Minor Assignment Marketing Mix Essay Example for Free

Minor Assignment Marketing Mix Essay Introduction This report has been compiled in order to describe the four most common elements of the marketing mix which are described by Elliot, Rundle-Thiele and Waller (2010 p.18-21) in the following few sentences. * Product – â€Å"A good, service or idea offered to the market for exchange.† (p.18) * Price – â€Å"The amount of money a business demands in exchange for its offerings.† (p.20) * Promotion – â€Å"The marketing activities that make potential customers, partners and society aware of and attracted to the business’s offerings. † (p.20) * Place (Distribution) – â€Å"The means of making the offering available to the customer at the right time and place† (p.21) In conjunction with these descriptions, all four marketing mix elements will be analysed and shown how they can be applied to retail petrol outlets and the products which are made available to customers. The Marketing Mix Elliot et. al describe the marketing mix as â€Å"the different elements that marketers need to consider.† (2010 p. 18) When using the marketing mix to market retail petrol outlets such as Caltex Woolworths or Coles Express, marketers need to consider the Product, Price, Promotion and Distribution (Place) of not only petrol, but many other consumer and specialty products which retail petrol outlets offer. Product It can be seen in retail petrol stations that other than the expected fuels like unleaded and diesel which are generally relatively low in terms of their profit margin, â€Å"some oil firms claim that supermarkets sell petrol at a loss in order to attract customers.† (The Economist, 1996 p.58) Other products are required in order to boost profits for the retail petrol chains’ owner. These other products are mostly the convenience type and can range from the daily newspaper and chewing gum, to a bottle of orange juice or a loaf of bread. There are three categories of convenience products outlined by Elliot et al. which are all found in retail petrol outlets and include staple products, impulse products and emergency products. (2010 p. 207) * Staple products – These are considered to be everyday grocery products like bread and milk, purchased regularly by consumers and therefore aren’t heavily promoted * Impulse products – These are considered to be only purchased when seen, like confectionary or magazines which are eye catching and are usually found around the cash register. * Emergency products – These are considered to be those products which are only purchased when really needed, like a raincoat or an umbrella. Although there are a lot of products sold by retail petrol outlets like Caltex Woolworths and Coles Express, the obvious product centred on all retail petrol outlets is the fuel supplied to consumers. The varieties of fuels which can be purchased can include: * E10 – 10% Ethanol. * E85 – 85% Ethanol. * E95 – 95% Ethanol. * Unleaded – Standard fuel. * Hi Octane – Offered for high performance vehicles. * LPG – Alternative to liquid fuel, a Gas product. * Diesel – More efficient lower sulphur producing by product. There is a vast selection of fuels for consumers to choose from and although the blends of fuels stay similar, the names and descriptions of these fuels tend to change from outlet to outlet. For example, when you drive into a Caltex Woolworths you are confronted with the choice of â€Å"Caltex Vortex 95 or 98,† both are hi octane blends offered to a prospective purchaser. (Woolworths fuels, Website.) Price When dealing with topic of pricing in retail petrol stores, the outcome of the price has to be both beneficial to the seller, and seen as a good deal to the buyer, otherwise no trades will take place. As stated previously, petrol itself tends to have a lower margin for profit which means the strategic pricing of other products in-store needs to be addressed as well as ensuring that the price of petrol is not seen as out of balance with other suppliers. There is an obvious demand for petrol, as almost everyone who is able, drives or rides a vehicle which requires fuel to run. So it could be argued that retail petrol stations don’t necessarily set their own prices, but go off supplier guidelines which base their fuel pricing strategy on demand, â€Å"Demand based pricing sets prices according to the level of aggregate or individual customer demand in the market.† (Elliott et al. 2010 p. 250) Elliott et al. also continue to write that both Caltex Woolworths and Coles Express hold more than 60% of the Australian fuel market share (2010 p.268) so high demand from their suppliers will enable them to lower their fuel prices and therefore gain more customers, earning higher profits. Pricing of other products offered by retail petrol outlets such as bread or milk tend to have the opportunity to be competitive and more fairly priced than a standard petrol station, the major grocery companies behind retail petrol outlets like Woolworths and Coles focus on gaining more ground off one and other, price drops are reflected in store and this also proves more profitable, because consumers are drawn into purchasing something they wouldn’t normally associate with their petrol. Promotion An important aspect in the success of retail petrol outlets is in their promotion, or the way in which their fuels and other products are portrayed to potential customers. There are many numbers of ways in which retail petrol outlets use promotional tools to make the public more aware of what their outlet has to offer. Using the Coles Express website for example, it can be seen that promotion plays a major role in the marketing of retail petrol outlets, on the homepage can be found five key promotional campaigns designed to catch the eye of potential customers. The opportunity to win â€Å"the ultimate weekend Ferrari drive experience† or â€Å"two Cadbury chocolate bars for four dollars† (Coles Express, website) are two examples of how Coles Express use promotion as a tool to gain the interest of potential customers. The use of shopper dockets and rewards cards are also a major way in which retail petrol outlets have promoted themselves, using incentives of cheaper fuel by spending amounts of money in store or purchasing earlier in their supermarkets and bringing the docket to the petrol station in order to gain the fuel discount. In the recent past, retail petrol outlets have encouraged shoppers to buy big in store in order to earn big discounts off fuel â€Å"motorists who spend more than $300 during one supermarket visit during the next three days receive a 40 cent per litre petrol discount. Shoppers who spend more than $200 or more receive a 25 cent a litre discount, while those who spend $100 or more get a 10 cent a litre discount.† (Cranston 2009) Woolworths have the â€Å"Everyday Rewards† program, and Coles have the â€Å"Fly buys† rewards program. Both these programs offer rewards point in exchange for purchases made in their outlets. Another way in which retail petrol outlets can promote their product is through sponsorship, Coles Express for example are sponsoring Daffodil day, a program not normally associated with fuel but this can help to grow an organisations image, by supporting such a worthy cause, Coles express may gain respect from the community and in turn boost their profits. Place (Distribution) The transportation and distribution of products including fuel to retail petrol outlets operates under the marketing mix category of â€Å"Place.† â€Å"The science (or art) of ensuring products are in the right place at the right time in the right quantity is known as logistics and the various partners that contribute to the process make up is called the supply chain.† (Elliot et al. 2010 p.21) Retail petrol outlets operate somewhat differently to conventional service stations, the retail petrol outlets are often situated near to a parent supermarket company (in the same complex) which makes supply of products other than fuel relatively easy as the distance for stock to travel is minimal. When looking at the fuel aspect, it can be seen that the logistics tend to become a lot more involved and a more defined supply chain emerges. * First fuel is sourced from their respective supplier (Caltex or Shell) on a relatively routine basis, as fuel is a required product for most of the community. * The fuel is then transported by truck from oil refineries which are based in more coastal areas (Caltex oil refinery in Kurnell NSW) which makes it easier to transfer oil from overseas oil barges when new shipments arrive. * When the trucks reach the retail petrol outlet the fuel is then pumped into underground holding tanks, where the fuel can now be distributed to the customer via the petrol pump and now exchange of fuels can be made for a profit. Conclusion This report was compiled in order to describe the four elements of the marketing mix: * Product * Price * Promotion * Place (distribution) The descriptions of these marketing mix elements were also shown in application; how they are applied when breaking down the four aspects in relation to retail petrol outlets. Focusing on the Caltex Woolworths and Coles Express partnerships it was able to be shown how the marketing mix elements are applied. Products have been broken down into specific fuels and other items which are available to potential customers, these products have also been categorised as either: Staple, Impulse or Emergency. Price has been shown to be of vital importance, and the outcome of the price has to be both beneficial to the seller, and seen as a good deal to the buyer. Promotion has also proven to be of high importance to the overall marketing of retail petrol outlets, the use of shopper dockets for discounts, and sponsorship for awareness and image are important promotional tools outlined above. Place (Distribution) outlines the logistics and supply chain which is in place for retail petrol outlets to gain their product in order to forward it onto the paying public to gain an overall profit. All four of these marketing mix elements play their own equally pivotal role in ensuring the successful operation of retail petrol outlets. References Coles Express website www.colesexpress.com.au Cranston, B. (2009) NSW: ACCC investigating supermarket petrol promotion. AAP Australian National News wire Elliott, G. Rundle-Thiele, S. Waller, D. (2010) Marketing. Pump Action, The Economist. (1996) Vol. 338 Issue 7950, page 58 Woolworths petrol website www.woolworthspetrol.com.au

Latvian Jews and the Holocaust :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  The Holocaust seemed as if it was one mans (Adolf Hitler) determination to exterminate all Jews in Europe, but in fact this is not completely true. The Holocaust was the determination of many men and woman of different backgrounds and languages. One of which is the people of Latvia. During WWI, the was was no less disruptive to the Jews than to anyone else. They were and used for both Capitalist exploitation and Communist conspiracy. During WWII they were beaten, killed, and/or imprisoned mercilessly in camps throughout Europe, not excluding the two camps in Riga, Latvia.   Ã‚  Ã‚  Ã‚  Ã‚  The Latvian Jews had a long history. In 1897 the census for Latvia, just before WWI, reported a combined number of about 200,000 Jews. At this point, Riga held about 33,000 Jews. Since Kurland became a duchy of Poland in the sixteenth century, Jews of Luthuanian Poland moved north. There, even though, routinely reguarded as outsiders, having to pay taxes and fees and fines, Jews prospered and expanded themselves in number. They engaged in commerce of every variety including leasing, brokering, and peddling. Jew were goldsmiths, brandy distillers, artisans, tradesmen, and even sometimes hired as tax collectors. Jews were the ceter of economic life. They controlled exports of cereal, flax, eggs, and timber. Tanneries, sawmills, and banks were often owned by Jews, even clothing factories and stores were owned and operated by mostly Jews. Most well known doctors and lawyers and entertainers were Jewish, but of the 5,921 civil servants, only 21 were Jews. Around fifty percent were involved in commerce and trade, as opposed to the one percent of Latvians. This was because most Latvians were engaged in agricultural production. Jew also lived mostly in the city and town areas and created strong Jewish communities. After WWI, when the census was done again in 1925, Latvia had only counted for 95,675 Jews, less than half of pre-WWI. Now the aggrivated nationalist mind was getting very dissoriented by what had happened after Soviet annexation, the people were seeing the Jew and Bolshevism as one and the same, and as before, estermination was the only answer.   Ã‚  Ã‚  Ã‚  Ã‚  The massacres of Jews began immediately after the Soviet counterattcks on June 29, 1941, before German police and officials even arrived. In Daugavpils, all Jews between the ages of sixteen to sixty were called to the down town square where they were assembled and incarcerated. At one of the main streets in Riga, Bear Slayer Street (the bear stands for the Russians) were the two Riga ghettos.

Benefits of Procedural Justice Essay

Folger and Konovsky (1989) explain that procedural justice refers to the perceived fairness of the means used to determine the amounts of compensation employees receive. Coetzee (2004) further describes it as the extent to which fair procedures and processes are in place and adhered to in an organization, and to which individuals see their leaders being fair and sincere in all they do. This essay will explore the benefits of procedural justice and in particular present an argument that supports the statement that the perception of procedural justice by employees results into positive work outcomes. Skarlicki and Folger (1997) identify the following positive consequences of procedural justice: organization commitment, intent to stay with the organization, organizational citizenship behavior, trust in supervisors and workmates, satisfaction with decisions made as well as increased work effort, job satisfaction and performance. It is these positive outcomes that are expounded on in support of the statement that positive work outcomes arise from the perception of procedural justice by employees. McFarlin and Sweeney (1992) point out that procedures define the organizations capacity to treat employees fairly and therefore if they see the procedures as fair, employees may view the organization positively. This positivity results into high commitment and supervisor evaluations. Findings in the study by Folger and Konovsky (1989) also reveal that procedural justice has been shown to be positively related to organizational commitment. Furthermore, Moorman, Niehoff and Organ (1993) show that procedural justice influences affective commitment in particular. Affective commitment refers to one’s psychological attachment to the organization as well as their identification with it (Muchinsky, 2006). Procedural justice influences affective commitment in a way that the fair procedures of allocating resources and resolving disputes in organizations represent the view that employees are valued and it is this value that results in the employee being more attached to and identifying more with the organization. In addition, Organ (1988) suggests that perceptions of fairness may also promote effectiveness in organizations through influencing an employee’s decision to perform organizational citizenship behaviors because in exchange for being treated fairly, employees would engage in discretionary gestures of such behavior. Organizational citizenship behaviors are â€Å"those contributions that employees make to the overall welfare of the organization that go beyond the required duties of their job† (Muchinsky, 2006, p. 326). This behavior may include avoiding complaints, attendance better than the group norm and courtesy. Moorman et al. (1993) further explains that employees go above and beyond their prescribed roles by demonstrating conscientiousness toward their work, trying to prevent problems with other employees, informing others before taking important actions, and refraining from excessively complaining about work, because they feel the necessity to reciprocate the fair treatment they have received from the organization. This is therefore yet another positive work outcome of procedural fairness. Furthermore, trust, which according to McShane and Von Glinow (2009) refers to positive expectations one person has toward another in situations involving risk, is yet another outcome that arises from procedural justice. Pearce, Bigley and Branyczki (1998) show that perceptions of procedural justice were associated not only with a greater trust in supervisors but also with a greater trust in peers as employees perceive their rights to have been honoured and can therefore reciprocate in any situation, since this trust is based on expectations that are held in common and can be reciprocated. In terms of job satisfaction and morale, those who perceive justice in their organizations are more likely to feel satisfied with their job and less likely to leave their job (Bakhshi, 2009). Moorman et al. , (2009) further explains that procedural justice may be a basis for an employee’s level of work satisfaction when that employee has developed a positive view of the organization due to its existing fair procedures. This then boosts the level of performance on the job. On the contrary however, perception of procedural injustice therefore in an organization will lead to a range of negative outcomes including low levels of organizational commitment and job satisfaction, reduced task performance and employee withholding of organizational citizenship behaviour (Pearce et al. , 1998). These are negative work outcomes that may therefore hinder the progress of n organization in the long run. In conclusion, this essay has defined procedural justice, and supported the statement that that the perception of procedural justice by employees results in positive work outcomes. This has been done by presenting in detail using a range of social science literature and empirical research the various outcomes namely trust, job satisfaction, organizational commitment, and organizational citizenship and identifying the negative outcomes of procedural injustice.

Community Circle Class Meetings for Classroom Management

One way to build a student-centered learning community is through class meetings, also known as Community Circle. This idea is adapted from the popular book called Tribes: We Need You to Lead Us by Seth Godin. Frequency and Time Required Consider holding class meetings weekly or biweekly, depending on your needs and preferences. Some school years, you may have a particularly delicate classroom environment that needs extra attention. Other years, getting together every other week may be enough. Budget approximately 15-20 minutes for each class meeting session at approximately the same time on a predetermined day; for example, schedule the meeting right before lunchtime on Fridays. The Class Meeting Agenda As a group, sit in a circle on the ground and stick to some very certain rules, which are: Appreciation of Others (i.e. no put-downs)Listen AttentivelyRespect EveryoneRight to Pass (students can pass when its their turn) Additionally, designate a special gesture to keep things under control. For example, when the teacher raises her hand, everyone else raises their hand and stops talking. You may want to make this gesture different from the attention signal you use during the rest of the day. At each class meeting, announce a different prompt or format for sharing. The Tribes book offers a wealth of ideas for this purpose. For instance, it is effective to go around the circle and finish sentences, such as: One thing I like about our classroom is....Im grateful that....One good thing that happened to me recently is....I wish....Im bigger than a ______. Im smaller than a ________.I hope that.... Interview Circle Another idea is Interview Circle where one student sits in the middle and the other students ask him/her three autobiographical questions. For instance, they ask about brothers and sister, pets, likes and dislikes, etc. The interviewee can choose to pass on any of the questions. I model how it works by going first. The kids enjoy calling on their classmates and learning about each other. Conflict Resolution Most importantly, if there is a problem in the classroom that needs to be addressed, the class meeting is the most appropriate place to bring it up and model problem solving with your class. Offer time for apologies and clearing the air. With your guidance, your students should be able to practice these important interpersonal skills with maturity and grace. Watch It Work Fifteen minutes per week is a small investment to make in order to strengthen the bonds between you and your students. Students sense that their opinions, dreams, and insights are valued and treated with respect. It also gives them a chance to practice their listening, speaking, and interpersonal skills. Try it in your classroom. See how it works for you! Edited By: Janelle Cox

1984 - Summary and Book Report Tips

The Problems Of Conformity By Virginia Woolf - 1186 Words

The Problems of Conformity â€Å"Once conform, once do what other people do because they do it, and a lethargy steals over all the finer nerves and faculties of the soul. She becomes all outer show and inward emptiness; dull, callous, and indifferent.† Renowned author Virginia Woolf could not have put the idea of conformity into better words. Conformity is a plague that has impoverished many members of our species of independent thought and has snatched some of the complexity from the personalities humans might have once retained. Although uniformity offers a form of security from chaos, we sacrifice many aspects of humanity which would drive evolution forward; should we conform to the same ideas and principals we may hold. In our human community, there must be variation in order to grow into better species. We must also make room for innovation and creative thought, which often, does not come from the presence of utter homogenization. Conformity is the sole perpetrator of the dull and uninteresting aspects of society. Adherence to the social behaviours a majority may display will create for a rather callous life for both an individual and society. To drive evolution forward, there must be a variation in the population. Though Darwin may have been speaking of mainly physical attributes, I believe behavioural characteristics must also meet these basic requirements of evolution. One may argue that Darwin’s theory of evolution speaks mainly of directly inheritable traitsShow MoreRelatedOrland by Janet Woolf1646 Words   |  7 PagesThe effect marriage in Virginia Woolf’s Orlando has upon the modern individual will be the focus of this essay, whilst also considering the role the wedding ring plays in defining the terms of marriage. Woolf portrays Orlando as a modern individual largely because she is free from a number of social conventions and familial pressures other women of the time are subjected to. Despite this, it is the pressure of marriage that she cannot escape: even after she has married Shelmerdine, Orlando is thinkingRead More European Fascism Essay3458 Words   |  14 Pagesconsider how five authors po rtray the denigration of the individual by fascism. Thomas Mann, Virginia Woolf, and Albert Camus view from different angles the clash between fascism and the individual. Theodor Adorno and Max Horkheimer explain fascism as the culmination of liberal economic policies in their essay â€Å"The Culture Industry: The Enlightenment as Mass Deception.† While each of these works approaches the problem of fascism from a different direction, their concerns converge: fascism, they concludeRead More Conflict between Individuality and Conformity in The Bell Jar2060 Words   |  9 PagesConflict between Individuality and Conformity in The Bell Jar    In Sylvia Plaths novel The Bell Jar, Esther Greenwood seems incapable of healthy relationships with other women. She is trapped in a patriarchal society with rigid expectations of womanhood. The cost of transgressing social norms is isolation, institutionalization and a lost identity as woman. The struggle for an individual identity under this regime is enough to drive a person to the verge of suicide. Given the oppressive systemRead MoreAnalysis the Use of Stream of Consciousness in Mrs Dalloway8784 Words   |  36 Pages May 8th , 2009 Abstract As one of the representative writers of novels of stream of consciousness, Virginia Woolf has made important contributions to the development of the technique of stream of consciousness by confirming her own original literary views through the design of a unique structure of stream of consciousness in one of her masterpieces—Mrs. Dalloway. Virginia Woolf constantly breaks through the tradition and works hard for the innovation throughout her life. Mrs. Dalloway expressesRead MoreA Study Of Feminine Psyche Essay1838 Words   |  8 Pagescannot follow it, whose heart cries out ‘the great no’, which fight the current and struggle against it, they know what demands are and what it costs to meet them. (Interview to Atma Ram 31-53). These protagonists fight against the common place conformity and stick to their own vision. It is an ‘empirical reality’ that the center of each realm of experience is always the self. The state takes on various subjective attitudes in the form of aspiration, attitudes, qualities and also weakness and limitationRead MoreHow to Read Lit Like a Prof Notes3608 Words   |  15 Pageshave, but also on emotional reactions. Pay attention to how you feel about a text. 13. It’s All Political a. Literature tends to be written by people interested in the problems of the world, so most works have a political element in them b. Issues: i. Individualism and self-determination against the needs of society for conformity and stability. ii. Power structures iii. Relations among classes iv. issues of justice and rights v. interactions between the sexes and among various racial and ethnicRead MoreEducating Rita4003 Words   |  17 Pagesaddition, he pointedly assumes the names of famous female literary figures for Rita as a sarcastic response to her new-found pretense: â€Å"What is it now then? Virginia? †¦ Or Charlotte? Or Jane? Or Emily?5† It is doubtful if the profundity of this statement would be reached without the audience’s schematic background of the names Virginia Woolf, Charlotte Bronte, Jane Austen, and Emily Bronte. The practice of allusion is, therefore, integrated more deeply into real, and realistic, situations thanRead MoreResearch Methodology16940 Words   |  68 Pagesresearchers to take up challenging problems. Ten assignment works are given. For the beneï ¬ t of young researchers a short interview with three eminent scientists is included at the end of the manuscript. I. WHAT IS RESEARCH? arXiv:physics/0601009 v2 25 Jan 2006 (3) to analyse an event or process or phenomenon to identify the cause and eï ¬â‚¬ect relationship (4) to develop new scientiï ¬ c tools, concepts and theories to solve and understand scientiï ¬ c and nonscientiï ¬ c problems (5) to ï ¬ nd solutions to scientiï ¬ cRead MoreFrom Salvation to Self-Realization18515 Words   |  75 Pages1880-1930. In The Culture of Consumption: Critical Essays in American History, 18801980, ed. by Richard Wightman Fox and T.J. Jackson Lears, New York: Pantheon Books, 1-38. Reprinted with the permission of the author. 1On or about December 1910, Virginia Woolf once said, human character changed. This hyperbole contains a kernel of truth. Around the turn of the century a fundamental cultural transformation occurred within the educated strata of Western capitalist nations. In the United States as elsewhere

Advertising Appeals Free Essays

string(193) " demonstrations to attract and retain customers, but the literature review shows very less work on evaluating the differential impact of various types f appeals on consumer purchase decisions\." Dissertation On Study of advertising appeals used by the top Indian brands and its impact on consumer purchase. By SHARMA  PRATEEK JAYANT A0102210041 MBA (MS) Class of 2012 Under the Supervision of Mrs. TEENA BAGGA FACULTY Department of Marketing In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration –Marketing Sales AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH, SECTOR 125, NOIDA – 201303, UTTAR PRADESH, INDIA-2011 AMITY BUSINESS SCHOOL DECLARATION I, Sharma Prateek Jayant student of Masters of Business Administration from Amity Business School, Amity University Uttar Pradesh hereby declare that I have completed Dissertation on â€Å"Study of advertising appeals used by the top Indian brands and its impact on consumer purchase. We will write a custom essay sample on Advertising Appeals or any similar topic only for you Order Now † I further declare that the information presented in this project is true and original to the best of my knowledge. Date: Sharma Prateek Jayant Enrollment No: A0102210041 MBA Class of 2010 Place: Noida AMITYUNIVERSITY UTTAR PRADESH AMITYBUSINESSSCHOOL CERTIFICATE Dissertation: Progress Review Stage 1 I, Mrs. Teena Bagga hereby certify that Sharma Prateek Jayant student of Masters of Business Administration at Amity Business School, Amity University Uttar Pradesh has completed first two chapters of dissertation on â€Å"Study of advertising appeals used by the top Indian brands and its impact on consumer purchase†, under my guidance Mrs. Teena Bagga Faculty Department of Marketing TABLE OF CONTENTS CHAPTER- 1 INTRODUCTION 1. 1 Advertising appeals: The Indian â€Å"TOP BRANDS† perspective 1. 2 Purpose of the study 1. 3 Context to the study CHAPTER- 2 REVIEW OF LITERATURE CHAPTER 1: INTRODUCTION 1. 1 Advertising appeals: The Indian â€Å"TOP BRANDS† perspective. The reason to buy any product of any brand is derived by an advertising appeal. An advertising campaign can have more than one advertising appeal. Only one appeal can be used and it can have sub themes in an advertising campaign. The appeal must be unique and must give a positive impression about the product/brand to the target audience. Every appeal that is used by the brands in advertising is as per their competitors. Also, an important aspect of appeal is that it needs to be believable by the audience (Kumar, 1998). The audience tries to comprehend the advertisement and only then their purchase behavior gets inclined towards the brand. Only when the audience behavior is molded by the advertiser towards the brand, their purpose of advertisement is achieved. In order to do so advertisers understand the psychological aspects of the audience and then they try to develop the advertising appeal which can position their attitude towards the brand. For the advertiser it is very important to understand â€Å"How the diffusion of the message takes place in the target audience†. And in order to have a positive diffusion advertiser creates a favorable environment. Advertising mediums play an important role in the advertising message as it directly affects the mind of the target audience. These mediums can be Television, Radio, Internet, Print etc. Psychologists feel that all the human activities are based on the needs (Lamb et al. , 1992, Schewe, 1987). A consumer may have different types of needs like physiological, physical or latent. An individual who has a specific need always looks for the information from the marketing world. When there is a cue which is as per the need of the consumer, then an individual responds for the product/brand. Drivers that are present in individuals, vary at different levels. Consumers may be inclined towards the product because of the aura of prestige which is associated with the advertising appeals. Advertising appeal is the main central message in the advertising message. It arouses the desires and addresses the human need that can be satisfied by the product/brand which is advertised. Appeal is the underlying content in advertising. Advertising appeal and execution are usually interdependent. Advertising appeal can be used in all types of media but the execution style is different for different type of media. Advertising appeal is something which attracts the consumers and develops interest in esteem, sex, fear, security and sensory pleasure. Advertiser uses the word appeal to emphasize on the creativity. Commonly appeals persuade the consumer to invest in the product. Appeals not always have all the product attributes but they create an atmosphere where the target audience’s desires are evoked towards the product. For example, if there is a product for the housewives then the appeal would be related to family. The Indian top brands for the year 2011: India Rank (2011) | Brand Name| Category| | Amul| Milk Powder/Milk/Ice cream| 2| Kingfisher| Beer/Full-service airlines| 3| Big Bazaar| Retail| 4| ICICI Bank| Bank| 5| State Bank Of India| Bank| 6| Airtel| Mobile service provider| 7| LIC| Insurance| 8| Cafe Coffee Day| Coffee| 9| Titan| Watch| 10| Lakme| Cosmetics| SOURCE: Campaign Magazine which releases Asia’s top 1000 brand list every year. have had the best of the advertisi ng mixes with appeals reaching to the audience 1. 2 PURPOSE OF THE STUDY To find out the extent to which consumer purchase gets affected by advertising appeals used by the top Indian brands. . 3 CONTEXT TO THE STUDY Everyday consumers are bombarded with different advertising campaigns but they do not respond to everything as they need something other than just tangibles. There is a need to explore something more than tangibles that can attract their attention. The top brands in India have been able to do this in an excellent manner and today they have reached the top of the charts for the same reason. They were able to do this by using appropriate advertising appeals in their advertising campaigns. CHAPTER 2: REVIEW OF LITERATURE †¢ (Verma, 2009) No communication is complete without feedback or reaction. The intent behind advertising is to persuade consumers to purchase and repurchase the product over and over again, but does the consumer respond to all communications sent by the advertisers? The human brain has a limited processing capacity and consumers have the tendency to process the most useful and appealing information first. Advertisers use different types of appeals and demonstrations to attract and retain customers, but the literature review shows very less work on evaluating the differential impact of various types f appeals on consumer purchase decisions. You read "Advertising Appeals" in category "Papers" This study empirically tests the differential influence various advertising appeals create on consumer purchase decisions. †¢ (J. Hornik, August 2010) Marketing managers and scholars have focused substantial attention on the role of advertising message appeal in the persuasion process. The most common appeal s (fear, humor, sex, comparative, gain/loss frame, two or one sided, and metaphor) have been compared to determine their relative effectiveness. Separate analysis for each response variable, to assess the contribution of several moderating effects on the results has also been performed. A test of heterogeneity indicated the presence of moderators on observed relationships. To supplement the quantitative analysis, a qualitative comparative analysis has been done. Results show that the overall appeal effect between conditions is of small to moderate size and that profound differences exist between appeals while some moderating variables have significant effects on effect sizes in appeal studies. All methods provided the opportunity to obtain results of theoretical and practical interest. †¢ (Nathalie Dens, Sept. 2010) The aim of this study is to investigate interaction effects between branding strategy (new brand versus established brand), advertising execution strategies (informational, positive emotional and negative emotional) and product category involvement (low and high) on consumers’ attitudes towards the product, purchase intention and the (parent) brand. Two analyses are performed in which involvement is manipulated at product category and at individual level. The results show that in general, line extensions of established brands are preferred over new brands. Furthermore, advertising strategy has little impact on consumer responses to line extensions of familiar brands. The type of advertising strategy used does have a significant impact on product and brand attitude and purchase intention for new brands, where negative emotional appeals lead to significantly more negative responses. The results are further moderated by product category involvement. Informational appeals score especially well in high-involvement situations, whereas positive emotional appeals perform better in low-involvement situations. Interestingly, the differences between advertising appeals in both low- and high-involvement conditions are greater for new brands than for extensions. †¢ (Mishra, 2009) Everyday consumers are bombarded with different advertising campaigns but they do not respond as they need something other than tangibles. There is need to explore something more than tangibles that can attract their attention. This can be done by using appropriate advertising appeal in the advertising campaign. If advertising appeal is interesting then it grabs the attention of the customers. It was revealed that persuasiveness, distinctness, perfectness, fascinating, sensational, energetic, aesthetic, elegant and captivating were the factors that emerged for the advertising appeal and dimensions were energetic, sensational, persuasiveness, distinctness and captivating. Factor and dimensions are compared on the basis of gender. It was found that persuasiveness, perfectness, sensational factors and energetic, sensational and persuasiveness dimensions do not vary on the basis of gender as males and females both feel that these factors and dimensions are important but females perceive that distinctness factor and dimension and aesthetic factor is more important than males but for males fascinating factor is more important than the females. †¢ As per the books referred There are mainly two types of appeals rational and emotional appeals. Rational appeal addresses the consumer’s functional needs of the product. Kotler (2000) opined that rational appeal is based on logic and product are been sold by highlighting the product attributes, quality, its problem solving capacity and its performance. Rational appeals are informative in nature and it focuses on the suitability of the product. This appeal is used by consumer durables and in competitive advertising. There are different types of rational appeal like feature appeal that focuses on important traits and features of the product. Information content in such kind of advertisement is very rich. It is used by high involvement product. There is another type of appeal named as competitive advantage appeal which gives a comparative picture of two or more brands. Comparison can be direct or indirect depending upon the brand and the product category. Price appeal is another type of rational appeal which focuses on the price or value of the product. This appeal is also used during the festival season. News appeal is used when a new product is introduced in the market or if certain modifications are done in the existing products. When the message is to be communicated to a larger audience and it is the established brand then popularity appeal is used as it emphasizes on the experience of the satisfied consumers. Rational appeals are based on the logic and reason to buy to product. In the actual scenario both the appeals i. e. , rational and emotional appeals works together. Emotional appeals are woven with the sensation of fun, love, enjoyment, fear etc. Ramaswamy and Namakumari, 2002). Kotler (2000) opined that there could be positive emotions as well as negative emotions but in the advertising campaign negative emotions can be converted to positive emotions. Emotional appeal is the feeling associated with the product. There are certain dreams and hope which are present in the individual which works consciously or subconsciously and gives pleasant feeling in the individual’ s psyche. Emotions also help in arousing and directing the behavior of an individual (Morris, 1999). Emotions also affect the consumer’s memory. When the state of mind is excited or agitated then it prompts the consumer to buy the product (Chunawalla et al, 1998). Therefore, emotional appeals are known as transformational appeals as they transform the feelings of the consumers towards the product. It gives positive mood to the consumers as it is related to the psychological attribute of the consumer. Emotional appeals are more effective for the older market then the newer or the younger market. When the emotional appeals are used in the advertising then consumption pattern of the product is very enjoyable. Sex appeal is used in the advertisement of soaps Audience is attracted as the desire is evoked and then it helps in selling the product. Sex appeal mainly helps in attracting the opposite gender masculine or feminine (Wright, 2000). According to Bradley (1995) sex appeal considered to be an offence sometimes depending upon the culture and the country but if the sex appeal is not obscene then it is acceptable in the society. For the perfumes and cosmetics love appeal is used. These appeals are used more younger generation. How to cite Advertising Appeals, Papers