Jinnah University for Women,

Department of Business Administration.

NAME: SABA SARFARAZ

CLASS: BBA 4B
COURSE: ELECTIVE 2, ADVERTISING AND PROMOTION
COURSE INSTRUCTOR: MISS NIDA MOHSIN
DATE: October 10, 2022
 ASSIGNMENT 1

Consider your emotional reactions to the following goods and services

You may get help from the following

Affective-Conative-Cognitive

1. Cough Medicine:
Vicks ActaPlus Cough Syrup

Link:
https://www.youtube.com/watch?v=8Wf_Hvfc_Dw&ab_channel=Procter%26GambleSouth
Africa

The advertisement shows emotional reaction of a mother towards her daughter, a toddler who
wants cuddle her mother while she is suffering from a dry cough. It shows that a mother not
being able to get up and respond her daughter due to her condition is effecting her routine and
might infect the toddler as well.

How this commercials affect us, whether as cognitive, affective, or conative is shown below:

 Affective component: this involves a person’s feelings / emotions about the attitude object.
For example: “Mother is scared that her daughter might get infected through her cough”.

 Behavioral (or conative) component: the way the attitude we have influences how we act
or behave. For example: “Taking Vicks ActaPlus for both Dry and wet cough for instant
relief”.

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 Cognitive component: this involves a person’s belief / knowledge about an attitude object.
For example: “Dry/ wet cough can be infected and needs instant medication and relief”.

2. Diaper wipes :
Pampers #ItTakes2: A message from Dad

Link: https://www.youtube.com/watch?v=uyjNptXJfz8&ab_channel=PampersIndia
Traditionally parenting is seen as a maternal instinct and juggling the responsibility of a
new-born baby seems like a task for most fathers. This puts them in the backseat, due to
which they tend to miss out on the priceless moments from their baby’s childhood.
#ItTakes2 by Pampers India is refocusing the spotlight on equal parenting by sharing a
beautiful message from a dad on fatherhood. This message urges fathers to spend quality
baby time with their little ones.
 Affective component: this involves a father’s feelings / emotions about the about spending
quality time with his new born from hanging diapers to feeding them.

 Behavioral (or conative) component: the way the attitude we have influences how we act
or behave. For example: “Normalizing It takes two for a baby to be taken care of”.

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3. Children's toy
LEGO® Advert: Let's Build

Link: https://www.youtube.com/watch?v=rwQqkX3qZak&ab_channel=LEGO

This advertisement involves emotional attachment and sentiments towards Christmas Holiday
when a kids waits for his Dad and moments of playfulness between them is cherished by both
of them through his Christmas presents.

 Affective component: this involves a father’s feelings / emotions about the about spending
quality time with his son while building Lego.

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 ASSIGNMENT 2

Locate a print ad or television ad that features a fear appeal. Using the behavioral
response model shown in this chapter, identify various elements in the ad that correspond
with the components in the model. Some of the elements will require thinking beyond
what is visually or verbally present in the ad itself.

Advertisement:

Garnier Neem Face Wash

Link: https://www.youtube.com/watch?v=nwAuMozPwL4&ab_channel=GarnierPakistan

The fear appeal used in this advertisement is the Suffering from maddening pimples acne and
marks might make you lose your mind, the fear increases interest as people who got acne and
their marks are very conscious and their self-esteem might challenge them everyway however,
using such appeal in advertisement where each moment reminds you of the fear of Pimple and
the solution to your acne problems is the Garnier Neem Face Wash, powered by neem, helps
remove pimples and acne marks leaving you with spotless skin. This shows the increase in
interest and generation the buying behavior of the consumer.

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 ASSIGNMENT 3

Watch one of your favorite television shows. Record all of the television commercials in
one commercial break (at least seven ads). Identify the appeal used in each one. Were the
ads effective? Why or why not?
Advertisement 1:
Pampers #ItTakes2: A message from Dad
Link: https://www.youtube.com/watch?v=uyjNptXJfz8&ab_channel=PampersIndia
Appeal: Emotional Appeal
Effective
Reason: #ItTakes2 by Pampers India is refocusing the spotlight on equal parenting by sharing
a beautiful message from a dad on fatherhood. This message urges fathers to spend quality
baby time with their little ones.
Advertisement 2:
Cornetto Disc Brownie
Link: https://www.youtube.com/watch?v=uyjNptXJfz8&ab_channel=PampersIndia
Appeal: Musical Appeal
Effective
Reason: The song is catchy indicating the fondness of your perfect match but too nervous to
share your feelings, follow your heart and say it with a Cornetto!
Advertisement 3:
Dettol | Sheron Ke Panjay
Link: https://www.youtube.com/watch?v=5YdeNndwq4A&ab_channel=DettolPakistan
Appeal: Musical, Humor
Effective
Reason: The song shows amazing message and theme towards the use of Dettol soap, hand
washes and sanitizers.
Advertisement 5:
Shan Thematic
Link: https://www.youtube.com/watch?v=5mO2kQn8gq8&ab_channel=ShanFoods
Appeal: Humor
Effective
Reason: This ad challenges stereotypes of how Biryani is traditionally loved in a certain way
in Pakistan and a man can cook it as well using Shaan Recipe Mix.

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Advertisement 6:
Engine Pakistan- End of the Season Sale
Link: https://www.youtube.com/watch?v=jrdMrM8NDCA&ab_channel=EnginePakistan
Appeal: Rational
Effective
Reason: End of Season Sale calls for a whopping discount of Flat 70% & 50% OFF on the
entire range.
Advertisement 7:
Bold Perfume Body Spray
Link: https://www.youtube.com/watch?v=04wIe5UyJ0I&ab_channel=BoldMenCare
Appeal: Rational
Effective
Reason: Enchant everyone around you with Bold perfume body spray. Its unique fragrances
are developed exclusively by the top European perfumers. Bold body spray gives you the power
to step it up, be bold and change the game.

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 ASSIGNMENT 4

Using magazines that you normally read, locate at least one, print ad for each of the
appeals, except music. Dis-cuss the quality of each advertisement and its best and worst
aspects. For each ad, present another possible appeal and how it could be used. What
personal values and customer benefits does each advertisement present?

1. Sexual Appeal:

Quality: The quality of advertisement is good.

Aspects: The best aspect of it is that it shows the product clearly while the worst aspect is
that advertisement has very tiny information given below which is hard to notice.
Another Possibility:
The possible appeal would be emotional appeal that could be used for a bride to be showing
importance of jewelry for her while getting married.
Personal Values: Beauty, Excellence, Perfection in details.
Customer Values: The jewelry given to the bride on her wedding has a lot of value for her.

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2. 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. This simple, yet powerful ad from Volkswagen makes use of the fear
appeal without being overwhelming.

Another Appeal:

The appeal could be emotional appeal that could also 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.

Personal Values: Discipline, Commitment, Safety and Concern for others.

Customer Values: The advertisement shows value for the loved ones that could be effected
by the loss.

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3. 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 ads 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.

A company that integrates humor successfully in their marketing strategy is Snickers, with its
famous You’re not you when you’re hungry tagline.

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Another Appeal: Sexual Appeal could be used to attract customers through using a female
model that is shown enjoying the chocolate.

Personal Values: Creativity, Pleasure, Satisfaction

4. Rational Appeal:

In this ad, Popchips promotes its low-calorie chips by comparing them to two other
common types of chips on the market.
It promises consumers they can eat more and stay within the 100-calorie limit, without
suffering the unhealthy effects of fried chips or the bland taste of kettle chips.
Another Appeal: The appeal that could be used is Scarcity, for example offering
promotional deals as a sauce free with chips.
Personal Value: Excellence, Taste, Pleasure, Enjoyment
Customer Value: Customer could get free dips with the chips to find it more delightful.

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5. Scarcity Appeal

Starbucks employs the scarcity appeal every year when it releases its limited-edition seasonal
drinks.

While some, like the famous Pumpkin Spice Latte, are bound to return on the menu the next
year, there’s no guarantee others will come back.

Another Appeal: As this advertisement is for Christmas emotional appeal could be used in
this advertisement showing some family favorite drinks.

Personal Value: Excellence, Taste, Pleasure, Enjoyment

Customer Value: Customer’s sentiments are aligned with the phenomenon of Christmas.

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6. Emotional Appeal

This particular advertisement of Shaukat Khanum is using emotional appeal that hundreds
of sisters are having brother who are getting treated at the hospital and these patients needs
Zakat and donations as the prayer is the only alternative left for their sisters and they cannot
afford the treatment for brothers.
Another Appeal: The fear appeal could be used here to show that cancer patients can lose
their lives without the funds and donations.
Personal Values: Cooperation, commitment, concern.

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 ASSIGNMENT 5

For each of the following products and target markets, discuss which appeal you think
would be the best. Explain why you think it would be effective.

1. Senior citizens—Soup
Appeal- Fear
Reason: Because using the fear appeal for senior citizens might indulge them in buying the
product for example; showing how important and nutritious the soup is for their health and
lacking these nutrients will cause them long-term health issues.
2. Females, ages 25-40, with children--Hot dogs
Appeal- Scarcity
Reason: Because most of the women around 25-40 would look for certain deals for their
families to buy hot dogs or any other meal while having children with them.
3. College students—jeans
Appeal- Humor, Scarcity
Reasons: Because college students have a concentrated amount in their pocket money sales
and promotional deals will be great attraction for them.
4. Males, ages 25-40, married with children--Life insurance
Appeal- Emotional/Fear
Reasons: Mostly males have fears of their family future ahead of them hence the appeal of
emotions and fear would be great for them.

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Briefly describe a print or television ad that you think would be effective

The appeal used in this advertisement is for Shaukat Khanum Funds collection for cancer
hospital that could be the third and biggest Memorial cancer hospital and research center in
Karachi. The appeal used in this print advertisement is emotional/Rational appeal to gather
funds from people for the hospital. The advertisement is effective because the hospital could
be beneficial for the patients in the city of Karachi that had to travel to Lahore earlier for their
treatment.

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