Coursework Header Sheet 243109-229 Introduction to Advertising Summative Assessment

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Coursework Header Sheet
243109-229
Course MARK1192: Introduction to Advertising Course School/Level B/UG
Coursework Summative Assessment Assessment Weight 100.00%
Tutor EO Mogaji Submission Deadline 20/12/2019
Coursework is receipted on the understanding that it is the student's own work and that it has not,
in whole or part, been presented elsewhere for assessment. Where material has been used from
other sources it has been properly acknowledged in accordance with the University's Regulations
regarding Cheating and Plagiarism.
001079219
Tutor's comments
Grade Awarded___________ For Office Use Only__________ Final Grade_________
Moderation required: yes/no Tutor______________________ Date _______________

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Topic: Advertisement campaign for DenTeen
Kishan Patel 0010179219
Introduction to Advertising (MARK-1192)
Lecturer: Emmanuel Mogaji
University of Greenwich
Date- 20/12/2019

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Table of contents:-
Executive
summary​........................................................................3
Introduction​.....................................................................3
Advertising appeals​...........................................................3
*Rational appeal.................................................................3
*Emotional
appeal..............................................................................4
Humour appeal​.................................................................4
Examples of Emotional appeal​..............................................5
Recommendation​..............................................................8
Conclusion​........................................................................9
Reference​........................................................................10

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Executive summary:-
Over the decades advertising has increased enormously, which hugely impacted an individual's state of
mind and decisions to choose their needs and wants freely. Their buying behaviour has changed, their
purchasing power has increased and their willingness to buy a product or services is increased. With the
daily change in taste and preferences of an individual, it is an important role of the advertising
companies as it may lead us to long term welfare. In today's world, where the advertisement is playing a
major role in the daily routine of an individual. Every day we see and hear a lot of advertisement. Thanks
to technology as It played a prime part in advancing advertising. It is also main and the most crucial
component of the marketing mix.
Understanding the elements of advertising is very crucial for us. It is not only a means of providing
information to the customers but it is a means of communication to the customers. Since advertising is
mainly strategic and technical when it comes to targeting the audience. Also, the argument that buyers
can make their purchasing decision for both rational and emotional appeals is only been possible by a
valuable amount of research among consumer psychologists(Albers-Miller & Stafford,1999).
Introduction.
This report focuses on our new client, DenTeen business, with all the possible advertising basics and
essentials that will gain the confidence to our new client deal with us and also the task of the advertising
agency. The report has advertising appeals i.e. rational appeal and emotional appeal. The report focuses
on the applicability on each alternative of the appeals. Also, it reflects the concern on using humour
appeal. By analysing the market, there is a change in consumers taste and preference. This report will
help to identify all the changes. DenTeen is looking for a campaign that only focuses on teenagers.
Advertising appeals.
Focusing on the given task on the research on Advertising appeals. These are the common strategies and
skills which expertise to attract customers. It is a pressure built upon an individual to buy a product or
service by enouncing an individual's needs and wants. To meet the fluctuating demand of the
customers, advertisers are now bringing into play rational and emotional appeal in the advertisements
to attract consumer buying behaviour. These appeals in advertising are presented differently to make an
effect. Considering two appeals i.e. Rational appeal and Emotional appeal. However, there is always a
growing concern between these two appeals but each has its definition, standards and attitude. Since
these appeals have so much indifferences but somehow they both affect the consumer's buying
behaviour. The nature of the product and services also. Present-day research suggests that there are six
emotions in advertisement. These are Happiness, anger, disgust, sadness, fear, and surprise.
Rational appeal​- Generally used by small businesses to avoid competition. This appeal is mostly
concerned by price point and to feature the benefits to the customers. This is the most practical
appeal with logical reasoning that set outs customers practical needs. The appeal is very
effective because it demonstrate the adequacy of our product or service. The facts provided in