ASSIGNMENT

Advertising Management- II (404 I)

(MBA 2nd year, 4th Semester)

Prepared By
BISHAL ROY
Class Roll - 16
UNIVERSITY ROLL NO- 95/MBA/180016
1. Rational vs Emotional appeal- how a more effective advertising strategy can be formed in B to
C advertising? Illustrate considering various product and service types and with suitable
examples.

Answer: A marketer needs to use “appeals”, in order to present a message symbolically. There are two
broad types of strategies that businesses can use in their advertising and marketing plans. The
"emotional appeal" pulls on the customers heartstrings to get them to purchase a product or service
because of its high quality, its use as a status symbol or its connection to the individual's deep-seated
interests. The "rational appeal," on the other hand, is concerned with an appealing price point and
with highlighting the benefits of owning the product. The rational appeal is widely used by small
businesses to fend off competition. Marketers design advertising with a motivational appeal to convey
their message. These ad appeals are often classified as either emotional or rational.
Emotion plays a role in how you react to everything. Our brain has hard-wired emotional responses
in it. The reaction is instinctive. Every ad, including the most rational, will elicit an emotional
response. That response is also personal. Consumers bring their own past experiences and
psychological makeup to bear. They also bring their own perceptions of the brand, product or service.
These factors shape consumers’ responses to advertising. No one size fits all applies to advertising
appeals. For example, as adults age they focus more on emotional information. At some level,
both advertising appeals are at work. While one might dominate by design, both come into play.
Emotional appeals might require facts, etc. to justify choices and release a heightened emotional
response. This affects how consumers respond to a rational appeal. The response is often called
“persuasion.”
The most effective ads use both emotional and rational appeals to motivate consumers. They reflect
the adage that consumers buy with emotion and justify the purchase with the rational information.
These two appeals work together in subtle ways based on the:
 Type of organization and its products and services
 Maturity of the brand or products
 Makeup of the target audience
 Product satisfaction/Feedback
For instance, a mature product might have already made the rational case to consumers. When it uses
an emotional appeal consumers might be associating the rational reasons in their minds as well. That’s
why product satisfaction is the largest driver of emotional response. Consumers recall their own
experiences using the product as they react to the ad.
To be effective, advertisers need to understand their prospects. They also need to know how to best
blend the emotional and rational parts of a marketing campaign. Ads need to evoke conscious thought.
They need to associate the memories left by the ad and the brand. If done well, it will have the
potential to affect actions for months into the future. However, it’s easier said than done.
Adopting the rational appeal method of advertising a products or services can be highly effective for
small businesses. First off, it allows us to market the product to more than one demographic target
group at a time. By focusing exclusively on the product's price and the benefits it offers, we are
creating a generalized marketing campaign with wide appeal. This in turn appeals to customers of all
backgrounds who are either looking for a bargain or who need (as opposed to want) a product or
service. Common household items such as vacuum cleaners, kitchen appliances and even lower-range
automobiles are marketed in this way. Consumers need these products and may not necessarily be
concerned with having the fanciest or most expensive ones. Appealing to the budget-conscious and
consumer-friendly customer is therefore key to the rational appeal. Furthermore, in times of economic
crisis or recession, products marketed by rational appeal tend to do well.
Emotional appeals are often used to manipulate an audience into making an emotional decision or
giving an emotional response. Emotional appeal is more prevalent in advertising but can also be used
in courtrooms, schools etc. Emotional appeal is used to boost the effectiveness of an argument since
it’s very persuasive and this makes it a popular choice among marketing firms. Emotional appeal can
be used in marketing as outlined below. Some of the advantages of emotional marketing are that it is
memorable marketing, that is, it will not be erased from the mind quickly and it brings about positive
associations with your product by attaching positive emotions to it. The major disadvantage is that if
you get it wrong then it might look as though you are playing on the intellectual ability of your would-
be audience.
Business-to-consumer (B2C) marketing refers to the process of selling products and services directly
between a business and consumers who are the end-users of its products or services. Most companies
that sell directly to consumers can be referred to as B2C companies. Consumers generally seek out
goods and services based on an immediate need, and make purchases more quickly, with less research
and due diligence than a business would conduct. This grants B2C marketers a much smaller window
of opportunity to influence consumer behaviour.
Now I am giving example of rational appeal advertisements of B to C companies:
Laptops:

With the ever-changing market dynamics that are pushing brands to be more experimental and
adventurous with digital storytelling, electronics maker Asus has taken a different route for its latest
television commercial (TVC). This ad titled ‘The Edge of The World’ attempts to extol the unique
features of the brands latest offering – the Dual 4K Screen Zenbook Pro Duo.
This advertisement refers to cognitive message strategy where customers requires the idea for
cognitive processing. They require knowledge about the product features first then they will have the
interest for the same. Here in this ad the key message is about attributes & benefits that customer can
obtain if they use the product also this product is high involvement purchase.
Air Conditioner:

“The Coolest Way To Maximize Your Savings” advertisement has been released in Delhi
Times of Times of India Newspaper for its Delhi Edition on 2018.This is cognitive message strategy
as LG is trying to let their users know that what are the main features have in this AC.
Here LG is trying to say by this advertisement what are the benefits and features they will get if they
buy this product like active energy control, Wi-Fi ready AC control, dual inverter etc.

Washing Machine:
1950’s Whirlpool Washing Machine Ad “Lucky Girl” is very old advertisement by whirlpool where
their tagline in this ad was “all the difference in the world”. Here whirlpool clearly told the users
about their features in their brand such as fully automatic washer. Cycle tone signal etc.

Clothing brand:

This is a one type of conative message strategy where the brand ‘lifestyle’ is giving their users offers
to give a try to their products at a rate upto 50% of discount. This type of advertisement can be placed
on a hoarding where it can be use as a point of purchase display.

Now I am giving example of Emotional appeal type of advertisements-

Humorous appeal by Cadbury 5 star:

Showcasing the idea ‘Jo Khaaye Extra Kho Jaaye’, the ad has given the iconic duo – Ramesh and
Suresh, much aspirational and cooler look as they get on a vacation. The TVC portrays Ramesh and
Suresh sitting on a bench, getting extra lost in the taste of new caramelly Cadbury 5 Star. Right next
to them is a thief, eyeing the purse of a lady sitting on the adjacent bench. While, Ramesh and Suresh
are engrossed in the immersive eat experience of the extra caramelly Cadbury 5 Star, the robber
attempts to steal the lady’s purse and run away, not realizing that Ramesh/Suresh had accidentally
tied his shoelaces with that of the robber, causing him to fall flat on the floor. The film brings out the
good in getting extra lost as the duo manage to save the day. The film once again manages to showcase
quirky behaviour of the duo, bringing a smile to the viewers’ faces. This type of humour can attracts
attention and it can encourage the users to try the product.
Targeting the youth-segment, this ad aims to build appeal and drive the enhanced chocolate eat
experience of the refurbished Cadbury 5 Star. The campaign helped 5 Star strengthen its edge over
competition by significantly increasing its scores on being 'youthful and innovative.

Agony appeal by ENO:

People nowadays eat lot of junk foods. ENO has captured these moments to build a contextually
relevant digital campaign and to present itself as a trusted ally against acidity. The campaign has been
shot in-home using food shots to drive the message of ENO being your trusted ally to ensure that
acidity doesn’t play a spoilsport in the food experiments and cravings.
This is one type of pre-emptive message type of advertising. Once made, the claim normally pre-
empts the competition from making such statement like taking ENO is relief when you have acidity.
This type of ad basically targets all type of age segment.
Fear appeal by Colgate Toothpaste:

Colgate-Palmolive (India) Limited, the market leader in Oral Care in the country today announced,
"Mooh Swachh Toh Aap Healthy"campaign for its premium Ayurvedic toothpaste Colgate
Vedshakti. This campaign highlights the role of the mouth as the gateway to our body and how an
unhealthy mouth, can increase the possibility of bacteria entering our system leading to higher risk
of several health issues. Colgate Vedshakti promises to not only clean but purify the mouth for better
Oral and Overall health. Targeting the youth-segment, this ad aims to build appeal and drive the
enhanced experience of the refurbished Colgate. The consumers are more receptive to this appeal and
also there exist a positive relationship with persuasiveness. This type of advertisements also lies under
cognitive strategies where the message is pre-emptive.
2. Prepare a Creative Brief for a new ‘Health Drink’ brand targeting Indian children of school
going ages.
Answer:
I am taking Rasper brand targeting Indian children of school going ages.
Client Name: Rasper
Background: Rasper is basically new in the market and
Challenges: Rasper is currently new in the market among the other health drink companies in India.
Continuous improvement and expanding market share are critical components to keep a good position
in the market. Additionally, consumers are increasingly switching to energy drinks and alternative
caffeine sources. Rasper must speak to the audiences with campaigns that resonate, in places where
they feel most comfortable.
Business/marketing objectives:
To generate sales of health drink amongst children of ages between 6 to 18 years.

Communication channels
Channels: Television Ads and Event Sponsorship
Campaign: at sporting events in schools, in shopping mall, in playground as hoarding where
children likes to play

Target consumer / insight

Based on the nutritional requirement of the different age groups and product usage for School
students between ages 6-18.

Consumer Benefit
This target audience can be multicultural and the goal of this campaign is to let the customer know
about their brands product and who like to be healthy and therefore take healthy supplement drink
which is filled with a large number of vitamins and minerals.

Product Benefit
This health drink helps in making their teeth and bones stronger by giving them the right amount of
calcium and also this health drink will improve their vision, helping in brain development, keeping
the kid energetic improving the rate of metabolism and making the immune system stronger.

Competitors
Horlicks, Bournvita, Complan, Boost.

Advertisement tone
Trustworthy, Healthy, Tasty

Advertisement medium
Placing ads in magazines, newspapers and online advertising and also we can build a website and
engage directly with customers through social medial platforms, set up tasting booths in grocery
stores and other public places to encourage people to try your new health drink product or create
direct mail and email marketing campaigns.

Mandatory elements

Rasper brand logo, Real product image, Price, Values and benefits, Company website
3. Consider yourself as the owner of a restaurant business with 3 outlets (each one approx. 1000-
1500 sq. ft.) under same brand name at different strategic locations in Kolkata. The restaurant
business is doing well. State with reasons your advertising strategy including various
advertising mediums that you want to opt for.

Ans: I own a restaurant which have 3 outlets in South Kolkata’s Jadavpur, Garihat and in Rasbihari
Avenue. My restaurant basically focuses on Indian food.

Advertising Strategies that I am using for the restaurant:

My target audience:

The target customer of my restaurant is a specific segment of the larger dining market. Target markets
are determined by a combined analysis of:

 Demographics: segments of the population as divided by shared characteristics, including age,

sex, income, education, religion, race, and geographical location
 Psychographics: the classification of people according to attitudes, aspirations, and values
 Behaviour: analysis of a population segment according to the behavior of potential customers,
including buyer habits, spending habits, digital behavior, and hobbies
 Refine my business plan so that the execution of that plan is driven entirely by my target
market
 Determine where to access my customers, how to talk to them, and which channels should be
used to market to them
 Identify my differentiators as a business
 Identify my indirect and direct competitors
 Use of social media to capture the young generation
 Partnership with food delivery app to get more customers

When to advertise:

Restaurant advertising and marketing approaches should change with the seasons, from the busy
holidays like Durga Puja, Diwali, Christmas to the slow seasons in between. Find plenty of ideas to
keep business coming in all year round. I want my restaurant to find advice for keeping to-go menus
updated and when to begin advertising for different seasons. And also to arrange special menu on
festive basis for the customers.

Festive season is my main priority to advertise in hoardings and also advertise in social media. I will
keep extra money for the advertisement during the festive time. I don’t want to advertise all over the
year as my budget will exceed.

Finally, I will keep an eye on when my competitors launch their own big promotions. I will keep my
advertising budget set aside for this to counter them.

Brand well:

I have spent some money to design my brands logo. Beside social media, I have spent in advertising
in local newspaper leaflet so that it helps people to know easily about my brand. I will also spend in
future on local news tv channel so that it can be a great opportunity for customers to know about my
brand. Also I will try to build my restaurant’s website where I occasionally I will give customers
some coupons or promotional offers so that can build brand loyalty.
Use my resources well:

I am using google AdWords so that I can create ads that can be displayed on Google search sites (in
the search results pages) or on the Google Display Network (websites that your potential customers
visit). For a restaurant business with a rather limited budget, advertising on the search network is the
best way to go. My restaurant ads will be displayed in the moment someone is actively searching for a
place to eat. The display network is more helpful for building brand awareness.

Also I want to invest in Facebook advertisements. Facebook now has over 2.7 billion users. Facebook
marketing for restaurants is relatively cheaper than advertise in magazines and on good location. So I
have created a business profile and started promoting my brand on Facebook via Facebook ads.

Show up in the right places:

I did not spend money in radio ad or in television ad because that will be expensive for me and
chances of getting the customers is not guaranteed there. I will spend for advertising where customers
are active nowadays specially in social media like Facebook, Twitter, and Instagram. That will attract
more customer for my business.

Advertising medium I want to opt for my restaurant:

Facebook

Not only is Facebook’s reach and scale massive, its users have a willingness to trust in products and
services that they discover there. Facebook ads are a great tool for restaurants to use to reach target
customers because they're highly customizable.

 Run Seasonal Specials. I will make an ad calendar for Facebook ads

 Promote Restaurant Entertainment. I will Target people that like that type of food in Facebook.
 Reward Your Existing Customers Using Retargeting Ads. I will run special promos to past
customers.
 Integrate Ads With Traditional Marketing. I will try to create Facebook ads that target users
may like traditional restaurant outlets
 Restaurant Job Ads. Also I can hire people with Facebook job ads

Instagram

I will try to reach out customers through Instagram Ads. Like Facebook, Instagram Ads benefit from
the same data base and targeting options, while allowing me to connect with an audience that is better
primed for visual sales. Nowadays people like good food photos. So I will hire professional
photographer and will publish ads on Instagram to attract more customers.

Google Ads

There are more than 40,000 search queries on Google every second. No other advertising method has
the potential to get your business before that many pairs of eyes. With Google AdWords you create
ads that can be displayed on Google search sites (in the search results pages) or on the Google Display
Network (websites that your potential customers visit). In both cases, the underlying principle is that
of an auction, bidding for a better ad position.

For my restaurant business with a rather limited budget, advertising on the search network is the best
way to go. My ads will be displayed in the moment someone is actively searching for a place to eat.
The display network is more helpful for building brand awareness. My ad can be shown on a news
website.

Coupon Deal Sites/apps

Coupon deal sites or apps have massive audiences, grouped by location, and then allow local, regional
or even national businesses to offer limited-time discounts to their members.
Groupon is an online service that offers local deals and discounts every 24 hours to restaurants in
certain areas. Coupons become available to customers only if a certain number of users purchase the
deal and, for restaurants, Groupon coupons are usually offers of very attractively priced meals. The
truth about Groupon for restaurant owners is simple: on one hand, the coupons will bring new
customers to your establishment, but, on the other hand, they may force you to work at the break-even
point or possibly at a loss for those diners. So I will try to use Groupon to give the customers
attractive offers.
Email marketing
Email marketing in 2020 is important because

1. You own the customer data. You must comply with the CAN-SPAM Act and email best
practices. Facebook, Google+ and Twitter can shut you down if they believe you have
violated their Terms Of Service
2. You can target a ‘warm audience’ at any time. It’s quicker and cheaper than direct mail, long
a key marketing tactic for pizzeria owners and marketers.
3. Email marketing is efficient with automation.
4. Email marketing is very focused with segmentation.
5. Marketing through email is a very personalized form of marketing.
6. Easy to track and optimize

I will use email marketing to advertise more to the customers by giving them coupons, discounts etc.

Speak at Events

Invitations to speak at larger events are often extended as a result of accomplishments or visible
influence.
I will try to advertise my restaurant by speaking at some of these types of events:
 Local clubs – think Rotary, Lion’s, Chamber of Commerce
 Specific interest clubs (photography, hiking, sewing, etc.)
 Schools.
 Check events in your local newspaper and magazines.

Final thoughts:
My restaurants target consumers are ages between 16 to 60. So for attracting the younger group of
people I will try to advertise on social media, in google AdSense etc. and for older people I will try to
advertise on local tv channel, leaflet in local newspapers and also will try to use these advertising
mediums to promote my restaurant well. The places I will try to advertise in South Kolkata as my 3
outlets are only there. But in future I will try to expand it to greater Kolkata as well as in North and
Central Kolkata to get more customers.