Promotion and Advertising

Assignment

Abdur Rehman Qureshi

02-111162-005
BBA 8B
 Ice Cream

a- After reading the above scenario what in tour opinion should be the unique selling
point (USP) of Farm Fresh Ice-cream?

Ans. The USP for the Farm Fresh Ice Cream could be “We make the best possible and
uniquely crafted ice cream in the best possible way.”

The mission of the company is to create high-quality ice cream in a sustainable way and have
the most positive and satisfying impact to its customers.

b- What type of consumer appeal would you create in your ad campaign and why?
Keeping in mind the consumer appeal write down the basic idea of a TV commercial

Ans. I think the best consumer appeal that can be used is emotional appeal. Usually eating an
ice cream always feels everyone delight specially if the person is stressed, overworked or just
plain blue. The reason being an emotional ad attracts a subconscious mind more if its for an
ice cream. The ad will specifically be family one. The concept that can be provided is that
after a stressful day of work for the whole family. They dine on to table and have delicious
flavorful ice cream. This kind of appeal will help make consumers realize that it is a family
based dairy product which can be consumed by anyone.

c. Suggest a Brand name for the new brand and create a tag line with SMP (Single
Minded Proposition).

Ans. Name : Exquisite Delight Ice Cream

Tagline : A spoonful of heavenly taste

d. Write down a Substantiation statement for your brand

Ans. This ice cream is made entirely out of fresh dairy based products with no added
preservatives and artificial flavors. It will be made available through a retail store or an online
service.