Faizan AP Conti

8/6/2019 Faizan AP Conti

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Muhammad Faizan Ali

College No. 8164

HND Business (Edexcel UK)

3rd SemesterProfessional Department

Edwardes College Peshawar

Unit 20 Submitted to Mr. BilalAhmad


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Advertisement and Promotion

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Contents

Parties Involved in Communication Process ............................................................................... 5Encoder: .................................................................................................................................. 5Medium: .................................................................................................................................. 5Decoder: ................................................................................................................................. 5Pakistani Context: (Advertisement context) ............................................................................. 5Relation of those Parties: ........................................................................................................ 5

New Trends in Pakistani Advertisements .................................................................................... 6Karachi Electric Supply Company (KESC) .............................................................................. 6Pakistan International Airlines (PIA) ........................................................................................ 7Institute of Business Administration (IBA) ................................................................................ 8

Hierarchy ofEffects .................................................................................................................... 9Hierarchy ofEffects Model ...................................................................................................... 9Warid Bol Anmol Programme .................................................................................................. 9

Role of Various Departments with in an ad agency ................................................................... 11Departments in an Ad Agency ............................................................................................... 12

Ad Agencies in Pakistan ........................................................................................................ 12 Departments in Orient Advertisement Agency ....................................................................... 13

Below the Line Techniques ....................................................................................................... 15

BTL Techniques .................................................................................................................... 15Companies Using BTL Techniques in Peshawar ................................................................... 15Recommendation of Individual Techniques: .......................................................................... 16

Promotion Strategy ................................................................................................................... 17Principles and Process of Campaign Management ............................................................... 17New Toothpaste Brand .......................................................................................................... 17Media Used for Promotion of Arctic Toothpaste .................................................................... 19Following medium will be used to promote my product; ......................................................... 19Measures for assessing campaign effectiveness ................................................................... 19

Bibliography .............................................................................................................................. 21Limitations ................................................................................................................................ 22Minutes of meetings .................................................................................................................. 23

MEETING 1: Orient Advertising......................................................................................... 23


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Acknowledgement

All glory to Allah. First of all thanks to Almighty Allah for giving me courage to attempt this

assignment. Second of all I would like to dedicate my assignment to my Parents who are far

away from me but still with their support I was able to conduct my assignment.

In Last I will thank my teacherMr. Bilal Ahmad with out his lectures this assignment will have

been difficult for me. And all those people who have given me information and helped me in

attempting this assignment. Thank you.


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Parties Involved in Communication ProcessThe following are the parties involved in communication process;

Encoder:

Encoder is the party that encodes the message. In simple words we can say an encoder is a

sender who sends a message. The encoder generates a message for the first time and thenconverts it into understandable language.

Medium:

Medium is the second party that is involved in the communication process. The medium is a

channel through which the message is conveyed. There are different mediums through which

the sender can send its message e.g. speaking, writing, gestures, televisions, telephones,

billboards, letter, memorandum etc.

Decoder:

Decoder is the person who receives the message. The message is decoded, or in simple words

made readable by the decoder in order to understand the message encoded by the encoder.The decoder translates the message of the sender by recognizing its symbols, words, and

gestures.

(Mary Ellen Guffey, 2009)

Pakistani Context: (Advertisement context)

In Pakistani context an encoder is one who makes sponsors the advertisement, the medium is

party through which the ad is promoted (Geo, ARY Digital etc televisions, Ausaf, Mashriq, etc

newspapers, billboards etc) whereas the decoder are the audience who watches the ad.

Pakistani companies heir ad agencies to promote their products and services to the customers.The ad agencies make an ad for the company and then recommend a media on which the ad

will be promoted. The Ad is then showed on televisions, newspapers etc. at last the customers

in the market watches the ad and makes it self informed about the company product.

Relation of those Parties:

Without any one of those party the message become incomplete and unsuccessful. If there is

no encoder then the communication will not start and nor the message will be generated. If

there is no medium then it is impossible for the encoder to send his message to the decoder.

And if there is no decoder then the message is useless. So all the parties are related to each

other and all of them are important for successful communication.


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New Trends in Pakistani Advertisements

Karachi Electric Supply Company (KESC)

Print Media:

The KE

SC has been working on print media as an important medium toaware the people of Karachi about the new updates of electricity. As

the company is a governmental body, so every time the ads show some

patriotism in their print ads. Their new ads show quality, innovation and

customer attraction. They used proper alignments of the words in the

ad with best matching background color. They used an energy saver on

the top of which they have set a crescent and a star of the national flag.

As the ad released on the Independence Day 14 august, they made

their ad look like a flag. Green background with a lightened crescent

and star which forms a Pakistani flag.

So every time they use trend of patriotism to make the customerspatriots on such occasions.

TV Media:

In televisions commercials they show customer feelings and

environment by disobeying the rules of the company. As the company

is operating in Karachi and Karachi is the place where there are many

buildings and businesses having a lot of employees from middle class.

So they have used trend of a usual employ that has been caught on

electricity theft and his colleagues employees as its environment

making him disappointing for his act.

Online Media:

KESC has used the ad at the left for the online advertisement. They

often use a trend of attractive advertisement for alerting people different

updates from the company. This ad shows threat to the customers that

are not paying bill etc. so the in the ad they showed red color writing

which is a sign of threat. The company is slowly coming towards

innovative trends in their online ads.


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Pakistan International Airlines (PIA)

Print Media:

PIA has used the trend of tourism in the Ad. PIA has

always provided innovative ad as in the pas 1970s.

The ad shows the people, culture, beautiful locationsand the buildings of Kola Lumpur which becomes

attractive for the tourists and other travelers.

TV Media:

In the TV ad the company has showed people from each class. The local class passengers,

economical class passengers and business class passengers. In this ad they have showed the

companys services to all these class by providing satisfaction to their needs. The ad has a

good music theme which shows the class of the organization.

Online Media:

To the right is an online ad of PIA. The ad is for business class

passengers who travel through airplanes. The company has

showed a businessman in the ad coming out of the plane which

is easily recognized by the viewer the ad is about business

class passengers. Another trend they have advertised the ad in

English which is a good online trend.


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Institute of Business Administration (IBA)

Print Media:

IBA is an educational institution. The ad above is a print ad of IBA. So they have used students

in their ad in order to promote the new admission in the college. This is a tremendous trend

showed in the ad because the institution is an educational body so showing students in the adhas made it more attentive by the customers in the market. They have also showed the

teamwork in the ad which is also a good trend now days.

TV Media:

There is no TV ad of IBA Karachi.

Online Media:

This is a print as well as online ad of IBA Karachi. They have used trend of the combination of

the color of its logo in this ad which makes it simply identified. As the ad is about the admission,

the ad shows students waiting in the row which is a good trend in the ad. As the ad is online,they have presented it in high resolution.

(Cybera, 2011)


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Hierarchy of Effects

Hierarchy ofEffects Model

Hierarchy of Effects model shows the process of how a customer is aware through an

advertisement in order to purchase its product. It is a process through which a customer is

mentally prepared through an advertisement to purchase a companys product.

(O'Shaughnessy, 1995)

Warid Bol Anmol Program

Warid Bol Anmol program is a new program by Warid Telecom which offers free bonuses on the

end of the call. Following is the HoE Model of the Ad Bol Anmol Programme;

Awareness:

The awareness element showed in

this ad is through Bol Anmol

heading in the above ad but the

awareness is not effective because

the customer can easily know

about the program but easily dont

know what its about or what its

offering.

Knowledge:

The knowledge element in the ad

was Se foree balance e payeen.

The extra knowledge provided wasin the left side column about the

bonus rozana and bonus mahana.

The knowledge is also ineffective

in this campaign because the font

is too small.

Like:

The like element in this ad the

company has added the model

actress in this ad so to attract thecustomers attention. They showed

up Mahnoor Baloch in this ad. The

other like element they used in this

ad is attractive background color

which is felt pleasant to the eyes of

the customer.


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Conviction:

To convince the customers the ad shows two things. One of them is the model which is

also used for conviction purpose because some customers may be fan of the model.

Another is the company showed up in the ad was the future offerings in the last

paragraph.

Purchase:

In this ad campaign when the customer is gone through these entire elements then it

depends on the level of conviction. If the conviction level of the customer is high then

there is indication of purchase. But if the conviction level is low then the purchase might

not be done. The other element showed up in the ad was the quantitative values showed

up in the ad as these values push up customers to purchase the services of the

company.

Talk Shawk relaunch

Telenor Pakistan has showed relaunch of its Talk Shawk package in this advertisement.

Awareness:

The awareness element used by this campaign is so much up to the mark. Turned the

ad upside down in newspaper which is a great awareness element showed. The reader

finds it weird and turns the newspaper upside down to read the ad. so the awareness

affect on the customer is positive.


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Knowledge:

The knowledge provided in this campaign is written in the blue background color


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Role of Various Departments within an ad agency

Departments in an Ad Agency

1) Account Services Department:

This department debriefs the clients about the ad campaigns suitable for the product andthe cost on creating such ad campaign. This department is mainly responsible for

keeping the accounts of the clients and other financial activities of the ad agency.

2) Research Department:

This department works like a marketing research department in an organization. The

research department in an ad agency explores the trends of the market in which the

product has to be launched. It works on the effectiveness of the ad.

3) Creative Department:

In this department the data gained from the client, account department and especially

research department is processed. The main personnel working in this department are

graphics designer and copywriter. Those personnel create an innovative and distinctive

idea in order to promote the clients product in the market.

4) Media Department:

The media department in an ad agency recommends the medium to the client on which

the ad is going to be published (TV, Radio, Print, Magazines etc.) it also buys the

companies which promotes the ads like Geo, FM Buraaq, DailyAusaf for the clients.

5) Other Departments:

There might be other departments like ART Department, Finance Department, in other

ad agencies but it lies under the same departments mentioned above. Like the

department of finance might lay in accounts department in some companies, art

department might lay in creative department.

(Lila B. Stair, 2002)

Ad Agencies in Pakistan

I visited the Orient Ad Agency where Shahbaz Ashraf(Manager IT and Accounts) consulted me

to visit the apns.com for authentic data regarding this task. According to the All Pakistan

NewspaperSociety(APNS is an institution where the ads agency are registered) There are 99

confirmed ad agencies in Pakistan, while there are 32 provisional Accredited Agencies. There

are 2 associated agencies where as there are 7 Media Buying Houses Ad agencies in Pakistan.

The most popular ad agencies working in Pakistan are Orient Advertising Agency, Manhattan

Ad Agency, Synergy Advertising, Maxim Advertising etc.

(Ashraf, Ad agencies operating in Pakistan, 2011)

(All Pakistan Newspaper Socitey, 2011)


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Departments in Orient Advertisement Agency

I visited the Orient Advertising Agency located in State Life Building 1st floor and tried to

discover about the different departments and its roles in the ad agency. I met Shahbaz Ashraf

(ITand Accounts Manager) and after interviewing him, it was clear for me.

Following are the Main departments in Orient Advertising Agency;

1. Client Services Department (CSD) - Relates the clients to the agency.

2. ART Department Creativity, Ideas, Sketches, Story boards, Screen Plays, Graphics,

designs are drawn up in this department.

3. Media Department It consults the client to place the ad at the target audience through

the specific medium. It also consults the client to launch the ad on the specific TV

Channels and Newspapers.

4. Accounts Department Financial deals and records data are kept and handled by this

department. When the ad is winded up then the clients pay for the remaining cash to the

accounts department.

(Ashraf, Major Departments in Orient Ad Agency, 2011)

Following are the three advertisement campaign by the Orient Advertisement Agency;

1) Mobilnk Jazz: Aur Sunao

(Complete Commercial Ad available in the CD provided with the Assignment)


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2) Super Asia Washing Machine. (Nasal Dar Nasal App Kay Sath)


3) Kurleez (Kurleez Ka FlavourHai Sab Say Aala)



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Below the Line Techniques

BTL Techniques

Below the line technique is one of the advertising technique in which the company uses low cost

promotional medium. It is used in order to promote the companys product towards thecustomer. There no commissions charged for the Below the Line advertising technique.

(Stanley, 2003)

Companies Using BTL Techniques in Peshawar

Following are the 15 examples of companies using BTL Technique in Peshawar;

1) Ali Garden uses banners on the back of Rickshaws to promote its services. (transits

technique) (can be sighted on back of Rickshaws often in Dalazak Road Rickshaw

Stand)

2) FES (Foreign Education Services) uses Stationery to promote its services. (Could be

sighted at its office and different stalls in Peshawar.)

3) ICMS use traffic lights, Digital Clocks and sign boards for promoting its institute. (can be

sighted on University Road)

4) NBP sponsorships games tournament to promote its bank (Could have been sighted in

Football Tournament Qayum Stadium Peshawar 2months ago)

5) Head and Shoulder (P&G) often arranges exhibitions in different are in Peshawar in

order to test the shampoo on different consumers. (can be sighted often in Supper

Market Bada road)

6) Nestle has constructed Umbrella on middle path of the road which promotes the

company name. (can be sighted on university road)

7) RSheen uses billboards to aware the customers about the new arrivals and suitings ofthe company.( can be sighted near Gora Qabristan)

8) UBL direct mail to promote its new services (could be sighted by one having UBL

account)

9) PEPSICO uses billboards to promote its new products or existing products. (Could be

sighted at Warsak Road Chowk on the over road crossing.

10) Telenor uses sponsor ships to promote its brand and services. (could be sighted at PCO

and general stores shops boards)

11) Pizza Hut uses leaflets (Door to Door) in order to promote its new offerings. (Can be

received on ordering a pizza or any other thing from Pizza Hut)

12) Intel uses stalls to exhibit its new computer systems. (Could be sighted in Gul Hajji

Plaza)

13) Chen One heavily promotes through billboards (it can be sighted near Gora Qabristan)

14) Italian Pizza promotes uses membership technique to promote its pizzas. (Can be

sighted in Olympic Restaurant Qayum Stadium)

15) Rahat Bakers uses packaging in order to promote its baker. (can be sighted on buying

food and ordering them to pack it)


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Recommendation of Individual Techniques:

Following are the techniques recommended to the companies;

1) Nestle (Daily Milk Usage):

The below the line technique suggested to the Nestle promoting daily milk usage is by

arranging stalls in different places like Deans Trade Centre, Jawad Towers, City Towerand many other towers and public visiting places like Tatara and Bagh-e-Naran Parks. It

is suggested because the company will have to spend less and pays no commission

charges for such campaigns. The other reason is that the company will have direct

contact with the customers and will better promote its product face to face.

2) Pearl Continental Hotel (Promoting New Menu):

For Pearl Continental Hotel it is recommended to promote the new menu through

Exhibitions. It is suggested because the PC has a status and brand so according to this

reason the hotel must use such BTL technique that is so attractive and successful

campaign. The exhibitions must be conducted in places such as Deans Trade Center,City Towers, and Jawad Towers where the Hotel can find its targeted customers face to

face and promote its new menu.

3) Chief Burgers: (Ice Cream):

For Chief Burgers it is recommended to use Billboard to promote its new offering of Ice

Cream. It is suggested the best individual technique because this will be the first attempt

by Chief Burgers to use the billboards and this will become appreciated by most of the

audiences who sees it. There will be indication of huge response to the restaurant. Gora

Qabristan is suggested the best place to advertise on bill boards.


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Promotion Strategy

Principles and Process of Campaign Management

Principles of campaign managementFollowing are the principles of campaign management

1) To raise awareness about the freshness of toothpaste among the teenagers aged 13-19

and adults 20-30.

2) The campaign should take place in the local area.

3) The campaign should be cost effective.

Process of campaign managementFollowing are the process of campaign management;

y Identifying the aim and objectives of the campaign.

y Creating campaign roles.

y Identifying opportunities and obstacles.

y Locating the target audience.

y Using appropriate and cost effective communication tools to communicate to the target

audience.

y Identifying key messages.

y Conveying the message.

y Tactics and events

y Timing of the campaign.

y Making sure every act is with compliance of the campaign.

y Estimating the costs.

y Results/accessing the campaign effectiveness.

y Identifying the areas of future research.

(Roger Joseph Baran, 2008 )

New Toothpaste Brand

Needs it will satisfyThe toothpaste that I am going to launch will satisfy the need of having fresh breath and

freshness that one needs on waking up at the morning. The toothpaste will also satisfy the need

of protecting the teeth from decay, plague and cavity.

Toothpaste Name and SloganBrand Name = Arctic ToothpasteSlogan = Take the Arctic Stream to the extreme


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Trends in advertising of toothpaste

The trends that I am going to use in my advertisement will be targeting youngsters and

teenagers because these age groups mostly like freshness in the toothpastes and the product

that I am introducing is based upon the freshness. So teenagers will be showed up in the

advertisement.

Competitors of Arctic ToothpasteFollowing are the main competitors of Arctic Toothpaste;

y Colgate - Palmolive

y Close Up - Uniliver Pakistan

y Macleans Galaxo Smith Kline

y Dentonic Ala Chemicals

y Doctor Toothpaste

y Medicam Toothpastey Sensodyne

y Signal

Designing of advertising of competitors

Following are some companies mentioned below selected on the basis of its target audience for

which they launch their product.

1) Colgate Palmolive Pakistan: Colgate is designing their ads according to the target

audience for whom the product is made. E.g. Colgate Max Fresh they target teenager

because this age groups mostly like freshness in the toothpaste. So as according the

company brings teenagers in their ads for this brand and conveys the main theme

freshness to the target audience. They mostly use TVC media for advertising their

products.

2) Close up Uniliver Pakistan: Close Up designs their ad on the teenagers too. They

mostly touch romantic scenes in their ads. They show a couple often in their ads. The

Uniliver mostly promotes their Close up on Televisions.

3) Macleans and Sensodyne: Both of the toothpastes are brand of GSK Company. Theirmost of the ads are targeted to those customers who have dental problem like gumsbleeding, plague, and cavity. So they often shows medical theme in their ads. Theymostly use news papers and TV.

4) Doctor Toothpaste: Doctor Toothpaste mostly designs their product on medical scenesas according to nature of the product. Their ads are designed on doctors on the basis of

their brand name they use.


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Media Used for Promotion of Arctic Toothpaste

Following medium will be used to promote my product;

1. Television: Television medium will be effective for the proper promotion of the

toothpaste. This medium will help the company to learn the consumers in the market

about the new product (Geo, HumTv, Local Cable operators). In case if the product is

launched within a specific geographical area then this medium is not recommended

because it will be so costly.

2. Radio: Radio will be used on as secondary promotion medium. It is selected because

usually most of the youngsters listen to FM radio channels in their cars and mobiles. (Fm

Burraq, Hum Fm)

3. Newspapers: In print media, newspapers advertisements will be used for promoting the

toothpaste. There is still huge number of people who still reads newspaper in

Pakistan.(Ausaf, Jang, Mashriq, Dawn)

Promotion Plan for Arctic Toothpaste

Following is the promotion recommendation for the Arctic Toothpaste;

y The toothpaste should be promoted on the television channels such as Hum TV, GeoTV, PTV because these are those channels which attracts the youngsters too much nowa days. Music channel such as M TV and Style 360 will be more appropriate whiletargeting the youngsters or teenagers.

y Sponsoring drama serials and other program channels will help out the company inadvertising their product.

y Sponsoring different programs Like Young Leaders Programme Screw it! Lets do it

as this will turn in for good promotion for the company. The company will get chance forpromoting its product for a big teenage and youngsters group.

y Sponsoring different exhibitions like art Festival at colleges as this will provide thecompany an opportunity to represent its product to the youth and teen age customers.

y Billboards on the main areas like University Road and Gora Graveyard in Peshawarwill be used in order to reach the customers. Billboards are more important as almostevery person passing by sights the billboards at least one time.

y In retailer shops and supermarkets, the company will exhibit its ad cards and ad posters.

Measures for assessing campaign effectiveness

Following tools will be used for campaign effectiveness:

1) Recall: Recall tests are designed to assess the impression that a particularadvertisements have made on the target audience. As the target audience will be judged

on the level of overall awareness they have gained from the campaign.

2) Attitude Surveys: Attitude surveys will also help in measuring the campaign

effectiveness. This will be done through the questionnaires distributed during the

seminars in schools and colleges as well as from the door to door survey and road

shows on the high streets. Attitude survey will give us the overall reaction of the target

audience towards the campaign, the awareness and their attitude towards smoking.


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3) Quantitative information:Some quantitative information can also be gathered from the

NHS and the local clinics and hospitals regarding the number of patients that had been

recently after the campaign registered and treated for smoke related problems. Other

than that any questionnaires filled up by the target audience in the NHS clinics or

hospitals by the target audience will also be provide some quantitative figures of how

have they lessen their smoking routine.

Response and conclusion to the ad by the targeted group

I showed the demo of the ad that I made on my product to the target group with 15 to 25 age

customers. Their response after watching the ad was good. They were really excited to after

watching the ad they appreciated and most of them desired if the product existed in reality. Most

of the customers liked the freshness and the coolness feature of the product in the ad.

My conclusion after analyzing all the process I came through the ad campaign of the Arctic

toothpaste is that the product is feasible and there is good response to the product by the

customers by watching the ad. In case if the company is developing its product then it must

promote the product according to the product planning showed above.


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BibliographyAll Pakistan Newspaper Socitey. (2011).APNS.com. Retrieved 1 28, 2011, from

(http://www.apns.com.pk/agencies/confirmed_agencies.php)

Ashraf, S. (2011, 2 4). Ad agencies operating in Pakistan. (M. F. Ali, Interviewer)

Ashraf, S. (2011, 2 4). Major Departments in Orient Ad Agency. (M. F. Ali, Interviewer)

Cybera. (2011). Cybera.com. Retrieved 2 3, 2011, from http://cyberdera.com/forum/education-

and-career-planning/iba-karachi-offers-admissions-in-ms-economics-spring-program/

(2002). Departments in Ad Agencies. In L. S. Lila B. Stair, Careers in Marketing(pp. 37-41).

Uniterd States of America: VGM Carrer Books.

(2009). Examination of Communication process. In P. R. Mary Ellen Guffey, Business

Communication: Process and Product(pp. 10-11). Nelson Education Ltd.

(2008 ). The Campaign Management Cycle. In R. J. Roger Joseph Baran, Principles ofcustomer relationship management(pp. 379-380). USA: Thompson South-Westren.

(2003). Below the line. In A. Stanley, Careers in marketing, advertising and public relations (p.

47). Kogan Page Publishers.


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Limitations

(There are no such limitations regarding this assignment)


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Minutes of meetings

MEETING 1: Orient Advertising

Date time and duration 04 Feb, 2011 / 3:10 pm to 4:05 pm/ 25mins

Location 1st

Floor State Life Building. 34th

TheMall, Peshawar Cantt

Meeting Attended By Faizan Ali (Interviewer)Shahbaz Ashraf IT and Accounts Manager(Interviewee)

Agenda The agenda of the meeting was to evaluatethe data regarding the departments inorient ad agency and number of adagencies operating in Pakistan.

Faizan AP Conti

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