![GU Advertising Solved 2024 Question Paper [Gauhati University FYUGP B.Com 3rd Sem]](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_H1fhSlbC_Qh-46u_Z1AY4Xiv5IOMjSVynLHKi-ON101416aRQeDl8nKIOmxtXeLykFH_zd8aeSq4IzL6OC5KS1qC8BtxWUEIoVdM7HdLZzWFA_OYLxFOdpxsPCpZvLOyrOVRbgbllBQ9jELijsNXddtKpg1gK5K7aqcUFCtzss3UjTZ4SZJf4jspoVN_/s16000-rw/1000375552.webp "GU Advertising Solved 2024 Question Paper [Gauhati University FYUGP B.Com 3rd Sem]")
COMMERCE (Marketing Management Major)
Paper: BCM030904 (Advertising)
Advertising Solved Paper 2024
Full Marks: 60, Time: 2½ hours
The figures in the margin indicate full marks for the questions.
1. Answer the following questions as directed: 1×8 = 8
(i) The term ‘communication’ is derived from the Latin word (Fill in the blank).
Answer: Communicare
(ii) The concept of audience analysis includes the research of language within a group. (State True or False)
Answer: True
(iii) Media scheduling does not focus on the timing of the advertising message. (State True or False)
Answer: False
(iv) The written content of the advertisement is known as (Fill in the blank).
Answer: Copy
(v) Which of the following is not included in an advertising agency? (Choose the correct answer)
(a) Art director
(b) Copywriter
(c) Artists
(d) Plumbers
Answer: Plumbers
(vi) ______ is a voluntary organisation that regulates advertising in India. (Fill in the blank)
Answer: Advertising Standards Council of India (ASCI)
(vii) Define advertising appeal.
Answer: Advertising appeal refers to the technique or method used to attract the attention of customers and influence their feelings, emotions, or desires toward a product or service.
(viii) State the meaning of advertising budget.
Answer: Advertising budget is the amount of money set aside by a business for creating, planning, and promoting advertising activities within a specific period.
2. Answer the following in brief: 2×6 = 12
(a) State two characteristics of advertising.
i) Advertising is a paid form of communication used to promote goods, services, or ideas.
ii) It is non-personal in nature and reaches a large audience through various media.
(b) Mention two disadvantages of advertising through newspaper media.
i) Newspaper advertisements have a short life span as papers are usually read once and discarded.
ii) They offer poor print quality compared to other media, which may reduce visual impact.
(c) State two important roles of an advertising agency.
i) An advertising agency develops creative content such as copy, layout, and design for advertisements.
ii) It plans and selects appropriate media channels to ensure effective communication with the target audience.
(d) Mention two features of an effective advertising appeal.
i) It should attract the attention and interest of the audience immediately.
ii) It must be relatable and persuasive enough to influence consumer behaviour.
(e) What are affiliate ads?
Affiliate ads are promotional messages placed by affiliates who earn a commission when users click on the ad or make a purchase through the referral link.
(f) State two arguments given by economists against advertising.
i) Economists argue that advertising increases the overall cost of products, making them more expensive for consumers.
ii) They say advertising sometimes creates artificial demand by influencing consumer choices unnecessarily.
(g) Why is it essential to measure the effectiveness of advertisements?
It is essential to measure effectiveness to determine whether the advertisement achieved its goals, and to ensure that the money spent on advertising provides value and guides future strategies.
(h) Mention two factors affecting audience analysis.
i) Demographic factors such as age, gender, and income.
ii) Psychographic factors such as interests, values, and lifestyle.
(i) State two examples of outdoor advertising.
i) Hoardings or billboards.
ii) Bus shelters and panels.
(j) Write about two types of advertising agencies offering specialised services.
i) Creative boutiques specialise in developing creative ideas, copywriting, and designing advertisements.
ii) Media buying agencies focus on purchasing media space and time to ensure cost-effective advertisement placement.
3. Answer any four of the following questions: 5×4 = 20
(a) Explain some of the commonly used direct advertising media in India.
Answer: Direct advertising media allow businesses to communicate with customers personally and selectively. In India, the following direct media are commonly used:
i) Direct Mail Advertising – In this method, promotional materials such as letters, brochures, leaflets and catalogues are sent directly to customers. It is useful because it provides personalised communication and helps businesses explain features of products in detail. Many banks, insurance companies and retail brands use direct mail to target potential customers.
ii) Telemarketing – Telemarketing involves calling customers over the phone to inform them about products or services. It is an interactive method where the customer can ask questions. In India, telecom companies, credit card providers and insurance firms depend heavily on telemarketing because it allows immediate communication.
iii) E-mail Advertising –
With the rise of internet users, e-mail has become a popular direct advertising medium. Companies send newsletters, promotional offers, discount codes and product announcements directly to customers' inboxes. It is cost-effective and allows easy tracking of customer responses.
iv) SMS and Mobile Advertising – India has millions of mobile users, making SMS advertising an important direct medium. Businesses send promotional messages, reminders, OTP-linked offers and festival discounts through SMS. Mobile apps and WhatsApp messages are also used for personalised promotions.
v) Catalogue Advertising – Companies send printed or digital catalogues containing product images, price lists and descriptions to selected customers. This method is common in fashion, jewellery, cosmetics and furniture industries, as catalogues allow customers to browse a wide range of products systematically.
vi) Door-to-Door Advertising – Salespersons visit homes directly to demonstrate and promote products. In many rural and semi-urban areas of India, this method is still effective because customers prefer personal explanations and live demonstrations.
(b) Discuss some of the important determinants of advertising budget.
Answer: The advertising budget is influenced by several factors that guide how much a company should spend on advertising activities.
i) Advertising Objectives – If the aim is to launch a new product or expand into a new market, the company needs a larger budget. For maintaining brand image or reminding customers, the budget may be smaller. Thus, the nature of the objective directly affects spending.
ii) Nature of the Product – Consumer goods like soaps, food items and daily essentials require frequent advertising to remind customers, so they need a higher budget. Industrial goods or specialised machinery need less advertising because their buyers are limited and professional.
iii) Market Competition – In highly competitive markets, companies must spend heavily to match or surpass competitors’ advertisements. If competitors advertise aggressively, the firm must increase its budget to maintain visibility.
iv) Market Size and Coverage – If the product is marketed nationally, the advertising budget must be large to cover different states and languages. For local markets, the budget may remain small because fewer media channels are required.
v) Stage of Product Life Cycle – New products require heavy introductory advertising to create awareness, while mature products require less because customers already know them. This stage-wise need affects the budget.
vi) Financial Position of the Company – Companies with strong financial strength can allocate more funds for advertising. New or small firms often have limited budgets and must spend cautiously.
vii) Media Selection and Cost – Different media have different cost structures. Television and digital ads are more expensive compared to newspapers or radio. Therefore, the choice of media determines how much money is required.
(c) Explain the various methods of testing communication and sales effect of advertising.
Answer: Testing advertising effectiveness helps companies understand whether their message is reaching customers and influencing their buying behaviour. It is done through the following methods:
i) Recall Test – In this method, customers are asked to remember the advertisements they saw recently. If they recall an ad clearly, it means the message was powerful. Both unaided recall (without hints) and aided recall (with clues) are used to judge memory impact.
ii) Recognition Test – Customers are shown an advertisement and asked whether they have seen it earlier. This method is mainly used for print ads. If many people recognise the ad, it shows that the advertisement caught their attention.
iii) Persuasion or Attitude Test – This test measures how the advertisement changed customers’ attitudes or preferences. After viewing the ad, respondents are asked if their interest, liking or intention to purchase has increased. A positive shift indicates effective communication.
iv) Readability Test – This method checks whether the headline, text and visuals of the advertisement are clear and easy to understand. If customers find the message confusing, changes must be made to improve clarity.
v) Controlled Experiments – Markets are divided into test and control groups. The test group is exposed to the advertisement, while the control group is not. The difference in sales helps determine the true impact of the ad.
vi) Correlation Analysis –This method studies the relationship between advertising expenditure and sales over time. If sales increase when advertising spending increases, a positive correlation exists, showing that advertising is effective.
vii) Test Marketing The advertisement is released in a small area before launching nationwide. If the results are positive, the company introduces the advertisement on a larger scale. This reduces the risk of failure.
(d) Discuss briefly the problems of internet advertising.
Answer: Internet advertising has grown rapidly due to its wide reach, low cost and interactive features. However, several problems are associated with it, making it challenging for advertisers and consumers. One major problem is the issue of ad clutter, where users are exposed to a large number of online advertisements in the form of pop-ups, banners, autoplay videos and sponsored posts. This overload reduces the effectiveness of the message and increases user irritation. Another related problem is banner blindness, where consumers unconsciously ignore advertisements displayed on web pages.
A significant issue is privacy and security concerns. Many users hesitate to click on ads because they fear data misuse, phishing attacks or malware threats. Online ads often require tracking of user behaviour through cookies, which raises ethical and legal questions. Another problem is the use of ad-blockers. Millions of internet users install ad-blocking software to avoid unwanted ads, which results in a direct loss of visibility and revenue for advertisers. Measurement difficulties also exist, as it is challenging to judge the real impact of internet ads due to fake clicks, bot traffic and fraudulent impressions.
Internet advertising also faces the problem of lack of attention and short viewing time. Users quickly scroll past ads, resulting in low engagement. The diversity of digital platforms, devices and screen sizes creates difficulties in designing ads that fit all formats. Technical issues such as slow loading, broken links or poor optimisation also weaken the effectiveness of online advertising. Furthermore, high competition and rapidly changing algorithms of search engines and social media platforms make it difficult for advertisers to maintain consistent visibility without continuous investment.
Overall, although internet advertising provides vast opportunities, it also suffers from problems related to privacy, reliability, user resistance, technological limitations and fraud, which must be addressed to achieve successful digital marketing outcomes.
(e) Discuss the advantages of in-house ad agencies.
Answer: In-house ad agencies are advertising departments operated within the company itself. They handle all advertising activities without hiring outside agencies. Their advantages are as follows:
i) Better Control Over Advertising Activities – Since the advertising team works within the company, management can directly guide, monitor and modify advertising tasks. This ensures that the advertising message is consistent with the company’s goals and brand identity.
ii) Cost Savings – In-house agencies help companies save the commission or service fees that are normally paid to external agencies. For firms with frequent and large advertising needs, maintaining an internal advertising department becomes more economical.
iii) Quick Execution and Faster Communication – Internal teams can work more quickly because they do not need to wait for external approvals or meetings. Communication between departments is faster, leading to quick changes in campaigns and faster decision-making.
iv) Better Understanding of Company Products – Employees working inside the company have detailed knowledge about the products, target customers and market conditions. This helps them create more accurate and realistic advertisements that match consumer needs.
v) Higher Confidentiality and Security – In-house agencies ensure that sensitive information like new product launches, marketing strategies and pricing plans remains within the company. This reduces the risk of leaks to competitors.
(f) Explain briefly the communication process in advertising.
Answer: The communication process in advertising refers to how advertising messages move from the advertiser to the target audience. This process includes the following key elements:
i) Sender (Advertiser) – The sender is the company that wants to promote its product. It starts the communication process by developing the message and deciding what information must be conveyed to the target audience.
ii) Encoding – Encoding is the process of converting ideas into meaningful symbols, words, pictures or sounds. In advertising, encoding takes place when copywriters and designers create the advertisement using visuals, slogans, colours and layouts.
iii) Message – The message is the content of the advertisement. It includes the main idea, theme, tagline, copy, visuals and all elements that communicate the information about the product to the audience.
iv) Media – Media refers to the channels through which the advertisement is delivered, such as television, newspapers, radio, internet, social media, billboards or mobile advertising. The choice of media affects how effectively the message reaches the consumers.
v) Decoding – Decoding occurs when the audience interprets the message. Consumers understand the advertisement based on their experience, beliefs and background. Effective decoding means the audience correctly understands what the advertiser intended.
vi) Receiver (Target Audience) – Receivers are the viewers, listeners or readers of the advertisement. They respond to the message according to their needs and preferences, which contribute to buying decisions.
vii) Feedback – Feedback shows the audience’s reaction to the advertisement. It can be measured through sales figures, customer enquiries, website visits or social media engagement. Feedback helps advertisers evaluate effectiveness.
viii) Noise Noise refers to any disturbance that prevents the audience from receiving the message clearly, such as poor print quality, distractions, misleading information, or too many competing advertisements.
(g) Explain the elements of an effective advertisement copy.
Answer: An effective advertisement copy consists of several essential elements that work together to attract attention and influence consumer behaviour. These elements are:
i) Headline – The headline is the most important part of the advertisement as it captures immediate attention. A good headline should be short, appealing and able to communicate the main benefit of the product.
ii) Sub-headline – The sub-headline supports the headline by giving more explanation or adding additional information. It helps in maintaining the reader’s interest and leading them toward the main content.
iii) Body Copy – The body copy is the main text of the advertisement. It provides detailed information about the product’s features, benefits, uses and unique selling proposition. A clear and convincing body copy helps in persuading the consumer.
iv) Illustrations – Visual elements such as pictures, drawings, graphics or product images make the advertisement more attractive. Effective illustrations help the audience understand the message faster and retain it longer.
v) Slogan or Tagline – A slogan is a short, memorable phrase that represents the brand. A strong slogan reinforces brand identity, creates recall value and helps differentiate the brand from competitors.
vi) Brand Name and Logo – Every advertisement must display the brand name and logo clearly so that customers can easily identify the product. A strong logo improves recognition and strengthens the brand image.
vii) Call to Action (CTA) – This element encourages customers to take a specific action such as “Buy Now,” “Visit Today,” or “Call for Details.” A good CTA increases consumer response and drives purchase decisions.
viii) Layout and Design – The arrangement of text, images, colours and fonts plays an important role in attracting the viewer’s attention. A balanced and visually appealing layout helps in delivering the message clearly.
(h) Write a brief note on the growth of advertising in India.
Answer: Advertising in India has grown significantly over the past several decades due to economic development, technological advancements and increased competition among businesses. In the early years, advertising was mainly limited to newspapers, posters and radio. However, with the arrival of television in the 1980s and the privatisation of media in the 1990s, advertising expanded rapidly. Liberalisation policies encouraged multinational companies to enter the Indian market, resulting in the growth of modern advertising methods.
The rise of satellite television brought hundreds of new channels, creating vast opportunities for advertisers. Print media also experienced huge growth with the expansion of English and regional language newspapers. The introduction of the internet and mobile technology in the 2000s brought a new phase of digital advertising. Social media platforms, search engines, mobile apps and e-commerce websites have become major advertising channels, especially among the youth.
Today, India is one of the fastest-growing advertising markets in the world. Digital advertising has overtaken traditional media in many sectors. Increased consumer income, rural market expansion and the growth of small businesses have further contributed to the growth of advertising. Government campaigns, political advertising and public service messages have also expanded the industry. Overall, advertising in India has transformed into a modern, technology-driven sector that plays a crucial role in promoting products, shaping consumer behaviour and supporting economic growth.
4. Answer any two of the following questions: 10×2 = 20
(a) Describe the various methods of setting an advertising budget.
Answer: The advertising budget is determined using several important methods, each based on different managerial approaches. The commonly used methods are as follows:
i) Affordable Method In this method, companies allocate whatever amount they feel they can afford after meeting all other business expenses. It is simple to apply and often used by small businesses. However, it ignores the relationship between advertising and sales, which may result in insufficient advertising when funds are low.
ii) Percentage of Sales Method Here the advertising budget is fixed as a percentage of past, current or expected sales. This method is popular because it creates a link between sales and advertising. It is easy to apply and ensures stability. But it assumes sales determine advertising, while in reality, advertising often determines sales.
iii) Competitive Parity Method Companies follow the spending pattern of competitors to maintain their market position. They study industry averages or direct competitors’ advertising expenditure and decide their own budgets accordingly. This prevents over-spending or under-spending, but assumes that competitors are rational and efficient in their decisions.
iv) Objective and Task Method This is the most scientific method where the organisation first sets specific advertising objectives and then identifies the tasks required to achieve them. The cost of these tasks forms the budget. Although it ensures systematic planning and goal-oriented budgeting, it requires specialised knowledge and accurate forecasting.
v) Return on Investment Method The advertiser estimates the expected returns from advertising and allocates funds accordingly. This method tries to justify advertising as an investment rather than an expense. However, isolating the impact of advertising on sales is difficult because many factors influence sales simultaneously.
vi) Unit-of-Sales Method Under this method, advertisers assign a fixed amount of advertising expenditure per unit of product sold or expected to be sold. It is used in industries where demand is stable and predictable. The method is straightforward but may not respond well to sudden market fluctuations.
vii) All-You-Can-Spend Method Financially strong companies sometimes set very high budgets during new product launches or to defeat competition. This method stresses aggressive promotion without strict calculations, but may result in unnecessary expenditure if not monitored carefully.
viii) Digital Performance-Based Budgeting Modern digital advertising uses cost-per-click, cost-per-view and cost-per-conversion systems. Budget is allocated based on measurable user actions. This ensures efficiency but requires continuous monitoring and data analytics.
Thus, companies choose the budgeting method based on market conditions, competition, product nature, financial strength and organisational objectives.
(b) Explain the diverse testing techniques used in evaluating advertising effectiveness.
Answer: Advertising effectiveness is measured using a variety of testing techniques which help determine whether the advertisement successfully communicated its message and influenced consumer behaviour. These techniques include the following:
i) Concept Testing This technique is used before the advertisement is created. Consumers are shown the basic idea or theme to judge whether it is appealing, believable and understandable. It helps the advertiser avoid investing in a weak concept.
ii) Copy Testing Draft versions of ads are shown to a selected group of respondents to evaluate clarity, attention value, credibility and emotional impact. It helps advertisers refine slogans, visuals and layouts before the final release.
iii) Recall Tests These tests measure how well consumers remember an advertisement. Unaided recall requires respondents to list ads they remember without help, while aided recall provides clues. High recall indicates strong communication effectiveness.
iv) Recognition Tests This method is used mainly for print ads. Respondents are shown the advertisement and asked whether they have seen it before. High recognition means the ad achieved good visibility and attention.
v) Persuasion or Attitude Change Tests This technique measures how much the advertisement changed consumers’ interest, liking, or purchase intention. If attitudes shift positively after viewing the ad, it shows that the message was persuasive.
vi) Controlled Experiments The market is divided into test and control groups. The test group is exposed to the advertisement, while the control group is not. Sales differences between the two groups reflect the true effect of advertising.
vii) Test Marketing Here the advertisement is introduced in a small, selected area before being launched nationally. If the results are positive in terms of sales, awareness and consumer response, the advertisement is expanded to larger markets.
viii) Correlation and Sales Analysis Past trends of advertising expenditure are compared with changes in sales. If increases in advertising are followed by increases in sales, a positive correlation is established, helping companies judge efficiency.
ix) Digital Evaluation Techniques Online advertising uses click-through rates, engagement metrics, conversions and heat-map analysis to study user behaviour. These modern techniques provide precise measurement and help advertisers identify which parts of the ad are most effective.
Together, these diverse methods help advertisers evaluate attention, understanding, persuasion, and sales impact, making advertising strategies more efficient and result-oriented.
(c) Critically assess the significant aspects of advertising in the context of society.
Answer: Advertising has a major impact on society, influencing consumer preferences, cultural values, and economic development. Its significant aspects can be understood through the following points:
i) Promotion of Consumer Awareness Advertising informs people about new products, features, prices and availability. It plays a major role in helping consumers compare alternatives and make better purchase decisions. This leads to educated and rational buying behaviour.
ii) Encouragement of Competition and Innovation By presenting different brands to customers, advertising forces companies to improve quality, develop new features and maintain reasonable prices. This creates a dynamic market environment that benefits society as a whole.
iii) Contribution to Media Development Most newspapers, magazines, television channels, websites and social media platforms survive on advertising revenue. This financial support helps the media industry grow, diversify and provide information and entertainment to the public.
iv) Promotion of Social Values and Public Awareness Government bodies and NGOs use advertising to communicate important messages related to health, education, environment, road safety, hygiene, and national programmes. These advertisements bring positive behavioural changes in society.
v) Promotion of Materialism On the negative side, advertising often encourages excessive consumption and unnecessary spending. It promotes the belief that happiness, social status or personal success depends on material possessions, creating unhealthy expectations in society.
vi) Influence on Children and Vulnerable Groups Children are easily influenced by attractive visuals, celebrities and cartoon characters used in advertisements. This often leads to pester power and unhealthy choices, especially in the case of junk food, sugary drinks and fancy toys.
vii) Reinforcement of Stereotypes Some advertisements portray gender roles, beauty standards and cultural beliefs in ways that reinforce stereotypes. Women are often shown in beauty-centric or domestic roles, while men appear in leadership roles, which shapes societal mindset.
viii) Misleading and Manipulative Messages Despite regulations by ASCI, some advertisements exaggerate benefits, hide side effects or use emotional manipulation to influence consumers. Misleading ads especially affect rural populations and people with limited information.
ix) Privacy and Ethical Concerns in Digital Advertising Targeted advertising on digital platforms tracks user behaviour and collects personal data. This raises concerns about privacy, manipulation and digital exploitation. Society faces new ethical challenges as online advertising grows.
Overall, advertising serves society by providing information, supporting media, and encouraging economic development. At the same time, it must be practised responsibly to reduce its negative effects such as materialism, stereotyping and manipulation.
(d) Describe the factors to be considered while selecting a suitable advertising media.
Answer: Selecting a suitable advertising media is a crucial decision because the effectiveness of the advertisement depends largely on how well the message reaches the intended audience. Marketers must evaluate several factors before choosing the media. The important factors are as follows:
i) Nature of the Product The characteristics of the product play an important role in media selection. Consumer goods like soaps and snacks require mass media such as television, newspapers or digital ads. Industrial products, machinery or specialised goods need selective media like trade journals or direct mail. Hence, the media must match the nature and usage of the product.
ii) Target Audience and Market Coverage The demographic and geographic features of the target audience must be considered. If the target group consists mainly of rural customers, radio and outdoor media may be more effective. For urban youth, social media platforms, OTT ads and YouTube promotions work better. The chosen media should cover the maximum portion of the intended market.
iii) Advertising Budget The financial capacity of the organisation significantly influences media choice. Television and premium digital ads require high budgets, whereas newspapers, radio, pamphlets and social media posts are more economical. When resources are limited, companies select the most cost-effective media with adequate reach.
iv) Nature of the Message Different media are suited for different types of messages. If the message involves demonstrations or visual appeal, television and digital videos are ideal. If detailed information or specifications are required, print media like newspapers and magazines work better. Complex messages demand media that provide space for explanation.
v) Media Reach and Frequency Reach refers to how many people come across the advertisement, and frequency refers to how often they see it. For products requiring repeated reminders, such as FMCG goods, high-frequency media like TV or online ads are suitable. For one-time announcements, newspapers or radio may be enough.
vi) Media Image and Credibility Media channels have different images among audiences. A premium business magazine carries credibility for financial or technological products, while entertainment channels may be suitable for youth-oriented brands. The media’s reputation must match the brand’s positioning.
vii) Timing and Scheduling Requirements Some products are seasonal and require timely advertising. For example, retail sales, festival offers and agricultural inputs need specific timing. Television and digital platforms offer flexible scheduling, while print media require advance planning.
viii) Media Characteristics and Technical Features Factors such as print quality, colour reproduction, sound clarity, and screen size affect message delivery. Media with stronger visual and audio capabilities may be chosen for emotional or visually appealing messages.
ix) Competitors’ Media Strategy Competitive analysis is essential. If competitors use a certain media extensively, a company may also choose the same to protect its market share. Alternatively, it may select a different media to gain uniqueness.
In conclusion, media selection requires evaluating product nature, budget, audience characteristics, message type and media-specific strengths to ensure maximum effectiveness of the advertising effort.
(e) Discuss the different types of advertising appeals adopted by professional marketers.
Answer: Advertising appeals refer to the methods used to attract consumers’ attention, create interest and influence their emotions or behaviour toward the product. Professional marketers use a variety of appeals depending on the product, target audience and advertising objectives. The major types are as follows:
i) Emotional Appeal This appeal influences consumer emotions such as love, fear, joy, pride or sympathy. Advertisements for beauty products, insurance plans, jewellery or social causes often use emotional appeal to establish a strong personal connection with consumers and persuade them emotionally rather than logically.
ii) Rational or Logical Appeal This approach focuses on providing factual information, product features, price, quality, durability and performance. It appeals to the consumer’s reasoning power. Products like electronics, household appliances and financial services use rational appeal to justify purchase decisions based on utility.
iii) Fear Appeal This appeal highlights the harmful consequences of not using a particular product or service. For example, insurance ads warn against future risks, and toothpaste ads highlight dental problems. Fear appeal motivates consumers by creating awareness of potential dangers.
iv) Humour Appeal Humour is used to make advertisements more entertaining, memorable and shareable. This appeal helps break clutter and capture audience attention quickly. Many youth-focused brands, snacks, beverages and mobile services use humorous ads to build positive brand associations.
v) Social Appeal This appeal focuses on social acceptance, respect, recognition and belongingness. Many brands show that using their product enhances social status or helps consumers fit into a particular lifestyle group. Perfume, fashion and automobile advertisements frequently use social appeal.
vi) Celebrity Appeal Professional marketers use famous personalities to endorse their products. Celebrity endorsement increases brand credibility, visibility and attractiveness. Sports stars, film actors and influencers are commonly used in India to promote food products, clothing, electronics and cosmetics.
vii) Scarcity Appeal This appeal creates a sense of urgency by highlighting limited availability or time-bound offers. Words like “limited stock,” “last chance,” or “offer ends soon” motivate consumers to act immediately. Online shopping platforms use scarcity-based appeals extensively.
viii) Lifestyle Appeal This appeal shows a desirable lifestyle connected with the use of the product. Advertisers depict modern, healthy, adventurous or luxurious lifestyles that customers want to experience. Fitness brands, travel companies and premium products rely heavily on this appeal.
ix) Moral or Ethical Appeal This appeal is used in social advertising to influence people to adopt socially responsible behaviour. Campaigns promoting cleanliness, road safety, anti-smoking or environmental protection use moral appeals to inspire positive behaviour.
x) Sex Appeal Some advertisements use attractiveness or glamour to draw attention. Although effective in some markets, it is considered sensitive and must be used responsibly within cultural boundaries.
Thus, professional marketers carefully choose advertising appeals based on consumer psychology, product nature and campaign objectives to influence purchasing behaviour effectively.
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