GEMS OUR OWN ENGLISH HIGH

SCHOOL DUBAI

MARKETING PROJECT
TITLE OF PROJECT::- “REPORT ON THE DIFFERENCES IN APPEALS USED, IN
SELECTED SUITABLE  MEDIA OF ADVERTISING, FOR A CHOSEN PRODUCT/SERVICE”

Aamena Sajid
12-I
2021-22
 CERTIFICATE
GEMS OUR OWN ENGLISH HIGH SCHOOL
DUBAI

Certified that this project report :- “REPORT ON THE DIFFERENCES IN APPEALS USED, IN SELECTED
SUITABLE  MEDIA OF ADVERTISING, FOR A CHOSEN PRODUCT/SERVICE” is the bonafide work of
“Aamena” who carried out the project work under my supervision.
Teacher In-charge: Ms. Suma Nagraj
Name & Signature:
Date:

Internal Examiner: External examiner:

Name & Signature: Name & Signature:
Date: Date:
 TOPIC
“REPORT ON THE DIFFERENCES IN APPEALS USED, IN
SELECTED SUITABLE  MEDIA OF ADVERTISING, FOR A
CHOSEN PRODUCT/SERVICE”
 ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would
not have been possible without the support and help
of many individuals, I would like to extend my sincere
thanks to all of them. I would like to express my
gratitude towards my parents and Ms. Suma Nagraj
for their kind co-operation and encouragement which
helped me in completion of this project.
 INDEX
• CERTIFICATE PAGE • LIST OF APPEALS • GRAPHS
• INDEX • MY PRODUCT • REPORT
• ACKNOWLEDGEMENT • 4 BEST MEDIAS FOR • CONCLUSION
• ADVERTISING MEDIA MY PRODUCT • BIBLIOGRAPHY
• IMPORTANCE OF • TARGET
ADVERTSING MEDIA CONSUMERS
• ADVERTISING • APPEALS FOR MY
APPEAL PRODUCT

• MEANING • QUESTIONNAIRE
ADVERTISING MEDIA
Advertising media refers to the various media
channels through which advertising is done and
is used for showcasing promotional content
which is communicated in various forms such as
text, speech, images, videos, TV, radio, online,
outdoor etc.

In advertising, media are the facilitating

functions and constitute an industry. Media are
the carriers of message of an advertiser whose
aim is to reach to the public so that he and his
product or service may come to the knowledge of
the public and in turn public may turn to him
and his product or service
Importance of Advertising Media
Spreading Awareness Through Advertising: Advertisements alert people about new
products and services in the market that could potentially satisfy their needs. A typical
advertisement will tell you what the service or product is, where it can be bought, for how
much, by whom, and why it should be bought. This is possible through the power of the
media to reach millions of people at the same time.

2. Popularizing a Brand: Brands such as Coca-Cola or McDonald’ are where they are today
because they utilized the phenomenon of advertising well. Through constant republishing
and replay to large groups of people, the media popularizes the brand.

3. Increasing Customer Demand: The target audience of advertisements are large. A well
-crafted advertisement will convince the public that they should buy the product or
subscribe to the service being advertised.

4. Increased Company Profits: Advertisements are usually displayed to large groups of

people at the same time. This means that, even with a low conversion rate, many people will end up buying
your products eventually. If you execute your advertisement well, you will get a
good conversion rate and great sales leading to increased profits.
WHAT IS ADVERTISING APPEAL?
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.
 LIST OF APPEALS
1) Romance Appeal
2) Fear Appeal
3) Humour Appeal
4) Love Appeal (friendship,
parental, brotherly, sisterly,
other than romance)
5) Statistics Appeal
6) Celebrity Appeal
7) Music Appeal
8) Bandwagon Appeal
9) Rational Appeal
10) Snob Appeal
11) Moral appeal
12) Youth appeal
13) Adventure Appeal
14) Fun Appeal
15) Aesthetic Appeal
 CHOSEN APPEALS
• ROMANCE APPEAL • MUSIC APPEAL
• FEAR APPEAL • LOVE APPEAL
• SATISTICAL APPEAL • CELEBRITY APPEAL
• BANDWAGON APPEAL • RATIONAL APPEAL
• ADVENTURE APPEAL • YOUTH APPEAL
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.
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.
This advertisement has been published by
Hindustan Unilever Ltd.
This advertisement is about a lady who takes
a shower with Lux Soap and then goes on a
date with her boyfriend where they have
dinner together. He is mesmerized and
attracted by the scent of the soap that the
lady used. This shows that Lux soap has
fragrances which can attract people of the
opposite gender, which brings out the
romance appeal in this advertisement.
• Medium used: Television
 Primary Appeal: Romance Appeal
 Secondary Appeal: Celebrity Appeal
 FEAR APPEAL
“A fear appeal is a persuasive message that
attempts to arouse fear in order to divert
behavior through the threat of impending
danger or harm.”
A fear appeal presents a risk, presents the
vulnerability to the risk, and then describes a
suggested form of protective action.
It is assumed that through a fear appeal the
perception of threatening stimuli creates fear
arousal. The state of fear is believed to be an
unpleasant emotional state that involves
physiological arousal that motivates cognitive,
affective, and behavioral responses directed
towards alleviating the threat or reducing fear.
This advertisement is
issued by the BMW Group
of Companies.
The message that is
conveyed through this ad is
“Don’t Drink and Drive.” It
creates awareness of the
consequences humans have
to face if they drink and
drive.
 Medium Used: This ad
was published on a
newspaper.
• Primary Appeal: Fear
Appeal
• Secondary Appeal: Moral
Appeal
 LOVE APPEAL
Love Appeal is the appeal which is used to grab
the attention of many customers. Love is a
basic feeling and need of a human being
without which we cannot survive. Taking
advantage of this companies use love appeal in
order to promote many of their products. This
appeal is mainly used to portray moth and
child love or love between friends. When
customers are attracted by such advertisements
with love appeal they are emotionally
motivated to purchase that particular product
or service.
This advertisement is published by the
Johnson and Johnson Company.
This ad of Johnson & Johnson Baby
Massage Oil shows a mother and her son.
The son crawls away when his mom
doesn’t see him and starts to walk with the
help of the shelves. His mom sees this and
she is in tears of joy. She then carries him
and gives him a massage with Johnson &
Johnson Baby Massage Oil and then takes
him for a shower. This shows the love and
care of the mother towards her child.
 Medium Used: Television
• Primary Appeal: Love Appeal
• Secondary Appeal: Music Appeal
 STATISTIC APPEAL
Advertisements also use statistics and
figures to display aspects of the product
and it’s popularity in general. Statistics is
the study of the collection, organization
analysis, interpretation, and
presentation of data. It deals with all
aspects of data including the planning of
data collection in terms of the design of
surveys and experiments. These facts
and figures are used to prove the
superiority of one product over another.
This advertisement is issued
by the SENSODYNE Company.
This advertisement states that
9 out of 10 dentists who have
used SENOSODYNE toothpaste
range have recommended it
according to a survey by GSK-
Consumer Group. This shows
that this paste is the best to be
used for the teeth.
• Medium Used: Newspaper
Primary Appeal: Statistics
Appeal
Secondary Appeal:
Aesthetic Appeal
 BANDWAGON APPEAL
This advertising appeal aims to persuade people to do
a certain thing because many are doing it. It is a
human tendency to do as the masses do. Bandwagon
technique of advertising captures this to induce
people to use a certain product or service. 8 out of
every 10 women prefer using the xyz shampoo! or
More than 80% of the dentists of our country are
using the xyz toothpaste. Which toothpaste do you
use? or The world agrees with ABC... Do you? are
some popular ways to tricking people to join the
bandwagon. This advertising appeal makes use of
statistics and surveys to back the statements made.
The idea is to stress that something is being used by
millions and hence you should also be using it.
This advertisement is issued by Dettol
Antiseptic Liquid Company.
This advertisement of Dettol informs
the buyers about the various benefits
of using Dettol such s prevention from
germs causing Influenza A H1N1
[Swine], Cholera, Respiratory
Syncytial and other diseases. It shows
that all health care experts have
recommended Dettol Antiseptic Liquid
in order to protect oneself from many
diseases. Since it is used by many this
ad brings out bandwagon appeal.
 Medium Used: Newspaper
• Primary Appeal: Bandwagon Appeal
• Secondary Appeal: Statistical Appeal
 CELEBRTYAPPEAL
As we all know, film stars and
sports personalities have a huge fan
following and hence, celebrity/
endorsement appeals are also
extensively used to market and
promote many products. A celebrity,
who has respect in the society can
generate much curiosity about a
product among people of all age
groups as many people tend to
follow them. Radio advertising, in
which the celebrities promote the
This advertisement has been issued by the Tag
Heuer Company.
This advertisement is a clip of Brad Pitt promoting
Tag Heuer watch. When you have Brad Pitt in your
advertisement you can't go wrong. If people see
that such a successful and attractive celebrity is
wearing this watch then they should be to so they
can be just like Brad Pitt and also feel attractive
and successful. This ad also asks the question
“What are you made of?” which will make the
buyer think that if he wears this watch he will look
as attractive as the celebrity in the ad.
 Medium Used: Magazine
• Primary Appeal: Celebrity Appeal
• Secondary Appeal: Snob Appeal
 
 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.
This advertisement is issued by
the Domino’s Pizza company.
This advertisement tells us about
the new pizzas that have come in
Dominos with it’s new crust,
sauce and cheese. Quite a lot of
information has been given
including price which helps the
customers to everything about
the product. This brings out the
rational appeal in this
advertisement.
 Medium Used: Internet
Advertisement
 Primary Appeal: Rational
Appeal
 YOUTH APPEAL
Advertisements that reflect youth
giving aspects of the products.
Cosmetic products in particular
make use of this appeal. In the
advertisements beside, the
product is shown used by some
young celebrities of the country.
The products are advertised in
such a way that the young
customers feel that it connects to
them.
This advertisement is issued by
Garnier Cosmetics.
This advertisement of Garnier
informs the buyers about the new
Garnier Pure Active facewash
which can be used to solve the
problem of Pimples and Marks – a
common problem faced by the
young girls. A young generation
actor Alia Bhatt is seen endorsing
the brand which makes girls feel
that if they use the product they’ll
get skin like Aliaa’s.
Medium Used: Newspaper
• Primary Appeal: Bandwagon
Appeal
• Secondary Appeal: Statistical
Appeal
 MUSIC APPEAL
Music in Advertising means integrating
music in (mass) electronic media
advertisements in order to enhance its
success. Music for this purpose provides
different characteristics which makes it
especially interesting for usage in
advertisements. Music can fulfill several
tasks when it is used in advertisements. They
are entertainment, structure and continuity,
lyrical language and memorability.
This advertisement is issued by
Apple Inc.
This advertisement of iPhone shows
people all around the world
enjoying to the music that they
listen from their phones. They use it
to dance, enjoy with their friends, to
party and so on. The advertisement
ends with it saying “Everyday more
people enjoy their music on the
iPhone that any other phone.”
• Medium Used: Television
 Primary Appeal: Music Appeal
 Secondary Appeal: Youth Appeal
ADVENTURE APPEAL
Adventure appeal is one of the most
interesting among all appeals. It is the appeal
which provides the customer with the feel
that the purchase of that particular product
will provide them with fun, excitement and
an adrenaline push. They feel that this will
change their life into a very adventurous and
enterprising one. This appeal is mostly
targeted at people who want to always stay
alive, active, and with full of zeal and
enthusiasm.
This advertisement is published by the
Pepsi-Cola Company.
This ad shows Hrithik Roshan who has
the fear of water while his friends go
for swimming. His friends call him a
coward which makes Hrithik for how
long he is going to have this fear of
water and he decides to overcome it.
He drinks mountain dew and gets an
enthusiasm within him which makes
him jump from a cliff which he enjoys
and is appreciated by his friends.
 Medium Used: Television
• Primary Appeal: Adventure Appeal
• Secondary Appeal: Celebrity Appeal
MY CHOSEN PRODUCT
IS LIPSTICK
 BEST MEDIAS FOR
LIPSTICKS
BILLBO
ARDS

WOMEN’S
FASHION
WINDOW
MAGAZINE
TELEVI DISPLAY
SION
 TARGET CONSUMERS
HOUSEHOLD CONSUMERS INDUSTRIAL CONSUMERS

TEENAGERS : Young adults and teenagers are MODEULLING AGENCY

enthusiasts who are willing to be different and use
make up often in their usage and hence would be
ideal as target consumers.

URBAN PEOPLE FILM INDUSTRY: Makeup is a basic need for the

celebrities in the movie industry and hence they
would the perfect target consumers for the lipsticks.
 WOMEN’S FASHION
MAGAZINE
Lipsticks are by and large advertised in magazines.
When it comes to magazine advertising, most people
think of the large, glossy, national publications full of
big brand advertisers. Magazine advertisements are
good for small stores that carry specialized and
branded products. Another major advantage of
advertising lipsticks on Magazines is that they have a
longer shelf life as compared to newspaper especially in
the case of monthlies so they are generally browsed
through for months after the publication. Their glossy
finish also gives the product a more enhanced look.
Typically Snob Appeal, Rational Appeal can be brought out for
the Lipsticks.
 WINDOW DISPLAY
Window Display is one of the external medias used for
advertising lipsticks. Window Display of lipsticks is mostly
found in shopping centers or malls with cosmetic shops. It
attracts passers-by to the product that is being displayed.
Lipsticks can be displayed in a very creative manner. This
adds to the beauty and look of the lipstick making the
customer feel that they will look very pretty after they use
that particular brand of lipstick. It also stimulates spot
purchase of the product. A customer who would have come
for some other purpose may be attracted by this window
display and may purchase a lipstick. Brand, Aesthetic and
Bandwagon appeal is best suited for this media.
 BILLBOARDS
Many lipstick companies use billboards also as a media
of external advertising. Many people will see your
billboard ad when they pass through it on the road.
Many people travel the same route repeatedly. This
makes it easier for the product to stick to their minds.
Another added advantage is that you cannot flip the
channel or turn the page on a billboard. So people will
have to notice it whether they like it or not. For a
product like lipstick billboard advertisements will give a
majestic, prestigious and expensive look which will get
the customers interested in it. Brand, Celebrity, Play on
words are best suited appeals for this media.
 TELEVISON
Televisions are used as one of the major medias for
advertising lipstick. This is because of many advantages.
Television advertising is preferred because no matter what
demographic your audience falls into, you can find
appropriate programming on any one of the networks.
Every station reaches every audience daily in between
soaps, news, movies, etc. When lipsticks are advertised on
television a lot of information can be provided about the
product which will encourage the customer to make
purchase. People do not need to take any effort of reading
because the ad presents the product in a colorful and
capturing manner. Celebrity & Music appeal are best
suited for lipsticks ads in TV.
 SNOB APPEAL
• Snob appeal makes the case that using the product means
the consumer is better/smarter/richer than everyone else
Flattery: The advertiser appeals to the audience's vanity by
implying that smart/popular/rich people buy the product . In the
case of lipstick people are urged to buy as according to them
they will look smarter and rich which helps
the brand to sell their products faster.
 YOUTH APPEAL
• The target audience for the youth appeal is actually the older generation. But
advertisers will use actors who are much younger than that target audience. The
advertisers want the consumer to feel younger and more energetic, and they lead us to
believe that this can happen by using their product.
 ROMANCE APPEAL
• The Romance Appeal is especially effective if the product or service
you are advertising had a direct correlation with perceived
attractiveness or attractive qualities (like intelligence, aptitude,
kindness, health, and so forth). If your product has the potential to
make a person like another person more if they use it, in particular a
person they may be romantically interested in, then the Romance
Appeal can be an effective approach.
CELEBRITY APPEAL
Whether it is a pop singer promoting soft
drinks or a celebrity influencer showcasing
products on social media, celebrity
advertising is hard to ignore. Celebrities
naturally command attention and that
includes celebrity endorsement or celebrity
branding. Featuring celebrities in
advertising can grab attention immediately
and enhance a brand, and for that reason it
has always been a high-impact marketing
tool.
 QUESTIONNARE
(This survey is conducted by students of OOEHS for Advertising marketing project. Kindly fill in the required details)
1. Which media do you come across advertisements of Lipstick most often?
lipsticks magazine c. Billboards d. Window Display
__________________________________________________________________________________________
2. Which appeal do you think is brought out the most by Television as a media of advertising? Why?
magazine Appeal music Appeal c.Less than perfect appeal
__________________________________________________________________________________________
3. Which appeal do you think is brought out the most by Window Display as a media of advertising? Why?
a. Brand Appeal aesthetic Appeal bandwagon Appeal
__________________________________________________________________________________________
4. Which appeal do you think is brought out the most by Billboard as a media of advertising? Why?
bandwagon Appeal celebrity Appeal c. Snob Appeal
___________________________________________________________________________________________
5. Which appeal do you think is brought out the most by Magazine as a media of advertising? Why?
celebrity Appeal rational Appeal prestige Appeal
 GRAPH ON THE BASIS OF DIFFERENT APPEALS BROUGHT OUT BY
DIFFERENT MEDIA, FOR LIPSTICKS
60
60
50
50
50 40
40
30 30 30
30 30
20

20
10
10

0
TELEVISION WINDOW DISPLAY MAGAZINE
Celebrity Appeal Music Appeal Less Than Perfect Appeal Brand Appeal Aesthetic Appeal
Bandwagon Appeal Snob Appeal Rational Appeal Prestige Appeal
 REPORT
Television
1. Celebrity Appeal
60% of the consumers have said that Television brings out Celebrity Appeal for Lipsticks. Many actresses in Hollywood
or Bollywood endorse many lipstick brands in the television media. These Actresses while endorsing the lipstick look
really beautiful and so consumers think that even they will look pretty as the actresses looked in the adverts.
2. Music Appeal
30% of the consumers have said that Television brings out Music Appeal for Lipsticks. Most television ads of lipsticks
have a very catchy music in the background which tends to remain in the minds of the consumers. When there is
music in the advert the way viewers perceive the brand by different means and on different levels.
3.Less Than Perfect Appeal
10% have said that Television brings out Less Than Perfect Appeal for Lipstick, They believe so because the adverts
bring out the wide range of shades of the lipsticks, their various attributes and ingredients which will be appealing
to the young girls who are very much concerned about the fashion trends , they feel that after applying lipstick
they’ve completed their look and are perfect.
 REPORT
Magazine
1. Snob Appeal
30% of the consumers have said that Magazine brings out Snob Appeal for Lipsticks. The glossy covering
of a magazine gives it an enhanced look and as it has always been perceived people feel that only
branded and expensive items will be advertised on magazines while the non-exclusive ones are
advertised through the newspaper. All these bring out Snob Appeal in Lipsticks.
2. Rational Appeal
40% of the consumers have said that Magazine brings out Rational Appeal for Lipsticks. They believe so
because the adverts bring out the wide range of shades of the lipsticks, their various attributes and
ingredients including price.
3. Prestige Appeal
30% of the of the consumers have said that Magazine brings out Prestige Appeal for Lipsticks. A glossy
printed paper of an elegant women in the magazine creates a beautiful look for the lipstick and makes
customers interested in purchasing the lipstick. They feel pride in purchasing the lipstick.
 REPORT
Window Display
1. Brand Appeal
30% of the consumers have said that Window Display brings out Brand Appeal for Lipsticks. The
beautiful interior of a store gives it an enhanced look and the huge logo and brand name of the
lipstick can se seen and the product can be promoted to the pass-byers.
2. Aesthetic Appeal
40% of the consumers have said that Window Display brings out Aesthetic Appeal for Lipsticks. They
believe so because the setting/display bring out the wide range of shades of the lipsticks arranged in a
beautiful manner , appealing and attracting the people who pass by the store. It makes them stop and
have a look.
3. Bandwagon Appeal
30% of the of the consumers have said that Window Display brings out Bandwagon Appeal for Lipsticks.
If there is a lot of rush in the store people feel that even they should go and check out the product If
everyone is buying then why not them too.
 CONCLUSION
 From this project I have learnt what is Promotion and the various forms of promotional
techniques which are Advertising, Sales Promotion, Personal Selling and Publicity. Also,
I have come to know the various internal and external medias of advertising a product
and the various advertising appeals that can be brought out through each type of media.
The type of appeals brought out varies from product to product and from media to media.
It is very crucial to choose the right media and right type of advertising appeal that a
marketer wants to bring out for a particular product.
 I had chosen the product ‘Lipsticks’ and did a thorough research on the various medias
in which it is advertised and the advertising appeals that are brought out through these
medias for Lipstick. I have also learnt that intense research goes into making one
advertisement in order to please customers and it is not as easy as it seems.
 In conclusion, the brand that combines the right media with the right appeal for their
respective product will capture the maximum market for their product.
 BIBLIOGRAPHY
www.google.com
www.Wikipedia.com
www.slideshare.com
www.yahooanswers.com