Media Analysis Final Exam

Submitted to: Sir Tanveer Abbas

Submitted by: Haiqa Malik

Submitted on: 12-01-21(9am to 9pm)

Group: A

Department of business administration

 Q.1 identify two latest advertisements of every category of advertising
appeal (rational, Emotional and social/moral) from electronic media and do
the critical analysis of these advertisements.

Moral/Social appeal:

1) Dettol advertisement (protect what’s worth fighting for )

This advertisement provides awareness to the people as it shows how a mother keeps
her home clean by using Dettol products to keep the covid 19 virus out of the house,
where our loved ones reside. The critical analysis on the basis of target market,
planning, positioning and value is done below.
A. Target market
All residents of Pakistan.
B. Media plan

This advertisement is usually shown at the prime time when most of the family sits
down to watch television.

C. Positioning on the basis of Marketing Mix:

This advertisement is unique and distinctive on the basis of its product as according to
the ad it provides such a product that provides protection against the loved ones.

D. Media vehicles

YouTube and television

E. Value of advertisement

In this advertisement it shows that a mother is trying to keep her household surfaces
clean to protect her family from the harmful effects of viruses and germs. This
advertisement is creating its value and importance as it is creating awareness among
the people and providing a product at a very low price that serves the purpose of
protection from germs.
 2) Calcium awareness ( abhi to mein jawan houn / There are a thousand ways I
can)
This advertisement shows lots of women, in the first scene they show women jogging
in the and a women dancing in a party who says that although I am 40 but I feel full of
energy like a person who is 20, a woman drinking calcium right before she goes to her
office as an energy dose that will last her all day, in another scene they show a lady go
quickly up the stairs because her bones are strong because of their calcium intake. The
critical analysis on the basis of target market, planning, positioning and value is done
below.
A. Target market

Young and elder woman

B. Media plan

This calcium awareness advertisement is shown mostly on drama channels and

morning shows because women watch these specific channels.

C. Positioning on the basis of Marketing Mix

The positioning in this advertisement is done on the basis of the product. Later on in
their life women face the problem of calcium deficiency which can lead to bone
problems. This advertisement creates a unique and distinctive image in the minds of
the people as it focuses on a product that can overcome the deficiency and give them a
healthier life.
E. Media vehicles
Television and YouTube
F. Value of advertisement:

The value of this advertisement is that it creates awareness among women about the
importance of daily intake of calcium supplements and that it helps a woman feel
stronger. It shows how calcium can enable women to lead a healthy life. If a woman
has strong bones she can actively take part in her daily routine, being physically active
with other family members.

Rational Appeal:
1. Harpic bathroom cleaner ( staring Ahsan khan)
In this advertisement Ahsan khan asks a lady in a house about how she cleans her
bathroom and she replies that she does so with a detergent. The Ahsan khan tells her
that one can’t clean a bathroom with a detergent as a detergent is used for washing
clothes, he then recommends her to use a harpic bathroom cleaner for the bathroom.
The critical analysis on the basis of target market, positioning and value is done
below.
A. Target audience:

All people with households

B. positioning on the basis of Marketing Mix:

This Advertisement is unique and distinctive on the basis of its product as it specifies
that there is a special product for cleaning the bathroom and that no other product can
take out the germs like harpic bathroom cleaner does.

E. Media vehicles:
Television and YouTube

F. value:

This advertisement created value for its customers as it informs the people about how
there is a product known as harpic bathroom cleaner which effectively cleans the
bathroom floors and gets rid of all the germs.

2. Surf excel Advertisement ( Daaghon ka champion)

This advertisement shows a girl paying football who tries to make a really difficult
kick and her grandmother asks her why she’s doing that so she replies that “jo koe
nahi kar sakta wohi toh champion karta hai'' during the process her clothes become
stained with mud and the grandmother says with confidence that now no one can take
this stain out. But the mother of the girl says that surf excel is the daghoun ka
champion as it goes into the depths of the stain and removes it all in one wash. This
advertisement has used rational appeal as it is fulfilling its duty on the basis of the
logic that surf excel can take out the toughest stains. The critical analysis on the basis
of target market, positioning and value is done below.
A. Target market:
 Mothers with young children

C. positioning on the basis of Marketing Mix

This advertisement is unique and distinctive of the basis of its product as it offers a
product which will take out the toughest stains and take out the germs.
E. Media vehicles
Television and YouTube.
F. Value in the advertisement
This advertisement creates value for its customers that it does what it claims by taking
out the toughest stains that are impossible to take out when they are dry.

Emotional appeal:

1. Dairy Milk ( Kuch meeta ho jaye)

This advertisement uses emotional appeal as it shows a busy mother and daughter
shopping in a store, where the girl exchanges her belongings (clip, pony, and toy) for
a chocolate for her mother, just to wish her mother a happy birthday. This makes the
mother very happy as she hugs her daughter out of happiness. The critical analysis on
the basis of target market, planning, positioning and value is done below.
A. Target market
All types of people belonging to families.
C. positioning on the basis of Marketing Mix
This advertisement is positioned on the basis of its product as the girl symbolises her
love for her mother by giving her the dairy milk chocolate.
E. Media vehicles
Television and YouTube.

F. value of advertisement

This advertisement has created value for its customers as it showed a beautiful bond
between a mother and daughter. There is a lot of emotional appeal created as the
shopkeeper understands the emotion of the young girl wanting to wish her mother a
happy birthday.
2. Shaan masala (khushiah chakhlo)
This advertisement shows a girl coming back from her office and asking her father for
the plans for her birthday tomorrow, the next day she is supposed by her father
waiting for her with a cooked meal, which tasted just like her late mother used to cook
so it brought her to tears. The critical analysis on the basis of target market, planning,
positioning and value is done below.
A. Target market

All types of people belonging to families.

B. Media plan

This advertisement has an emotional appeal as it shows the bond between a father and
his daughter and how the family comes together using the Shaan masala. It is mostly
shown at evening time when families usually sit together to have tea.

C. Positioning on the basis of Marketing Mix

This advertisement is unique and distinctive as it has done its positioning on the basis
of its product. As the product provides a distinctive taste that no other masala could
provide.

D. Media vehicles

Television and YouTube

E. value of advertisement

This advertisement created value for its customers as it shows that even in the absence
of the girl’s mother, they are able to achieve the same taste in a small amount of
money. This advertisement is creating a tradition that cooking at home can be made
easy, delicious and even better than eating from outside. The advertisement
beautifully shows the bond in a family made stronger simply by the food made by the
Shaan masala.
Q 2. Suppose you want to advertise your boutique and beauty salon business on social
media. What factors will you keep in mind while developing the advertisement? How
will the consumer trust and differentiate your ad from other bands.

Company Introduction:

The name of the boutique and salon will be Beautilocks. It offers parlour services as well as
boutiques services. We have the best of the trained professionals for each department. We
offer various services including manicure, pedicure, different facials, cleansing, hair dying
and extensions, party make-up, bridal make-up, eyelashes and nails. The trained professionals
are capable of giving complete makeovers that would include a new look and a wardrobe to
go with it.

A. Important Factors for developing an advertisement:

1. Who is the target market?

Beautilocks

Geographic
Region Pakistan
City Rawalpindi
Rural and urban urban

Demographic
Age 14 onwards
Family size Teens girls, married and unmarried women
gender female
income Lower, middle and upper ( 500Rs to 50,000)
Education college and university students

Psychographic
Lifestyle Party-goers and social
personality Extroverts

Behavioural
Occasions special (Eid)
User status First time and regular customer
User rates Low, high and normal
2. Powerful Message:

For advertising I will keep in mind what the message of my boutique is. The advertisement
will impart the message that we are able to fix whatever problem the customer is facing
regarding their hair, make-up and wardrobe in the most appealing way.

3. Where to advertise:

I will keep in mind the places that would be most suitable for advertising Beautilocks
different services. Since Beautilocks will be located in a residential area in Rawalpindi, I will
make sure to displays many in the area so it reaches the target audiences

4. Slogan:

I will consider the importance of the slogan and the impact it will have on the people.

“Beauty in your reach”

5. Talking about the benefits:

In the advertisement that I would make I will make sure to continuously keep mentioning the
benefits of the boutique and salon through the models words and acting. I will emphasize on
how convenient it is to get one’s parlour work done.

6. Models :

For advertising I will carefully decide which models to choose like for example Saba Qamar
and Mehwish hayat, which would especially appeal to the youth.

7. Value:

I will make sure that my advertisement would create value for its customers on the basis of its
quality and services. I will show that all the products are up to date with the best quality.
Every customer will be well treated and the availability of large number staff ensures quick
service for the clients.

8. Positioning:

I will create a unique and distinctive image in the minds of the audience on the basis of its
product and promotion. In the advertisement I will show the different services such as
manicure, pedicure, and facial being done to make the girl look beautiful. Positioning on the
basis of promotion will be done as in the ad I will show that the girl gets a free pedicure with
the facial that she gets as a promotion limited offer.

9. Theme:

I will keep in mind that the main emphasis on each advertisement will be about providing
style to our customers. I will use bold colours and make sure to perfectly present Beautilocks
so that it has a very unique look.

10. Appeal:

In the advertisement I will use beauty appeal, youth appeal by using young models, and
social appeal.

11. Budget:

While making the advertisement I will keep in mind the budget that I have. That way I will
be able to know how much money will be spent on which area.

12. extent of coverage:

I will consider the extent of coverage. This refers to the number of people that will be
exposed to my advertisement. Some media platforms generate global attention while others
are designed only for small regions.

13. How I will advertise:

I will advertise this salon through different ways. Apart from making a video advertisement, I
will also advertise on social media through pictures, that picture will contain a model, so I
will have to consider getting a photo shoot done to accomplish the picture that I would want
to display. In some pictures I will focus on different hairstyles and in others I will do a photo
shoot of a bride in full make-up.in this picture ad I will also display my address and phone
numbers at which people can reach Beautilocks.

B. Building trust and differentiation

The trust between a consumer and a brand is very important. By making a genuine, truthful
connection with the consumer, it created brand loyalty and this connection provides the basis
of consumer-brand relationship.

⮚ I will build a strong sense of trust with my customers by providing them excellent
service as customer trust and loyalty are essential for building a successful business.
⮚ I will publish customer reviews.
⮚ I will be as clear as possible about what Beautilocks has to offer and establish
accurate customer expectations from the start.
⮚ I will always ask the customers for their feedback, by doing that I will look for
opportunities to improve.
⮚ I will offer regards for repeat purchases, when I give my customers this incentive,
they will stick to my brand instead of switching to any competitor.
⮚ I will be honest and transparent about what the customers can expect from
Beautilocks.

Product differentiation creates the perceptions that a brand offers something unique and
desirable to the market segment. Beautilocks will be unique and distinctive as it not only
provides various parlour services but also offers stylish clothes to complete their appearance.
All the staff at the salon part and the boutique part of Beautilocks are highly qualified in
their respective fields which also differentiates it from its competitors. The parlour part of
Beautilocks will also offer makeovers where our trained professionals can get them a new
look. The salon will also offer bridal photo shoots thus differentiating it from the rest of the
salons. The boutique part of my salon will have designs from the latest fashion and there will
be a variety of products that will cater to the needs of ladies belonging to all ages. Another
feature of our boutique that will differentiate it from its competitors is that there will be hired
professional ladies who can guide the customers regarding which style suits their physique
better. Beautilocks will also offer features that are not available at other parlours such as
permanent eyelashes and ecralic nails.
Q3. How creativity enhances IMC? Give logical reasoning with the help of
examples.

Creativity:

Creating means originating and conceiving an idea that would be unique, fresh and would not
have existed before. Creativity is the most efficient way to create memorable, long-lasting
impressions of the product on the target audience.

Role of creativity in campaigns:

Creativity is very important to a campaign's basic mission of informing, persuading and

reminding the customer.

Role of creativity in informing customers

Creativity helps the campaigns to effectively impart their message to the audience. With the
help of a creative idea campaigns can be more attractive to the target audience. A good
example to this would be Fair & lovely’s new Campaign which is known as Glow & lovely.
This advertisement is very creative in the sense that no one has come up with such an idea
before as in this advertisement they are showing bold women doing extraordinary things like
a woman being a football player, tabla percussionist, photographer, bike Enthusiast, boxer. It
tells the women that now is the time to go for their goals, and tells the women that they are
just different shades of the same colour. In this advertisement the writers and music artist
arrange the visuals and verbal message components according to a genre of social meaning,
so that the viewers can easily interpret the message.

Role of creativity in persuading customers

A creative story or idea can establish a unique identity for the product. Consider the example
of the K&Ns advertisements that are shown on television. The ad is creative because it is
pictured beautifully as all the different K&Ns products are shown in a mouth-watering way.
When people see this advertisement again and again they are easily persuaded to buy the
K&Ns products. This advertisement is creative by the use of non-verbal messages. The artists
have governed the use of colour, layout, and illustration.

Role of creativity in reminding customers:

Creativity can transform boring reminders into interesting and entertaining messages.
Consider the example of the Daraz 11/11 sale advertisement in which they kept reminding
the customers that their sale is from 11 th to 17th November in which they are offering mega
deals and cash back offers.

Role of creativity in creating a “boom” in campaigns:

Advertisements that are creative but have a touch of comedy can create a boom factor
considering an old example of the harpic toilet cleaner in which they used comedians from a
Pakistani sitcom known as Bulbulay. The actor Momo brilliantly and hilariously portrayed
the message of a harpic toilet cleaner to be more long lasting and durable for the whole
month at a cheap price.

Role of creativity in product description:

It is very important for an advertisement to creatively portray its product by giving a proper
description. A good example of this would be the Oreo advertisement in which there is a
child celebrity who perfectly describes the Oreo biscuit product by twisting, licking and
dunking in milk. This ad was very creative because it has detail and it shows family
relationships.

Creativity affected by thinking style:

There are two types of thinkers, the first is the value based thinkers who focus on making
advertisements with emotional and metaphorical appeal. The advertisements that they make
are very creative and not concerned with logic. A good example of this would be the Master
Molti foam advertisement in which they show a different stage of life of a small girl that
grows up to be a beautiful wedding her father gives her away with a special gift of master
Molti foam. This advertisement came with the slogan of “Meri nani peri naye ghar ko
chali. The second types of thinkers are fact-based thinkers. ” The advertisements that they
make advertisements which focus on straightforward layouts and rational appeal. A good
example to this would be surf excel advertisement, as in the advertisement they say that. It
would remove even the toughest of stains.