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Consumer Behavior (MKT 530) Fall, 2016
Assignment No. 1
Due Date: 26th Jan, 2017
Total Marks: 10 Marks
Topic: Advertising Appeals
Objective of Assignment
The basic objective of this assignment is to make students familiar with the importance of
advertising appeals and its practical implication.
After attempting this assignment students will be able to:
Comprehend the practical implications of advertising appeals in real life scenario.
Understand the essential role of different appeals that can effect perception of
When you see an advertisement and that sticks in your head. What makes it so memorable? Is
that the product, the manufacturer or it’s the technique which advertiser used to produce that
advertisement? The advertiser uses the advertising appeals which make it memorable and exert
a persuasive pressure on viewer to buy a product or services by speaking to an individual’s
needs, interest and wants. There are different sorts of advertising appeals such as sex,
emotions, humor, fear, music and guilt. These appeals speak about the individual needs, wants
and interest. These are comprised on the basis of many advertising messages. The messages in
advertising appeals are aimed to be understandable and are very true to be believed in. Medium
which best suits to humor and fear appeals has not clearly defined yet so marketers need to take
into account such factors that can make such appeals effective. Practitioners need to find out the
possible passages for their advertising campaigns while using such appeals to get quick
response from viewer. Current research on particular area is focusing on exploring the effects
of appeals on target customer’s attitude after viewing the advertisement. Companies through
appeals want to engage customers for longer run and to make them loyal with particular brand
and set impression of customer care.
Being a marketing student which type of appeal you recommend for below mentioned
companies to achieve their advertising goals.
1. Shaukat Khanum Memorial Cancer Hospital & Research Centre for fund raising.
2. Tobacco company to warn youngsters to quit smoking
Give logical explanation of your recommendation at-least 150 words for both.
Marking scheme: 10 marks (5 Marks for both Appeals and 5 for justification)
24 hours extra / grace period after the due date are usually available to overcome uploading
difficulties. This extra time should only be used to meet the emergencies and mentioned due
dates should always be treated as final to avoid any inconvenience.
Students are advised to study the whole text carefully.
Try not to include any irrelevant material in the solution
Try to come up with precise and original answers.
Any act of plagiarism like copy paste from internet will result in ZERO marks.
Assignments reaching after the due date would not be considered.
OTHER IMPORTANT INSTRUCTIONS:
DUE DATE: JAN 26 , 2017
Make sure to upload the solution file before the due date on VULMS.
Any submission made via email after the due date will not be accepted.
Use the font style “Times New Roman” or “Arial” and font size “12”.
It is advised to compose your document in MS-Word format.
You may also compose your assignment in Open Office format.
Use black and blue font colors only
Use APA style for referencing and citation. For guidance search “APA reference
style” in Google and read various website containing information for better
understanding or visit http://linguistics.byu.edu/faculty/henrichsenl/apa/APA01.html
RULES FOR MARKING
Please note that your assignment will not be graded or graded as Zero (0), if:
It is submitted after the due date.
The file you uploaded does not open or is corrupt.
It is in any format other than MS-Word or Open Office; e.g. Excel, PowerPoint, PDF
It is cheated or copied from other students, internet, books, journals etc.
10 minutes remaining