ADVERTISEMENT

APPEALS
 METHODOLOGY

Objectives
 To learn about different types of advertisement
 To analyze the Aidas theory
 To learn about advertisement appeals
INTRODUCTION
Advertising is one such tool for promotion in the
promotion mix. It is the most common tool in the market.
It means it is an impersonal form of communication
which means it does not involve the conversion of the
marketer and the consumer but is only a monologue of the
marketer i.e. advertiser.
It can be written advertisement such as in newspapers,
hoardings, bulletins, etc. or it can be oral such as radio,
television, etc. it is a paid form of promotion where the
marketer who is also known as a sponsor during
Advertising, is the one who bears the cost of the
advertisement or any outsider can be selected for paying
for the advertisement in the market will make the
advertisement efforts.
 MEANING
Advertising is a non-personal presentation and promotion
of ideas, goods, or services paid for by an identified
sponsor. It is non-personal mass communication that has
become a potent means of education and mass selling. It
targets audiences through media such as newspapers,
magazines, catalogs, booklets, posters, radio, television,
calendars, cards, transport, etc.

DEFINITION
According to WJ. Stanton, Advertising consists of ad the
activities involved in presenting to an audience a non-
personal, sponsor- identified, paid for a message about a
product or organization."
 FEATURES
 Payment of money
One of the features of advertising is to pay the money for
advertising. Advertisements appear in newspapers and
magazines, on television, or cinema screens because the
advertiser has spent some time communicating
information to the potential. customers. The adviser must
pay money for advertising activities. It is not free of cost.

 Non-personal
In advertising, there is no face-to-face or direct contact
with the customers. That is why n is described as non-
personal salesmanship. It is a non-personal form of
presenting products and promoting ideas. It simplifies the
task of the sales force by creating awareness in the mind
of potential customers.

 Promote products and end services

Advertising helps in the promotion of products and
services and is directed towards increasing the sale of
the products and services of a business unit.
 Advertising is essential for the promotion of goods and
services.

 Identified sponsor
The advertisement should disclose or identify the
sources of opinion and ideas it presents. lt should
identify the sponsor from where the advertisement can
occur. Identifying the specific sponsor is very important
in the advertising process.
 TYPES OF
ADVERTISEMENT
 Consumer-oriented advertising
Consumer-oriented advertising is one of the types of
advertising process. It helps in creating and maintaining
regular demand in the market and also helps attract the
attention and preference of the customers. It informs the
target audience about the various schemes of sales
promotion.
 Informative advertising
Information advertising is another type of advertising
process. Customers often purchase durable products once
in a lifetime. These are often expensive. The
manufacturers spend a lot on informative advertising.
 Institutional advertising
Institutional. advertising is also an important type of
advertising process. The main objectives of this type of
advertising are to build a corporate image. This
advertising helps to highlight the objectives and
achievements of a company. Large companies such as
Godrej, Jagadamba cement, and telecom. Etc. resort to
this type of advertising.

 Financial advertising
It refers to advertisements issued by financial institutions
like Everest Bank, SBI bank, and the company's sale of
shares. These advertisements provide information about
investment opportunities with their attendant risks and
benefits.

 Classified advertising
 This is also the type of advertising process. The
classified advertisement refers to the messages. They
are placed under specific or particular headings and
columns in newspapers and magazines e.g. situations
vacant for sale and matrimonial. In it, the
advertisements are classified into various headings.

 Government advertising
 It is the type of advertising process in which there is
involvement of government. It is conducted by
government departments/ undertakings to promote
public awareness with a view to overcome social
problems tike dowry, drinking water, AIDS,
environmental pollution, and overpopulation. Such
advertising has a social purpose, it is also known as
social advertising.

 Competitive advertising
Competitive advertising, also called comparison
advertising, is a marketing technique that directly
compares the features and benefits of a product to
similar products that are sold by other companies. It is a
style of advertising that responds aggressively to the
actions of market competitors. The approach relies on
the theory that consumers can be seduced away from
another product by convincing them that some
independent evaluation proved the superiority of one
product over another.
 BENEFITS OF
ADVERTISING

Advertising offers the following

advantages.
 Introduces a New Product in the
Market
Advertising plays a significant role in the introduction of
a new product in the market. It stimulates people to
purchase the product.

 Expansion of the Market

It enables the manufacturer to expand his market. It helps
in exploring new markets for the product and retaining the
existing markets. It plays a sheet anchor role in widening
the marketing for the manufacturer’s products even by
conveying to the customers living in far-flung and remote
areas.
 Increased Sales
Advertisement facilitates mass production to goods and
increases the volume of sales. In other words, sales can be
increased with additional expenditure on advertising with
every increase in sales, selling expenses will decrease.

 Fights Competition
Advertising is greatly helpful in meeting the forces of
competition prevalent in the market. Continuous
advertising is very essential in order to save the product
from the clutches of competitors.

 Enhances Good-Will
Advertising is instrumental in increasing the goodwill of
the concern. It introduces the manufacturer and his
product to the people. Repeated advertising and better
quality of products bring more reputation for the
manufacturer and enhance goodwill for the concern.
ADVERTISEMENT COPY
An advertising copy is a term used to describe the main
text used in the advertisement. The text could be a
dialogue, a catchy punch line, or a company’s dictum.
It is a print, radio, or TV advertising message that aims at
developing and retaining the interest of the target
customer and prompting him to purchase the product
within a couple of seconds.
ESSENTIALS OF AN
ADVERTISEMENT COPY
 TYPES OF
ADVERTISEMENT COPY
The advertisement copies can be divided into six main
types:
 Human interest ad copy
 Educational ad copy
 Reason why? ad copy
 Institutional ad copy
 Suggestive ad copy
 Expository ad copy
 EXAMPLES OF
ADVERTISEMENT COPY
 5M’S OF ADVERTISING
 Mission
The marketing mission is what a department wants to
complete with an ad. It can be to sell a product, promote a
service, develop a brand or have more company
objectives. It could inform the customers of the delivery
stages of a product, such as one that is still in
development. Even if a product is unreleased,
advertisements can still promote the product through a
dual mission goal.
 Money
Money in the five M's of advertising concerns all the
budgets for collective advertising. This can apply to the
media used, the geography of the advertising, and the
demographics the advertising targets. This can also
concern how long the advertisements run, and with what
products they associate. Depending on many of these
factors, an advertisement could be more or less expensive
and affect the overall budget.
 Message
The message of an advertisement is the medium from
which the advertisement speaks or delivers to the target
audience. Messages generate within departments in
different ways before they become available to the current
audience.
 Media
Media is the medium through which advertising conveys.
When choosing how to convey an advertisement,
members of the department focus on the reach, impact
and frequency of the media while considering the
advertisement itself.
 Measurement
Measurement is a post advertisement set of activities that
measures how effective an advertisement was to the target
audience and for the product. Using research and analysis
tools, a team can determine the problems and
improvement potentials that they can accomplish to
encourage advertisement development.
 AIDAS THEORY OF
SELLING
The AIDAS theory of selling is one of the most widely
known and the basis for training materials in many
organizations. AIDAS implies Attention, Interests,
Desire, Action, and Satisfaction. The AIDAS theory of
selling just states that five different stages the prospective
customer to go through and finally respond to our product
satisfactorily. Thus, all five stages should be conducted
efficiently.

FEATURES
 Attention
Gaining attention is a skill, which can be developed in
practice, just like any other skill. The phrase “First
impression is the last impression” is applicable here. The
salesperson’s initial attempt should be to make the
customer completely happy. Casual discussion is one of
the best openers for the seller to gain customer attention
by bringing it to the sale.
 Interest Creating
The second step is to increase the attention of the
prospects to have a strong interest. The seller must be
passionate about the product in order to do this. Another
approach is to give the product over and allow the
prospect to handle it. The same intent applies to brochures
and other visual aids. This is the second step in the
AIDAS Theory of Selling.

 Desire
After attention is paid and awareness is generated, a
strong desire for the product must be evoked. This is a
point ready for purchase. At this point, complaints from
the future will have to be dealt with carefully. In the
mind of the consumer, he must generate enough desire to
buy the product immediately. Think of a salesperson
selling a tool or a mop. Sales Person explain the benefits
of the product and made you think, “Why I have not
purchased it before?” In this way, this impulse becomes
an integral part of the philosophy of AIDAS sales. This is
the third step in AIDAS Theory of Selling.

 Action
The potential customer is ready to act, i.e. to buy, if the
presentation has been perfect. Very often the prospect at
this stage may have some hesitation. The salesman should
handle this stage very carefully and try to conclude the
deal effectively. The seller then has to reassure the client,
once the buyer has asked the seller to pack the product,
that the decision is correct. The customer may not act,
although the product might be desired. Maybe he would
like to purchase the product, but he would not.

 Satisfaction
Satisfaction is 5th step in AIDAS Theory of Selling. The
customer should feel that the seller has merely helped him
in making the right decision. The salesperson will ensure
that the product is delivered to the consumer after the
sales are made. The salesman can feel the opportunity and
brings back his talks. Customers always expect good
service and good products. Thus, you must reassure your
customer that he took the right decision even after he
purchased the product.
 DAGMAR
The DAGMAR approach of advertising was devised by
Mr. Russell Colley who was much appreciated for his
work, as to date, DAGMAR is a concept used in
advertising to set advertising objectives and goals.
DAGMAR is an abbreviation for “Defining advertising
goals to measure advertising results”.
The 2 core things on which the
DAGMAR Model stood were:
1. Creation of a communication task to achieve goals
2. Defining the objective of the communication tasks in
a manner that the results can be measured.

The goal of the communication tasks

in DAGMAR was as follows
1. Awareness – Communication tasks involved
making the consumer aware of the brand or the
product.
2. Comprehension – These tasks also helped the
consumer in understanding the attributes and features
of the product and what the product will do for the
consumer.
3. Conviction – The communication task
convinced the customer that this product was meant
for them
4. Action – Ultimately, after conviction, the
customer was to be enticed to take action.
The objectives of advertising in
DAGMAR (which are used to create
communication tasks) are as follows
1.Concrete and measurable tasks – The
tasks need to be a precise statement of what the advertiser
wants to achieve through communication. Does he want
to strengthen the brand image, maximize the brand
presence, penetrate new markets or increase overall sales?

2. Define the target audience – Before the

communication task commences, the target audience
needs to be defined as precisely as possible. Are you
targeting youngsters, adults, elderly? Any of the various
forms of segmentation can be used to define the target
audience.
3. Degree of change sought – What level of
perception, attitude or awareness of the customer do you
want to change? If a customer is aware of the product, do
you want his negative attitude to change to a positive? Or
if the market is completely unaware, do you want the
whole market to be aware or only partially the target
group itself?
4. Time period – To achieve the objectives of the
communication tasks, how much time are you ready to
allot? If you think that in a month, the product can create
awareness in the complete market, then you are very
wrong. That’s why major advertisers try to introduce the
product for 3 months, and then communicate the features
and benefits in the next 3 months so that the brand recall
is high and the brand acceptance is high as well. A
defined time period gives better measurability.
 EXAMPLE OF DAGMAR
APPROACH
Let’s suppose that an ABC company wants to evaluate the
effectiveness of a marketing campaign for its latest
product launched. The company starts evaluating the
commercial that is designed to persuade potential
consumers through the four stages of the buying process:
1. In the AWARENESS stage, company ABC spreads
awareness among the consumers about its new product
launched in the market.
2. In the COMPREHENSION stage, company ABC
portrays to its consumers the features and
distinctiveness of the new product and reminds the
consumers of the company ABC’s logo and brand
name.
3. In the CONVICTION stage, company ABC attaches
the consumer emotionally to the new product so that
the consumer establishes an emotional preference for
the company ABC’s brand.
4. In the ACTION stage, company ABC makes sales.
Company ABC then evaluates the success of the
marketing effort using DAGMAR. The company
measures how fast the customer processed through the
four stages of the purchase and how many sales were
generated.
ADVERTISING THROUGH
DIFFERENT TYPES OF
MEDIA
1.Newspaper
Newspapers are one of the traditional mediums used by
businesses, both big and small alike, to advertise their
businesses.
Features of newspapers as a media of
advertising are: 
1. Newspapers have a wide circulation and therefore, the
advertisement reaches a large number of persons.

2. The choice of a particular newspaper for advertising

depends upon the circulation of the paper, language, types
of readers it serves, etc. 

3. Newspapers are printed daily and therefore the

advertisement can be repeated daily. 

Advantages of Newspaper Advertising

 Allows you to reach a huge number of people in a given

geographic area
 You have the flexibility in deciding the size and
placement within the newspaper
 Your ad can be as large as necessary to communicate as
much of a story as you care to tell
 Exposure to your ad is not limited; readers can go back
to your message again and again if so desired.
 Free help in creating and producing ad copy is usually
available

Disadvantages of Newspaper
Advertising
 Ad space can be expensive
 Your ad has to compete against the clutter of other
advertisers, including the giant ads run by supermarkets
and department stores as well as the ads of your
competitors
 Poor photo reproduction limits creativity
 Newspapers are a price-oriented medium; most ads are
for sales
 Expect your ad to have a short shelf life, as newspapers
are usually read once and then discarded.
2. Magazine
Magazines are a more focused, albeit more expensive,
alternative to newspaper advertising. This medium allows
you to reach highly targeted audiences. Most publishers
rely on the ads placed on their publications to generate
income. Advertisers place their product or service on the
magazine, and then the publisher will distribute these
mags in an area covering their mailing list.
Features
Advantages of Magazine Advertising
 Allows for better targeting of the audience, as you can
choose magazine publications that cater to your specific
audience or whose editorial content specializes in topics
of interest to your audience.
 High reader involvement means that more attention will
be paid to your advertisement
 Better quality paper permits better color reproduction
and full-color ads. The smaller page (generally 8 ½ by
11 inches) permits even small ads to stand out
Disadvantages of Magazine Advertising
 Long lead times mean that you have to make plans
weeks or months in advance
 The slower lead time heightens the risk of your ad
getting overtaken by events
 There is limited flexibility in terms of ad placement and
format.
 Space and ad layout costs are higher
3. Yellow pages
There are several forms of Yellow Pages that you can use
to promote and advertise your business. The Web version
of Yellow Pages (and its many competitors online) have
been growing by leaps and bounds in recent years, with
many foregoing the traditional Yellow Pages supplied by
phone companies. But you can also check out specialized
directories targeted to specific markets (e.g. Hispanic
Yellow Pages, Blacks, etc.); interactive or consumer
search databases; Audiotex or talking yellow pages;
Internet directories containing national, local and regional
listings; and other services classified as Yellow Pages.
 Advantages of Yellow Page
Advertising

 Wide availability, as mostly everyone has Yellow Pages

 Non-intrusive
 Action-oriented, as the audience is actually looking for
the ads
 Ads are reasonably inexpensive
 Responses are easily tracked and measured

Disadvantages of Yellow Page Advertising

 The Internet has led to the decline in the usage of the

Yellow Pages, as users find the Web to be an easier,
faster, and more comprehensive

 Pages can look cluttered, and your ad can easily get lost in
the clutter

 Your ad is placed together with all your competitors

 Limited creativity in the ads, given the need to follow a
pre-determined format

 Ads slow to reflect market changes

4. Radio
Radio advertising is buying commercials to promote
products or services. Advertisers pay commercial radio
stations for airtime and, in exchange, the radio station
broadcasts the advertiser's commercial to its listening
audience.

Radio advertisements can be either paid for or unpaid.

Advertisers provide financial support to commercial radio
stations in exchange for airtime, during which the stations
play the commercials purchased by the sponsors to the
stations' respective audiences. When it comes to radio
advertising, an advertiser has a wide variety of ads from
which to choose.
 Advantages of Radio Advertising
 Radio is a universal medium enjoyed by people at one
time or another during the day, at home, at work, and
even in the car.

 The vast array of radio program formats offers to

efficiently target your advertising dollars to narrowly
defined segments of consumers most likely to respond to
your offer.

 Gives your business personality through the creation of

campaigns using sounds and voices

 Free creative help is often available

 Rates can generally be negotiated
 During the past ten years, radio rates have seen less
inflation than those for other media
 Disadvantages of Radio Advertising
 Because radio listeners are spread over many stations, you
may have to advertise simultaneously on several stations
to reach your target audience

 Listeners cannot go back to your ads to go over important

points

 Ads are an interruption in entertainment. Because of this,

a radio ad may require multiple exposures to break
through the listener’s “tune-out” factor and ensure
message retention

 Radio is a background medium. Most listeners are doing

something else while listening, which means that your ad
has to work hard to get their attention
5.Telemarketing
Television advertising refers to the process of creating
and airing commercials on television with the aim to
promote a product or service.
TV advertising is one of the most common and effective
ways to reach consumers. This is because it offers a wide
reach, frequency, and impact.
While OTTs and digital content are now competing for
attention with the TV industry, TVs are still the dominant
medium for advertising.
.
 Features
 They are highly creative and
attention-grabbing: Television commercials
are designed to be entertaining and memorable so that
they stick in the viewer’s mind.
 They use sight, sound, and motion: TV
ads rely on multiple senses to reach viewers. This is
why they often include music, visuals, and special
effects.
 They are backed by marketing
objective: Every TV ad is created with a specific
 marketing objective in mind, whether it’s to increase
brand awareness or generate sales.
 They deliver a message in a short
amount of time: Television commercials get
only a few seconds to deliver their message. Hence,
they make sure to get their point across quickly and
effectively.

Advantages of Television Advertising

 Television permits you to reach large numbers of people
on a national or regional level in a short period of time

 Independent stations and cable offer new opportunities to

pinpoint local audiences

 Television being an image-building and visual medium, it

offers the ability to convey your message with sight,
sound and motion
Disadvantages of Television
Advertising
 The message is temporary and may require multiple
exposures for the ad to rise above the clutter

 Ads on network affiliates are concentrated in local news

broadcasts and station breaks

 Preferred ad times are often sold out far in advance

 Limited length of exposure, as most ads are only thirty
seconds long or less, which limits the amount of
information you can communicate.
Relatively expensive in terms of creative, production, and
airtime costs.
 ADVERTISEMENT
APPEALS

1.Personal Appeal
Personal appeal advertising connects with people on
a human level, using a variety of emotions. These
ads usually have to do with family or other human-
to-human interactions.

The personal appeal is a good choice for

humanitarian organizations trying to get people to
donate to their cause.
2. Humor Appeal
People love a good joke, and they usually can’t resist
sharing it with their friends and family. 

By incorporating humor in your ads, you can create

memorable, positive experiences for your audience,
while also increasing the chance that your message
will spread organically.

However, humor is risky.

For this type of ad to have the desired effect, you

must make sure that the joke doesn’t come across as
offensive and that the audience connects it to what
you’re trying to promote.
3. Fear Appeal
Fear is a powerful type of emotional appeal. It can
get people to take action because they want to avoid
certain consequences. 

Therefore, fear is often used in corporate social

responsibility campaigns, like those against driving
under the influence, domestic violence, or air
pollution.

Shocking negative images usually accompany the

message in these ads.

But if your target audience finds them too

disturbing, they might try to block them out by
looking away or changing the channel.
4. Romance Appeal
Romantic appeal ads are built around warm feelings
that are typically associated with being in a
relationship, such as joy and belonging.

The Romance Appeal is especially effective if the

product or service you are advertising had a direct
correlation with perceived attractiveness or attractive
qualities (like intelligence, aptitude, kindness,
health, and so forth). If your product has the
potential to make a person like another person more
if they use it, in particular a person they may be
romantically interested in, then the Romance Appeal
can be an effective approach.
5. Adventure Appeal
Adventure appeal ads help audiences break away
from the mundane and promise them new and
exciting experiences. 

They are typically used by outdoor clothing, travel,

and car companies, and often depict extreme sports,
nature landscapes or dangerous territories.
6. Statistics Appeal
Statistics are another useful form of rational
advertising appeals. 

Statistic appeal advertising uses numbers and

scientific facts to prove to the customer that a
product presents certain advantages over other
alternatives.
7. Youth Appeal
The youth appeal draws on people’s desire to battle
the effects of aging and stay young for as long as
possible. 

Usually, ads employing this appeal are targeted

toward an older audience, offering them a way to
look or feel younger than they truly are.

You can easily spot this emotional appeal technique

in ads promoting anti-aging beauty products, where
younger-looking models attribute their good looks to
these products.
8. Social Appeal
Most people want to have an active social life—
make friends, belong to a group, and feel
included.

The emotional appeal you can use to speak to

this need is social appeal.

Brands like Budweiser, Heineken, and Coca-

Cola are well-known for their commercials
showing people coming together for family
dinners, major sports events, or celebrations. 
9. Brand Appeal
If you have a strong brand, you can leverage it to
attract customers.

People are often looking to purchase brand-name

products, even if these are not necessarily better than
their generic alternatives.

But they are willing to pay more for them.

10. Music Appeal
It is one of roughly twenty advertising strategies that
marketing professionals use to persuade people to buy a
product, pay for a service, donate to a cause, or otherwise
be persuaded.An excellent rational advertising appeal
example is the problem-solution appeal. Ads employing
this appeal promise to relieve people of the headaches
caused by various recurring issues.
MY PRODUCT
LINE:
HEADPHONES
 About Headphones
Headphones are a pair of small speakers used for
listening to sound from a computer, music player or
other such electronic device. Headphones originally
consisted of one speaker for each ear, connected by a
band over the head. While this style is still in use,
modern headphones are also available in a much
smaller format that is inserted into the ear, and
commonly called earbuds. Modern-day headphones
can be either wireless or wired.
Headphones are designed in contrast to loudspeakers
that produce sound that can be heard by anyone in
the area. First created in 1910 by the U.S. Navy,
early headphones were simple and were used as an
earpiece device without complicated electronics.
Headphones grew out of the need to free up a
person’s hands when operating a telephone. There
were several iterative products that were
predecessors to the “hands-free” headphones. By the
1890s the first device that is unmistakably a
headphone was made by a British company called
Electrophone, which created a system allowing their
customers to connect into live feeds of performances
at theaters and opera houses across London.
Subscribers to the service could listen to the
performance through a pair of massive earphones
that connected below the chin, held by a long rod.
1.BEATS
History
Beats was established in 2006 by music producer Dr.
Dre and record company executive Jimmy Iovine. Iovine
perceived two key problems in the music industry: the
impact of piracy on music sales and the substandard audio
quality provided by Apple's plastic earbuds. Iovine
recalled that Dre said to him: "Man, it's one thing that
people steal my music. Beats initially partnered
with Monster Cable, an audio and video component
manufacturer based in Brisbane, California, to
manufacture and develop the first Beats-branded
products, and debuted its first product, Beats by Dr. Dre
Studio headphones, on July 25, 2008.
Beats' use of endorsements by musicians helped the
company aggressively target the young
adult demographics.
 PRODUCT MIX
Width
The width of the mix refers to the number of product lines
the company has to offer.

Beats has 2 product lines and this is called the width of a

company.
The product lines are:
 Headphones
 Earbuds

 Length
The length of the product mix refers to the total number
of products in the mix.
Beats has 14 products in the mix.
Depth
Depth of a product mix pertains to the total number of
variations for each product. Variations can include size,
flavor and any other distinguishing characteristic.
Beats has 4 variations.
 ADVERTISING MEDIA OF
BEATS

Beats by Dre is part of Apple, Inc.. They spent under

$100 million on advertising in digital in the last
year. They invest in premium ad units and advertised on
over 50 different Media Properties in the last year across
multiple Media formats. Beats by Dre last advertised a
new product in July, 2021.
 Snapchat
Last ran on Snapchat on 6/4/2022
.
 Display
Last ran on Best Buy on 7/15/2022.
 Snapchat
Last ran on Snapchat on 6/4/2022.
MARKETING MIX
1.PRODUCT
Dr. Dre Beats is a company that creates high-end quality
headphones. Its products allow listeners a full music
experience with the capability of producing the songs as
played from professional recording studios.
Their target market is: Teens the youth with
allowances to spend on the latest gadgets. The Generation
Y, the people under this category are those who are all
about what's new, trendy, and value brand names.
Tag-line : "People aren't hearing all the music" - Dr.
Dre –

Products are: Headphones Earphones Speakers

Competitors: Jay-Z in partnership with Skull

Candy for RocNation's Aviator headphones. Ludacris in
partnership with Signeo for Soul by Ludacris 50cent in
partnership with SMS for SYNC/ SMA Audio 50 B.
2.PRICE
Products ranges from $199 - $699. It's top-end pricing
are determined from the quality materials used for the
finishing product accompanied by a refined packaging.
Beats used a similar price strategy of APPLE'S with
'price skimming' wherein they set the price of the product
high upon entering the market before competitors show
up.

3.PLACE
They manufacture their products -> send to officially
selected distributors per State/Country -> send to official
retailers of State/Country.

Products can also be bought from Dr. Dre Beat's official

web-site and web-sites of official retailers.
4.PROMOTION
Beats by Dr. Dre has proved their effective promotion by:
advertisements in commercials, music videos, and the
world wide web media (Facebook, Twitter, Tumblr, etc.)
endorsements from popular celebrities, iconic musicians,
and even athletes.

From their successful promotions Beats are branded not

just as quality headphones but also as fashion accessories.

5.PEOPLE - The founders: Dr. Dre - renowned

modern music artist.
Jimmy Lovine- famous producer of artists.
Luke Woodknown as a musician, producer, and
songwriter.
 ADVERTISEMENT
APPEALS

1.Endorsement Appeal
2.Adventure Appeal
3.Romance Appeal
RATE OF SUCCESS DUE
TO ADVERTISING
 CONCLUSION
The beats headphones by Dr. Dre are one of the most sold
pair of headphones according to statistics. Most
youngsters tend to enjoy these headphones. They lead in
the market and have been for many years. They also have
a very success marketing and product mix and their
advertisement media is mostly social media, television as
it caters to the younger population.
 2.SKULLCANDY
History
Skullcandy was founded by Rick Alden and Cris
Williams in 2003. The first Skullcandy product, the
Skullcandy Portable Link, was introduced at the
2003 International Consumer Electronics Show (CES)
in Las Vegas, Nevada. The LINK system combines
headphones with hands-free cellular technology, allowing
users to listen to music from a portable audio device,
while making and receiving calls through their cellphone.
Skullcandy holds a patent for the wireless version of
LINK technology.
In December 2008, Skullcandy products were described
as "the world's coolest ear bud," by Fortune magazine.
 PRODUCT MIX
Width
The width of the mix refers to the number of product lines
the company has to offer.

Skull Candy has 3 product lines and this is called the

width of a company.
The product lines are:
 Headphones
 Earbuds
 Speakers

 Length
The length of the product mix refers to the total number
of products in the mix.
Skull candy has 26 products in the mix.
 Depth
Depth of a product mix pertains to the total number of
variations for each product. Variations can include size,
flavor and any other distinguishing characteristic.
Skullcandy has 6 variations.
ADVERTISING MEDIA OF
SKULLANDY
Skullcandy spent under $40 million on advertising in
digital in the last 3 years. They invest in ad units and
advertised on over 10 different Media Properties in the
last year across multiple Media platforms. Skullcandy last
advertised a new product in March 8,2022.
They heavily adverse using social media,billboards,etc
MARKETING MIX
1.PRODUCT
Skullcandy Inc. is an American company based in Park
City, Utah, that markets headphones, earphones, hands-
free devices, audio backpacks, MP3 players, and other
products.

Their target market is: The youth with ones

who get hefty allowances. They care a lot about their
image in the society.

Tag-line : Adrenaline for your skull.

Products are: Headphones Earphones Speakers

Competitors: Their competitors are

beats, apple headphones, Bose.
2.PRICE
Products ranges from $30-$350. Skullcandy used a price
strategy of 'price skimming' wherein they set the price of
the product high upon entering the market before
competitors show up.

MOST EXPENSIVE LEAST EXPENSIVE

2.PLACE
They manufacture their products -> send to officially
selected distributors per State/Country -> send to official
retailers of State/Country.

Products of skull candy can be bought on their online

platforms or amazon,ebay,etc. and in store aswell.

3.PROMOTION
Skullcandy promotes their products on social media sites
like Instagram, facebook, snapchat, etc.

They also promote using billboards and promoted by

influencers/sponsorships.

4. PEOPLE - Skullcandy was founded by Rick

Alden and Cris Williams in 2003.
 ADVERTISEMENT
APPEALS

1.Adventure Appeal
2.Youth Appeal
RATE OF SUCCESS DUE
TO ADVERTISING
3.Apple
History
Apple Inc. has produced and sold headphones since
2001, available for standalone purchase and bundled
with iPhone (until 2020) and iPod (until 2022)
products. Apple's current product line consists of
EarPods (wired earbuds available with a 3.5mm
headphone or Lightning connector), AirPods and AirPo
ds Pro (wireless Bluetooth earbuds), and AirPods
Max (wireless Bluetooth over-ear headphones).
 PRODUCT MIX
Width
The width of the mix refers to the number of product lines
the company has to offer.

Apple has 8 product lines and this is called the width of a

company.
The product lines are:

 Headphones
 Airpods
 Mobile Phone
 Ipad
 Watch
 Laptop
 Desktop Computer
 Length
The length of the product mix refers to the total number
of products in the mix.
Apple has 30 products in the mix.

 Depth
Depth of a product mix pertains to the total number of
variations for each product. Variations can include size,
flavor and any other distinguishing characteristic.
Apple has 7 variations.
ADVERTISING MEDIA OF
APPLE
Apple spends $3.7bn per year. Apple advertises on
various platforms such as billboards, snapchat, Instagram.
Celebrities and influencers also help to promote the
product.
They have advertised on more than 25 platforms.
MARKETING MIX

1.PRODUCT
Apple Inc. is a company founded by Steve jobs and his
partners in 1976.

Their target market is: The youth aswell as

the older generation.

Tag-line : Think Different.

Products are: Headphones, mobiles, earphones,

laptop, PC,etc
Competitors: Their competitors are beats, Bose,
skullcandy, etc
2. PRICE
Products ranges from $60-$2000.
Apple's pricing strategy relies on product differentiation,
which focuses on making products unique and attractive
to its consumer base. Apple has been successful at
differentiation and thus creating demand for its products.
This combined with their brand loyalty, allows the
company to have power over their pricing. By
establishing the loyal customer base and keeping their
prices high, Apple has set up an artificial barrier to entry
for their competitors.

3.PLACE
They manufacture their products -> send to officially
selected distributors per State/Country -> send to official
retailers of State/Country.

Apple products are available in stores at their outlets and

also online, on amazon, ebay and apple’s official website.
4.PROMOTION
Apple promotes their products through the billboard,
facebook, television, radio,
They are also promoted by influencers/sponsorships.
5.PEOPLE
Apple was founded by Steve Jobs and
Steve Wozniak. The company is managed my
thousands of employees around the world.
ADVERTISEMENT
APPEALS
1.The problem-solution
appeal
2.Brand Appeal
RATE OF SUCCESS DUE
TO ADVERTISING
 CONCLUSION
The Apple headphones are one of the most sold pair of
headphones and popular in the past 5 years according to
statistics. It caters to youngsters and other age groups
aswell.

Apple has a very good brand image and people repeatedly

purchase from them. They don’t heavily advertise as their
reputation is good and their brand speaks for itself.
 4. Bose
History
Bose Corporation is an American manufacturing company
that predominantly sells audio equipment. The company
was established by Amar Bose in 1964 and is based
in Framingham, Massachusetts. It is best known for its
home audio systems and speakers, noise cancelling
headphones, professional audio products and automobile
sound systems. Bose has a reputation for being
particularly protective of its patents, trademarks, and
brands.
.
 PRODUCT MIX
Width
The width of the mix refers to the number of product lines
the company has to offer.

Bose has 4 product lines and this is called the width of a

company.
The product lines are:
 Headphones
 Earbuds
 Speakers
 Home theater system
 Length
The length of the product mix refers to the total number
of products in the mix.
Bose has 25 products in the mix.
 Depth
Depth of a product mix pertains to the total number of
variations for each product. Variations can include size,
flavor and any other distinguishing characteristic.
Beats has 5 variations.
ADVERTISING MEDIA OF
BOSE

Bose spent $ $35.7 million in 2017.

Bose does heavy advertising by promoting its products
through billboards, on social media, television, radio, etc.

Their brand is recognized my almost everyone as their

advertising is very vast and is done all over the world.
 ADVERTISEMENT
APPEALS

1.Product-solving appeal
2.Adventure Appeal
3. Personal Appeal
RATE OF SUCCESS DUE
TO ADVERTISING
 CONCLUSION
Today, Bose has earned its place in the market thanks to its
research. It is one of the most trusted technology brands in the
world, renowned for quality, design, and most of all, cutting
edge technology.
It is one of the top brand of headphones that people prefer due to
the amazing quality.
5. Sony
History
Sony Group Corporation  is a
Japanese multinational conglomerate cor
poration headquartered in
Kōnan, Minato, Tokyo, Japan. As a
major technology company, it operates as
one of the world's largest manufacturers
of consumer and professional electronic
products, the largest video game
console company and the largest video
game publisher. It is also recognized as
the most cash-rich Japanese company,
with net cash reserves of ¥2 trillion.
PRODUCT MIX
 Width
The width of the mix refers to the number of product lines
the company has to offer.

Sony has 8 product lines and this is called the width of a

company.
The product lines are:

 Mobile communications
 Game and network services
 Imaging products and solutions
 Home entertainment and sound
 Devices
 Pictures
 Music
 Financial services
 Length
The length of the product mix refers to the total number
of products in the mix.
Apple has 50 products in the mix.
 Depth
Depth of a product mix pertains to the total number of
variations for each product. Variations can include size,
flavor and any other distinguishing characteristic.
Sony has 13 variations.
ADVERTISING MEDIA OF
SONY
Advertising is the most significant promotion method in
Sony’s business. For example, the company advertises its
products through online media and print media. In
addition, public relations are used as a way to build brand
awareness and enhance corporate image. For example, the
company sponsors sports events, music festivals, and
other events.

They advertise using billboards, television, social media

and promoted by influencers/celebrities.
MARKETING MIX
1.PRODUCT
Sony has products in the consumer electronics, gaming,
entertainment and financial services markets. However,
the company uses a different categorization to properly
group its various products. This element of the marketing
mix is called the product mix, which identifies the firm’s
products or organizational outputs.

Their target market is: The youth aswell as

the older generation.

Tag-line : make.believe

Products are: Headphones, mobiles, earphones,

video game, etc
Competitors: Their competitors are beats, Bose,
skullcandy, phillips etc
 2. PRICE
Products ranges from $60-$5000.
Sony is known for high quality products. However, these
products are typically sold at relatively high prices. This
element of the marketing mix determines how the
company sets its prices. Sony applies the following
pricing strategies:

1. Premium pricing strategy

2. Market-oriented pricing
3. Value-based pricing

3.PLACE
Sony employs a variety of places for delivering its
products to target customers. This element of the
marketing mix identifies the places or venues that the firm
uses to transact with customers, to distribute and deliver
products, or to allow customers to access the products.
Sony uses the following places or venues:

1. Sony Stores
2. Authorized sellers
3. Cinemas and media networks
4. Official websites
 Sony products are available in stores at their outlets and
also online, on amazon, ebay and Sony’s official website.

4.PROMOTION
Sony promotes its products in a variety of ways and
forms. This element of the marketing mix identifies the
promotional mix or the methods that the firm uses to
communicate with its target customers. The following
promotion methods are used in Sony’s business:

1. Advertising (most significant)

2. Public relations
3. Direct marketing
4. Sales promotion
5. Personal selling
They are also promoted by influencers/sponsorships.
5.PEOPLE
The company was incorporated by Ibuka Masaru
and Morita Akio in 1946 as Tokyo Tsushin Kogyo
(“Tokyo Telecommunications Engineering
Corporation”). 
Sony has 109,000 employees around the world.
ADVERTISEMENT
APPEALS
1. Endorsement Appeal
2.Problem Solving Appeal
RATE OF SUCCESS DUE
TO ADVERTISING
 CONCLUSION

Sony headphones are really famous but in the past few

years their popularity has decreased(can be seen in the
graph).
They are also heavy on advertising.