so than upbeat, warm ads. Fear appeals fit particularly well with certain types of goods and services, particularly those products that can eliminate threats or provide a sense of personal security. For example, a mouthwash ad can invoke a fear of bad breath. The company tries to shown the negative consequences, if the customer fails to use their products. This creates fear in their minds and persuades them to buy. The Life Insurance of India advertisement says- ‘because things can go wrong anytime, anywhere.’ and shows the mother having a pleasant time with her child, which may turn into a hospital scene.

24. HUMOUR Appeal This advertising appeal uses humour as a tool to achieve product promotion. Cartooning, joking, mocking, or satire are the commonly used elements of humour appeal. The funny way in which a product is advertised attracts customers. Sometimes, people remember the joke or satire associated with the product, which makes them attracted to it. The message is conveyed in a very light-hearted or funny manner. This style of advertising appeals to the masses and product sales are boosted. For example, the humour brought in by this Colgate mouthwash ad is quite interesting and thought provoking. Also, people will remember this scene when they see this product! The Idea advertisement of walk and talk, includes a strong element of humour.

25. Statistics Appeal Advertisements also use statistics and figures to display aspects of the product and its popularity in general. This is used to build confidence among the customers for the product. Example: “Dettol – Kills 99.9% germs” gives an assured feeling to the consumers. Example: Basecamp is the leading web-based project management and collaboration tool. The statistics appeal used in their ad assures their consumers that majority of the people use this website and is completely satisfied.

26. Celebrity Appeal Famous celebrities are chosen to endorse the brand. The public gets attracted to see their favourite celebrity and tend to buy the product. Here, Brad Pitt, Hollywood superstar is endorsing TAG Heuer watch. His followers and fans would be persuaded to buy this watch. Colgate is endorsed by Bollywood heartthrob Ranveer Singh which adds on value to the product in the mind of general public and his fans too.

27. Music Appeal Music can help to capture the attention of a listener because music is often linked to emotions, experiences, and memories, grabbing the attention of those not previously engaged. The use of  musical appeals  allows for a connection between the product or service and a catchy jingle or piece of music. The Idea- ‘Honey Bunny’ jingle is in a very funny voice and well rhymed. It is equal to a song, and because of that customers register it easily. And since these musical memories are often stored in the long-term recall areas of the brain, many consumers remember the jingles for extended periods of time. The selection of music can involve an already familiar tune or can involve the creation of an original composition specifically for the ad.

28. Bandwagon Appeal This type of advertising appeal is meant to signify that since everybody is doing something you should be a part of the crowd as well. It appeals towards the popularity aspect or coolness of a person using that particular product/service. Here McDonald appeals to its customers that they have served millions and billions of customers. This encourages the customers to try out McDonald product.

29. Rational Appeal Rational or logical appeals focus on the consumer’s need for practicality and functionality in a product. Advertisers relay this message by focusing on product features and cost. These ads tell consumers the benefits associated with the purchase of a product. The advertiser then provides proof to back up the claims. An automobile advertisement focuses on gas efficiency, mileage and prices to reach consumers who want a cost-efficient, reliable vehicle. Household appliance manufacturers may place emphasis on features that lower home utility costs and protect the environment. Printed and business-to-business advertisements are better suited for rational appeals. The Horlicks advertisement below shows the necessity of a child to consume it in order to grow tall, strong and sharp.

30. Snob Appeal Snob appeal is an exact reverse of the bandwagon technique. In this advertising appeal, people are induced to buy a certain product so that they can stand out from the crowd. It is often indicated that buying that product will make them look different from the rest. It is indicated that the product is not affordable for common people. A sense of exclusivity is attached to the products. E.g. the Rolls Royce car ad depicts luxury, style, its exclusivity, and states that it isn’t affordable by all.

31. Youth Appeal With the increasing population in this section of society youth appeals have assumed great importance. Youngsters are also the most vulnerable to external influences. So advertisers specifically target this group. Youth appeals include television advertisements and programs to promote trendy items. Flashy words and catchy messages are used to make the product look 'cool'. Teenagers fall for such advertisements quite easily, which is why youth appeals are almost always successful. E.g. Pepsi ads always depicts the lifestyle of youth.

32. CHOSEN PRODUCT: HEALTH DRINK POWDER

33. Best suited media and appeals for my product:

34. Television – moral appeal A product can be advertised through television via commercials and bulletins. Television is an excellent media for advertising something as it is one of most commonly used medium by the masses. In the next slide, the TV advertisement shows a series of events. First, it is shown that a boy goes out in the strong wind and saves a puppy, then three kids are seen experimenting rain water harvesting which becomes successful, then a girl child is seen playing football as a goal keeper and she wins and her mother is proud of her. All these events have a common link, that is Horlicks – which is why all these kids are able to think and act with confidence, kindness and pride. It is shown that the new Horlicks has 2 times more immuno-nutrients and makes a kid taller, stronger and sharper. There are many appeals brought in by this wonderful and though provoking ad. The primary one is MORAL APPEAL (kindness shown to puppy, rain water harvesting, girl child empowerment). Then we have Love Appeal (mother and child), Music Appeal (energy filled song), Fun Appeal (friends, football) and Rational Appeal (information on Horlicks).

35. Mobile advertisement – rational appeal In this type of advertising the advertisements or offers are stuck against the exterior of any vehicle. In this advertisement, the Primary Appeal brought in is RATIONAL APPEAL. It shows the necessity of a child to consume Horlicks in order to grow taller, stronger and sharper. The Secondary Appeal is Statistics Appeal. It shows the number, percentage and amount of nutrients in each bottle. It also shows the number of people consuming it.

36. Billboards – celebrity appeal A billboard (sometimes also called a hoarding ) is a large outdoor advertising structure, typically found in high traffic areas such as alongside busy roads. The Primary Appeal brought in by this advertisement is CELEBRITY APPEAL. M.S. Dhoni (Mahendra Singh Dhoni) is an Indian cricketer and the current captain of the Indian national cricket team in limited-overs formats. All cricket fans and followers will definitely be persuaded to buy this product. The Secondary Appeal is Youth Appeal. This product is mostly consumed by the youth.

37. poster – love appeal Advertisements printed on individual sheets are made and distributed among a large number of people. In this ad, the Primary Appeal is LOVE APPEAL. The love between a mother and her child is depicted in a beautiful way here. This persuades many mothers to try this out for their kids. The Secondary Appeal is Celebrity Appeal, where Kajol, a Bollywood actress is promoting their product.

38. Project report

39. Market survey Market research/survey  is any organized effort to gather information about target markets or customers. It is a very important component of business strategy. Market research provides important information to identify and analyse the market need, market size and competition. Surveys have been used in various fields of research, such as sociology, marketing research, politics and psychology. METHODOLOGY : QUESTIONNARE In survey research, a questionnaire is an instrument that is comprised of a set of questions to be asked to the participants or respondents of the survey. Sir Francis Galton, an English polymath, introduced the use of the questionnaire in surveys. Questionnaires usually ask questions that elicit ideas and behaviours, preferences, traits, attitudes and facts.

40. Questionnaire on advertisements This survey is conducted by the students of OOEHS for Advertising Marketing Project, to estimate the best suited media and appeals for advertisements. Kindly fill in the given questions with appropriate details or by ticking the appropriate option. Name: Gender: ○Male ○Female Age: Occupation:

41. Through which media do you usually see/hear advertisements from? Television Newspaper Billboards According to you, which media is best suited for advertising ‘health drink powder’? Television Poster Billboards Which appeal is best brought via Television advertisements/commercials? Moral Appeal Romance Appeal Humour Appeal

42. Which appeal is best depicted on Billboards? Celebrity Appeal Bandwagon Appeal Youth Appeal Which appeal is best shown through Mobile advertisements? Rational Appeal Statistics Appeal Adventure Appeal Which appeal is best pictured on a Poster? Love Appeal Fun Appeal Aesthetic Appeal

43. Results after survey With graphical representation and reasoning

44. Celebrity Appeal

45. Television - report 5 out of 10 people think that MORAL APPEAL can be represented on television as it can make the viewer feel attached to the moral value associated with product thus making the consumer eagerly purchase the product. 3 out of 10 people chose MUSIC APPEAL as this appeal that can be portrayed through advertisements through the medium of television/radio. Music along with interesting pictures/story line is very attractive. 2 out of 10 people only think that ROMANCE APPEAL can be represented on television. This maybe because the other two appeals are more presentable on television and romance appeal can be shown through a picture as well.

46. billboard - report 6 out of 10 people think that CELEBRITY APPEAL can be represented on billboards as it will help attract a large number of public. A big hoarding with a celebrity’s photo on it can easily attract all those people travelling by. 2 out of 10 people chose BANDWAGON and YOUTH APPEALS as the appeals that can be displayed through billboards. In the case of Bandwagon Appeal, the billboard would remind the customers every time they see it about the popularity of the product. In the case of Youth Appeal, the travellers are mostly young-middle aged people and an advertisement that pictures the youth lifestyle would definitely draw their attention towards it.

47. poster - report 5 out of 10 people think that LOVE APPEAL can be represented on posters. Each person that receives an individual copy of the advertisement, will be reviewed by them at their own convenient time. In a hurry they may accept it but will see it personally later on. Also, love appeal can be depicted easily and in a smooth manner on a poster. 3 out of 10 people chose FUN APPEAL as the appeal that can be displayed through posters. Posters can easily show fun element of a product and can grab the attention of the reader. 2 out of 10 people chose FEAR APPEAL as the appeal that can be displayed through posters. Most of the time, such appeals are shown in posters because this poster can be read or ignored according to the wish of the reader.

48. conclusion From the project, we learn the importance of advertising, advertising appeals and media in which advertisement can be shown for maximum benefit. Health Drink Powders are best advertised through Television, Billboards, Mobile Advertisements and Posters. Love Appeal, Rational Appeal, Moral Appeal and Celebrity Appeal are best suited for Health Drink Powders. From the survey conducted on 10 people, we understand that Moral Appeal is best depicted through Television, Celebrity Appeal is best depicted through Billboards and Love Appeal is best depicted through Posters.

49. bibliography https://www.google.com/ https://en.wikipedia.org/ MS Office