Advertising

ADVERISING & SALE PROMOTION

PRESENTED BY|ADIL ZAHEER MB-091006||AWAIS KHALIL MB-091033||M FAIZAN MB-091023|

CONTENTS

• Review Of Learning Concepts• 21st Century Advertising Concepts• Awareness Campaign Of Surf Excel• Punch Line Creation Of Bank Alfalah Ltd• Product Vs Brand• Story Board Of Standard Charted Bank Tvc• Learning Log• Exclusive Videos Featuring

– Imtisal Abbasi (IAL Saatchi & Saatchi), – Sidra Iqbal(Status Pro) & – Fuad Chundrigar (Engro Foods)

REVIEWING CORE CONCEPTS

• Advertising

• Promotion

• IMC & IMC Process

• Consumer Behavior

• Ad Agencies

• Customer Acquisition– Market Identification

– Product Development

– Product Improvement

• Branding & Types Of Brands

ADVERTISING

The Tool Or Vehicle Used To Promote A Product,

Services Or Idea And Usually Comes With A Price.

PROMOTION

• It is communicating with the public in an attempt to

influence them toward buying your products and/or

services.

Promotion, as a general term,

includes all the ways available to

make a product and/or service

known to and purchased by

customers and clients.

INTEGRATED MARKETING COMMUNICATION

A company integrates & coordinates its various communications channels to deliver a clear, consistent, & compelling message about

the organization and its products.

IMC

PUBLIC RELATIONS

ADVERTISINGMARKETING

IMC PROCESS

• What You Want To Do?

• Must Be Measurable

• RealisticMeasurable Goals

• Target Audiences

• AnalysisDiscovery

• Review Current EffortsStrategic Planning

• Apply Identity To TacticsImplementation

• Measurement Of ResultsEvaluation

CONSUMER BEHAVIOR

• The Decision Making Process And Physical Activity Involved In Acquiring, Evaluating, Using & Disposing Of Goods And Services.

CB MODEL

COSUMERS

MARKETING INPUTS

• Product

• Price

• Place

• Promotion

PSYCHOLOGOCAL INPUTS

• Culture

• Attitude

• Learning

• Perception PURCHASE DECISION

• Product Choice

• Location Choice

• Brand Choice

• Others

AD AGENCIES

Ad Agency Is A Service

Organization That Specializes

In Planning And Executing

Advertising Programs For Its

Clients.

Customer Acquisition

• Consists of a variety of interrelated tasks and activities.

• It provides a key response to the challenges of competition.

• It creates the lifeline of sales and return visits vital to a company’s long term success.

FORMS OF CUSTOMER ACQUISITION

CUSTOMER ACQUISITION

Branding Programs

Developing Existing Or

New Products

Developing Existing Or

New Markets

IDENTIFY MARKETS

Customers can be identified;

– When new needs arise as situations change, such as when television programming shifted from analog to digital signals.

– A product may be featured as being different and better, which is the product differentiation approach to attracting new customers in existing markets.

PRODUCT DEVELOPMENT

Products Attract

Customers

Offering New

Features

Eliminating Old

Problems

Solving Different

Needs

PRODUCT DEVELOPMENT

• Is a marketing strategy in which new goods and services are developed and then added to current line.

PRODUCT DEVELOPMET

• It occurs when new goods and services are created for new market segments not served by the company.

PRODUCT DIVERSIFICATION •It may help a firm

capture new customers and acquire competitors customers when it appears the company is selling a “mousetrap”.

PRODUCT IMPROVEMENTS

• Allow the marketing team to meet more specific consumer needs.

PRODUCT EXTENSION

BRANDING

It is a promise made by a company to its customer and supported by that company.

TYPES OF BRAND

FAMILY BRAND

It Is A Name Used When Company Offers A Series Or

Group Of Products Under One Brand.

FLANKER BRAND

Is The Development Of A New Brand By A Company In A Good Or Service Category In Which The Company Has

A Brand Offering.

BRAND EXTENSION

Is The Use Of The Firm’s Current Brand Name And New Versions Of Current

Products.

PRIVATE BRAND

It Appears In Stores That Sell Consumer Goods, Such As

Generic Soups And Vegetables In Grocery

Stores.

CO-BRANDING

It Occurs When Tow Firms Work Together To A Market A Good Or Service , Such As

A Credit Card Attached To An Airline Or Retail Chain.

GLOBAL BRAND

It Is One Used By Multinational Corporations.

DEVELOPING POWERFUL BRANDS

Brand Awareness

Brand Equity

Brand Loyalty

Brand Parity

21ST CENTURY ADVERTISING

WESTERN TECHNIQUES

• Journey From Real To Animation & 3D Now:– In West Animation & 3D Conceptualization of various characters foster

their advertising industry and Hollywood as well.

– Emotional Attachment of Various Animated Cartoon Characters PlaysSignificant Role to create a strong image in the mind of kids and eldersas well.

• Fragment Target Audience:– After research western media starts fragmenting television

broadcasting with specific on-air time for kids, youth, adult’s & familyprime time. As result they grabbed full attention of target audience.

– Thus by placement of advert at the right time and right targetaudience is major reason of success of advertising industry & media inwest.


• Advertisement To Solve Social Issues: – Western people are educated nation , they know how to

influence people in short duration of time with logics. Instead of using various political dilemmas like “DHARNA” or any other type of protest.

– Quoting: Scotland was once short of electricity and what they did? They arrange an painting competition "shortage of electricity”. The picture which won the competition was circulated throughout the country by Government, to realize the nation.

• Advertisement Through Hand Bags: – In west companies do not strict on Tvc, Usage of innovative

ideas to cash their brand like Primark & Zarra stylish & trendyhand bags on every purchase is also a successful way of theiradvertisement.


• Disney Land Educational Hype:– In Canada this idea is introduce in which a free rail ride is just away

from solving a mathematical question. They put the question at the spot and kid who solve it first will get the ride for free of cost. That’s how Disney Land advertising their image in parents mind.

EASTERN TECHNIQUES

• Local advertising techniques need no explanations including– Bill Boards Campaigns

– Banners & Flyers

– Print Media Ads

– Tv/Radiio Commercials.

AWARENESS CAMPAIGN SURF EXCEL

• Brand Name: Surf Excel

• Campaign Name: Tools For School (Step Ahead In Surf CSR Initiative ‘Dirt Is Good’)

• Time: Summer 2011-TillDate

• Campaign Objective:

Surf is committed to-wards highlighting the impact of childhood curiosity andactive play in kids' development for their future lives. Design for Change is a 4 stepprocess Feel

Imagine

Do

Share

• In this campaign children are encouraged to visualize solutions to the problemsthat they face and moreover, execute them. This Activity shall hone the creative,practical and problem solving skills that each child possesses, nurturing earlychildhood education, which is some which is something that Surf Excel has alwaysbelieved in.

AWARENESS CAMPAIGN SURF EXCEL

• Using Surf Power to Improve Quality Of Living and to Support Community In which Unilever Operate.

• Create positive behavioural change for better society.

• Emphasis On Positive Brand Image Of Surf Through Philanthropic Act.

VALUE

IMPACT

• Print & Electronic Media( TVC, Radio Billboards, Website, Social Networks/Facebook/Twitter)

• Word Of Mouth By Making Events Possible.

• Visits to Various School All around Pakistan.CIRCULATION

• In 2005-06 Paint and Games Masti, Fun Carnivals

• In 2007-08 “Dirt Is good because Dirt = Play & Play Is Good”

• In 2009-10-11 Surf association with Idara Taleem O Aagahi as ECE Initiative. Plus The Print, & Tvc Campaign Help To Rebuild the School in the Flood Affected Areas Nation Wide .

CONSISTENCY

PUNCH LINE OFBANK ALFALAH LTD

• Product/Service:

BANK ALFALAH LIMITED

• Punch Line:

Passion To Perform For Excellence !!!

PUNCH LINE OFBANK ALFALAH LTD

• Branch Network

• Strong Deposit Base & High credit rating

• Providing Premier Products & Services At An Affordable Cost To Customers

MOTIVATION

• Requirement Of The Customers Matching With Quality Product & Services Solution

• Financial Institution In The Region Endeavouring To Meet The Needs Of Tomorrow Today.

PRECEPTION

• Responsibility Makes Real Promise

• Achievements makes commitments known.

• Results makes trust credible.ATTITUDE

• Website

• Social Networking Portals Like Facebook & Twitter

• Printed Advertising Brouschers & FlyersAWARNESS

PRODUCT VS BRAND?

PRODUCT BRAND

– Recognition

– Adaptability

– Standardization

– Uniqueness

– Emotional Attachment

– Consistency

– Communication

– Reliability

– Availability

– Cost

– Value For Money

– Taste,

– Usability

– Durability

PRODUCT BECOME A BRAND???

3 STEP PROCESS

BRAND VISION & STRATEGY

BRAND EXPRESSION & ARCHITECTURE

BRAND EXECUTION & STRETCH

• Inspiring Recognizable & Visionary Purpose and Core Ambition.

•Brand promises commitment and core offering, positioning and personality

•Efficient & Effective Brand Structure & Portfolio For Growth And Extension.

•Creative Channel For Communication & Creation Of A Brand Idea, Identity, Design, Image And Development.

•Mapping Out The Marketing Mix, IMC Approaches And Core Business Functions

•Brand Building Beyond Its Business Scope.

STORY BOARD OF SC BANK

SCENE #1 Man Using Abacus Writes “BANK”, A Calculative Aspects In Everyone's Life.

SCENE #2 A Shipyard where large shipments are at Equilibrium and Carefully handled.

SCENE #3 Making Conscience Care As Its Ambition.

Thematic Ad Portraying Symbol & AnalogyStandard Chartered BankTarget Audience: Business People Duration: 61 Sec


SCENE #4 A Festive is Projected In which People Are Celebrating Which Portrays their intentions To do what they must. Not what they cant!!!

SCENE #5 Two Women Expressing Emotional Feel That Everything In Life That Counts Cant Be Counted.

SCENE #6 Through Artistic Appearance Women Dancing Portrays Bank Transparent Uptakes On Revenue Creation.

SCENE #4 A Festive is Projected In which People Are Celebrating Which Portrays their intentions To do what they must. Not what they cant!!!


SCENE #7 Sentimental Approach Conveying Solutions Depends On Each Person In Bank Empowerment.

SCENE #8 Presenting Bank Phenomenon of Simply Doing Good For Other Creates Positive Image. Cont... Next One

SCENE #9 Leads The Bank To Do Great & Brave Actions & Stand For Customers In Rainy Days.


SCENE #10 Depicts the Clarity Of Purpose & Bank Preferences Remain alike In All Operating Countries.

SCENE #11 12 & 13 The Three Different Dimensions Portray Advert Shoot At Different Locations... cont

Which Shows Competitive Environment & SC Bank Is Here For People, Progress & For Long run.


Here For Good Is Both A Brand Promise And A Tagline.The Last Phrase Shows Brand Belief – A PowerfulStatement Of Purpose That Questions, Searches AndRedefines The Traditional Role Of A Bank, And Lays OutStandard Chartered’s Brand Promise.

LEARNING LOG….

Advertising Sale

Promotion

LEARNING LOG….

Mark & Spencer

Documents

Advertising