Advertising Appeals

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Dissertation
On
Study of advertising appeals used by the top Indian brands and its impact on consumer purchase.

By
SHARMA PRATEEK JAYANT
A0102210041

MBA (M&S) Class of 2012
Under the Supervision of
Mrs. TEENA BAGGA
FACULTY
Department of Marketing
In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration –Marketing & Sales

AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH, SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA-2011

AMITY BUSINESS SCHOOL

DECLARATION
I, Sharma Prateek Jayant student of Masters of Business Administration from Amity Business School, Amity University Uttar Pradesh hereby declare that I have completed Dissertation on “Study of advertising appeals used by the top Indian brands and its impact on consumer purchase.”

I further declare that the information presented in this project is true and original to the best of my knowledge.

Date: Sharma Prateek Jayant Enrollment No: A0102210041
MBA Class of 2010 Place: Noida
AMITYUNIVERSITY UTTAR PRADESH
AMITYBUSINESSSCHOOL

CERTIFICATE
Dissertation: Progress Review Stage 1
I, Mrs. Teena Bagga hereby certify that Sharma Prateek Jayant student of Masters of Business Administration at Amity Business School, Amity University Uttar Pradesh has completed first two chapters of dissertation on “Study of advertising appeals used by the top Indian brands and its impact on consumer purchase”, under my guidance

Mrs. Teena Bagga Faculty
Department of Marketing

TABLE OF CONTENTS

CHAPTER- 1 INTRODUCTION
1.1 Advertising appeals: The Indian “TOP BRANDS” perspective 1.2 Purpose of the study
1.3 Context to the study

CHAPTER- 2 REVIEW OF LITERATURE

CHAPTER 1: INTRODUCTION

1.1 Advertising appeals: The Indian “TOP BRANDS” perspective. The reason to buy any product of any brand is derived by an advertising appeal. An advertising campaign can have more than one advertising appeal. Only one appeal can be used and it can have sub themes in an advertising campaign. The appeal must be unique and must give a positive impression about the product/brand to the target audience. Every appeal that is used by the brands in advertising is as per their competitors. Also, an important aspect of appeal is that it needs to be believable by the audience (Kumar, 1998). The audience tries to comprehend the advertisement and only then their purchase behavior gets inclined towards the brand. Only when the audience behavior is molded by the advertiser towards the brand, their purpose of advertisement is achieved. In order to do so advertisers understand the psychological aspects of the audience and then they try to develop the advertising appeal which can position their attitude towards the brand. For the advertiser it is very important to understand “How the diffusion of the message takes place in the target audience”. And in order to have a positive diffusion advertiser creates a favorable environment. Advertising mediums play an important role in the advertising message as it directly affects the mind of the target audience. These mediums can be Television, Radio, Internet, Print etc. Psychologists feel that all the human activities are based on the needs (Lamb et al., 1992, Schewe, 1987). A consumer may have different types of needs like physiological, physical or latent. An individual who has a specific need always looks for the information from the marketing world. When there is a cue which is as per the need of the consumer, then an individual responds for the product/brand. Drivers that are present in individuals, vary at different levels. Consumers may be inclined towards the product because of the aura of prestige which...
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