Transcript
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ADVERTISING APPEAL AND 5 PRODUCT
CATEGORIES
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Group members:-Group members:-
Rahul chakraborty(35)
Suchitra panigrahi(46)
Bidisha chakraborty(12)
Subrata samanta(45)
Khusboo topno
ANCHOR FACULTY:-ANCHOR FACULTY:-
Mr. S.K BiswalMr. S.K Biswal
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Plan Of Presentation
IntroductionWhat is advertisementObjectives of Advertisement Advertising Industry in India
Importance of AdvertisementAppealAdvertising AppealConclusion
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INTRODUCTION• It is an igniting force which stimulates the customer mindset towards the product or services. It not the only factor in the marketing mix which initiates a consumer for buying the product but it is certainly the most effective tool for any marketer.
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ADVERTISEMENT
Any paid form of non-personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor
BY PHILIP KORTLER
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OBJECTIVE OF ADVERTISEMENT
– To increase support :- advertising increases the morale of the sales force and of distributors, wholesalers and retailers.
– To stimulate sales amongst present, former and future customers. It involves decision regarding the media.
– To retain loyalty:- to retain loyalty of present and former consumers.
– To protect an image:- advertising is used to promote an overall image of respect and trust for an organization.
– To communicate with consumers:- this involves regarding copy.
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Advertising Strategies In Modern India
• Online advertising through internet, face book, various web sides and all.
• Top celebrity or any film star endorse a brand and associate with that particular brand.
• Now a days products are promoting through malls like ex:- there is an add on TV brand power, it explains about the product briefly about its merits.
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APPEAL
–An appeal is a petition for review of a case that has been decided by a court of law. The petition is made to a higher court for the purpose of overturning the lower court's decision.
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ADVERTISING 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.
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ADD APPEALS:-
• 1. Rational Appeal
• 2. Emotional Appeal
• 3. Moral Appeal
• 4. Direct Appeal
• 5. Indirect Appeal
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Rational Appeal:-The functional benefits of a product is highlighted. Industrial
buyers are most responsive to rational appeal. This is generally product oriented appeal.
Types:- High quality appeals Low price appeals Long life appeals Performance minted appeals Ease to use oriented appeals
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COLGATE
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EMOTIONAL APPEAL:-• An emotional appeal is related to an
individual’s psychological and social needs for purchasing certain products and services.
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JOHNSON AND JOHNSON
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FEAR APPEAL:-FEAR APPEAL:-POSITIVE FEAR:-
NEGATIVE FEAR:-
Hp directing towards status
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Moral Appeal
• These appeal are those appeals to the audience which appeal to their sence of right and wrong.
• This appeal mainly focused on prohibition, adult literacy, social forestry, anti smuggling, consumer protection etc.
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Moral Appeal
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Social Appeal:-
• Social factors cause people to make purchases and include such aspects as recognition, respect, etc.
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HUMOR APPEAL:-
• Humor is an element that is used in around 30% of the advertisements. Humor can be an excellent tool to catch the viewer’s attention.
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Direct Appeal• This type of appeal 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.
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Hyundai
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Indirect Appeal
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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.
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RA-ONE
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BIBLIOGRAPHY
• P.K Agrawal: Advertising management
• Anchor faculty:- Prof. S.K Biswal
site names:-
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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.
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THANK U!!
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