Assignment
Name: Muhammad Junaid Khan
Teacher: Mr. Kamran Maqbool
Roll no: 5436/fms/bba/f18
Subject: Advertising
ASSIGNMENT # 1
Q#1
What is the meaning of Advertising? Explain the importance of
advertising.
The act or practice of calling public attention to one’s product, service,
need, etc., especially by paid announcements in newspapers and
magazines, over radio or television, on billboards, etc.
Advertising plays a very important role in today’s age of competition.
If the product is not advertised, no customer will come to know
what products are available and will not buy the product even if the
product was for their benefit.
Advertising helps increasing sales.
Advertising helps producers or the companies to know their
competitors and plan accordingly to meet up the level of
competition.
Advertising helps creating goodwill for the company and gains
customer loyalty after reaching a mature age.
Advertising helps educating people.
Q#2
What are various objectives of Advertising? Explain with
the help of examples.
Advertising has three primary objectives: to inform, to persuade, and to
remind.
Informative Advertising: It creates awareness of brands, products, services, and
ideas. It announces new products and programs and can educate people about the
attributes and benefits of new or established products.
E.g.: Toast advertisement unmistakably clarifies all its features and
services. Highlights are included and clarified. There is minimal
enthusiastic appeal, and the brand mainly focuses on what’s relevant
Persuasive Advertising: It tends to convince customers that a company’s
services or products are the best, and it works to alter perceptions and
enhance the image of a company or product. Its goal is to influence
consumers to act and switch brands, try a new product, or remain loyal
to a current brand.
e.g.: When it comes to the foods, the term “hot” has various implications,
such as being spicy or being hot.
Heinz splendidly utilized the undertone of high temperature to feature the
spiciness of their ketchup, and their innovative strategy for imparting the
highlights of their item helped them in a split second stand out for their
audiences or even masses
Reminder Advertising: It reminds people about the need for a product
or service, or the features and benefits it will provide when they
purchase promptly.
e.g.: Zillow is another brand that benefits from reminder advertising. With
Zillow, you can look to buy or rent a new apartment, condo, or house.
However, people don't make these big purchases all the time. Instead,
Zillow needs to rely on reminder ads, so their audience chooses Zillow
when it's time to buy a new house.
ASSIGNMENT # 2
Q#1
What do you understand by Message Appeal? Explain different
message appeals with the help of examples.
Message appeal in marketing communications, marketers utilize
message appeals to attract customers' attention, persuade them to like
the products or services and influence them to make a purchase.
Personal Appeal:
The personal appeal is often referred to as the emotional appeal. It
can persuade a viewer by inciting sadness, jealousy, happiness,
anger, you name it.
e.g., Take this Gillette ad for example. It appeals to the concerns of
fathers by using actual sandpaper and research to show the
importance of skin to skin contact with a newborn baby, and the
effects it could have later on.
Social Appeal:
Everyone wants to feel included or a part of the most popular trends,
and we’re all influenced by what surrounds us. The social appeal
captures just that.
e.g., This IKEA example makes use of the social appeal by playing
into the insanely popular TV show – get your ad to stand out.
Fear Appeal:
Everyone has a fear. Some we’re willing to admit, others we’re not
and some way may not even realize. Use of strong visuals helps
bring out those fears in us.
e.g., Here, the fear of losing even the most exotic animals may
motivate us to want to save their habitat. If so, we note the link and
we take action.
Humour Appeal:
Bringing humor into an ad can be very effective. It’ll grab attention
and spark response in a viewer.
e.g., Virgin Mobile will push the boundaries of their advertisements
with sexually charged ads. This bus here is no exception.
Endorsement Appeal:
We’re all influenced by these huge names even though they have
nothing to do with their creation of a product. These ads stir
popularity, and if your favourite celebrity is using a product, you are
more likely to follow suit.
e.g., We have all seen celebrities and athletes put their name on a
product. Whether it was Beyonce in Pepsi or Payton Manning in Papa
John’s. Or even Mr. T in Snickers.
Musical Appeal:
Just like in the movies, the music played over an ad must
complement the setting or else the mood can be very confusing.
e.g., There’s an advertisement by Kohler TV where their music is
upbeat and provides a very happy energy that adds to the color in
quick shot transitions. In the end, this will make a viewer want to buy
their brand rather than one of the others.
Brand Appeal:
The brand appeal allows companies to sell their products for higher
cost due to consumers wanting to reach a higher status level that can
only be achieved by wearing or using the brand.
e.g., Take Starbucks for example. Everyone wants to be a part of the
exclusivity that the logo carries. One’s status rises when drinking
Starbucks, rather than an off brand of coffee.
Q#2
Describe your advertising media choice for:
a. Toothpaste
b. Washing Machine
TOOTHPASTE:
I think radio and television stations can reach a wide audience. Local
daily or national newspapers and health magazines also offer good
opportunities to advertise your toothpaste.
WASHING MACHINE:
I assume tv and radio broadcasters might attract more customers. Daily
newspaper or international newspapers and health magazines can give
ideal opportunity to market your washing machine.
