University of Central Punjab

Advertisement & Promotion

Assignment-2
Section- D
Due Date: May 2 , 2021
Submitted by:
Muhammad Suleman Naeem L1F17BBAM0051

Submitted to:
Ms. Komal Faisal
LUX:
LUX is a well-known brand of Unilever. This brand mainly targeting the women around the
world. The main focus of LUX is soft skin and fragrance and this brand holds an iconic position
in market. LUX main product is soap in Pakistan, but globally his portfolio includes body
washes, bars and sanitizer.

Should be the source that who is the one who will be sending the
message, his credibility and expertise matter?
Message sender is the back bone of the advertisement. And this is the most important part
because many time the non-verbal communication is more matters to audience and their role,
their appearance effect the audience and the target market. In term of expertise, in which style
message delivered, matters.
In Pakistan women likes drama and serials and many times, women’s, role models are from that
serials. Due to the role of model in serials. LUX did many effective ads in the past, like Maira
Khan, Marva Hoccaine, Saba Qamar, Mehwish Hayyat in Pakistan. And Katrina Kaif, Kareena
Kapoor and Alia Bhatt from india, because our many audience is fond of Indian movies. All of
that models are ideal for LUX target market and these model’s beauty influence the target
market.
For LUX Sanitizer the newly trending role models of women should hire for advertising, like
Hira Maani, Iqra Aziz and Iza Khan.

Should involve the drafting of message?

Message drafting is also the major part. Organization make the ads for those who can see and
listen. If they didn’t influence by the model than message can influence them.
Message should be short and should tell the whole story In LUX sanitizer the message will be to
save your beauty and get relax by the fragrance of sanitizer after come home.
Which channel you would use and why?
We will use the TV advertisement the time on which the women watched TV the prime time for
our ad will be 7pm to 9pm and 10 am to 11am. In 7pm to 9pm women watched serials and in 10
am to 11am our targeted audience watched morning shows.
On social media platform. YouTube is the 2nd most effective way of advertising now a days
because our routine get disturbed from pandemic now and working women like to watch
recorded serials any time our ads will played on specific channels like cooking channels , HUM
TV, ARY Digital, Geo Kahani and many others.

Target audience and why you have chosen?

Our target audience will be women because it counts the 51% of Pakistan. Especially women
targeting sanitizer is missing and our product will fill that gap. LUX is already targeting women
and its well-known brand for women products. Women did shopping for groceries and for their
caring products on their own so if our ad will affect them they will buy our product.