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.
21ST CENTURY ADVERTISING
• 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.
21ST CENTURY ADVERTISING
• 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
STORY BOARD OF SC BANK
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!!!
STORY BOARD OF SC BANK
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.
STORY BOARD OF SC BANK
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.
STORY BOARD OF SC BANK
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