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MKT 530 gdb no 2 Starting Date Thursday, February 12, 2015 Closing Date Monday, February 16, 2015

Consumer Behaviour (MKT 530)                                                           Fall, 2014

Graded Discussion Board No. 2

Due Date: 16 Feb, 2015

Total Marks: 10

Topic: Advertising Appeals


NOTE: There is no grace period in case of GDB


Objective of GDB

The basic objective of this GDB is to make students familiar with the importance of advertising and advertising appeals and its practical implications.

Learning Outcomes

After attempting this GDB students will be able to:

  • Comprehend the practical implications of advertising appeal in real life scenario.
  • Understand the essential role of different appeals that can effect perception of consumers.



Advertising managers and practitioners use different influencing tricks likewise advertising appeals, in order to gain attention of their target audience. There are different sort of advertising appeals such as sex, humor, fear, music and guilt. These appeals speak about the individual needs, wants and interest. Advertising appeals are comprised on the basis of many advertising messages. There are some messages in advertising appeals which are too good and are very true to be believed on. Current research in humor appeal has not clearly defined, the medium best suited for the use of such appeal. Marketers need to take into account all factors when trying to ensure the smoothest and suitable possible passage for their advertising campaigns while using such appeals. Research in particular field, on broad scale has focused on judging the effects of the different appeals on targeted consumer's attitude towards advertisement.  In the advertisement of tobacco, fear appeal has used to caution the tobacco users especially for those who are health conscious. Messages through advertisements engage customers for longer run and to make them loyal with particular brand.


Point of Discussion:


  •  By keeping in view the above scenario, in your opinion which advertising appeal is most effective to modify the behavior of individuals? Justify your answer with at least four supporting arguments of that appeal? 

Marking Scheme:


The total marks of this discussion are 10. Where 2 marks for appeal and 2 marks for each supporting arguments; avoid irrelevant text/material and lengthy discussion; be precise and stick to the topic while answering.

Student’s Guide


  1. Keep your discussion with the mentioned context.
  2. Irrelevant answers will be graded zero. 
  3. Be careful from those blogs which are promoting cheating culture among our students and killing their creativity and critical thinking. Answers copied from such blogs will be straightaway marked as zero. Similarly any relevant or irrelevant material copied from internet sources will get the same treatment. It can seriously damage your grades.


For acquiring the relevant knowledge, do not rely only on handouts but also watch the course video lectures and read additional material available online or in any other mode.

Important Instructions:


  • Your discussion must be based on logical facts.
  • The GDB will open and close on above specified date and time. Please note that no grace day or extra time will be given for posting comments on GDB.
  • Use the font style “Times New Roman” and font size “12”.
  • Your answer should be relevant to the topic i.e. clear and concise.
  • Do not copy or exchange your answer with other students. Two identical / copied comments will be marked Zero (0) and may damage your grade in the course.
  • Books, websites and other reading material may be consulted before posting your comments; but copying or reproducing the text from books, websites and other reading materials is strictly prohibited. Such comments will be marked as Zero (0) even if you provide references.
  • You should post your answer on the Graded Discussion Board (GDB), not on the Moderated Discussion Board (MDB). Both will run parallel to each other during the time specified above. Therefore, due care will be needed.
  • Obnoxious or ignoble answer should be strictly avoided.
  • You cannot participate in the discussion after the due date via email.
  • Questions / queries related to the content of the GDB, which may be posted by the students on MDB or via e-mail, will not be replied till the due date of GDB is over.
  • For planning your semester activities in an organized manner, you are advised to view schedule of upcoming Assignments, Quizzes and GDBs in the overview tab of the course website on VU-LMS.

Note related to load shedding: Please be proactive


Dear students!


As you know that Post Mid-Term semester activities have started and load shedding problem is also prevailing in our country. Keeping in view the fact, you all are advised to post your activities as early as possible without waiting for the due date. For your convenience; activity schedule has already been uploaded on VULMS for the current semester, therefore no excuse will be entertained after due date of assignments, quizzes or GDBs.



Good Luck

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