Mid Term Assessment (Assignment) Fall 2020

Name: Basit Ali Jadoon________________ Registration #:___1935381___________

Program: MBA Evening (36-Credit Hours) Class & Section: MBA Elective

Course Code & Name:media marketing Total Marks: 30 Marks (weightage 30%)

Instructors Name: Ali Nasir Submission Deadline: 22/01/2021 at 10:15 pm

Submission Mode: Google Classroom

Important Instructions:

- Total allowed time: 04:00 hours (6:15 p.m. - 10:15 p.m.)

- Solved Assignment must be submitted to the respective faculty by the due date and time.
- Non-submissions of the assignments will be considered as absence.
- Attempt on Word File on the A4 Paper/Properly detached papers or lose journal papers as
available to student.
- Please do not use pencils except for underlining or drawing diagrams, if handwritten assignment
is being submitted.
- Any attempt to use unfair means will lead to disqualification i.e. plagiarism will be checked for
copying material from internet or other sources (student may use any resources but exact
copying or copied material from any source is not acceptable).
- Marks and limit of each question is mentioned at the end of the question.
- Submission Format: : MS Word Typed assignment
- Plagiarism policy: SZABIST Plagiarism policy is to be followed.
- Submission guidelines: Complete the paper and submit it on Google classroom max by 10:15
p.m on 22 january, 2021.
- No submission will be accepted after 10:15 p.m on 22 nd January 2021.
- Name and reg# should be mentioned on top of the page and the scanned file should be named
using this format: MM-Elective-Name-RegNo
- For non-submissions “0” marks will be awarded.
- You must comply with instructions, written or oral, given by the instructor apart from the
general instruction of assignment.
Q1: Pakistan is facing an ‘image issue’. Many people blame the media for this paradox. Discuss the
why the media has not been able to represent Pakistan is an enabling way. Can you develop a media
strategy to achieve objectives through a plan? Also discuss that the actual product i.e. Pakistan has to
improve first before we can sell it’s image. *Essay type, 500 words* 10 marks

Introduction:
Pakistan’s image is a simple exaggerated reflection of her in the world. She faces many problem and she performed
very badly on some indicators. However, her current image doesn’t do justice to her true image. Therefore, her
greatest challenge is to restore its credibility in the world. However, Pakistan has done a great effort to improve her
image but she received a little positive result. In order to form effective media strategy, strategist should understand
that first Pakistan has to unmade those perception which culminate in to form bad image of Pakistan. Therefore, for
unmaking, strategist, first, understand how this perception are formed. The bad perception are formed because of the
following:
1. Terrorism:
After Zarb-e-azb, Pakistan has controlled terrorist activities very well inside a country. However, Pakistan
is facing menace of terrorism, which international and national media represent in exaggerated manner.
Thus, this phenomenon sows seed of fear and bad sentiments about Pakistan in the world.
2. Propaganda against Pakistan
There is also very well established propaganda campaign against Pakistan has been launched in order to
decay her image in front of the world. Recently, EU Disinfo lab has uncovered India’s propaganda against
Pakistan in “Indian Chronicles Report”.
3. Unstable Political System
Pakistan has history of uncertain political atmosphere in a country. Even Pakistan’s political uncertainty
never let any prime minister to complete its tenure. On other hand, westerners favored democratic country
with stable political system.
4. Law and order
Lack of implementation of rule of country and justice system is another reason which portrays Pakistan as a
country with jungle rule.
5. Protection of Minorities:
Pakistan government on law and constitution provide complete freedom and protection to minorities.
However, practically, sometime, Pakistan’s government become ineffective against extremist to protect
minorities. Thus, such incidents instigate foreign people and develop bitter sentiments about Pakistan in
their heart.
6. Gender Equality:
Similarly, Pakistan claim gender equality on ground of law and constitution. However, according to
Thomson Reuters Foundation, Pakistan is sixth most dangerous country for women. This phenomenon
instigate westerners and they, even, pressure their government to push Pakistan in any way to perform
better on gender equality.
Pakistan isn’t performing well on above affairs. However, international media is also biased, along with
Indian propaganda, against Pakistan. They present bad things about Pakistan in exaggerated manner.
Thus, this portrays Pakistan’s bad image which isn’t true to reality. Therefore, in order to improve
Pakistan’s image, Pakistan has to improve on above mentioned matters. Subsequently, any media strategy
would be effective.
Media Strategy for Developing Pakistan’s Image:

In order to improve Pakistan’s Image Media strategist do the following:

1. First, Media strategist should understand what Pakistan’s Image in people mind and how it is
formed.
2. Then, identified factors which formed Pakistan’s bad image.
3. Next, Media strategist should take action in order to unlearn bad perceptions in people mind.
4. Second, media strategist should also realize what Pakistan’s image they want to portray to the
world.
5. After setting image, media strategist should identify different medium for convey positive image
of Pakistan on different affairs, As far as countries are concerned, various factors contribute to the
making or marring of the image. For example, government should give freedom and encourage
international media to portray Pakistan on ground level. Simultaneously, government should also
counter any propaganda and miscommunication in timely manner. Moreover, Pakistan’s
government representative should regularly interact with international media in order to
effectively convey policy of Pakistan in order to avoid any miscommunication.
Another example, media strategist should use international travel vloggers to promote tourism of
Pakistan in the world.
6. Media strategist should set objective for each medium.
7. However, image-building does not happen automatically, nor in isolation from what is happening
at the global level.  Therefore, media strategist should regularly assess performance of each
medium against its objective and take action as required in order to correct it.
Q2: Media has changed due to technology and the Product, promotion, place and price concepts have
changed. Explain in detail how media convergence has now given marketers and advertisers a new
environment. Discuss at length new technologies and products related to Social media, smart Phones,
and many others. *Essay type, 500 words* 10 marks

Introduction:
Media convergence is the consequence of digitization and penetration of Internet usage among masses.
Digitization of media content is media convergence which is possible because of the interconnection of
technology and data. As a result, some of media becoming obsolete or losing their importance. Therefore,
advertiser and marketers consider to explore and utilize new or innovative media for any product
advertising.

Media Convergence and Marketers:

With innovation of Smartphone, World Wide Web, Tablet computers and some other devices, people,
now, can access any media content which was once available on specific media, like broadcast and print,
or platform, like magazines, radio, newspaper and television. For example, now, people can access any
form of media content, text; video; live streaming; audio etc, on Facebook. Thus, people lost interest in
established media and they start using new form of media for their interest and convenience.
Subsequently, media convergence erodes established medium and enable entirely innovative and unique
form of media to emerge. Thus, this phenomenon presents new challenges to advertisers and marketers to
shift from traditional media in order to target consumer in completely new environment. As a result,
marketer use different strategies in order to convey product information on entirely new media. The
following are some examples:

 Using advertising option on social media in order to promote product. As a result, ad would be
appeared in front of target consumer while watching video or scrolling newsfeed. Moreover,
targeting consumer on social media become very easy by just giving target consumer
information, consumer’s age group; preferences etc.
 Using influencers on Social Media for product promotion.
 Sales promotion through different websites.
 Interactive marketing, like inviting for lucky draw by following some steps: product picture
sharing etc.
 Inviting for games on brand websites in order to win prize.

New technologies:
Over-The-Top Streaming Service

In the world, streaming is headed towards a saturation point. Netflix, Amazon, Hulu, and now Disney +
are quickly picking up new subscribers as streaming quickly becomes the primary source of video
consumption within the US and globally. Through these websites, consumers can watch their favorite
show from anywhere of world just by subscribing to their services.
Subsequently, streaming service websites provide opportunity to advertiser and marketer to promote their
product or brand either through product placement in movie or documentary on product, like Abstract: the
Art of Design (Nike).

Virtual Reality:
Virtual Reality (VR) is the use of computer technology to create a simulated environment, usually by way
of a headset with special lenses. Unlike traditional user interfaces, VR places the user inside an
experience. Many marketers are involving VR into their marketing strategy in order to enhance
experience of consumer and generate positive response. However, VR is expense and difficult to
implement due to requirement of resources. This is very effectively use by B2B business for it marketing.
For example, key technology, a designer and manufacturer of food processing system, used VR demo in
the Pack Expo food packaging trade show in order to give a detailed, hands-on look of VERYX digital
food sorting platform to attendees.

Augmented Reality:
Augmented Reality simulates artificial objects in the real environment by the use of smartphone camera.
This feature is used usually with help of application on smartphone. For example, L’Oreal launched an
app, Makeup Genius, in order to let consumer try out a variety of makeup style and hair colors. Similarly,
Gucci also enable AR feature in its app to let consumers try new sneakers on their feet.

AI Targeted Marketing
An artificial intelligence has improved the experience of users on social media. Due to customized
algorithm, user will constantly see those posts or content which they enjoy most. Thus, social media user
enjoy the social media most. Subsequently, user spend more time on social media. Similarly, same
strategy is used for targeting consumer for advertisement.

Live Streaming:
With the addition of live streaming feature on social media, many users are using to give live updates
related any affairs from any part of the world. Similarly, news channels are also using this feature to
stream news live on social media in order to increase viewership.
Q3. Creativity is essential for content development, discuss at length why there is lack of creativity.
We face a challenge of few available genre and have yet to have a global or regional brand in media.
Discuss the challenge and devise a strategy to confront. Essay type, 500 words 10 marks

Introduction:

People get bored after continuously getting exposure to same type of content. Therefore, creativity is
important in order to keep person engaged with a content. However, Pakistan’s society lack creativity in
its content. The reason for lack of creativity are following:

 People are living in a society where only few genre are available because society consider some
genre taboo to pursue.
 Moreover, people are afraid to fail. Therefore, they become risk averse. Subsequently, they
pursue only those option which are not very risky and those options always lack creativity.
 Further, our society lack an environment which encourage creative ideas. If any person get any
innovative idea, people would discourage it to pursue that idea.
 Our school system are also design to follow established order. Thus, such system would produce
those people, who lack creativity.
 Our students are also encourage to pursue only those careers, which give monetary benefits and
social status in future. Thus, this phenomenon close the door of many genre.
 People thinking are narrow to their affairs. They don’t think out of box or they don’t want to
think out of box.

Challenges:

People lack creativity in Pakistan society because of following challenges:

 Our society support status quo. If someone challenge it, society try its best to punish it.
 Our society doesn’t encourage people to think in innovative.
 Moreover, our society also doesn’t encourage to pursue innovative idea and express its creativity.
 Moreover, many genre which best way to express creativity are considered taboo.
 Our schooling system is also design to support status quo. The also established its own criteria of
success. If someone divert, one is a failure.

Strategy:

 School system should be changed in order to encourage creativity and out of box idea.
 New subject should be add in syllabus in order to teach and encourage student about creativity.
 Student should also familiarize with method and practices of developed nations.
 Through awareness, supporting culture should be promoted for creative idea building.
 Academia industry linkage is very important to fuel innovation. The academic developments
should be translated into industry and industry problem should come to academia. 
 In our educational institutes, research centers and business enterprises, we have to develop an
innovation ecosystem so we could not only promote innovation but also set examples for others. 
 Discussion forums should be developed, where person may freely share its idea and refine it
further.
 Just like Pakistan has Science Foundation (PSF), we should have an ”Innovation Foundation” to
promote innovation in the country.
 Through media, we should normalize taboo genre in order to encourage creativity.