Southeast university
Midterm Assignment
Course Title: - Advertising& promotion Management
Course Code: -MKT4155
Section: - (01)
Submitted To:
Aruna Anwar
Lecturer
Southeast Business school
Submitted By:
Md .Firoj Ahmed
ID: - 2016010000278
Department: BBA
Batch: 42nd
Date of Submission: 11 August , 2021.
Answer to the question number (01)
A) Brand: Samsonite
Product: Luggage
Objectives: The primary objective of this ad is in wishing them a Happy Diwali and thanking
them who bring people to their home like driver, Pilot, Air hostage and TC for helping people all
complete celebrate Diwali with their family.
Message strategy: People from all over India are coming home to celebrate dewali but who
bring them are missing their family to celebrate the occasion. So, Samsonite as a luggage
company wishing them happy Diwali as it also carries people’s belongings.
Creative idea: Choosing these sorts of people and thanking them is one of the most effective
way to advertise their product. Because they made sacrifice to bring smile in others family but
they are being somehow ignored.
Execution: When people also wish them happy Diwali and they feel amazed as they also
celebrate the occasion, then it touches the consumer mind. Through this they make an emotional
attachment of their product without showing it.
Media choice: It was also effective. It has been broadcasted on television as well as in digital
platform like YouTube in their own channel during Diwali. Also they create hashtag campaign
#DiwaliKaSafar! As a result, it might get people’s attention.
Human Emotion
The story of this ad touch the human emotions, because this ad has been released during Diwali
which is celebrated widely all over the India. The selected category of people and wishing them
in this big occasion to realize the happiness of being a part of it make them delighted. Also they
promoted their product through this ad by creating this emotional attachment with consumer.
Purpose
The overall story which has been told that Diwali for all and wishing and thanking them are the
main purpose. The background music was connected to human emotions which easily influenced
the human mind.
The atmosphere has attracted consumers as there are several places like plane, car, train , home
are being showed and above all the most promising ambiance was the Diwali vibes effect
consumer mind.
The protagonist of this ad are the people like driver, Pilot, Air hostage and TC who make
sacrifices most of the time to take rest of the people to their home to celebrate one of the big
occasions. The main theme of this ad effect consumers mind as these sorts of people are the real
heroes who cannot celebrate these sorts of occasion in order to make others happy.
Overall effectiveness: The ad is trying to say that just wishing someone can put a smile on their
face. We tend to forget these little things. Every shot had the person who was being missed in
home but we thought otherwise. So through this they make an emotional approach to all and also
promote their particular product or services.
B) Brand: Olympic Energy Plus
Product: Biscuit
Objectives: There were two objectives regarding this ad. These are:
a. Celebrating Eid – here it has been seen father is buying shoes for his son to celebrate eid
as it is a tradition or ritual in our country to do eid shopping before eid.
b. Celebrating Father’s Day-The primary purpose of this ad to show respect for all fathers
and it was released in Father’s Day 2017. It has shown that how a father tries to fulfill his
child wishes by sacrificing own happiness.
Message strategy: The main message of this ad was to realize the sacrifice of fathers for their
child to fulfill their wishes to celebrate eid. It had tried to say that every father’s sacrifice is all
around in Bangladesh so do they are also here all over in Bangladesh.
Creative idea: Though it’s a Biscuit ad but there is no sign of biscuit all over the ad. Instead,
they choose two big occasion Eid and Father’s Day and showing that father is buying shoes for
his son.
Execution: This song touches people's minds and brings a visible scenario which are
representing a father sacrifice and happiness lies in son’s happiness no matter how to bring it.
And they relate themselves by saying that they also celebrate occasion by those fathers.
Media choice: It was also effective. It has been broadcasted on television in during the
occasions. As a result, it might get people’s attention.
Human Emotion
The story of this ad touches the human emotions, because this ad has been released during two
occasions’ Father’s Day and eid, where eid is the biggest occasion in Bangladesh. The whole ad
tried to show how a father try to fulfill son’s eid shopping by sacrificing own happiness. The
whole scenario makes human emotional because most of the fathers do the same.
Purpose
The song has played was attached with consumers emotions because in eid, this song is the most
popular songs in Bangladesh. The background music was connected to human emotions which
easily influenced the human mind.
The atmosphere has attracted consumers as there is simple and conventional ambiance has been
shown which is familiar to all Bengali people.
The protagonist of this ad are the fathers of Bangladesh who make sacrifices most of the time to
see happiness in their child. The main theme of this ad effect consumers’ minds as in every
family, there is a hero and this is none other than the father.
Overall effectiveness: The message was very much clear and it effects the consumer mind
properly, first of all it addressed two occasions in one ad. Then the whole story was very much
emotional last they send the message or advertise their product be relating the story and without
showing any sign of the particular product still consumer get the message of their product.
Answer To the Question number (02)
[Link] Model of Effects
The Facets Model of Effects focuses on the various aspects of a consumer’s response to the
brand message in order to determine what strategies will engage their attention. This model
focuses on what the consumers see/hear, feel, think/understand, connect with, believe, and act/do
to determine how the consumer can be effectively reached by the brand message. Depending on
the type of impact desired, different facets of the model may be focused on more heavily in any
given campaign.
[Link]
Coca-Cola Bhasha Dibosh 2017 TVC (Bangladesh)
See/Hear – Perception
In order for an ad to be successful, it needs to be noticed. Perception is the process by which we
receive information through our senses. This ad catches my attention, also the brand is known to
me.
Feel – Emotion
This facet of the model focuses on how the brand communication affects the consumer’s wants,
emotions, mood, and feelings. Emotional responses are powerful in the way that they can push
past disinterest. This ad creates a positive response to the brand.
Cognition
Cognition refers to how the consumer learns about and gains understanding of information.
Advertising can draw on a consumer’s thinking and understanding by providing information
about the product or sharing comparisons with other products. This ad makes a clear
understanding and that’s why I am being loyal to this brand.
Association
Association often utilizes symbolism to create a connection with the consumer, relating the brand
to some type of quality or characteristic that the intended audience values. The result should be
to transform the brand into something unique or more special than other similar products. This ad
makes a connection with coca cola and the message was awesome.
Persuasion
Persuasion focuses on trying to influence the audience to believe or do something. It can draw
from people’s motivations, outside influences, engagement with the brand, and ultimately tries to
produce conviction in the consumer. This ad is trying to change attitudes towards mother tongue.
Behavior
The behavior facet of the model aims at trying to inspire action. This may be direct action, or an
immediate response, or more often it aims for indirect action, or a delayed response. Creating a
behavioral response from the consumer is often the most important goal in brand communication
because it drives the consumer to invest in the brand whether that may be through sales,
advocating for the product, or engaging in social action causes. This ad changes the behavioral
patterns.
B. As a supplier in the promotional products industry, branding is your business. Not only is it
your job to make sure that your products help the end buyers properly brand themselves, but you
also must brand yourself to be able to compete in the industry. Advertising through SAGE is an
effective and affordable way to get your message out to your target audience. Here are the four
key ingredients your ad should include to ensure you get the highest return on investment.
1. Focus On Attractive Design
Getting viewers’ attention is your number-one goal with advertising. If you don’t get their
attention, your ad can’t accomplish what it’s supposed to. Your ad space is limited, so you
should keep your ad simple. Cluttered ads tend to get overlooked because people can’t tell what
the ad is conveying right away. An ad that simply has your company logo on it will be more
effective than one with three images and two paragraphs of text. You should only use photos
when appropriate, usually to convey what you’re selling, especially if a particular product is
unique. When you do use images, be sure to use a high-resolution image so your ad doesn’t turn
out blurry or pixelated.
2. Convey A Clear Message
Clear and convincing copy is just as important as the design of your ad. Viewers should be able
to tell at first glance what your ad is about. Use catchy words that provide a value proposition.
The value proposition showcases the service or product your brand provides and calls attention
to itself with attractive products, special offers and prices, such as “High quality,” “50% off,”
“Limited time offer,” “Made in USA,” or “Free sample.” It should take up the most space in your
ad and be the first thing that you viewers’ eyes are attracted to. Make sure you maintain
hierarchy within your ad. Your value proposition should be prominent, followed by your call to
action, then your logo.
3. Include An Explicit Call To Action
The call to action is usually made of text or a button prompting the viewer to do something. A
simple “Click here to…,” could do the trick, but you can also experiment with other phrases,
such as, “Learn More,” “Buy Now,” or “Get your free sample now.” It should be a standout
focal point of the ad, prompting viewers to click on it. To make your ad even more enticing, one
trick you can try is instilling a sense of urgency. For example, phrases like, “For a limited time,”
“While supplies last,” and “Ends Tuesday,” could all make a viewer act now, rather than seeing
your ad and thinking they’ll check it out later.
With the exception of featured products, ads in SAGE Online and SAGE Web will link to your
products, up to three sales tools, which can be documents, audio, video, URLs, etc., and will
allow customers to contact you using SAGEim or email. However, without an explicit call to
action, viewers may not even know your ad is clickable.
4. Keep It On Brand
From your logo to the color palette and font choice, your ad should reflect your brand. Your
company logo must be included to build brand awareness. Make sure that it is visually dominant
without stealing the spotlight from the value proposition and the call to action.
Keep in mind, just because your sales don’t skyrocket the minute you begin advertising, that
doesn’t mean your ad isn’t doing its job. Brand awareness is a very powerful effect of
advertising and repetition is key, so don’t pull your ads if you don’t see results in the first
month. The more a distributor sees your ads, the more familiar they’ll become with your brand
and you’ll be top of mind when their customer needs a product, they saw you advertise.
Whether you want to promote a special or just increase your brand recognition in the industry,
your SAGE account executive would be happy to work with you to come up with your custom
advertising plan that fits your budget. Don’t have time to design an ad or not sure where to
begin? The creative geniuses at SAGE ArtworkZone would be happy to design your ad for you!
Prices begin as low as $24 for simple artwork adjustments and can be ready by the next business
day.