Form no: IQAC /10 (a)

Submission Date – 23/November/2022

Due Date 18 November 2022

PROGRAM: BACHELOR OF BUSINESS ADMINISTRATION

Subject Advertising Management

Subject Code BBA - 301

Semester/Year BBA 2021

Section B

Due Date 3 DECEMBER 2022

Project No. ……. (Part 1

1/2/3)
Project No.
1

Project Title Using Advertising and PR for Marketing

CO Covered CO 1

Student’s Name Moulik Thukral

Students Enroll. No. ASB/BBA/21/074

Student’s Signature*

Faculty Name - Madhur Oza

Marks Assigned by the Faculty

Signature
Details of project

Imagine yourself to be the marketing manager of a premium clothing brand named ‘Woollens’ that
specializes in selling winter wear - jackets, sweaters, cardigans etc. The brand typically targets people in
the 25-45 age group. Assume that the brand sells clothing that costs more than INR 5000 on average.

1. Create an outdoor ad (something that would be put up on a billboard or a hoarding). Which type of
locations would you target for putting up this billboard/hoarding, and why would you choose these
locations?

2. Imagine that one of the stores which sells Woollens had a termite infestation in its warehouse. These
termite-infested clothes were sold to customers, many of whom were infuriated by this and complained
bitterly on social media. Create a PR plan wherein you describe the PR tools that you would use to
protect the reputation of the brand and regain the trust of the customers.

Instructions

1. All students are expected to submit original work and to provide appropriate references wherever
needed. Plagiarism will not be tolerated.

2. For the outdoor ad, you are required to submit a sample picture/diagram/visual representation of
how the ad will actually look on the billboard/hoarding. The associated question should be answered in
200-250 words.

3. For the PR plan, the length of the answer should be 300-350 words.
Q1. Create an outdoor ad (something that would be put up on a billboard or a hoarding). Which type of
locations would you target for putting up this billboard/hoarding, and why would you choose these
locations?

Billboard advertisement-

Explanation- Locations to be chosen for the billboards will be-

 In and outside malls- Malls and shopping complexes are the key places where showrooms are
located and can work to be a great solution as a large population of people (in the age group of
25-45, ready to spend Rs.5000/- on clothes) choose to go to supermarkets and malls to buy
clothes and a great showroom also gives a competitive edge to our brand.
 In large markets- large markets (example- Cannaught place) are a place to open a showroom as
well as by putting a billboard there. Mostly clothing brands put their billboards and hoardings at
such places. For the primary purpose of just “shopping” a large part of population prefers to still
go to markets, the population going to malls can easily be distracted to other stores and people
coming there come with many other objectives (e.g., Watching a movie, to eat, spending leisure
time) and in between can be distracted. For the primary objective of shopping people still prefer
markets and the problem of malls do not exist there.
 Famous and busy roads- Busy roads, NHs, entrance to residential areas can also be a great catch
for the customers as they generally have a large number of billboards displaying some
advertisements. They tend to attract customers in a way that they may strike a conversation
among the people travelling.
 Public places- Public places like metro stations, railway stations, bus stands, airports, etc. Are
also a place where billboards are seen a lot. These places cater to audience at large as malls,
markets target their target audience but these places can help them advertise among all classes
of society which eventually is a benefit.
 Corporate regions- The target audience to the brand is basically the corporate class and if the
corporate regions (e.g., Sector 125, Noida) has these billboards it can again strike conversations
and can be easily the first choice of many.
Q2. Imagine that one of the stores which sells Woollens had a termite infestation in its warehouse.
These termite-infested clothes were sold to customers, many of whom were infuriated by this and
complained bitterly on social media. Create a PR plan wherein you describe the PR tools that you would
use to protect the reputation of the brand and regain the trust of the customers.

Answer- The PR plan for the organization will include various elements like-

 Usage of media- Since the situation has turned bitter on social media, media will play the
greatest role in the PR campaign. As the process of PR starts with understanding the consumer
attitude which for the situation is very negative towards us, we can start by accepting our
mistake. The major tools used here are news releases, press releases, media advisories, doing
press conferences, social media. This may include us accepting our mistake and humbly feeling
sorry for it both to customers, investor's. The plan formulation will go further in checking what
category of people were affected as they will be our target audience in this PR campaign. The
media advisories will be used as where we will call specific people from the fashion industry
(fashion news industry) to come and review our products which will help us to revive our image.
Press conferences will also play a role as we will answer to questions being put forward by the
media. Social media can also be used to achieve our PR campaign as we will be able to go for
influencer marketing.
 Sponsorships and promotion of CSR activities- Sponserships basically mean bending financial
support to an event, cause or organization in return of an advertising space or time or any such
commercial benefit. A company may organize its own events to generate publicity contests,
sport events, charity events, etc. It can also include organizing special events and social activities
like corporate visits, open house sessions by universities,etc. This is also the time when you take
an advantage of CSR activities achieved by you as they may act as an emotional support to your
organization and this may also be the time to take help of those who have been helped under
your CSR activities.
 Video and film releases- We can release videos of how we maintain our stores, storage units,
manufacturing units, etc.

The PR plan for the organization-

Step1- ACCEPTING OUR MISTAKE- The first step here should to humbly agree to the fact that some
customers have suffered and feeling sorry for the same.

Step2- Introduction of refund policy for all those suffered- The bare minimum to be done is to pay all
those suffered their money back along with some offer, incentive, gift so that a relation is still
maintained which may get you your reputation back.

Step3- Video and film releases- We can release videos of how we maintain our stores, storage units,
manufacturing units, etc.

Step4- Promoting your CSR activities- Along with your video and film release, our CSR activities shall also
promote our brand as a positive part of society which will definitely regain our reputation.