Brands Demographic Ad Slogans Motivational Functions Tri-Component Attitude ELM Influencer

Value expressive: Strong willed, go-getter, sporty

and playful, outdoorsy. Cherishes long and free
hair
Young Girl, 8-14 Thick healthy
Clinic Plus Yrs. Old, School hair.Your mark
Utilitarian: Keeps family's hair healthy and strong
Going of victory
Ego-defensive: Inhibition due to losing hair, Now
goes on to take on boys uninhibitedly
Cognitive: Milk protein keeps hair
healthy
Affective: Mother-daughter
relationship (caring)
Peripheral: emphasizes family
Mother( protector &
values and tradition through
advisor)
mother daughter relationship

Knowledge : Vita-Zinc for dandruff protection

Cognitive:Vita-Zinc provides Peripheral: Uses Celebrity
supported by claims
superior dandruff fighting capability endorsement to create
Young male or with 95 % reduction aspiration Experts(
Head & Prove it Ego-defensive: Attractiveness to the opp. Gender
female, 18-25 Yrs Dermatologists) or
Shoulder yourself without worrying about dandruff because of
old Affective: Celebrity endorsement Central: focusses on product Celebrity
expert backing their claims on less hair fall
backed by claims from components and the preference
dermatologists to ensure credibility of dermatologists
Utilitarian: Dandruff-free healthy hair

Value expressive: Progressive and outgoing girl

Cognitive: active double conditioners
who feels comfortable letting her hair down.
keeps hair smooth & tangle free
Open your
Young woman, Peripheral: focus on healthy
Chik Hair, open your Knowledge: benefits of active double conditioner Mother
18-25 Yrs old Affective: Aspirational progressive untangled hair
world
women who is carefree about her
Utilitarian: Keeps hair soft, nourished, tangle-free
hair
and beautiful