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ADVERTISING ASSIGNMENT # 1

Submitted by:
Mehreen Omer
Sec E
08U0784

Submitted to:
Ms. Nafisa Khalid

Dated:
18th February, 2011
Q1) Think of a product you purchased recently. How was it advertised? Which strategies
can you discern in the advertising? Did the advertising help to convince you to purchase
the product? Why or why not?

Ans I bought an Olper’s milk pack only recently. Its advertisement definitely influenced me by
first grabbing my attention, then arousing my interest and then causing me to act on that impulse
after turning into a desire. Given that Olper’s came with one of the biggest advertising
campaigns ever seen in Pakistan, it’s hard to ignore its products. Its competitors i.e. Milkpak and
Haleeb revised their advertising budgets after receiving the shock. It was advertised primarily
through television commercials and print ads. Quintessential strategies of creating perception and
persuasion were predominant in its advertising. Its basic advertising strategy is a consumer-
centric one. However it uses celebrity endorsers quite frequently to enhance the appeal of its
product. The strategies are discussed below, including how they help convince consumers,
including me.

Situation Analysis

Considering that Milkpak and Haleeb were already the market leaders, Olper’s had to come up
with something really different to capture market share. Also, the consumers still had strong
preference for ‘doodhwala’1 to supply natural milk. Olper’s is very strong in terms of its
consumer quality perception. One of the key advertising problems that these ads suffer from is
selecting the media that will reach the maximum target audience. It also needs to avoid
cannibalization due to new products introduced in the field.

Key Advertising Objectives

One of the most significant advertising objectives of Olper’s is to establish brand identity by
creating a positive perception. Olper’s tries to give great exposure to customers where are most
probable to look for milk, and occupies a lot of shelf position. Another of its key advertising
objectives is to stimulate direct action by motivating the consumers to buy. It also wants to
provoke indirect action by creating favorable attitudes towards the brand. It also wants to cue the
emotional or psychological appeal. Moreover, it looks forward to stimulate repeat purchases and

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Milk-man
even change attitudes. Another key advertising objective is to persuade the target audience in an
effective and affective manner.

Positioning:

It is positioned well as a considerate brand with its all-purpose milk being its unique selling
point. It can be consumed during breakfast or blended with tea, depending on the consumer’s
choice. It uses a lively and sanguine tagline of ‘Subha Bakhair Zindagi’2 along with its unique
red color, rather than the mundane blues and greens, to distinguish itself from its competitors.
This is its competitive advantage.

Brand Image and Personality

Olper’s has been successful in attaining high brand equity amongst its customers due to its
refined milk. Its brand personality is warm and approachable because it uses easy-to-use
packaging. It is also familiar and comfortable since it uses continuing character in its advertising.
It is a lifestyle-oriented brand, and has the image of a natural and healthy product.

Budgeting:

The company uses objective-task budgeting to finance its advertising campaign. The advertiser’s
media presence will directly influence the share of attention that the brand will receive. The
strategy is determined according to the preset objectives and then the resultant costs are
estimated.

Target Market:

Its primary market includes the upper-middle and the upper income groups seeking healthy and
nutritious milk. Its secondary market includes the diet-conscious and career-oriented upper and
middle-income class. Although it caters to all age groups, it still has a distinctive brand
personality as being reliable and refreshing at the same time. The middle-age group does not
worship celebrities as much as the young do, and so the ads use the concept of familial ties to
appeal to them. Sometimes, a mixture of strategies is also implemented; for example, the well-
known celeb Nadia Khan, who is also a mother, is used to endorse Olper’s products. The

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Good Morning Life
prospective buying influences also include children who find the ads entertaining and the males
of the house who mostly pay for the grocery.

Media Strategy

The ad shows that a meticulous analysis of the consumer research has been done by the creative
team. The Media mix for Olper’s includes primarily television, print but it emphasizes on radio
and outdoor activities too. Television has always been an influential medium for Olper’s to
fascinate consumers with humorous and innovative sights and sounds. It has been investing a lot
in this medium and has been rendering good results. I’ve found the ad in weekday as well as
weekend magazines.

Olper’s has used media vehicles that are cost-effective and cover a large range of audience. It has
been advertised on FM 100 and FM 101, Radio Pakistan Karachi, PTV, Geo Television, ARY
Digital, HUM TV etc. Amongst the print media, it’s usually the front quarter page on The News,
or well-known magazines like the Sunday Magazine where it occupies a double-pager.
Billboards are also used across various locations throughout Lahore.

As for media timing, Olper’s advertisements are shown more than twice a day and it’s usually
during the prime time when popular shows are being broadcasted. It also frequently uses the
strategy of bitcoms i.e. inserting its ad within a TV show especially cricket matches which
capture a lot of viewership, to increase the viewer’s retention of ads.

Message Strategy

For developing the product concept, the product benefit is artfully highlighted. It gives
nutritional, sensory and rational information message to its customers which pulls them to buy it.
The impact of the message also depends upon how it is said, rather than only on what is being
said. So the message execution is done with a style synchronizing well with its words and tones.
The positive tone along with the humor used appeals to the conscious as well as the subconscious
mind. It has focused on the message of verve and power attained through superior-quality milk.

Another clever ploy used in the ad is arousing our emotions, especially with its overwhelming
emphasis on family values. This is the ‘big idea’ which is used extensively today by many
corporations, principally due to people retaliating against desensitization in the media.
Attractive color combinations along with captivating music jingle is used in television
commercials, especially the one featuring Atif Aslam and Dawud Wharnsby Ali, aired during
Ramadan. Its thematic ads captivate the audience and stir positive sentiments towards the brand.
The popularity of Atif Aslam in Pakistan and Dawud Wharnsby Ali as a famous nasheed artist
all over the globe, immediately grabs the viewer’s attention. It ads use catchy phrasing to create
an original idea. The poster layouts are designed in such a way so as to capture maximum visual
attention.

Other Tools

The company engages in frequent public relations’ activities. It sponsors mother’s day special
events and offers discounts in Ramadan, to pull consumers. Then again it conforms to local
values, which makes the product not only un-controversial but also native, which allows it to
receive a hearty endorsement from its customers. It also gives free samples sometimes in parks.
It makes housewives participate in show-casing milk-based recipes and builds trial experiences.
In the category of supplemental media, trade shows and point of purchase displays are frequently
being utilized.

These advertising strategies resulted in creating the curiosity, which caused me to become
mentally engaged with the product. They also connected with me on a more personal level, since
I could relate well to it, being a daughter and a sister. They certainly did influence me a lot to
buy the product. They give reasons and arguments as to why we should prefer Olper’s Milk over
other brands. Since as discussed, it uses Nadia Khan to represent mothers, the advertising fulfills
the requirement of source credibility. The advertisements were able to generate my recall of the
brand. Also the emphasis on kinship ties created strong feelings in me towards Olper’s in
general. Since it stimulated trial and distributed free samples, I was rather discouraged not to
give it a shot. Through its commitment to many external social events, it has formed a positive
attitude in me towards it. I’m a regular watcher of television, especially Geo TV, and so am
always exposed to Olper’s ads time and again. It also allows me to have a more personal contact
with the brand, so there are literally no reasons for me to not go for it.
Q2) Pick one of your favorite brands. Analyze its
strategy using the Facets Model of Advertising
Effectiveness.

Ans One of my favorite brands is Apple. It primarily uses


the advertising strategy of association through image and
symbols i.e. linking a brand with features and traits that
epitomize its personality. Apple transformed the world of
technology and stands out for its innovativeness in a highly
competition-oriented world. It connects with the consumer
on a more personal level. It is differentiated from other
products by virtue of its image and identity. It connects
with the consumer on a more personal level. The increase in downloading music has threatened
the business of music cds. Its brand personality is depicted to be credible and trustworthy.

The famous symbol of a half-bitten apple, also an embodiment of the forbidden fruit, is widely
associated with desire and irresistibility. It’s hard not to be tempted by Apple’s products. The
logo and the name creates the perception in the mind of the consumer. It gives enough exposure
and generates sufficient awareness to create a strong perception level. It also uses subliminal
cues, in this case the occult imagery of the bite taken by the Adam of the Bible, to create a sort of
discernment.

It also persuades the consumers by influencing their attitudes and motivating them to buy it. Its
advertisements create the hype around the product, making the consumer feel a part of the future.
Most consumers who are loyal to this brand won’t switch it so easily. Apple has a strong brand
promise which paves the way for rock-solid brand equity. It always raises the level of
expectation from its customers, mainly through its interactive advertising.

It also uses cognition like in the ad attached in the appendix. It gives all the required information
with necessary details, discussing about all the new features and updates. This is especially
useful for those consumers who are highly-involved and are really planning to buy it in near
future. The information is locked in the memory of those consumers who are planning to buy it
in near future, for themselves or for others.
Furthermore, affective advertising strategy is also used in most of
its television commercials in which the youth are galvanized to
experience the peak of sophisticated technology. It often uses the
‘Next-Generation’ tagline in its slogans. It speaks to the youth and
makes them think that Apple understands their needs.

Then again, as the advertisement on the right quite conspicuously


motivates the young minds and inspires them to take some action.
The company also initiates contact through its websites, so that
consumers could bring forward complaints and suggestions.

Q3) Write an example of an advertising objective for a new sports deodorant.


Ans The Company offering a new sports deodorant will have specific communication tasks that
it will be looking forward to accomplish within a specific time frame. They depend on where the
product is in its lifecycle. Since it is a new product, one objective will be to grab attention and
create awareness, in order to persuade customers to switch from their previous brands. The
advertisement’s duration can vary from 30 to 45 seconds. But these objectives must be translated
into measurable targets. An example would be: persuade 20% of targeted prospects to request a
free sample within the next one month. This objective entails a specific effect that can be
measured within a definite time frame, and can be achieved through various promotional
strategies.
APPENDIX II

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