MARKETING

ACADEMIC YEAR 2020-2021

 
 
 
GRADE 12 BOARD ROLL NUMBER: ____________________________________________
PROJECT DETAILS: _______ Marketing project -__Advertisement Appeals _____________
______________________________________________________________________________
NAME OF STUDENT: ____Baazila Tauqeer_________________________________
TEACHER INCHARGE: ____Ms. Fatima Shabana________________________________
  
 
Submitted in partial fulfilment of the requirement of
All India Senior Secondary Certificate Examination (AISSCE).
 
 

 
CERTIFICATE
 
This is to certify that­­___Baazila Tauqeer______of Class 12, Roll Number ___________ has successfully
completed the Project on __Advertisement Appeals___ under the guidance of ____Ms. Fatima
Shabana_____during the year 2020-21 in the partial fulfilment of requirement of Practical Examination (AISSCE).
This is further to certify that this project is the individual and bonafide work of the candidate.
 
  
Internal Examiner’s Name: External Examiner’s Name:
 
Internal Examiner’s Sign with date: External Examiner’s Sign with date:
  
Principal’s Signature with seal:
 MARKETING PROJECT

TITLE OF PROJECT:
SCREENING ADVERTISEMENTS IN NEWSPAPERS / MAGAZINES, AND
THROUGH RADIO AND TV PROGRAMMES AND REPORTING ON THE
DIFFERENCES IN APPEAL OF DIFFERENT MEDIA OF ADVERTISING
MARKETING
APPEAL
By Baazila Tauqeer 12G2
Acknowledgement
I would like to express my special thanks to Marketing teacher Ms. Fatima
Shabana for her able guidance and support in completing my project.
I would also like to extend my gratitude to the principal ma’am Ms. Teresa
Varman for providing me with all the facility that was required.
Index
■ Cover page
■ Certificate
■ Acknowledgement
■ Topic
■ Index
■ Promotion
■ Importance of promotion
■ Elements of promotion mix
■ Advertising
■ Advertisement appeals
■ Types of advertisement appeals
■ Chosen product: Chocolate
■ Project report
■ Market survey
■ Questionnaire
■ Result after survey
■ Conclusion
■ Bibliography
 Promotion
Promotions refers to use of communication with the twin objective of
informing potential customers about a product and persuading them to buy it.
In other words, promotion is an important element of marketing mix by which
marketers make use of various tools of communication to encourage exchange
of goods and services in the market.
Promotion mix refers to combination of promotional tools used by an
organization to achieve its communication objectives. Various tools of
communication are used by the marketers to inform and persuade customers
about their firm’s products.
Importance of promotion
Promotion element of marketing mix performs the following functions:
1. Information: It informs (awareness and education) customers about the launch of new
product/service/idea and the place of availability.
2. Persuasion: Promotion is to persuade the customers to use one particular brand in
this brands-cluttered world.
3. Remind: Promotion has to continuously remind the customers of the brand and enforce
customer loyalty, It is true not only during normal times, but even when the product is in
shortage, so that customers do not forget your brand. During the World War II Bourn
Vita was in short supply, yet the company continued to advertise for this very purpose.
Elements of promotion mix
■ Advertising: it is perhaps the most commonly used tool of promotion. It is an impersonal form of
communication, which is paid for by the marketers to promote some goods or service. The most
common modes of advertising are ‘newspapers’, ‘magazines’, ‘televisions’ and ‘radio’.
■ Personal selling: it involves oral presentation of message in the form of conversation with one or
more prospective customers for the purpose of making sales. It is a personal form of communication.
Companies appoint salespersons to contact prospective buyers and create awareness about the product
and develop product preferences with the aim of making sale.
■ Sales promotion: it refers to short-term incentives, which are designed to encourage the buyers to
make immediate purchase of a product or service. These include all promotional efforts other than
advertising, personal selling and publicity, used by a company to boost its sales.
■ Publicity: publicity is an unpaid form of communication. It Does not involve any direct expenditure
by the marketing firm, and there is no identified sponsor for the communication as the message goes
as a news item. Publicity, as the information is disseminated by an independent source.
Advertising – internal media
■ Newspaper: newspaper display advertising is a form of newspaper advertisement when the
advertisement appears alongside regular editorial content. These ads can span across multiple columns
and can even cover full page, quarter page or even other custom sizes. They are designed in high
resolution coloured and black/white formats providing higher visibility for the mass audience of
newspapers.
■ Radio: radio is another common media used for advertising. It can be done through audio radio
commercial 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
word that catch the attention of the listener.
■ Television: 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.
■ Magazines: print ads that run in local or national magazines. When it comes to magazine advertising,
most people think of large glossy, national publications full of big brand advertisers.
■ Internet: internet in today’s world can be stated as one best media for advertising.
External media
■ Billboard advertising: a billboard is a large outdoor advertising structure, typically found in high
traffic areas such as alongside busy roads.
■ Mobile advertising: in this type of adverting the advertisements or offers are struck against the
exterior of any vehicle.
■ Window display: window display is the fine art of displaying store merchandise in the store
window. Window display is emerging as the new mantras in retail and is fast changing from a
dull, uninteresting exhibition of wares to store window to dynamic form of advertisement.
■ Posters: a poster is a rectangular box which includes attractive slogans with a picture of the
product and the brand. Posters are traditionally advertisements printed on individual sheets are
made and distributed among a large number of people, but today posters are made digital form
found on websites.
Advertisement appeal
■ An advertisement appeal refers to the approach used to attract customers
and/or to influence their feelings toward the product, service or cause.
■ It aims to influence the way consumers view themselves and how buying
certain products can prove beneficial for them.
■ Advertising uses appeals as a way of persuading people to buy certain
products.
■ The message conveyed through advertising appeals influences the
purchasing decision of consumers.
Types of marketing appeal
■ Emotional appeal  Celebrity appeal
■ Fear appeal  Youth appeal
 Adventure appeal
■ Humor appeal  Rational appeal
■ Logical appeal  Scarcity appeal
 Music appeal
■ Bandwagon appeal  Social appeal
■ Romance appeal
■ Snob appeal
■ Humour appeal- is an element that is used in around 30% of the advertisements. Humour can be
an excellent tool to catch the viewers attention and help in achieving instant recall which can work
well for the sale of the product.
■ 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.
■ Fear appeal- advertising messages, usually based on imagery rather than information, which
attempt to achieve the advertiser's objectives by evoking strong emotions feelings (fear, anger,
passion, etc.).
■ Social appeal- social factors cause people to make purchases and include such aspects
as recognition, respect, etc.
■ Rational appeal- it aims to focus on the individual’s functional, utilitarian or practical
needs for particular products and services. Emphasizes the characteristics and features
of the product and the service and how it would be beneficial to own or use the
particular brand.
■ Snob appeal- it 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.
■ Adventure 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.
■ Romance appeal- 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.
■ Youth appeal- Advertisement that reflect youth giving aspects or ingredients of
products use these types of appeals.
■ Bandwagon appeal- this type of advertising appeal is meant to signify that since
everybody is doing something you should also 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.
■ Scarcity appeal- it is based on limited supplies or limited time period for purchase of
product and are often used while employing promotional tools including sweepstakes,
contests, etc.
Product chosen: Chocolate

Celebrity appeal Humour appeal

Newspaper advertisement Television advertisement

Romance appeal Snob appeal

Billboard advertisement Magazine advertisement
PROJECT REPORT
Market survey
■ Market research is an organized effort to gather information about target markets or
customers. It is very important component of business strategy.
■ Market research provides important information to identify and analyze 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: questionnaire
■ 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.
■ Questionnaire usually asks question that elicit ideas, behaviors, preferences, traits
attitudes and facts.
Questionnaire
This survey is conducted by the students of GEMS Millennium School, Sharjah for a marketing project,
to estimate the best-suited media and appeals for the advertisements. Kindly fill in the given questions
with appropriate details or by ticking the appropriate options.
NAME: OCCUPATION:
AGE: GENDER:

1. Through which media wold you like to see advertisement from?

- Magazine
- Television
- Newspaper
2. Which appeal is best brought via television advertisement?
- Music appeal
- Humour appeal
- Romance appeal
3. According to you which media is best suited for advertising of chocolate?
- Magazine
- Newspaper
- Television
4. Which appeal is best suited for newspaper?
- Rational appeal
- Less than perfect appeal
- Brand appeal
5. Which appeal is best suited for an advertisement on a magazine?
- Celebrity appeal
- Social appeal
- Youth appeal
RESULT AFTER SURVEY
Television report
5 out of 10 have chosen humour appeal as it an excellent way to catch the viewers attention, and it can
be easily related to benefits of the product.
3 out of 10 chose music appeal because it has an intrinsic value which has also helped in capturing
attention and customer recall.
2 out of 10 chose romance appeal because the customers believe that buying the certain product will
have a positive impact on them.
Television report

Humour appeal Music appeal Romance appeal

Magazine report
4 out 10 have chosen youth appeal as the customers thought that there would be an change in them.
2 out of 10 chose social appeal because the customers felt an sense of belonging.
4 out of 10 chose celebrity appeal because the customers felt encouraged to buy the product after
seeing their favourite celebrity.

Magazine report

Youth appeal Social appeal Celebrity appeal

Newspaper report
2 out of 10 chose rational appeal because the advertisement was more realistic.
6 out of 10 chose brand appeal as better brands not only provide better products but also give more
satisfaction upon purchase.
2 out of 10 chose less than perfect appeal so that it helps them know what they are missing out by
not purchasing the product

Newspaper report

Rational appeal Brand appeal Less than perfect appeal

Conclusion
By doing the project, I learnt advertising as an element of marketing mix and how important it is
to the organisation. I also learnt the various medias of advertising and how important it is to
advertise the right product in the right media.
This project helped me know the type of advertisement appeals, its importance and how it can be
used in advertisements so that customers are informed and persuaded to buy the product in a
more efficient way
The project has shown that Chocolate are best advertised on television, magazine, billboard and
newspaper.
From the survey conducted on 10 people, it has shown that humour appeal is best suited for
television, youth and celebrity appeal is more suitable for magazine and brand appeal is the most
suitable for newspaper.