Assignment of Advertising and Sales

Promotion

Submitted To: Maam Sanam Hussain

Submitted By: Shafaqat Ramzan

Roll No: Mcf1701896

MBA 3.5 Years Section A

University of Education Lower Mall

Campus Lahore
Topic 1: Emirates Airlines Tagline Is “Keep Discovering”.

This slogan is explaining about the passenger enjoy, comfortable

journey and visit many places in the world. Not stop to travel and keep
continue your travel and discover new things in your life by traveling with
emirates airlines.
This slogan asks you to keep discovering by flying with emirates.
According to me actually they offering to their customers, travels to a lot of
destinations and you can keep discovering new things. And make every travel
more enjoyable and memorable.

Topic 2: Promotion Opportunity Analysis a Critical Part

Of Company’s Marketing Efforts.

The main aim of promotion is to ensure that customers are aware of the
existence and positioning of products. Promotion is also used to persuade
customers that the product is better than competing products and to remind and
customers about, why they may want to buy that product. Promotions are
discount on sales which attract to customers.

There are four types of promotions:

 Advertising
 Sales promotions
 Personal selling
 Publicity
Examples: mega sale offer, 75% off sales, buy one get one free etc.

A promotions opportunity analysis is the process by which marketers

identify target conduct a communication market analysis, establish
communications audiences for the goods and services produced by the
company. It consists of five steps objectives, create a communications budget,
prepare promotional strategies, and match tactics with strategies. Along the
way marketing managers should review competitors, opportunities, target
markets, customers, and the company’s positioning.

Promotion opportunity analysis:

The process marketers use to identify target audiences for a company’s goods
and services and the communication strategies needed to reach these
audiences.
Communication market analysis:
The process of discovering the organization’s strengths and weaknesses in the
area marketing communication.
A promotions opportunity analysis program is the first in developing a complete
IMC package. Based on overall marketing plan, company leaders gather
information and generate decisions regarding target market and marketing
opportunities. They build company’s image and make understanding to compete
other companies.

Topic 3: consumer behavior.

Consumer behavior is the study of individuals, groups, or
organizations and all the activities associated with the purchase, use and
disposal of goods and services, including the consumer’s emotional, mental and
behavioral responses that precede or follow these activities.
It refers to the actions of the consumers in the marketplace and the underlying
motives for those actions.
In simple words:
Consumer behavior is the study of how consumers make decisions about what
they need, want, and desire and how they buy, use, and dispose of goods and
services.

Types of consumer behavior:

When the customers are making purchase they include the following types.
 Complex buying
  Habitual buying
 Dissonance reducing buying
 Variety seeking buying
So, figure out a few buying behaviors to convince your customers to buy your
business, product, or service. To identify buying behaviors, find out as much as
you can about the people who buy your product or service: including their
attitudes towards consumerism, beliefs, purchasing patterns, and behavior.

Importance of consumer behavior.

The study of the consumer behavior helps marketers to recognize
and forecast the purchasing behavior of the consumer while they are
purchasing a product. The study of consumer behavior helps the marketers not
only to understand what consumer purchase, but helps to understand why they
purchasing it.

Factors affect consumer behavior.

There are four psychological factors affecting the consumer behavior.
 Perception
 Motivation
 Learning
 Beliefs
 And attitudes. The level of motivation is also affect the consumer buying
behavior.
 Cultural, sub culture, social class.
 Economic, personal income, employment and wealth.
 Social, reference group, family, roles and status.
 Personal, life cycle, age and life style
 Buyer

Factors influencing consumer behavior.

 Purchasing power
 Group influence
 Personal preferences
  Economic conditions
Consumer make decisions to buy anything or product then influenced by the
economic situation prevailing the market.
 Marketing campaigns
Advertisement plays a vital role in influencing the purchasing decisions made
by consumers.

Personality
Consumers purchase products to reflect their personality. Each and every
individual is having his own personality and behavior pattern which is different
in every sense. They maintain that consumer behavior is greatly influenced by
this personality traits. Consumers like to purchase product which matching
with their personality.

Age
Age is demographic factor that affect the consumer behavior. As people
grow, their needs change. Similarly change their buying decisions, likes and
dislikes. Age cycle is effect on purchasing and market segmentation.

Five stages of consumer buying process.

 Problem identification
 Information search
 Evaluation of alternatives
 Purchase decision
 Post purchase decisions

Advertisers can change our behavior:

Advertisers can alter our buying or consuming behavior by providing
us with ”scientifically proven facts”, by using a famous celebrity to vouch for
the product or service’ a research or buy using industry experts and
professional to gain support for the product or service.
Internal search:
Thinking about the brand a consumer is will to consider.
 Not all the brands one has experiences
 Removing brands with negative experience.

External search:
Source: friends, relatives, experts, books, magazines,
newspapers, advertisements, PR activities, in store displays, sales people, and
internet.

Consumer attitude:
Mental position taken toward a topic, a person or an
event, that influences our feelings, beliefs, and responses.
 Affective component, feeling or emotions.
 Cognitive component, believing or thinking.
 Conative component, responses or actions.

Gender complexity:
Some changing roles of males and females.
 Females entering in males-dominated occupations.
 Males playing active role in parenting and household.

Customization:
Consumer want customization in some products. And the
companies are make customization for consumer’s satisfaction and they provide
solution to their customers. For example; a female want customization clothes,
in bridle dress and in jewelry etc. And males want customization in some
hardware like computer system, they want change some parts of computer like
rom, processor speakers. And also change the food product according to the
customer’s need and want.