ASSIGNMENT # 1

TVCs (three types) and their rational of being them separate
Aviation Marketing
Submitted to

Mr. Sohail Raja
Submitted by

Muhammad Arslan Aslam BAM-9234 Semester 8th BS Aviation Management

College of Business and Management Sciences, Superior University, Lahore

Launching TVC
HONDA JET HA420

HONDA
The Power of Dreams
Honda Motor Co.’s long-deferred dream of growing wings is about to come true when it starts commercial production of its first commercial aircraft. Contemporary start-ups were rooted in the late 1990s, by Honda Aircraft Co. Six years passed between project launch in 1997 and first flight of a proof of concept Honda jet on 3 December 2003. At that time, the company officially regarded the proof of concept as a research project. A production aircraft program was launched three years later. Now, nearly eight years after first flight, the company is finally approaching entrance into certification testing, with first delivery scheduled in the third quarter of 2012. The attributes and the uniqueness of the HA420 are visible; Honda’s small business jet has the unusual feature of engines mounted on pylons atop the wing, the aircraft's unusually tapered nose, bulbous cockpit windows and over-the-wing engine nacelles are signposts, suggesting decades of research, analysis and testing of this combination of novel aerodynamic and propulsion techniques. The five-passenger plane, dubbed Honda Jet, sells for $4.5 million each.

Rational
This is a launching ad of HONDAJET. in the ad, it had been shown that there was an era when Honda company launches its first brand Honda 50 motorbike (light weighted 50-cubiccentimetre (3.1 cu in) motorcycle was conceived in 1956) and now the company has been able to fly in the air with its new brand HA420 in air transportation industry; HONDA JET, so the HONDA company is saying, “We’ve always had wings, Now we are flying, (Experimental Honda jet)

I chose this as launching ad because it has a true match that a company who is serving its customers since many years in automobile industry, now it is taking another major initiative in another and separate industry; air transportation.

Corporate TVC
DHL-Train

DHL
We move the world
DHL is the world's largest logistics company operating in all four corners of the globe. DHL is a world market leader in sea and air mail.

Rational
I chose this corporate ad of DHL because this is giving an element of confidence to its customers and vendors. Actually in this ad, it has shown that DHL is much fast and reliable logistics moving company for domestic mails and transfers. DHL is showing its values and good will through this ad for its employees, customers and stakeholders that feel pride to be a part of DHL team. In this ad, DHL’s competitors like, FedEx etc. are shown and DHL is taking less time than them to transfer any mail at their destinations. This ad is creating a feeling of pride to its users because it is said in this ad,”Competition bad for them (competitors), Great for you”. The main function of corporate advertising is to generate and enhance a sense of confidence and appeal among vendors and consumers. Depending on the exact nature of the corporate marketing approach, the advertising may also be developed with an eye of enhancing the reputation of the company among its peers in a community or within a given sector of the marketplace and DHL is also using same concept in this commercial.

Public Service TVC

Safeguard Soap-Commercial
Safeguard is an antibacterial soap of Procter & Gamble Company registered with the Food and Drug Administration (FDA) and is sold in the United States, Mexico as Escudo, Ukraine, Latvia, Canada, Egypt, China, Pakistan and the Philippines.

Rational
Unlike traditional commercials, Public Service Advertisement (PSA) is primarily designed to inform and educate rather than sell a product or service. The goal of a PSA is not to make a big sale, but rather to change public opinion and raise awareness for a problem. However, Procter & Gamble Company is giving awareness to the community about cleanliness. In Safeguard commercial is focusing on clean environment and creating a positive trend among children to make a good habit of washing hands before eating or after coming back to home after playing outside. This advertising is with a central focus on the public welfare, so the company says, “Clean Environment, Clean Pakistan, Safeguard Pakistan”. It is shown in the ad that we have no idea about whether germs are present at our body or we are free from them, and Safeguard is fulfilling the responsibility of keep us away from diseases. Safeguard’s role is a great contributing factor to clean this land or to keep environment clean and in some ads of Safeguard, it is said that, “Cleanliness is half of faith"; a Hadith. Actually, Procter & Gamble Company is fulfilling social corporate responsibility through this TV commercial.

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