ASSIGNMENT NO.

1
Advertising Appeals:
Advertising appeal can be defined as a marketing technique that is aimed at influencing the
way consumers view themselves and how buying certain products can prove to be beneficial
for them. There are quite a number of advertising appeals that include emotional appear,
humor appeal sex appeal music appeal rational appeal brand appeal snob appeal romance
appeal and youth appeal.
Advertising appeals are designed in a way so as to create a positive image of the individuals
who use certain products. Advertising agencies and companies use different types of
advertising appeals to influence the purchasing decisions of people.
Advertising appeals aim to influence the way consumers view themselves and how buying
certain products can prove to be beneficial for them. The message conveyed through
advertising appeals influences the purchasing decisions of consumers.
Types of Advertising Appeal:
1. Rational Appeal
2. Emotional Appeal
3. Moral Appeal
4. Direct Appeal
5. Indirect Appeal
6. Endorsement Appeal
7. Bandwagon Appeal
Rational Appeal:
The functional benefits of a product are highlighted. Industrial buyers are most responsive to
rational appeal. This is generally product oriented appeal.
Aims to focus on the individuals functional or practical needs for particular products and
services 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.
Emotional Appeal:
An emotional appeal is related to an individuals psychological and social needs for
purchasing certain products and services.
Some personal emotions that can drive individuals to purchase products include safety, fear,
love, humor, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort,
ambition, nostalgia etc.
Humor Appeal:
Humor is an element that is used in around 30% of the advertisements. Humor can be
an excellent tool to catch the viewers attention.
Fear Appeal:
Fear is also an important factor that can have incredible influence on individuals. Fear is
often used to good effect in advertising and marketing campaigns of beauty and health
products including insurance. Advertising experts indicates that using moderate level of fear
in advertising can prove to be effective.
Moral Appeal:
These appeals are those appeals to the audience which appeal to their sense of right and
wrong. This appeal mainly focused on prohibition, adult literacy, social forestry, anti-
smuggling, consumer protection etc.
Moral appeals are directed to the audiences sense of what is right and proper. These may
include such appeals as ecological appeals and nationalism.
The often interchanging use of appeals and values by some researchers can be explained
when looking at the interaction that is necessary between the two:
Advertisements that appeal to the moral sense of an individual leaves a long lasting
impression. Advertisements that show the difference between right and wrong are typical
morally appealing ads. Many ads show how a persons life is before and after using their
product, this is a typical moral appeal advertisement.
Direct Appeal:
These types of appeals are those appeals that clearly communicate with the consumers about
a given need followed by a message which extols the advertised brand which satisfy the need.
Direct appeals are those that clearly communicate with the consumers about a given need,
followed by a message that extols the advertised brand as a product that satisfies that need. In
Industrial advertising, some ads may have a direct appeal, satisfying the customer's technical
need; but, in consumer advertising, the direct appeal plays a very limited role. Examples of
direct appeal ads for consumer products are rare.
Indirect Appeals:
Indirect appeals are those that do not emphasize a human need, but allude to a need. Because
advertisers understand the influence of needs upon selective perception, they leave some
ambiguity in the message so that the consumers may be free to interpret it and the need to
which the advertiser is appealing. Since this interpretation of the consumer is not difficult,
there is no risk involved in keeping the ambiguity in the message.
Indirect appeals are either product-oriented or consumer-oriented, or may be a combination of
the two.
Endorsement Appeal:
Celebrities and well known personalities often endorse certain products and their pitching can
help drive the sales. A celebrity endorsement can help build trust with current and potential
customers, increase the chances of the brand being remembered, and attract a new type of
audience. Endorsements also may increase the consumer's desire for a product. This is often
achieved by implying that the particular celebrity is successful, talented, or attractive at least
partly because of the product.
Many people hold certain celebrities in high regard, so an endorsement of a product instantly
increases the amount of trust the consumer has in the brand. This can sometimes work against
the brand, however, if the celebrity starts to receive negative press.
Bandwagon Appeal:
This type of advertising appeal meant to signify that everybody is doing the something; you
should 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.
Conclusion:
The most important step lies in deciding what your advertising should say and to whom it
should say it. All you need to do is to decide who buys and uses your product and why. In
order to spend your media dollars wisely, you must know what they read or watch so that
they will see your ads.

ASSIGNMENT NO.2
Product placement is a form of advertising where a business will pay to have its product
prominently displayed in a piece of art. Product placement is most prevalent today in movies
or television shows. It is a rather indirect form of advertising, because the product isn't being
expressly pitched for sale. A simple example of product placement is an actor taking a
satisfying drink of a soda with the label clearly readable.
The Pros of Product Placement
1. It helps film companies be able to pay for content creation.
Advertising has been part of the movie and television viewing experience from the very
beginning. Even the earliest TV shows would have product placements or live
announcements about the sponsorship of the show so that viewers would be exposed to
specific brands. The money from those sponsorships brings the stories to the consumers.
Without it, there would be fewer stories.
2. When done correctly, it enhances the viewing experience.
The great thing about movies and television shows is that it blends fantasy with reality to
make it a viewing experience that can relate to the average person. A good show makes
people feel like they are really there. Product placements that are subtle and realistic within
the context of the story can help to enhance this experience. Would Bruce Wayne drive a
Chevrolet? Of course not. That wouldnt be realistic as a billionaire. A Lamborghini would
make sense.
3. It increases the profit margins for film companies.
Movies and TV shows have to make money in order for them to continue producing new
content. Product placements reduce the expenses needed for filming, which enhances the
potential profitability of a movie. If a film costs $40 million to make, but $20 million of that
is covered by product placement, then the film only needs $20 million at the box office to
break even.
4. It creates a greater awareness for the brands that is positively associated with a good
movie.
If people enjoy a movie and there are product placements involved with it, then those positive
feelings get translated to the brand. Taco Bell had huge product placement investments into
the 1990s movie Demolition Man. The movie still has a cult following and many celebrate
Taco Bell day on the anniversary of the movies release.
The Cons of Product Placement
1. It can interfere with the plot of the movie.
Although there are billions of dollars in advertising revenues up for grabs every year thanks
to product placement, having excessive levels of advertising in a movie can be distracting.
Some movies like Minority Report or The Island become known not for their plot, but
because of the shameless product placements that are placed in front of viewers. Obvious
product placements break people into reality.
2. It creates a cluttered screen.
Even if a director notices that the amount of products in the shot is cluttering the screen and
making the acting difficult to follow, there isnt much that they can do about it. The contracts
that authorize the product placements often dictate how, when, and how often those products
are displayed. Since this form of advertising has become highly competitive, the amount of
clutter is only going to keep increasing.
3. It is expensive.
Movies and TV shows have a global reach that hits billions of people. That means advertising
through a product placement isnt going to be cheap. Its almost always going to be a 7 figure
investment for a minimal placement and likely $10 million or more for a brand to be involved
with the plot of the movie. Heineken, for example, paid $45 million to have James Bond stop
drinking martinis and start drinking their beer.
4. Competitive brands can cancel each other out.
Some movies and shows include so many different product placements from within the same
industry that the effect of the advertising gets canceled out. If too many brands from the same
industry are seen by viewers, then there is no loyalty created. Thats why you never really see
Burger King in the same movie with McDonalds.

ASSIGNMENT NO.3
Word-of-mouth marketing
Word-of-mouth marketing (WOMM, WOM marketing), also called word of mouth
advertising, differs from naturally occurring word, in that it is actively influenced or
encouraged by organizations (e.g. 'seeding' a message in a network, rewarding regular
consumers to engage in WOM, employing WOM 'agents'). While it is difficult to truly
control WOM, research [1] has shown that there are three generic avenues to 'manage' WOM
for the purpose of WOMM: 1) Build a strong WOM foundation (e.g. sufficient levels of
satisfaction, trust and commitment), 2) Indirect WOMM management which implies that
managers only have a moderate amount of control (e.g. controversial advertising, teaser
campaigns, customer membership clubs), 3) Direct WOMM management, which has higher
levels of control (e.g. paid WOM 'agents', "friend get friend" schemes). Pro consumer WOM
has been suggested as a counterweight to commercially motivated word of mouth.
Advantages and Disadvantages of Word-of-Mouth Marketing
Word of mouth marketing can be very effective in the communication of the advertising
campaign as it can offer a solution to penetrating consumers guards to get them talking
about a particular product.
Many Marketers find this type of marketing strategy to have many advantages to the whole
advertising campaign of a certain product. One positive aspect of this marketing strategy is
that sources of this word of mouth advertising are mostly personal. This means that they are
not subject to persuasion from the organization for personal gains or subject to being
bias. This has a positive effect on the advertising campaign as it shows what consumers
honestly think about a product and the motivation to try the particular product or services
increases, due to the consumer being recommended by a trusted reliable source.
However, there are some disadvantages and criticisms with word-of-mouth Marketing. One
disadvantage is that word-of-mouth marketing is subject to a lot of clutter. As well as that
word-of-mouth marketing may sometimes not be beneficial in changing or influencing
consumers attitudes and perception especially from an organic source as negative
conversations maybe held about the brand. This is due to the organic source not finding the
product beneficial so therefore has a negative perception of the product, which therefore is
shared.
One more Criticism about this marketing strategy is that people tend to be off put and feel
deceived when they find out that a person who influenced their attitude about a product has
been working or benefitting from doing that. This ultimately has the potential to make
consumers change their attitude, which can have a negative impact on the firms product
reputation. This may be the case as consumers feel that it wasnt in the sources interest to tell
what their full perceptions were of the brand.

ASSIGNMENT NO.4
Definition: The ELM claims that a persons route of thinking determines changes. The theory
is based on the idea that attitudes are important because attitudes guide decisions and other
behaviors. While attitudes can result from a number of things, persuasion is a primary source
ELM Is Based On Four Assumptions:
There are two route of thinking
1. Central
2. Peripheral
There are two variables that affect which route of thinking a person.
1. Situational
2. Personality
Persuasion tools will have different effects on audiences depending on the route employed
Central Route is more persistent over time, more resistant to change, and more predictive of
behavior
Elaboration activity: Whether someone is participating in central or peripheral route of
thinking is defined by their level of elaboration activity. What this means is, those who
generate high levels of elaboration activity are using a central route to thinking, they are
actively participating in an internal dialog as a means of making a proper decision. As for
peripheral thinkers, the internal dialog is much less active if at all.
Central Route: The process of persuasion through Central route is straight to the point and
complete. The central route needs a thoughtful consideration of arguments which contains in
the message. It requires more involvement from the part of reader or viewer. The receiver of
the message carefully analyze the message and think of it in every possible angle. When the
receiver processes the message through the central route, his active participation is vital also
his motivation and ability to think. In simple it can be said that the receiver should care about
the message and subject matter. The central route is strong. A person who is distracted or
having some problem with understanding the message may not be able to do the central
processing. The disadvantage of this technique is that, if the receiver is not directly affected
by the message he or she will ignore it.
Example: A woman who is very much interested in platinum jewels will be closely watching
the advertisements of platinum jewels. She is fascinated with the new trends and tends to
collect them. Here she has the motivation for the subject matter and she care about it. She
carefully processes the message and thinks about it. And her husband may not be interested in
jewels so he will be totally ignoring the message from advertisements about the jewels. Here
the woman processes the message in her central route and not her husband.
Peripheral Route: The peripheral route is weak and the involvement of the receiver will be
low. The message sent through peripheral route is not analyzed cognitively. Here the receiver
of the message is not sure whether to agree with the message or to disagree. The person may
not be able to elaborate the message extensively, so in the end he will be persuaded by the
factors which are nothing to do with the message. And this is where packing, marketing,
advertising and PR does their job. Sometimes people may not be in a position to think about
the message carefully so he or she will look around for the next best option to be persuaded.
Example: Brian, a high school student in a book store to buy a note book for doing his
homework. He sees many designs in front cover of the notebook from various companies. He
became confused, and then he saw a notebook with his favorite football players picture in
front cover. Without thinking much about it, he bought that notebook.

ASSIGNMENT NO.4
Theory of Reasoned Action (TRA) and
Theory of Planned Behavior (TPB)
Summary: TRA was formulated in 1967 in an attempt to provide consistency in studies of the
relationship between behavior and attitudes. TPB is considered as an extension of TRA. The
main assumption of TRA and TPB is that individuals are rational in considering their actions
and the implications of their actions (decision-making). Rational decision-making assumes
that the decision is made under uncertainty Rational decision-making implies that either
optimum results were expected or the decision-making unit was aware of all the impacts and
consequences.
TRA was developed to examine the relationship between attitudes and behavior. There are
two main concepts in TRA: principles of compatibility and the concept of behavioral
intention. Principles of compatibility specify that in order to predict a specific behavior
directed to a specific target in a given context and time, specific attitudes that correspond to
the specific target, time and context should be assessed The concept of behavior intention
states that an individuals motivation to engage in a behavior is defined by the attitudes that
influence the behavior. Behavior intention indicates how much effort an individual would like
to commit to perform such behavior. Higher commitment is more likely to mean that
behavior would be performed.
Behavior intention is determined by attitudes and subjective norms. An attitude refers to an
individuals perception (either favorable or unfavorable) toward specific behavior Subjective
norm refers to the individuals subjective judgment regarding others preference and support
for a behavior
TRA was criticized for neglecting the importance of social factors that in real life could be a
determinant for individual behavior. Social factors mean all the influences of the environment
surrounding the individual (such as norms) which may influence the individual behavior. To
overcome TRAs weakness proposed an additional factor in determining individual behavior
in TPB (Figure 2), which is Perceived Behavioral Control. Perceived behavioral control is an
individual perception on how easily a specific behavior will be performed Perceived
behavioral control might indirectly influence behavior.
RA and TPB have some limitations in predicting behavior the first limitation is that intention
determinants are not limited to attitudes, subjective norms, and perceived behavioral
control .There may be other factors that influence behavior. Empirical studies showed that
only 40% of the variance of behavior could be explained using TRA or TPB. The second
limitation is that there may be a substantial gap of time between assessment of behavior
intention and the actual behavior being assessed. In that time gap, the intention of an
individual might change. The third limitation is that both TRA and TPB are predictive models
that predict an individuals action based on certain criteria. However, individuals do not
always behave as predicted by those criteria.