Advertising Appeals

SERIAL#
CHAP # 1 1.1 1.1.1 1.1.2 1.2 1.3 1.4 1.5 1.6 1.7 1.8 CHAP # 2 2.1 2.2 2.3 2.4 2.5 2.6 CHAP # 3 3.1 3.1.1 3.1.2 3.2 3.3 3.4

TABLE OF CONTENTS
PROBLEM AND ITS BACKGROUND Introduction History of Advertisement Functions of Advertising What is an Advertising Appeal? Kinds of Appeals Statement of Problem Significance of Study Scope of Study Delimitations Definitions of Terms RESEARCH METHOD AND PROCEDURES Research Method Research Design Respondents of the Study Research Instruments Sources of Data Treatment of Data REVIEW OF LITERATURE AND STUDIES Related Literature Local Literature Foreign Literature Brief Summary of the Literature and its Relevance Gaps to be Bridged by the Study Areas for Further Studies

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4 5 5 6 6 7 8 8 9 9 9 11 12 12 12 13 13 13 16 17 29 29 29 30 30

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CHAP # 4 4.1 4.2 4.2.1 4.2.2 CHAP # 5 5.1 5.2 5.3

TABLE OF CONTENTS
PRESENTATION ANALYSIS Analysis of Respondents Profile Analysis and Presentation of Data from Questionnaire Customers Opinions Respondents Advertising Agencies CLOSING UP Findings Conclusion Recommendations Bibliography APPENDICES Questionnaire for Consumers Questionnaire for Agencies

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31 32 37 37 47 62 63 64 64 65 66 66 68

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2.1 2.2 4.1 4.2 4.3 4.4 4.5

LIST OF TABLES
Age Percentage Income Percentage Respondents of Age Bracket Respondents of Income Distribution Respondents of Gender Profile Respondents of Marital Status Respondents of Educational Attainment

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14 15 32 33 34 35 36

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2.1 2.2 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

LIST OF FIGURES
Age Percentage Income Percentage Respondents of Advertisement Influencers Respondents of Product Respondents of Product Price Respondents of Product Preference Respondents of Product Offers Respondents of Brand Loyal Customers Respondents of Celebrity Advertisements Respondents of Capturing Society by Ad Agencies Respondents of Audience Requirement Respondents of Concentration Respondents of Inter-related to Society Respondents of Technology Affects Respondents of Collection of Data Respondents of Advertising Works Respondents of Consumption of Branded Products Respondents of Advertising Plans Respondents of Methods Respondents of Time Required Respondents of Advertising Channels Respondents of Outcomes Respondents of Creativity Respondents of Marketing Tools Respondents of Government Support Respondents of Creativity makes Magic Respondents of TV Advertisements

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14 15 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61

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CHAPTER 1

PROBLEM AND ITS BACKGROUND

Advertising Appeals

1.1) INTRODUCTION: Advertising is a paid, non-personal communication of information about products or

ideas by an identified sponsor through the mass media in an effort to persuade or influence behavior. Advertising are the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way. Advertising serves some very important purposes. It promotes competition among producers of products and services, keeps prices low through the development of mass markets, and encourages storeowners to stock a variety of items, supports free expression by funding media sources

1.1.1) HISTORY OF ADVERTISEMENT:

Weekly newspapers in London first carried advertisements in the 17th century; by the 18th century, such advertising was flourishing. The first advertising agencies were established in the 19th century to broker for space in newspapers, and by the early 20th century, agencies were producing the advertising message itself, including copy and artwork. Most advertising promotes goods for sale, but similar methods are used in public service messages to promote causes, charities, or political candidates. In many countries, advertising is the most important source of income for the media through which it is conducted. In addition to newspapers, magazines, and broadcast media, advertising media include direct mail, billboards and posters, transit advertising, the Internet, and promotional items such as matchbooks or calendars. Advertisers attempt to choose media that are favored by the advertisers' target audience. Advertising also promote political parties and candidates for political office. In an ideal world every manufacturer would be able to talk one-on-one with every consumer about its product. But personal selling, a one-on-one approach, is very expensive. Today, advertisers can provide customization through interactive media such as the World Wide Web, but it is not the same as meeting with every customer individually to discuss a product or service. Still, what does this have to do with defining advertising? The key point is that interactive advertising reaches a large audience, just like traditional advertising. 6

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1.1.2) FUNCTIONS OF ADVERTISING:

There are basically three main functions of advertising: It provides relevant information about the product and brand to the consumers. The information given depends on the needs of the target audience. It provides incentives in the shape of convenience, high quality, lower price, warranties in order to take actions. It provides reminders and reinforcement to keep the current customers. As consumers forget that why they bought a particular brand.

1.2) WHAT IS AN ADVERTISING APPEAL? Advertising

Appeal is an attempt to draw a connection between the product being advertised and some need or desire the audience feels.

Advertising appeal is the method used to draw the attention of consumers and/or to influence their feelings toward the product, service, or cause. There are hundreds of different appeals that can be used as the foundation for advertising messages. Generally advertising appeals are broken into two categories: rational appeals and emotional appeals. RATIONAL APPEAL: Also known as informational appeals are appeals that target the customer's need for the product or service and highlight the features of a product or service and/or the benefits for owning or using a particular brand for example: discount, buy one get one free. Rational appeals tend to be informative and are used to convince consumers that the advertiser's product or service has attributes or gives a benefit that satisfies their needs EMOTIONAL APPEAL: Emotional appeals are the consumers' psychological and/or social needs for purchasing a certain product or service. Such appeals are not preceded 7

Advertising Appeals by careful deliberation and evaluation of the strengths and weaknesses of a product. Such appeals are designed to stir up either positive or negative emotions that will arouse interest in the product or purchase or conversely discourage it. Various appeals are important from advertising point of view. It has two categories:

Positive Emotional Appeals: These appeals highlight product benefits as well as emotions like the joy and the thrill of using certain products. They also use humor with the intention of influencing consumer behavior. Some other positive emotional appeals that are commonly used are love, pride and prestige. For example mothers use a baby shampoo that guarantee. Negative Emotional Appeals: As opposed to positive emotional appeals, negative emotional appeals are designed to stress the negative aspects of not purchasing the advertised product or service. Such appeals are commonly used to sell insurance. Fear appeals are one type of negative emotional appeal. They are often used in advertising messages like "anti smoking campaigns" with the intent of getting people to stop doing things that will cause them harm. Advertisers however should resist the temptation of going overboard with the amount of fear content they use in an advertisement. Moderation is the key.

1.3) KINDS OF APPEALS:

There are other various kinds of advertising appeals, some of them are: Appeal to Authority The selling device depends on a television star, an athlete or other personality to endorse an item. Performance Appeal This takes in to account product performance like "a pen that writes really smooth", "wrinkle free fabric", a hair color that covers all your gray hair and conditions your hair too" Economy Appeal like low consumption of electricity by electronic products or fuel efficiency of cars and automobiles.

Advertising Appeals Superior Quality Appeal The use of enhanced quality in comparison with existing substitutes or close substitutes. As in "this detergent washes whiter than any other". Low Price Appeal This is a rational appeal based on the premise that the said product is priced lower than any other similar product.

1.4) STATEMENT OF PROBLEM:

As today, advertisements had become the most popular and profit gaining field and a lot of money is spending in different kinds of advertising appeals. There are few things that should be considered: What makes the organizations and advertising agencies to spend such heavy amounts of money in advertising appeals? Are the appeals giving the required outcomes to the organizations and ad agencies? Are the ad agencies are conveying the right message to their target market? These are some of the areas where some brief explanation is required. The researcher will apply certain methods to solve these problems and come up with strong conclusion.

1.5) SIGNIFICANCE OF STUDY:

This research will be beneficial for the organizations that are new in the market. It will be also beneficial for the non-profit organizations as those are also adopting this medium.

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1.6) SCOPE OF THE STUDY:

This research will be conducted mostly in Karachi because it is one of the biggest cities of Pakistan where a large number of advertising agencies are located and as here are different varieties of people who are having different opinions about the aspects which are going to be described later.

1.7) DELIMITATIONS:
Results are conducted on certain assumptions which may be change in future.

1.8) DEFINITIONS OF TERMS:

There are certain terms that the researcher will mention in the research. The definitions of those terms are given as follows:

SPONSOR:
A person or firm paying for a broadcast during which time will be allowed to advertise his or its wares.

ADVERTISER:
These are the people or organizations that seek to sell products or influence people through advertising.

ADVERTISING AGENCIES:
These are the independent organizations that specialize in developing and implementing advertising on behalf of advertisers.

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BROKER:
One that acts as an agent for others, as in negotiation contracts, purchases or sales in return for a free or commission.

INTERACTIVE ADVERTISING:
All forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, referrals, slotting fees, classified ads and interactive television commercials.

INTERACTIVE MEDIA:
It is the integration of digital media including combinations of electronic text, graphics, moving images and sound into a structured digital computerized environment that allows people to interact with the data for appropriate purposes. The digital environment can include the internet.

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CHAPTER 2

RESEARCH METHOD AND PROCEDURES

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2.1) RESEARCH METHOD:

The method which the researcher will adopt is data collection. It includes questionnaire that contains some relevant questions, next is the interviews, and lastly survey. Through this research the study will be able to give a strong valid conclusion. For the research a sample of 100 is being taken in order to make the study concise and accurate. By applying this method, the consumer perception will be recognized regarding different kinds of appeals.

2.2) RESEARCH DESIGN:

The research will be conducted in natural environment. The method that will be adopted to do research will be the collection of data through primary and secondary sources. The questionnaire will be given to the sample of the consumers, in order to check that mostly to which advertising appeal they are attracted to. The interviews will be conducted with a few advertising agencies, some private channels and lastly to few consumers.

2.3) RESPONDENTS OF THE STUDY:

The respondents of the study will be the one who are most likely to be part of this research. The respondents will be: Bond Advertising. Bulls Eye. Rung TV. Indus TV Network Consumers.(Table 2.1 and 2.2)

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2.4) RESEARCH INSTRUMENT:

The research method required a comprehensive information and data. For that certain research instruments are required, that include: Interview, which will be taken in depth in order to know that what exactly people feel about different ads that have been shown through adopting different types of media that includes print, display and electronic media. The interviews will be both structured and non-structured. Questionnaire, it contains of about 25 questions, which would be randomly asked from 100 consumers in order to get the best outcome of the study. The questionnaire will comprise of both qualitative and quantitative. Surveys, in which unstructured interviews and randomly questions will be conducted.

2.5) SOURCES OF DATA:

Basically the research included two types of sources in order to collect the relevant data:

PRIMARY DATA: The primary data will include structured and un-structured
interviews, market observation and questionnaire.

SECONDARY DATA: The secondary data will be collected from the advertising
agencies, internet, magazines, and important related books.

2.6) TREATMENT OF DATA:

I would analyze the data mathematically by finding out the means and the weighted percentage being obtained from the questionnaire.

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Respondents of data can be collected well from the audience and it can easily be shown by the help of the percentage base.

TABLE No. 2.1

DESCRIPTIVE AGE 18 To 24 25 To 34 35 To 44 45 To 54 10% 15% 45% 30% PERCENTAGE

AGE PERCENTAGE

30%

10% 15%

Slice 1 Slice 2 Slice 3 Slice 4

45%

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TABLE No. 2.2

DISCRIPTIVE INCOME 5000 Or Less 5000 To 10000 10000 To 15000 15000To 20000 20000 To 25000 25000 To 30000 30000 To 35000 35000 To 40000 40000 Or Above PERCENTAGE 5% 10% 25% 35% 40% 50% 30% 25% 15%

INCOME PERCENTAGE

2% 4% 11% 13% 6% 11% 15%

Slice 1 Slice 2 Slice 3 Slice 4 Slice 5 Slice 6 Slice 7 Slice 8 Slice 9

21%

17%

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CHAPTER 3

REVIEW OF LITERATURE AND STUDIES

3.1) RELATED LITERATURE:

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Advertising Appeals The material that will be used for my research will be in particular such as internet sources like: www.encyclopedia.com www.aurora.com

11 POWERFUL MARKETING TIPS by Bob Leduc

Each of these 11 marketing tips is based on a marketing strategy or tactic proven to boost sales. How many are you using? Tip 1: Your customers buy your product or service to feel a certain way after their purchase. Keep this in mind as you develop your ads, web pages and other sales tools. Use vivid word pictures to dramatize the pleasant feelings your customers experience when they use what you are selling. It intensifies their desire to have it and motivates them to buy now. Tip 2: Continually test new advertising and marketing methods ...and old methods you never tried before. A good guideline to follow is to allocate 80 percent of your budget to proven promotions and 20 percent to testing new things. Most businesses using this formula keep growing regardless of changing market conditions and intense competition. Tip 3: Reduce the size of your ads so you can run more ads for the same cost. Don't be surprised if your short ads generate a higher response than long ads - giving you a bigger return for your expense. One of the most effective ads I ever used was only 11 words. Tip 4: Print your best small ad on a postcard and mail it to prospects in your targeted market. People read postcards when the message is brief. A small ad on a postcard can drive a high volume of traffic to your web site and generate a flood of sales leads for a very small cost.

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Tip 5: Active, stimulating words and phrases keep prospects interested in reading your sales copy. Look for dull passive words and phrases and replace them with active ones. For example, change a phrase like "...it's practical and inexpensive" to "...it's fast, easy and you save $99". Tip 6: After telling prospects what they gain when they buy your product or service, tell them what they lose if they do not buy it. Most people fear loss more than they desire gain. Customers want your product or service so they can enjoy the benefits it provides. But they will want it even more if you remind them of what they lose by not buying it. Tip 7: You can eliminate any last minute hesitation prospective customers may have by announcing a pleasant surprise near the end of every selling procedure. For example, add an unexpected bonus to each transaction immediately before the final action that completes the sale. Tip 8: You can boost your total sales volume and your average size sale at the same time by combining 2 or more related products or services into a Special Combination Package. Set the price lower than the cost of buying each item separately. This "special deal" will motivate both procrastinators and bargain hunters to buy now. Tip 9: You always need to find new customers. But don't overlook the sales you can easily get from your existing customers. It's easier to get more business from them than it is to get any business from new prospects. Follow up with your existing customers to get more sales of the same product or to offer them additional products and services. Tip 10: How would you react if you got a personal "thank you" from a business several days after you spent money with them? You'd feel good and probably want to do more business with them. Give that same feeling to your customers. They will reward you with more business - and a flood of referrals.

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Advertising Appeals Tip 11: Convert your customers into publicity agents. Develop an incentive for them to tell associates and friends about the value of your products or services. An endorsement from them can produce sales you would never get with any amount of advertising. How many of these 11 marketing tactics are you using? How many have you overlooked? You are losing sales if you don't use all of them. Source: marketingsource.com

ANALYSIS OF AN ARTICLE: 20

Advertising Appeals In the above article, Bob Leduc have mentioned a very essential marketing tips that would not only benefited to the new firms but these would also be helpful for those organizations that are already in the market and who want some guidance for their business to promote. The very first thing that Bob have described is to never forget your customer because they are the one who will promote or regret any organizations products. And for that advertisements play a very vital role in the market, as if the advertisement show that the customer is the only one for whom the organizations are producing valuable products so the customers would always become loyal to that firm. Secondly, he tried to explain that advertising agencies and the organizations together look for the new advertisement every time because the customers want change. Next, reduce the size of your advertisement as it creates attraction and it gets time to repeat several times. The most important thing in the market to sell your product is the advertisement and if you have done your job great in that particular factor than there will be a success in terms of sales. But, placing the right advertisement with the appropriate wordings pronunciation of every word are the main factors to be focused. Other than that, he tried to tell them that how to be very careful before launching a new product in the market, how to figure out that what your target market want and how to fulfill their desired needs according to their requirements. And lastly, it describes that how to keep in touch with your existing customers by providing maximum satisfaction to them, and try to become their loyal organization that gives the best products to them.

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HOW TO WRITE BETTER SOLO ADS By Jeremy Gislason

Writing responsive ads may seem like an exact science, but there are some simple things you can do to increase your response rate. Here are some tips on how to write better solo ads. Start with the subject line. Your subject must be compelling and exciting and entice the reader to open your ad, but you do not want to mislead the reader because if you do, it does not matter whether they need your product or not, they will not buy from you. There is a Spam email that I get a couple times a week with the subject line that reads: How to stop getting emails just like this one. Cute and a unique approach, but there is no way I would ever buy anything from a company that uses this type of sales approach. This would be like a doctor making you sick for free and then telling you he can cure you for $50. Do Not use Re: or Fwd: in the subject line of your email. This is so overused on the Internet and it is very misleading and I personally detest anything that is misleading. Make your subject as short as possible and as to the point as possible. If you are selling airplanes, you can use something like: Ready to take-off? or Full Throttle or Flaps set 30 degrees. These might not mean anything to you, but anyone who is interested in flying will instantly know this has something to do with flying and for that reason alone, they may open the email. Put some thought into your subject line as this is the make or break part of your ad. If you can get people to open your email, then you have half the battle won. However, let me preface this with, if you can get the right person to open your email. The airplane sales person is not going to want to target kids, but he will want a pilot with the means to purchase an airplane, so targeting your ad is also critical, but this is another story and you simply target by doing research on where you are going to send your ad.

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Advertising Appeals Write your ad like you are writing to yourself. If you are selling a product that you have purchased, then tell the reader why you purchased or use the product. If you are trying to sell something you do not use, stop reading here and practice saying the following: Would you like fries with that burger! Now, I say this for fun, but the bottom line of selling anything online or offline is a transfer of belief. If you did not buy the product, why would anyone else. As you write your copy, use strong and powerful words. Remember, people do not buy what they need as much as they will buy what they want. If your product or service can solve a problem for someone and you can express to the reader how your product or service will save them time, money, energy, headaches, high blood pressure, etc. then you have the rest of the battle won and you will get someone to your sales page. Ads do not have to be long and boring, because people do not have the time or desire to read a long and boring ad. Short and to the punch is the approach you want to take. My airplane will get you to your destination safer, faster, more economically, and the flight will be twice as comfortable as the nearest competitor and I can prove it to you. The above sentence would be a good solo ad. It is short--very short and it tells a prospect all they really want to know about the airplane--actually it does not tell them everything about the airplane, but it hits all the hot buttons. Safety, speed, economics and comfort-these are the main issues when someone wants to fly an airplane. Find the main issues that your product or service solves and write around those issues. Below are some power words that you can use in your ads. Refer back to these words as you write your ads and replace words in your ads with some of these power words and then compare your two ads and see which you prefer. One final suggestion. Spells check your ad and then spell check it again and then read it several times and if possible, have someone else read it. Make sure you do not write "your" when you mean "you're" and that you have capitalized correctly. Good luck! Absolutely.. Amazing.. Approved.. Attractive.. Authentic.. Bargain.. Beautiful.. Better.. 23

Advertising Appeals Big.. Colorful.. Colossal.. Complete.. Confidential.. Crammed.. Delivered.. Direct.. Discount.. Easily.. Endorsed.. Enormous.. Excellent.. Exciting.. Exclusive.. Expert.. Famous.. Fascinating.. Fortune.. Full.. Genuine.. Gift.. Gigantic.. Greatest.. Guaranteed.. Helpful.. Highest.. Huge.. Immediately.. Improved.. Informative.. Instructive.. Interesting.. Largest.. Latest.. Lavishly.. Liberal.. Lifetime.. Limited.. Lowest.. Magic.. Mammoth.. Miracle.. Noted.. Odd.. Outstanding.. Personalized.. Popular.. Powerful.. Practical.. Professional.. Profitable.. Profusely.. Proven.. Quality.. Quickly.. Rare.. Reduced.. Refundable.. Remarkable.. Reliable.. Revealing.. Revolutionary.. Scarce.. Secrets.. Security.. Selected.. Sensational.. Simplified.. Sizable.. Special.. Startling.. Strange.. Strong.. Sturdy.. Successful.. Superior.. Surprise.. Terrific.. Tested.. Tremendous.. Unconditional.. Unique.. Unlimited.. Unparalleled.. Unsurpassed.. Unusual.. Useful.. Valuable.. Wealth.. Weird.. Wonderful. Source: brandsynario.com

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ANALYSIS OF AN ARTICLE:
In any advertisement, the main thing was its subject line and how to write that subject line, Jeremy Gislason was trying to help it out. This is the most important part of an advertisement from where the customers may or may not get influenced from it. There are certain techniques to write the subject line of your product ad, but here it is very necessary for the advertisers and the advertising agency to be very careful about all factors which should be included in the advertisement. The subject line should be short and simple. Write it in such a way that you are writing it for yourself, use strong words and phrases that would show how much you care for your customers by concentrating to their desired needs. The line should not be long and boring because people mostly, do not have much time to read your whole subject line, remember it must concise, and hit al the hot buttons of the customers (as it mentioned in the article). And lastly, Jeremy have provided some very useful words that can be added in the advertisement and make it more attractive for the customers to get influenced from it.

5 COMMON ADVERTISING MISTAKES YOU CAN

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EASILY AVOID
by Jeffery Hauser These 5 common advertising mistakes cause you to lose sales. But you can easily avoid these mistakes once you become aware of them. 1. STOP AND GO ADVERTISING: Many businesses reduce their advertising when they are getting plenty of sales. Then they increase their advertising when sales decline. This pattern of stop and go advertising creates a repeating cycle of high sales volume and low sales volume. It also prevents the business from growing. Develop and follow a plan of regularly scheduled advertising regardless of your sales volume. Continuous advertising produces steady growth. It also reduces the time you have to spend on making advertising decisions.

2. ONE SHOT ADVERTISING: Businesses often devote all of their advertising efforts to attracting new customers. But they devote little or no effort to cultivating these prospects for future sales. Most prospective customers will not buy the first time they hear or see your sales message. But many will buy later if you follow up with them. Your follow up can be as simple as contacting them periodically with a new offer.

TIP: Customers are prospects too. Stay in contact with them. Find or develop other products or services you can offer them. It's easier to make a sale to a previous customer than to someone who never bought from you.

. 3. COPYCAT ADVERTISING:

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Businesses often copy their competitors advertising ideas. This can be effective for a short time. But results quickly decline as more and more competitors copy the same idea. Instead of copying your competitors advertising ideas, improve on them. Create something better - something your competitors cannot copy. For example, give your customers a reason to buy from you instead of from a competitor. This can be as simple as including a unique bonus only you can offer - or providing the personal attention your competitors are not willing or able to provide.

4. SCATTER SHOT ADVERTISING: Many businesses get poor results from their advertising because they reach too many prospects with little or no interest in what they are selling. This often occurs because they choose the cheapest advertising instead of looking for low cost targeted advertising.

Take some time to research and plan your advertising efforts. Look for ways you can reach concentrations of prospects likely to be interested in your product or service. Then design your message to appeal specifically to their interests and needs. TIP: Look for alternative media your competition may be overlooking. For example, many online marketers have started using direct mail postcards to generate traffic to their web sites. It's a low cost way to bypass the heavy competition online.

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5. SELF FOCUSED ADVERTISING: Advertisers often promote facts about themselves or their products in their advertising. But facts don't sell. Benefits sell. For example, which of the following has more impact?

1. "We provide complete marketing services for starting your own business" 2. "No more time clock. Work when you want. Take long vacations" The first focuses on the company and describes the service it provides. It's boring and unattractive. The second focuses on the benefit provided by that service. It attracts attention and creates excitement - and generates more sales. These 5 common advertising mistakes cause you to lose sales How many are you making? Apply the information revealed in this article to avoid these mistakes - and maximize the results you get from your advertising efforts. Source: aurora.com

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ANALYSIS OF AN ARTICLE:
As one of the popular author of writing advertising and marketing books, he always tries to give and enhance his research work to his students. In the article also he has mentioned some of the very basic mistakes that the marketers do during their product launch or sales. He describes five main points or factors to be focused that if the marketer will avoid so he can win the race in the competitive marketing environment. The very first thing that the most of the businesses do a mistake is that they stop doing advertising when their sales are on the full swing and they start it on when their sales were declining. This is the biggest mistake they do because the continuous advertisement will keep the business sales smooth and steady and the loyal customers were also keeping in touch with them. Secondly, he focused to the businesses that only targeted to the new customers before launching their new product, he tries to explain that do not forget the old customers as they are the loyal ones. Dont targeted only to the new customers because it is not necessary that they will definitely buy your product at the very first glance after watching your advertisement, that will be only your old customers who will buy your product at the very first point. Thirdly, dont copy your competitor advertisement but instead of doing so, create an attraction in your advertisement like offering free gift, extra benefits etc. to your customer that your competitor cannot copy that. Next is the advertisement which most of the businesses do not focus and that is other main reason that their products fails in the market. Concentration on the advertisement is the most important factor to be focused by all the marketers and the organizations. Dont hire cheap rated medium of channel to deliver your message to the desired customers. Lastly, dont try to sell facts because in the market benefits sell. Where ever there are benefits mentioned only their products sells out. So the marketers and the organizations should focus to this factor also.

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3.1.1) LOCAL LITERATURE:

The material that will be used for this research will be taken from the sources such as advertisement magazines, newspaper, interviewing different employees of reputable organizations, and books related to the research work like: Marketing Management by Philip Kotler. Advertising Principle and Practice by Williams Welt and John Burnett. Consumer Behavior by Leon G. Schiffman and Leslie Lazar Kanuk. New Product Development by Robert G. Cooper.

3.1.2) FOREIGN LITERATURE:

For this research foreign literature will be used and main focus would be on the response being given by various respondents of Karachi.

3.2) BRIEF SUMMARY OF THE LITERATURE AND ITS RELEVANCE:

The literature that will be used in this project will help a lot in making this research beneficial mostly for the ad agencies, and advertisers who wants to place new product in the market and who are keen to know the weaknesses of the consumers so that according to it they will assign certain appeal for the product. Through internet also a lot of data will be collected for this research. As it will also help a lot in generating new ideas through which various strategies would be developed to make this research successful.

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3.3) GAPS TO BE BRIDGED BY THE STUDY:

The gaps, which need to be bridged by this study, are as follows: This research would be done in such a clear manner that the background information will be available any time for all the ad agencies and advertisers as to whenever they feel like making changes they van adopt it any time. Thus, there would be no gap, which would be left out, as this research is completely based on as to what will happen in the future when these strategies would be implemented in real term.

3.4) AREAS FOR FURTHER STUDIES:

This research outcome will identify areas of further study, which are as follows: Through this research many needs to be fulfilled. For example, the needs of the advertising agencies, as to whether this research has benefited them or not? Did this research help the ad agencies and advertisers in boosting the ad with related appeals to the viewers? Did people like to come up a final decision of buying that product whose ad really influenced them as it reflects exactly to their required need?

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CHAPTER 4

PRESENTATION ANALYSIS AND INTERPRETATION OF DATA

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ANALYSIS OF RESPONDENTS PROFILE

TABLE # 4.1 AGE BRACKET AGE
18 to 24 25 to 34 35 to 44 45 to 54

RESPONDENTS
10 12 50 28

TOTAL

100

Table # 4.1 represents the age bracket of respondents. The responses are expressed in number and percentages. According to the above table: 10 respondents were in the age bracket of 18 to 24. 12 respondents were in 25 to 34. 50 respondents were in 35 to 44, and 28 respondents were in the age bracket of 45 to 54.

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TABLE # 4.2 INCOME DISTRIBUTION INCOME

5000 or less 5000 to 10000 10000 to 15000 15000 to 20000 20000 to 25000 25000 to 30000 30000 to 35000 35000 to 40000 40000 or above

RESPONDENTS
6 2 5 14 13 8 24 12 16

TOTAL

100

Table # 4.2 represents the income distribution of respondents. The responses are expressed in number and percentages. According to the above table: 6 respondents were in the income bracket of 5000 or less. 2 respondents were in 5000 to 10000. 5 respondents were in 10000 to 15000. 14 respondents were in 15000 to20000. 13 respondents were in 20000 to 25000. 8 respondents were in 25000 to 30000. 24 respondents were in 30000 to 35000. 12 respondents were in 35000 to 40000, and 16 respondents were in 40000 or above.

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TABLE # 4.3 GENDER PROFILE GENDER

MALE FEMALE

RESPONDENTS
54 46

TOTAL

100

Table # 4.3 represents the sex profile of respondents. The responses are expressed in number and percentages. According to the above table:

54 respondents were male. 46 respondents were female.

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TABLE # 4.4 MARITAL STATUS STATUS

SINGLE MARRIED

RESPONDENTS
45 55

TOTAL

100

Table # 4.4 represents the marital status of respondents. The responses are expressed in number and percentages. According to the above table: 45 respondents were single. 55 respondents were married.

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TABLE # 4.5 EDUCATIONAL ATTAINMENT EDUCATION

Up to High School College Graduate Masters Doctoral Graduate

RESPONDENTS
28 37 27 8

TOTAL

100

Table # 4.5 represents the educational attainment of respondents. The responses are expressed in number and percentages. According to the above table: 28 respondents were up to high school. 37 respondents were college graduate. 27 respondents were masters. 8 respondents were doctoral graduate.

ANALYSIS AND PRESENTATION OF DATA FROM QUESTIONNAIRE

CUSTOMERS OPINION
37

Advertising Appeals Q1) Does an advertisement really influence your behavior? Yes No

28 Yes No 72

According to the above figure: 72 respondents were influenced by the advertisements. 28 respondents were not influenced by the advertisements.

Q2) I mostly prefer that product which shows: Strong advertisement. Weak advertisement.

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44 56

Strong Advertisement Weak Advertisement

According to the above figure: 56 respondents were having product preference through strong advertisements. 44 respondents were having product preference through weak advertisements.

Q3) I would buy the product, if its price is: High Low

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39 High Price 61 Low Price

According to the above figure: 61 respondents are people who prefer products because of its high price. 39 respondents are people who prefer products because of its low price.

Q4) I mostly prefer: Branded products Local products

40

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35 65

Branded Products Local Products

According to the above figure: 65 respondents are people who prefer for branded products. 35 respondents are people who prefer for local products.

Q5) To your opinion, the product is one that also offers: Less price Incentives 41

Advertising Appeals Both

16 10 Less Price Incentives Both 74

According to the above figure: 16 respondents are those who prefer products because of its fewer prices. 10 respondents are those who prefer products because of the incentives. 74 respondents are those who prefer products because of both the above qualities.

Q6) I am a brand loyal customer of: Unilever Coca-cola Pepsi 42

Advertising Appeals Nestle Proctor and Gamble

3 28 39

Unilever Coca-Cola Pepsi Nestle

24

Proctor & Gamble

According to the above figure: 39 respondents of people are brand loyal to Unilever. 6 respondents of people are brand loyal to Coca-Cola. 24 respondents of people are brand loyal to Pepsi. 28 respondents of people are brand loyal to nestle. 3 respondents of people are brand loyal to Proctor & Gamble.

Q7) The advertisements that involves celebrities attract the audience to a great extend? 43

Advertising Appeals Agree Disagree

3 8 Ag ree D ag is ree 62

According to the above figure: 62 respondents were agreeing. 38 respondents were disagreeing.

Q8) Does advertising agencies mostly capture the society in their advertisements? Yes No 44

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49 51

Agree Disagree

According to the above figure: 51 respondents were agreeing. 49 respondents were disagreeing.

Q9) Does advertising agencies are working according to the audience requirements? Yes No 45

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4 5 55

Y es No

According to the above figure: 55 respondents were agreeing. 45 respondents were disagreeing.

Q10) What you think, does advertising agencies need more concentration towards creating new advertisements? Yes No

46

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47 53

Need Concentration No Need For Concentration

According to the above figure: 53 respondents think that ad agencies should concentrate. 47 respondents think that ad agencies should not concentrate.

RESPONDENTS OF ADVERTISING AGENCIES

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Q1) The advertisements you make will always inter-relate with the society? Yes No

2 0 Inter-rela withsoc ted iety Not Inter-rela with ted society 8 0

According to the above figure: 80 respondents were agreeing. 20 respondents were disagreeing.

Q2) Your work process really affects when there is a change in technology? 48

Advertising Appeals Yes No

28 W affects ork W not a ork ffect 72

According to the above figure: 72 respondents says that change in technology really affects there work process. 28 respondents says that change in technology does not really affects there work process.

49

Advertising Appeals Q3) From where you collect the data for your research? A) From primary source B) From secondary source

34 Prim S ary ource S econdary S ource 66

According to the above figure: 34 respondents say that they collect data from primary source. 66 respondents say that they collect data from secondary source.

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Advertising Appeals Q4) What you think that how advertising works? A) By the effort of advertisers B) By the efforts of advertising agencies C) Both a and b

9 15

B Advertis y ers B Advertis y ing Ag encies B both y

7 6

According to the above figure: 9 respondents say that advertising works by the efforts of advertisers. 15 respondents say that advertising works by the efforts of advertising agencies. 76 respondents say that advertising works by the efforts of both the advertisers and advertising agencies.

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Advertising Appeals Q5) Are the people really wanted to consume the branded products? Yes No

33

67

F Bra or nded P roducts Not F Branded or P roducts

According to the above figure: 67 respondents of people wanted to consume the branded products. 33 respondents of people do not wanted to consume the branded products.

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Advertising Appeals Q6) Are targeting audience, message strategy and media strategy are your important advertising plans? Yes No

2 6 Y es No 7 4

According to the above figure: 74 respondents say yes. 26 respondents say no.

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Q7) Which method do you prefer for the advertising budget? A) Historical method B) Objective-task method C) %of sales method D) Competitive method

8 44

H torical Method is 12 Objective-Tas k Method %of S ales Method C petitive Method om

36

According to the above figure: 8 respondents prefer for historical method. 12 respondents prefer for objective-task method. 36 respondents prefer for % of sales method. 44 respondents prefer for competitive method.

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Q8) How much time is required to complete any particular advertisement? A) Two months B) One and half months C) Three weeks D) Or days

31

Two Months One and H Months alf Three weeks

54

1 0

Or_____days

According to the above figure: 31 respondents say that it took two months to complete an advertisement. 10 respondents say that it took one and half months to complete an advertisement 54 respondents say that it took three weeks to complete an advertisement. 5 respondents say that it took some days to complete an advertisement.

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Q9) Do you prefer all kinds of advertising channels (print, display, electronic) for your advertisements? Yes No

7 U e All Advertis s ing C hannels D on't Us All e Advertis C ing hannels 9 3

According to the above figure: 93 respondents prefer to use all kinds of advertising channels. 7 respondents prefer not to use all kinds of advertising channels.

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Q10) If yes, then are they giving you the required outcome? Yes No

1 0 Y es No 90

According to the above figure: 90 respondents say yes. 10 respondents say no.

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Q11) Now, the customers want a change with creativity in the advertisements? Yes No

1 2 Y es No 88

According to the above figure: 88 respondents say yes. 12 respondents say no.

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Q12) What type of tools your agency uses to measure customer satisfaction? A) Complaints and suggestion system B) Customer satisfaction surveys C) Ghost/ Mystery shopping D) Lost customer analysis

1 1

C plaints & S g tion om ug es S tem ys C tom S faction us er atis S urveys 6 7 Ghos t/Mys tery S hopping Los C tom Analys t us er is

1 6

According to the above figure:

67 respondents say that they use complaints and suggestion system to measure customer satisfaction. 16 respondents say that they use customer satisfaction surveys to measure customer satisfaction. 6 respondents say that they use ghost/ mystery shopping to measure customer satisfaction. 11 respondents say that they use lost customer analysis to measure customer satisfaction.

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Q13) Does government support your work? Yes No

18 Y es No 82

According to the above figure: 18 respondents say yes. 82 respondents say no.

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Q14) Does creativity really makes a magic in the advertising field? Yes No

0 It C reatesMag ic It doesnot C reate Mag ic 10 0

According to the above figure: 100 respondents say that creativity makes magic in the advertising field. 0 respondents say that creativity does not make magic in the advertising field.

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Q15) How many types of television advertising you use? A) Sponsorship B) Spot announcement C) Partnership D) All of them

22 S ponsorship S pot Announcem ent 51 10 17 P artnership All of Them

According to the above figure: 22 respondents say that they use sponsorship. 17 respondents say that they use spot announcement. 10 respondents say that they use partnership. 51 respondents say that they use all of them.

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CHAPTER NO. 5

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

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5.1) FINDINGS:
There are two aspects for the findings of my project report. Firstly, its from the consumers perspective and second is the advertising agencies perspectives. The consumers: Mostly prefer the branded and high price products. Become influenced if the advertisements have celebrities. Go for the product if it is of fewer prices and offer some benefits. These all findings are mostly dependent on the situation or in what way they want to buy. Some of them buy a product just as it, some really want it, others go because they saw it someone else using that product and satisfied, and finally people buy products because they got influenced from the advertisements and secondly they need that product. There might be another reason that the consumer got the full information about the needed product and finally he/she have decided to buy it. From the advertising agencies perspectives, they explain that: The advertisements that they make are inter-related with the Pakistani society. Their work really affects when there is any change occurs in the technology field. The efforts behind the successful ads were of advertisers and advertising agencies both. The consumers mostly prefer for that kind of a product that contains strong advertisement.

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5.2) CONCLUSION:
By the research findings it has been concluded that all the efforts that the advertising agencies are doing for their customers are very loyal and committed and by having that kind of a country where there is a very little support from the government they are doing their job very effectively and efficiently. The advertising agencies are applying both rational and emotional appeals in the advertisements. The reason behind that is not only to influence the consumer from it but, also to give maximum amount of knowledge about the product. If we look in todays globalised world, everything is only a little bit far from our reach because of the internet and that day is not so far away when the things are only be on our finger tips. So, by keeping this view, advertising agencies have to work even harder in order to compete their competitors in this competitive market.

5.3) RECOMMENDATIONS:
More skillful and capable candidates should be hiring by the advertising agencies. More research work is needed in order to grasp new market innovations. Latest technology must be adopted by every organization. Deep focusing on the society related advertisements. Government support should be asked. New methods should be adopted for manufacturing and processing the product.

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BIBLOGRAPHY
BOOKS:
Research Methods For Business, A skill Building Approach By Uma Sekaran Fourth Edition Consumer Behavior By Leon G. Schiffman and Leslie Lazar Kanuk Eighth Edition Advertising Principles and Practice By William Wells, John Burnett and Sandra Moriarty Sixth Edition Retail Management By Evan and Berman Ninth Edition Marketing Management By Philip Kotler International Edition

WEBSITES:
www.marketingsource.com www.aurora.com www.brandsynario.com

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APPENDICES
QUESTIONNAIRE FOR CONSUMERS
NAME: CLASS: MARITAL STATUS: Please tick only one option:
(1) Does an advertisement really influence your behavior? Yes (2) No

I mostly prefer that product which shows: Strong advertisement. Weak advertisement.

(3)

I would buy the product, if its price is: High Low

(4)

I mostly prefer: Branded products Local products

(5)

To your opinion, the product is one that also offers: Less price Incentives 67

Advertising Appeals Both

(6)

I am a brand loyal customer of: Unilever Coca-cola Pepsi Nestle Proctor and Gamble

(7)

The advertisements that involves celebrities attract the audience to a Agree Disagree

great extend?

(8)

Does advertising agencies mostly capture the society in their Yes No

advertisements?

(9)

Does advertising agencies are working according to the audience Yes No

requirements?

(10)What you think, does advertising agencies need more concentration towards creating new Yes advertisements? No

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QUESTIONNAIRE FOR AGENCY

NAME: AGENCY NAME: . CONTACT NO: .

Please tick only one option:

(1) The advertising you make will always inter-relate with the society? Yes No

(2)Your work process really affects when there is a change in technology? Yes No

(3) From where you collect the data for your research? A) From primary source B) From secondary source (4) What you think that how advertising works? A) By the effort of advertisers B) By the efforts of advertising agencies C) Both a and b (5) Are the people really wanted to consume the branded products? Yes No

(6) Are targeting audience, message strategy and media strategy are your important advertising plans? Yes No 69

Advertising Appeals

(7) Which method do you prefer for the advertising budget? E) Historical method F) Objective-task method G) %of sales method H) Competitive method (8) How much time is required to complete any particular advertisement? E) Two months F) One and half months G) Three weeks H) Or days

(9) Do you prefer all kinds of advertising channels (print, display, electronic) for your advertisements? Yes No

(10) If yes, then are they giving you the required outcome? Yes No

(11) Now, the customers want a change with creativity in the advertisements? Yes No

(12) What type of tools your agency uses to measure customer satisfaction? E) Complaints and suggestion system F) Customer satisfaction surveys G) Ghost/Mystery shopping H) Lost customer analysis

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(13) Does government support your work? Yes No

(14) Does creativity really makes a magic in the advertising field? Yes No

(15) How many types of television advertising you use? E) Sponsorship F) Spot announcement G) Partnership H) All of them

71