PRESENTATION ON DIFFERENT IMPACTS OF ADVERTISING APPEALS ON CONSUMERS

NAKUL MAKHIJA BBA 4542/08

INTRODUCTION
Advertising is public communications. Which most times seen,

read or heard not only by the intended audience but also by unintended audience.
It is a communication tools utilized by marketer to help bring about buyer & seller exchange. It is paid, no personal communications through various mass media by business firms, nonprofit organizations, & individual who are in some way identified in the advertising message & who hope to inform or persuade member of a particular audience. view most likely have developed from exposure to particular advertisements.

ADVERTISING APPEALS
Every advertisement is an appeal to buy & use the product or the service supported by reasons to buy & use. Appeal is the central idea of an advertisement. An appeal is the earnest request or a plea to the prospect as a way of persuading people to buy certain products. Appeal is a tactic of conveying the matching manufacturer or Dealer specification. An advertising appeal is the device by which specific customer response is solicited. Appeal is advertisers selling messages.

CLASSIFICATIONS
Appeals are broadly classified into three categories as: (a) Product or Service related appeals (b) Consumer related appeals ( Rational & Emotional)

(c) Non consumer & Nonproductive related appeals.

OBJECTIVES
To study the different advertising appeals that affects the consumer.
To establish different stimulation that these categories of advertisements make within consumer. The response to these stimulations.

RESEARCH METHODOLOGY
Type of Research- Descriptive Primary Data -Through Questionnaire and interacting with the people.

Secondary Data-Sources of secondary data are searching through text books

concerning Advertising appeals and surfing on the net.

Sampling Unit-100 people of Delhi

Sampling Method-For the survey work convenient sampling method is used

MOST PREFERRED COMMUNICATION MEDIUM?

PARTICULARS Television Radio Newspaper RESPONDENTS 93 60 87

Internet

71

71 93 Television Radio Newspaper Internet 87 60

FOR YOU ADVERTISEMENT IS A SOURCE OF

PARTICULARS Information Entertainment RESPONDENTS 60 40

60

60 50 40 30 20 10 0 INFORMATION ENTERTAINMENT 40

FROM WHERE YOU GET THE INFORMATION FOR THE NEW PRODUCT?
PARTICULARS Newspaper Magazine Television Internet Friends/ Relatives RESPONDENTS 35 19 55 35 30

30

35 Newspaper Magazine 19 Television Internet Friends

35

55

DOES PRESENCE OF ANY CELEBRITY IN THE

ADVERTISEMENT AFFECTS YOUR OPINION ABOUT

THE PRODUCT?

PARTICULARS Yes No
70 62 60 50 40 38

RESPONDENTS 62 38

30
20 10

Series1

0
Yes No

IF YES THEN PRESENCE OF A CELEBRITY IN THE AD

MAKE YOU THINK THAT

PARTICULARS The product is of high quality It must be expensive The company must be big the brand is facing competition
44 61

RESPONDENTS 27 17 40 38

Quality Expensive Big

27

Competition

65

HOW DO AN ADVERTISEMENT STIMULATES YOU?

PARTICULARS Recall Positive impression Interest Desire to purchase It connects you emotionally

RESPONDENTS 81 68 28 41 18

18

41

81

Recall Positive Impression Interest Desire to purchase

28

Emotionally

68

FINDINGS
To 75% of respondents television is the most prefered media for getting influenced as Visual elements are more easily remembered than text or dialogue. Information provided in the advertisement has more influence on consumers perception about the product. As for 60% of respondents it is a source of information.

Most of respondents decisions are influenced by the presence of celebrity in the advertisement. As 62% of respondents opinions are influenced by presence of celebrity.
Around 65% of respondents opinion about the product which has celebrity endorsing for that brand is that it must be big and facing intense competition.

Advertising appeals stimulates 81% of the respondents by recalling the product/ services and to 68% by providing the positive impression about the Product.

SUGGESTIONS
Visual elements are more easily remembered than text or dialogue. So whenever possible, try to coax the viewer into creating their own mental image of the scene. The more entertaining, exciting, or sexy a advertisement is, the more likely the viewer will become a buyer. Emotional appeal has a great sales impact when you touch the heart of every viewers who read or watch the advertisements..

CONCLUSION
What determines the most effective advertising appeal is your target market. Visual elements are more easily remembered than text or dialogue. However, Viewing an image doesnt require as much brainpower as reading or listening to words and then creating an image in the minds eye. Emotional appeals are often effective for the youth while rational appeals work well for products directed towards the older generation.

Most of respondents decisions are influenced by the presence of celebrity in the advertisement. People tend to relate to their favorite figures in the glamor industry. People attracted to their idols often tend to adopt what their idols do.