Submitted to: Mr.

Baber Wahab

Submitted By Hafsa Siddiqua Sp12-MB-0038 Submission Date 30-April-2013

Content
Acknowledgement..3 Abstract...........4 Summary of Drama.5 Situation Analysis.......6 Executive Summary...6 SWOTs analysis.7 Key Promo problem(s) to be solved...7 Key Strategic Decisions..8 Promo Objectives & Strategies...8 Target Audience..9 Promo position : product features & competitive advantage..9 Promo Theme...9 Promo Image & personality....9 Budget.9 Media Strategy10 Media Objectives10 Vehicle selection & Budget allocation........10 Scheduling...10 Message Strategy. 11 Key consumer Insight..11 Selling premise.11 Big Idea11 Executions11 Other tools Integration Strategy..12 Print Advertisement..13 Evaluation of effectiveness17 Communication Brief.18 2

Acknowledgment

Working on this project was an interesting and informative experience. Thank you very much to Mr. Baber Wahab for providing this opportunity to experience the professionalism of Advertisement Plan as an instructor & many thanks to Mr. Ghazanfar Ali Siddiqui (Sr. commercials transmission system officer) in GEO for provide me enough guidance about the Promo.

Abstract
Report shows the Plan of Promo of the Geo TV Soap Kash Ma Teri Beti Na Hoti which is the real life story of lower-class Females.

Summary of Drama (Soap)

Allah does not allow us to choose the family we want to be the part of, it is all by faith, where we born. But children are certainly the responsibility of parents. No matter how poor are the parents they try their best to feed their children. Some times circumstances become so worst that they cant help it and even have to sacrifice their children unwillingly. Kaash Mein Teri Beti Na Hoti is a story of a young, innocent girl, who belongs to a very poor family which can hardly afford the living. In this serial societys very bitter face is shown bluntly; How a mother is ready to trade her daughter? How the vulnerable and rich families subjugate the poor ones and use their poverty for their own sake? The storys main character Khushi is a fun loving girl, who lives in the world of fantasy. She is famous with the name of PAGLI in her locality because of her childish acts. She has a younger sister Bano and a brother Amu. Her father Akber Ali sells news papers on streets, gets paralyzed resultantly all the financial responsibilities falls on her mother Zulekha who is maid by profession. Her monthly income hardly fulfils the needs of the family. Their financial circumstances get so worst that she gets ready to trade her eldest daughter Khushi with a rich, vulnerable family, who needs a son for their future generation. Khushi has to marry a guy Junaid Ali Shah only for a year, who is already married to Shanze but are unable to produce any offspring. Khushi has to deliver a baby for the family and then has to get divorce leaving the baby with that family and in return Khushis family will be given 20 lacks. This is how elite society exploits poor segments of the society.

Soups are plays on-air four days in a week for 30minutes

[Link]

Promo Plan
Situation Analysis
Promo Executive Summary (Generic Promo)
The story highlights the concept of living conditions of a very poor family in Pakistan and the hardships and difficulties they have to face daily to earn their living & Selfish intentions of rich people. It will show you how the elite rich class manipulates the poor class for their own motives and then discard them off once they are no longer needed. You will also get to see that money is such a powerful force which can force parents to take certain steps which are unethical. See how things turn out to be as this amazing story develops depicting the reality of our and other third world countries. [Link]

Promo Links: [Link]/watch?v=ovnvsbpV_rU [Link]/watch?v=eUUn3mWOd74 [Link]/watch?v=agcOV7fc30c [Link]/watch?v=wCoIvAkzABI [Link]/watch?v=dpAg3hV9qpo [Link]/watch?v=iqN4txStyMM

Generic Promo includes all highlights of soap.

SWOTs analysis

Strengths
Promo highlights the basis of real story while other following fantasy stories

Weakness
It couldnt be promote on other GEO TV subsidiaries

Opportunity
The story highlights by promo can create great hype because promo has strong features to gain viewers attention by suspense which is different from competitors because it shows the reality

Threats
Viewers already follow the soap on ARY Digital i.e BULBULY on the same of the soap.

Key problem to be solved

Promo shows struggling life of girl belongs to the lower-class family to the GEO audience.

Key Strategic Decisions

Objectives & Strategies
Perception
Six different promos represent the different highlights of the drama having different message to gain viewers attention. Promo designs by choosing the major scenes, which are directly related to the problem showing in the drama to gain the interest of the target viewers, i.e.: 25-35 female (belonging to lower class, unmarried struggling female). Promo plays in a prime time (high rating time) to aware viewers about the story and timings of the play.

Cognition
Geo Tv recognized that lower class families prefer to see dramas based on their problems. By seeking high rating of yeh zindagi hai, prmo for Kashi ma teri beti na hoti drama also produces for the same locality. Promo gives the full information about the story just in a six clips showing two lower & highclass families & their problems & attitudes. Target viewers can easily get the idea of the story from the promo. This promo is different from the competitors by showing the real problems of life of the lower class families.

Affective
Promo designs to create curiosity in viewers so that they attract & start to follow the drama by showing love, innocence, fear, cruel behavior, compulsion & some sadness touch and these highlights in promo touch the target viewers at personal level.

Association
Promo associates the story with reality.

Perception
Promo features create a positive attitude of the viewers towards the drama story & motivate them to think about the problem. Due to this emotional attachment with the promo highlights which represent almost whole story, viewers start to watch drama.

Target Audience
Promo targets the viewers of age 25-35 years female belonging to lower-class struggling families because they like to see their problems on TV & also the families belong to other classes because they realize the difficult life of those people,

Promo position
Promo Features
Promo highlights the real problem of poor people in Pakistan & the selfishness of rich people.

Theme of the Promo

When a woman is sold to a family just to give birth to their heir. A poor family reaches a point where they become helpless due to their economic condition and eventually sold their daughter to a rich family as a contract of one year marriage with their son till she gives birth to their heir. What happens when the girl gets married unaware of the entire situation and her parents deal.

Competitive Advantage
This promo has strong side because other competitors promos relate to the romantic/comic dramas while this promo describe the real issues of Pakistan

Differentiation
Promo promotes the real life story

Positioning
Promo positions the lower-class family problems.

Promo Image & Personality

A girl belongs to lower-class family and her struggling life.

Budget
Promos do not have budgeting because promo based on the clips taking from the serial

Media Strategy
Media Objectives

Promo frequency: 26 weekly promos to excite the viewers about the new drama with 5 second tail of branding & Co-sponsorship. (This type of branding & co-sponsorship is free of cost)

Vehicle Selection & Budget Allocation

Media Use: Geo Tv itself

Budget

Not applicable for promo

Scheduling

Geo TV has 17 minutes capping in each break it depends on the availability of slot to play promo in a whole day.

10

Message Strategy
Key Viewers Insight
Research Shows that People belongs to lower class families have a mindset to see problems related to their lives on TV. That is why promo message touch the souls of the targeted viewers & motivate them to watch drama.

Follow Soap premise

Promo aware Pakistani people about the problems of lower-class People by showing reality base clips in promo, which itself describe the whole theme of Soap. Viewers must watch this soap after watching promo because on the on the same soap time competitors (ARY) play comic show (Bulbuly). Promo can attract people because it caters the real story which has a new theme among all TV channels.

Unique selling proposition

Promos Content/Story.

Emotional selling proposition

A girl story Character

11

Integration Strategy
Five billboards
II chundrigar Road M.A Jinnah Reagent Plaza Shara-e-Faisal MPA Chaowrangi

Vehicle
Using their own vehicle

Newspaper
Jang Once in a two week

BUDGET: 15Lac for all type of print advertisement

12

Print Advertisement

13

14

15

16

Evaluation of effectiveness
In Pakistan, centralized rating agency named media logic monitor ratings for all TV channels unbiased. Promo promoted the drama with great result due to high rating of soap, its timing was changed from 7.00 PM (pre-primetime) to 8:00PM (prime time).

17

Communication Brief
1. Problem:
To show the audience about the problems of lower-class families which is unfortunately mostly daughters face those problem 2. Target Audience: 25-35 female belong lower & middle class families 3. The promo position: A poor family reaches a point where they become helpless due to their economic condition and eventually sold their daughter to a rich family as a contract of one year marriage with their son till she gives birth to their heir. Competitive advantage is promo shows the strong reality base clips of soap while competitors promos promote fantasies of life. 4. Brand Imperatives: A girl belongs to lower-class family 5. Communication Objectives: Awareness for non-lower class families about the poor people problems & motivation for lower class family to show them this promo cater their problems. 6. Consumer Insight: The clips create feeling of sympathy with the girl character. It is the true story of the targeted audience. 7. The proposition & Promo Idea: Real life problems of Lower-class families 8. Support: Reality of promo clips
18

9. Creative Direction: We can make it stronger by including the best clip which can help to create a 90% story in a viewers mind. We can promote it on the subsidiary channels of GEO TV. 10. Media Imperatives: 26 times in a week, wherever slots are available in 24 hours.

19