Internal Notes CB

Types of Appeal
Advertising uses appeals as away of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the
individuals who use certain products
There are two types of appeals : Emotional and Rational.
Sometimes objective, factual appeals are more effective in persuading a target audience,
at other times emotional appeals are more effective t depends on the !ind of audience
to be reached and their degree of involvement in the product category .
n general, however, logical, reason"why appeals are more effective in persuading
educated audiences, and emotional appeals are more effective in persuading less"
educated consumers.
Fear Appeal
#ear is an effective appeal often used in mar!eting communicationsAdvertisers often
consider using the fear appeal in their attempts to persuade consumers.
A negative relationship is found between the intensity of fear appeals and the ability to
persuade .Strong fear appeals concerning a highly relevant topic $such as cigarette
smo!ing% will cause defense mechanism to display fearful aspects of the message and in
doing so they reject the message .
&ecause giving up a comfortable habit is difficult, consumers more readily reject the
threat.
This they do by a variety of techni'ues, including denial of its validity $(There still is no
real proof that smo!ing causes cancer(%, the belief that they are immune to personal
disaster $(t can)t happen to me(%, and a diffusing process that robs the claim of its true
significance $( play it safe by smo!ing only filter cigarettes(%.
Therefore, mar!eters should use reasonable but not e*treme fear appeals and also
recogni+e that fear appeals are not always appropriate
There is no single e*planation of the relationship between fear appeals and
persuasiveness
EMOTIONAL APPEAL
Emotional advertisements always grab attention they are the safest appeal and the most
used as well. Emotional appeals affect people, it is meant to touch the targeted
audience,s heart.
Emotional appeals affect people- the audience connects with the individuals in the ad.
Eg: Role* uses this during the .imbledon Tennis Tournament- they narrate the story of
the player or brand ambassador.
Though a product is being advertised the audience is able to connect to the
advertisement. /umour in an emotional appeal that advertisers use very fre'uently, this
appeal can either be either effective or highly ineffective. Either way, the ad grasps the
audience,s attention as it is different.
Humor
0any mar!eters use humorous appeals in the belief that humor will increase the
acceptance and persuasiveness of their advertising communications
#or e*ample, the effects of humorous ads vary by the audience)s demographics, level of
involvement $humor is more effective for promoting low"involvement products%, and
attitudes $humor is more effective when the audience already has positive attitudes
toward the brand%.
/umor that is relevant to the product is superior to humor that is unrelated to the
product.Audience demographic factors $e.g., gender, ethnicity, age% affect the response
to humorous advertising appeals. The nature of the product affects the appropriateness
of a humorous treatment. /umor that is relevant to the product is superior to humor that
is unrelated to the product
Audience demographic factors $e.g., gender, ethnicity, age% affect the response to
humorous advertising appeals. The nature of the product affects the appropriateness of a
humorous treatment.
Rational Appeal
The functional benefits of a product is highlighted. ndustrial buyers are most responsive
to rational appeal. This is generally product oriented appeal
1 /igh 'uality appeals
1 2ow price appeals
1 2ong life appeals
1 3erformance minted appeals
1 Ease to use oriented appeals
Abrasive Avertisin!
Annoying and unpleasant advertisements can be very effective.
Sleeper effect " Research shows that the abrasiveness of a commercial that uses this
type of appeal will wear out over time and the brand name will remain in consumers,
memories. /ow ethical this type of appeal can be at times, but guess it wor!s in some
product areas.All of us have at one time or another been repelled by so"called agony
commercials $ 4 star, 5,cold, 6olgate Salt %
7evertheless, pharmaceutical companies often run such commercials with great success
because they appeal to a certain segment of the population that suffers from ailments
that are not visible and thus elicit little sympathy from family and friends.
Their complaints are legitimi+ed by commercials with which they immediately identify.
.ith the sponsor)s credibility established $(They really understand the misery )m going
through(%, the message itself tends to be highly persuasive in getting con"timers to buy
the advertised product.
n our highly permissive society, sensual advertising seems to permeate the print media
and the airwaves
n today)s advertising, there is a lot of e*plicit and daring se*ual imagery, e*tending far
beyond the traditional product categories of fashion and fragrance into such categories
as shampoo, beer, cars, and home construction
Ot"er appeals
1 3rice or value appeal
1 8uality appeal $ f the product doesn,t possess the 'uality then it can be on the flip
side%
1 Star Appeal $ celebrity endorsement%
1 Ego appeal $ 2,oreal%
1 Sensory appeal $ Ads aim at senses, touch , taste%
1 Social Acceptence appeal
1 3restige appeal $ 0erc , &0. %
#roup
A group may be defined as
Two or more people who interact to accomplish either individual or mutual goals.
7umber of persons belonging or classed together
3ersons come together to represent or for a common cause
3ersons wor!ing together
3ersons who function collectively
7umber of persons who are able to interact with one another, are psychologically aware
of each other 9 who perceive 9 are perceived as being members of one unit
The broad scope of this definition includes
:. 0E0&ERS/3 ;R<=3S
>. 7#<R0A2 ;R<=3S
?. #<R0A2 ;R<=3S
@. SA0&<26 ;R<=3S
4. <7E"S5E5 ;R<=37;
B. RE#ERE76E ;R<=3
0E0&ERS/3 ;R<=3S " A group to which a person either belongs or would 'ualify for
membership in e.g. the group of women with whom a young girl plays tennis wee!ly
would be considered, for her, a membership group
7#<R0A2 ;R<=3S " ;roups that emerge or randomly get formed due to formal group
members, interaction with each other e.g. intimate group of two co"wor!ers who each
wee! attend a .eight .atchers class together
#<R0A2 ;R<=3S C ;roups formed for the achievement of common goals e.g. a local
scuba diving club, whose members are mutually interested in scuba e'uipment, scuba
training, and scuba diving trips and vacations.
SA0&<26 ;R<=3S " ;roups in which an individual is not li!ely to receive
membership, despite acting li!e a member by adopting the group)s values, attitudes, and
behavior e.g. professional golfers may constitute a symbolic group for an amateur golfer
who identifies with certain players by imitating their behavior whenever possible $e.g., by
purchasing a specific brand of golf balls or golf clubs%. /owever, the amateur golfer does
not $and probably never will% 'ualify for membership as a professional golfer because he
has neither the s!ills nor the opportunity to compete professionally
<7E"S5E5 ;R<=37; " An individual consumer observes the appearance or actions
of others, who un!nowingly serve as consumption"related role models.
REFERENCE #RO$P
A reference group is any person or group that serves as a point of comparison $or
reference% for an individual in forming either general or specific values, attitudes, or a
specific guide for behavior.
Reference groups are groups that serve as frames of reference for individuals in their
purchase or consumption decisions.
There is no restrictions on group si+e or membership, nor does it re'uire that consumers
identify with a tangible group $i.e., the group can be symbolic such as owners of successful
small businesses, leading corporate chief e*ecutive officers, roc! stars, or golf celebrities%.
There is no restrictions on group si+e or membership, nor does it re'uire that consumers
identify with a tangible group $i.e., the group can be symbolic such as owners of
successful small businesses, leading corporate chief e*ecutive officers, roc! stars, or
golf celebrities%.
Normative referen%e !roups
Reference groups that influence general or broadly defined values or behavior are called
normative reference groups.
An e*ample of a child)s normative reference group is the immediate family, which is li!ely
to play an important role in molding the child)s general consumer values and behavior
$such as which foods to select for good nutrition, appropriate ways to dress for specific
occasions, how and where to shop, or what constitutes (good( value%
%omparative referen%e !roups
Reference groups that serve as benchmar!s for specific or narrowly defined attitudes or
behavior are called comparative reference groups.
A comparative reference group might be a neighboring family whose lifestyle appears to
be admirable and worthy of imitation $the way they maintain their home, their choice of
home furnishings and cars, their taste in clothing, or the number and types of vacations
they ta!e%
&oth normative and comparative reference groups are important 7ormative reference
groups influence the development of a basic code of behavior, comparative reference
groups influence the e*pression of specific consumer attitudes and behavior
The meaning of (reference group( has changed over the years
/owever, the concept gradually has broadened to include both direct and indirect
individual or group influences
Inire%t referen%e !roups
ndirect reference groups consist of those individuals or groups with whom a person
does not have direct face"to"face contact, such as movie stars, sports heroes, political
leaders, TD personalities, or even well"dressed and interesting"loo!ing people on the
street
t is the power of the indirect reference group that helps sell the 7i!e clothing, golf balls,
and golf e'uipment used by Tiger .oods $www.ni!e.com
Celebrities an ot"er Referen%e !roup appeal &
6elebrities, particularly movie stars, TD personalities, popular entertainers, and sports icons,
provide a very common type of reference group appeal
Advertisers spend enormous sums of money to have celebrities promote their products, with
the e*pectation that the reading or viewing audience will react positively to the celebrity)s
association with their products
<f all the benefits that a celebrity might contribute to a firm)s advertising pro gramEfame,
talent, credibility, or charismaEcelebrity credibility with the consumer audience is the most
important
To illustrate, when a celebrity endorses only one product, consumers are li!ely to perceive
the product in a highly favorable light and indicate a greater intention to purchase it
The different types of methods in which celebrities are used to promote the products are .
Testimonial: &ased on personal usage, a celebrity attests to the 'uality of the product or
service .
Endorsement: 6elebrity lends his or her name and appears on behalf of a product or
service with which he or she may or may not be an e*pert.
Actor: 6elebrity presents a product or service as part of character endorsement.
Spo!esperson: 6elebrity presents a product or service as part of character endorsement.
A few e*amples are : Salman Fhan C Revital, Amitabh &achan C 6adbury,s 0. S 5honi
C &oost, Fareena Fapoor C DDE2, Fatrina Faif C Slice, Sharu!h Fhan" #air and
/andsome, Sachin Tendul!ar C Aviva etc.
#ive major types of reference group appeals
Advertisers, to communicate with their mar!ets, use appeals by celebrities and other similar
reference groups very effectively.
There are #ive major types of reference group appeals in common mar!eting usage. They
are:
:. celebrity appeals,
>. e*pert appeals,
?. common"man appeals,
@. e*ecutive and employee appeals,
4. trade or spo!es"character appeals.
'( Celebrity Appeal
6elebrities, particularly movie stars, TD personalities, popular entertainers, and sports
icons, provide a very common type of reference group appeal. <f all the benefits that a
celebrity might contribute to a firm)s advertising pro gramEfame, talent, credibility, or
charismaEcelebrity credibility with the consumer audience is the most important.
To illustrate, when a celebrity endorses only one product, consumers are li!ely to
perceive the product in a highly favorable light and indicate a greater intention to
purchase itThe different types of methods in which celebrities are used to promote the
products are Testimonial:, Endorsement, Actor, Spo!esperson .
A few e*amples are : Salman Fhan C Revital, Amitabh &achan C 6adbury,s 0. S 5honi
C &oost, Fareena Fapoor C DDE2, Fatrina Faif C Slice, Sharu!h Fhan" #air and
/andsome, Sachin Tendul!ar C Aviva etc.
)&T"e E*pert : A second type of reference group appeal used by mar!eters is the e*pert,
a person who, because of his or her occupation, special training, or e*perience, is in a
uni'ue position to help the prospective consumer evaluate the product or service that the
advertisement promotes
#or e.g 6elebrity chef Sanjeev Fapoor Slee! Fitchen ,.onder 6hef etc
+& T"e ,Common Man: A reference group appeal that uses the testimonials of
satisfied customers is !nown as the common"man approach
The advantage of the common"man appeal is that it demonstrates to prospective
customers that someone just li!e them uses and is satisfied with the product or service
being advertised.
0any television commercials show a typical person or family solving a problem by using
the advertised product or service. These commercials are !nown as slice"of"life
commercials because they focus on real"life situations with which the viewer can identify
#or e*ample: 6omplan commercial tal!s about how it provides growth to a child,s height.
The recent #ortune oil commercial shows a mother re'uesting a nurse to allow her to
feed her ailing son few spoons of dal.
-( T"e E*e%utive An Employee .po/esperson
5uring the past two decades, an increasing number of firms have used their top
e*ecutives as spo!espersons in consumer ads.
The popularity of this type of advertising probably is due to the success and publicity
received by a number of e*ecutive spo!espersons.
The appearance of a company)s chief e*ecutive in its advertising seems to imply that
someone at the top is watching over the consumers) best interests, and it encourages
consumers to have more confidence in the firm)s products or services. #or e*ample :
05/ masala C <wner .
0( Trae or spo/es1%"ara%ters
Trade or spo!es"characters $e.g Amul girl %, as well as familiar cartoon characters $G<<
G<< Dodafone%, serve as 'uasi"celebrity endorsers.
These trade spo!es"characters present an ideali+ed image and dispense information
that can be very important for the product or service that they Hwor! forI
.ith few e*ceptions, trade characters serve as e*clusive spo!espersons for a particular
product or service.
They sometimes provide a !ind of personality for the product or service and ma!e the
product appear friendlier $Ronald 0c5onald%
Family
#amily is defined as two or more persons related by blood, marriage, or adoption who
reside together and interact to satisfy their personal and mutual needs.
Although families sometimes are referred to as households2 not all households are
families #or e*ample, a household might include individuals who are not related by
blood, marriage, or adoption, such as unmarried couples, family friends, roommates, or
boarders /owever, within the %onte*t of %onsumer be"avior2 "ouse"ols an
families usually are treate as synonymous&
T"e t"ree types of families ominate
The married couple " The simplest type of family, in is the married couple " a husband
and a wife As a household unit, the married couple generally is representative of either
newly married who have not yet started a family and older couples who have already
raised their children
The nuclear family " A husband and wife and one or more children constitute a nuclear
family.
The e*tended family Cis the nuclear family, plus other relatives, such as grand parents,
uncles and aunts, cousins, and parents"in law.
Stages
:. &achelor
>. Aoung Singles
?. 7ewly 0arried
@. . #ull 7est
4. #ull 7est
B. #ull 7est
J. . 0arried 6ouple without children
K. =nmarried 6ouples
L. Empty 7est
:M. . Empty 7est
::. Solitary Survivor
:>. . Aoung Single 3arents
:?. 0iddle Aged Single 3arents
. 3oun! .in!les
These are persons in the age group of :K to ?4 but not married. These persons have their
entire income at their disposal and discretion.
men and women differ in consumer behaviour
women more housing"related items and furniture
men more on restaurants and cars
buy: basic !itchen e'uipment,
basic furniture, cars, holidays
7ewly 0arried
3ersons who have been newly married and have no children.They have plenty of income
specially if both are employed and they believe in enjoyment and can spend everything
on themselves.
&uy: cars, fringes, coo!ers, life assurance, durable furniture, holidays
#ull 7est
0arried couple with youngest children under B years. 5uring this family cycle there are
increased e*penses in the up!eep of children.
Buy ne%essities 1 4as"ers2 ryers2 baby foo an %lot"es2 "ealt" 2foos vitamins2
toys2 boo/s et%&
Full Nest II
0arried couple with children in the age group of B to :> years- during this period both
income and e*penses go up.
Buy ne%essities 1 foos2 %leanin! material2 %lot"es2 bi%y%les2 sports !ear2 musi%
lessons2 pianos2 5un/ foos2 "oliays
#ull 7est
0arried couple with teenage children living at home. Those children who are studying in
colleges in other towns or wor!ing cannot be considered part of family, which is contrary
to ndian situation.
E*peniture to support %"ilren6s furt"er7"i!"er eu%ation2
Buy8 ne42 more tasteful furniture2 non1ne%essary applian%es2 "oliays2 et%
#ull 7est
0arried couple with teenage children living at home. Those children who are studying in
colleges in other towns or wor!ing cannot be considered part of family, which is contrary
to ndian situation&
E*penditure to support children)s furtherNhigher education,
&uy: new, more tasteful furniture, non"necessary appliances, holidays, etc
Marrie Couple 4it"out %"ilren 9 :ouble In%ome no ;I: (
Those married couples that remain childless fall in this group and they have entire
income to be spent on themselves.
. =nmarried 6ouples
t includes both heterose*ual and gay couples normally both of them earn but have no
child and they live together without marriage. This concept is not acceptable in ndian
society and such couples are not at all visible in ndia.
Empty 7est
t relates to parents whose children do not live with them and couple has none to support
e*cept themselves. =sually they are still employed and their level of income is 'uite high
due to long service or progress in business.
. Empty 7est
This is the stage of life when one retires from service or profession and normally income
level falls. &ut some percentage of these people get themselves re"employed. There are
cases where people earn more after retirement. n ndia in last few years many young
persons have got voluntary retirement. Some of them get re"employed- their pension and
salary is often more than their earlier salary. &ut this is the stage where generally children
have not settled, some are still studying. 0any persons fall in this group by choice but not
by age.
Solitary Survivor
.hen one of the spouse dies due to old age, illness or other reason- one is left alone. n
this stage one generally has lower income and needs greater medical care, the person
normally lives alone in the west but in ndia in the old aged parents live with their son)s
and it is their duty to loo! after them.
Aoung Single 3arents
3arents under age of ?4 years with one or more children at home. 0any of them remarry.
.ith 4MO divorce rate in =SA this is big class there but e*ception in ndia where most of
females in /indus decide not to remarry- and live with their in laws, parents, or singly.
Some of the girls who were earlier only house wife ta!e to jobs for livelihood for
themselves and minor children. 0ost of such widows in ndia generally are at the mercy of
others and have no or little discretionary income.
0iddle Aged Single 3arents
This group includes persons over ?4 years of age who have one or more children to
support. n ndia family structure is somewhat different and so the consumer behavior
also.n such families head of the family, who often is father of the sons, has a dominant
role in decision"ma!ing.

.ub%ultures
Subcultures is a distinct cultural group that e*ists as an identifiable segment within a
larger, more comple* society. t can be said to be sets of learned beliefs , values , habits
and forms of behaviour that are shared by subsets of a society and are transmitted from
generation to generation within each subset.
So, Subculture can be defined as Ha istin%t %ultural !roup t"at e*ists as an
ientifiable se!ment 4it"in a lar!er2 more %omple* so%iety<&
t is imperative for mar!eters to understand who constitutes the most relevant sub culture
for their particular product or services. Subcultural analysis helps mar!eting to focus on
si+eable and natural segments.
There are many similarities and differences between groups of subcultures and
advertisers should be careful to note these for studying purchase pattern and also
effective type of messaging .
Sub 6ulture 6ategories 7ationality Religion ;eographic region Race Age ;ender
<ccupation Social class Ethnicity
E*amples ndian /indu, 0uslim, 6hristian 0aharashtra, &ihar, Farnata!a &rahmin.
Fshitriya , Shudra 6hild, Teenager, Senior citi+en 0ale , #emale, &us driver, mechanic,
engineer. 2ower, middle, upper. Similar values and customs.
Each subculture group may have a distinct characteristics, psychographic , demographic
Inia Core =alue
ndia a diverse country has core values that are common to all the cultures of ndia. These
widely held beliefs, interests, feelings, relationships has brought samta $similarity% in diversity
$variations% and unified the country.
These core values should be properly understood for mar!eting. Tolerance is very fabric of
all ndian cultures and our society is based on this principle. Even when after BJ years
people are suffering when supplier does not provide proper service majority do not approach
for redressal to consumer forum and accept the food or service as provided.
This tolerance is because it is taught in various religions and inspite of occasional outburst of
violence tolerance continues to be core value of the system. &ut this should not be ta!en as
wea!ness and cannot be e*ploited for long by mar!eters.
The e'uality is old core value of ndian culture and according to certain cultures all living
beings are treated e'ually. All religions preach that you will reap what you sow especially in
terms of your actions. Actually in our religion and tradition great stress has been laid on self.
n ndian culture all those who are elder in age than oneself are not only given respects but
often what they say is accepted and acted This respect is very powerful in purchasing high
value products li!e land, building. &ecause of these factors certain goods li!e cigarette,
li'uor are not consumed in the presence of elders. Actually age is given big respect.
&ut gradually the respect of views of elders is declining, however, their influence on buying
habits and behavior is still very strong and should not be ignored by mar!eter- with the
increase in the longevity of life the share of persons of age above si*ty is increasing and so
their importance in consumption behaviour.
The religious leaders irrespective of religion are given great respect by followers of their
religion. ndian society whether urban or rural feel that foreign goods, goods made by 076)s
or with their collaboration by and large are better than other ndian product. ndians by and
large irrespective of level of education and income have great faith in superstitions.
3eople normally do not buy goods made of iron on Tuesdays and Saturdays. They would
prefer to ma!e any big investment in 7avratras and would not purchase during 3itra 3a!sha,
which is considered inauspicious.
7o new clothes, consumer durables, house and so on will be bought during this period.
Therefore, for fifteen days sales come down and so the price of certain products. There are
many symbols and numbers that are considered luc!y or unluc!y. Therefore, this point must
be !ept in mind while deciding brand names and their picture, and campaign etc.
n ndia also there is increasing emphasis on material progress but it is not judged merely by
level of income but 'uality of life.
Till recently average ndian was indifferent even to personal cleanliness. .hen sulabh
sauchalyas have been provided, some concern has been shown towards this aspect but still
it has not fully percolated to rural areas, poor persons and to certain communities who by
their nature do not bother for clean atmosphere.
Even today in ndia everyone wants at least one male child and in rural areas girls are not
given e'ual opportunities .
:efinition
Consumer be"avior %an be efine as t"e e%ision1ma/in! pro%ess an
p"ysi%al a%tivity involve in a%>uirin!2 evaluatin!2 usin! an isposin! of
!oos an servi%es&