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Presented to Ms. Madiha Malik Presented By Naureen Sharif MPA-42 Fizzah Shakoor MPA-40 Samia Khan MPA-08 Ayesha Arshad MPA-06 Mamoona Hanif MPA-22
This assignment is designed to provide a clear description about DIGITAL BOOKS and its advertising strategies, In addition to it, this it includes a research base survey on our product. We have tried our best to fulfill the requirements of the task assigned to us. It purely depends upon the reader to read it carefully and understand what the
research wants to say. Overall this assignment provides to a brief knowledge about digital books and its usage
In the name of Allah, the Beneficent, the Merciful. First of all we are very thank full to Allah who provide us knowledge, energy and skills to avail opportunities and increase our knowledge and experience by completing this Project. Secondly, we must especially thanks to our course instructor MAM MADIHA MALIK who guided us at every stage and every possible aspect of this assignment, so that it completed successfully. Finally, thanking everyone, for providing us helpful knowledge, we needed. After that we are able to complete this PROJECT with hard working and cooperation.
Chapter 1 Introduction .
on CD-ROM. In the past decade it has seen an extraordinarily intense period of experimentation with computer technology within the performing arts. The publishing houses consume more money and . One need not to spend money and invest time in getting the work published through different publishing houses. There are many advantages of using an e-Book. providing many functions not available in printed books. An e-Book can be opened and displayed on the digital medium. It is an indulgence that enhances the knowledge acquired. Digital books are also results of these technological experiments Digital books can significantly enhance the reading experience. These electronic books are used by authors for promoting their literary content over the Internet. reading was a primary leisure activity. The digital books also support various multimedia elements to make the presentation of the information attractive. E-Books are also portable and accessible on any system with different configuration. Reading helps in mental development and is known to stimulate the muscles of the eyes. It’s an activity that involves greater levels of concentration and adds to the conversational skills of the reader. This electronic form of book is exhibited on special readers or devices meant for the purpose. The e-Books render professional appearance to any document. It is observed that children and teenagers who love reading have comparatively higher IQs.Introduction It is a well-known fact that when there were no televisions or computers. and new forms of interactive performance have emerged in participatory installations. An author can save his literary piece of work in e-Books and publish them over the Internet. A user can store. transmit and publish voluminous information in e-Books. They are more creative and do better in school and college. People would spend hours reading books and travel to lands far away-in their minds. Digital media has been increasingly incorporated into live theater and dance. consistently. and on the Web. They are also used by the marketers to provide informative content to the potential customers. Due to its advantageous features an e-Book is widely used by the computer users for several purposes.
Marketer can also display informative content about the company in the form of e-Books. These digital books are also used for educational purposes. You can prepare online tutorials and e-notes in the form of eBooks. E-Book also incorporates animation or graphics making it attractive to the reader. This is possible as an e-Book supports multimedia elements. An e-Book can make the presentation for business or promotional purposes attractive.time. A person can also provide additional information in the digital books as these books. An e-Book is affordable to create and publish on the Internet. .
Chapter 2 Research Methodology .
Problem Statement How “idea of digital books” will be perceived by the consumers and the subsequent effect of this perception on purchase behavior. satisfaction? . A design is used to structure the research. Competition is almost nil because it’s new idea in market. and methods of assignment . and globalization contribute to an increased in demand of digital books. measures.RESEARCH METHODOLOGY CURRENT SCENARIO Advances in manufacturing and information technology.work together to try to address the central research questions.the samples or groups. OBJECTIVES The various objectives are. to show how all of the major parts of the research project . To know and understand the market place with respect to indirect competitors. treatments or programs. To identify the relationship of Product on customer satisfaction. the structure or framework to solve a specific problem. RESEARCH DESIGN Research design is basically the plan of research that is used to answer the research objectives. Research design provides the glue that holds the research project together. preferences. To know the effects of new product on consumer behavior. To have a better understanding of potential market.
students and executives. We are going to introduce a new product “DIGITAL BOOKS” that’s why we use descriptive research for the testing of our idea. Choice of research The choice of research for this study is descriptive and causal since it needs an elaboration on the nature of the opportunity at hand. The sampling is done randomly among teacherz. Sources of Data As this project is about launching of a new product and for idea testing so Primary data will be gathered using quantitative methods of research. Sampling Plan Sampling is the process of selecting units from a population of interest so that by studying the sample we may fairly generalize our results back to the population from which they were chosen. descriptive study will tend to explain the characteristics of target population particularly regarding their perception. preferences. Sample size 25-30 respondents are selected from the students. This sample size is expected to be the true representative of the population. For this particular research at hand. This procedure is adapted because it minimizes errors and tends to give a true representative of the population. Once the nature of the opportunity has been defined. purchase behavior. the appropriate method of sampling would be random probability sampling in which every member of the population has an equal. . and satisfaction. non-zero probability of being selected. teachers and executives to carry out this study.
This will be a self-administered survey. a well thought out questionnaire has been developed to collect data from respondents. This method is also selected because it is appropriate for achieving the objectives of the research and that is a cost-effective method of collecting first-hand information. DATA COLLECTION INSTRUMENTS The instrument which fulfill the objectives of this study the most is questionnaire which is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. DATA ANALYSIS METHOD Microsoft Excel is used to interpret and analyze data with respect to statistical measures . Therefore. the questionnaire will be handed out to the respondents to fill in. DATA COLLECTION METHOD Data will be collected using following methods for quantitative research respectively: QUANTITATIVE RESEARCH: Survey: In the survey.
Chapter 3 Questionnaire Result .
How you spend free time? 4% 37% book reading creative work music any other 45% 14% Q2.What mode of reading you prefer? 20% online book in hand reading 80% .Q1.
How much time you spend on internet? 3% 0% 33% 2-4 hours 4-6 hours 6-8 hours 64% 8 or more Q4.How frequently you visit library? 8% 20% daily twice a week thrice a week 66% 6% monthly .Q3.
Q5.. 24% 40% lap top book 8% calculator mobile 28% .What size of “digital book” you feel convenient to carry? Equivalent to………. What will be your preference? 11% 26% highly preferable preferable do not like the idea 63% Q6.If you have an option to purchase equipment having multiple book.
Q7.What is more important for you? 27% price storage capacity 73% Q8.What range of price you feel suitable for digital book? 15% 7000-10000 10000-15000 29% 56% 15000-20000 .
What will be appropriate option for placement of digital books in your opinion? 17% 20% home delivery service on book stores 23% on own outlets any other 40% .What modes of payment will you preferable? 7% 23% installment cash payment any other 70% Q10.Q9.
Q11.What will be appropriate option for placement of digital books in your opinion? 17% 20% home delivery service on book stores 23% on own outlets any other 40% .
Chapter 4 Strategies Related to 4P’s .
FUNCTIONALITIES: I. it has the ability to add links to words and email snippets clipped from the book on the Go would be some serious value add. . PRODUCT PRICE PLACE PROMOTION PRODUCT Ability to Link and Email besides annotations While the Kindle ensures bookmarks and notes on books are excellent features. IV. Instant Translation of Texts This would be a benefit for travelers who could browse local bookstores online and pick and choose local books judging its translated content. III. II. And even existing books if they can be selected and translated immediately would open up a totally different era in reading as well as cultural understanding. Support all formats It is a global product as well as open to all sorts of formats unlike Amazon’s product. Hold Unlimited Book Titles It gives better options of data storage if not only so much can be squeezed in the storage.
and add to it functionalities such as sharing each other are notes and thoughts to it and we take collaboration to the next level. thus securing a very promising future for them. zoom in on pages Adobe eBooks Adobe FAQs. multiple viewing options. they can completely transform knowledge sharing. bookmarks. Page navigation. and more details . printable (if allowed) single or double page view. as well as the Sony Reader and Nook devices. Enable group reading It can be made possible for a set of reader to be able to connect through a single window while reading the same chapter or section is something. Format Adobe Summary Adobe eBooks can be with Macintosh and Windows computers. And they’re the natural extension to web publishing as well. System Requirements. This is because only E-Readers can do it. PDF files are compact and can be printed (if allowed by the publisher). Though it’s E-reading and while it doesn’t have the charm of traditional books and shelves filled with hardcovers. Reader Software Platform Features Cross- Buy eBooks More Info Windows PC Mac OS X Sony Reader Nook BeBook COOL-ER platform compatibility. and search features are included.
and includes multiple methods of page navigation. it brings a completeness and versatility to your reading experience that is quite unmatched. . eBooks Format Mobipocket Summary The Mobipocket Reader Format is your Universal eBook Reader for all PDAs and brings you a wide range of eReading technologies to choose from – Palm Series (PalmOS v2. Franklin eBookMan.Format Microsoft Reader Summary Microsoft Reader eBooks are compatible with Win95/98/2000/NT desktop and laptop computers as well as Pocket PC handheld devices. font sizing. System Requirements. Windows CE. and more details environment. multicolored bookmarks. and whole book search features. book-like reading bookmarks and annotations Microsoft Reader Microsoft Reader FAQs. Personalize your eBook with multicolored highlighting. Psion (Epoch 32). Microsoft's revolutionary new ClearType technology makes words on the screen appear just like words in a printed book. as well as Windows PCs and Windows Tablets.0 and onwards). Pocket PC Technology. drawing. and personal notes. Microsoft Reader's smart navigation system remembers where you left off reading. Windows Mobile. Pocket PC. Backed by powerful eReading features. The Reader features touch-screen page turning. Reader Software Platform Features ClearType Display Buy eBooks More Info Windows PC.
You can select various fonts and font sizes. SymbianOS. System Requirements. and more Mobipocket eBooks Mobipocket FAQs. includes bookmarks. Palm. table of contents. iPhone / iPod Touch many popular mobile devices. and more details . iLiad. Palm Reader eBooks Palm Reader FAQs. Pocket PC. Windows Mobile. Palm Reader eBooks can also be read on your Windows PC or Windows Tablet.bookmarking to facilitate quick returns to noteworthy sections. Reader Software Platform Features Can be used on Buy eBooks More Info Palm OS. adjustable font size and color. You can also jump to any section of the eBook with ease. Palms allow you to carry as many eBooks with you as the memory will allow. eBookMan on any PC or mobile device. and you can control how much text is on the screen at one time. Windows PC. Windows Mobile. and more details Buy eBooks More Info Format Palm Reader Summary Palm eBooks can be read on your Palm handheld device. Reader Software Platform Features Can be used Windows PC. Mac. full text search – in fact all that you need for an enriched reading experience. System Requirements. Includes bookmarks.
You can turn pages.73 MB). . These eBook reading devices come with their own eBook reading software. carry titles with you Gemstar eBooks Gemstar FAQs. word search. change the text orientation. You can enjoy HTML eBooks with the browser already installed on your computer. enlarge the font size and turn on a back light for the screen just by pushing a button. and weighing about 1 pound. and more details Format HTML Summary No special eBook readers or devices required. If you'd like to read Gemstar eBooks on your Windows PC. System Requirements. The REB 1100 gives new meaning to the term "light reading. Hypertext navigation . Clean.just like what you're already used to on web pages. Smaller file sizes. highlighting and bookmarks. but with powerful electronic features such as a built-in dictionary.Format Gemstar Summary Gemstar eBooks are designed for the Gemstar eBook RCA REB 1100 or the Rocket eBooks. easy to read text. you will need the Rocket eBook reader (2." About the size of a paperback book. the REB 1100 provides a reading experience just as good as a traditional book. very easy to use. The Gemstar eBook™ is all about being simple and convenient. Reader Software Platform Gemstar & Rocket eBook devices 1100 model Features Buy eBooks More Info Dedicated reader for eBooks. and touch screen for notes.
Can be read on any type of computer using any operating system.txt files. can be read Format Instant eBook Summary Instant eBooks install instantly and are ready to use with no additional software or eReaders needed. Reader Software Platform Windows PC. Macintosh. Windows Mobile Features Buy eBooks More Info Customizable.Reader Software Platform Windows. Unix. Palm. Pocket PC. printable Plain Text eBooks Plain Text FAQs. Use Notepad or WordPad or Microsoft Word or anything similar that's capable of reading . printable. and more details Format Plain Text Summary No special reader software required. You can personalize . Macintosh. with any word processor. System Requirements. can be read with any web browser HTML eBooks HTML FAQs. Linux. Windows Mobile. Instant eBooks are in hypertext format with chapter-indexed links. eBookMan Features Buy eBooks More Info Very simple and plain. System Requirements. Unix. Palm. and more details Linux.
size. System Requirements. You can search and copy and paste selected text to other programs. Buy eBooks Microsoft Word eBooks More Info Microsoft Word FAQs. Reader Software Platform Features Familiar environment.Microsoft Word. printable. customizable. Windows Mobile . Includes interactive features like the ability to send book reviews directly from within the eBook. and more details Windows PC. easy to use Instant eBooks Instant eBook FAQs.your Instant eBook by selecting your favorite text styles. our Microsoft Word eBooks provide e-reading in a familiar setting . and more details Buy eBooks More Info Format Microsoft Word Summary For many people who are unfamiliar with eBooks. Reader Software Platform Features No special reader software Windows PC required (only Internet Explorer). System Requirements. and colors. you'll need no additional software. You can change the font size just like you would in any other Word document. and you can also print your eBook just like you would any other Word document. As long as you have Microsoft Word installed on your computer.
you can sync your address data with Microsoft® Outlook®. System Requirements. If you wish to share information with your PC. write reminders. shapes such as boxes or circles and even an eraser is at your fingertips! Take notes. Different sized pens. You can keep track of your business and personal contacts as well as store memos.(with Word) resize text Format hiebook Summary The hiebook™ also functions as a fully-featured portable MP3 player. Reader Software Platform Features Dedicated reader for eBooks. You can easily draw pictures and diagrams with the included drawing program. includes lots of additional programs Buy eBooks More Info hiebook devices hiebook eBooks hiebook FAQs. What good is a portable device unless it can help you get organized? You'll never miss another appointment when you use the DateBook functions of your hiebook™. Using the included headphones you can enjoy your own digital music while reading your favorite novel. You can enter text using a pop-up keyboard or handwriting recognition! Send text files to and from your PC. and more details .
According to the survey we have done 73% people are concerned with the storage capacity rather than price. 20 GB capacity-------10000 30 GB capacity-------15000 40 GB capacity……. If the aim is longevity in the business. there is need to give it the right price. We have categorized our product according to storage capacity.so we place our product on book stores initially and through our regional office. need is to relate price with quality well to maintain a good reputation of producing well-written and informative works.we made an agreement with following book stores in order to avoid copied product. EBook creation and marketing requires the skill and resources to produce as well as the techniques and approaches to distribute. Pricing too low on the other hand may also give potential clients the idea that quality may not be the best..20000 PLACEMENT According to our survey respondents want it to be available on book stores or through home delivery services . PRICE To effectively sell digital book. Because pricing too high without a good brand or reputation may turn people off and pass off on offer. FEROZ SONS . It is important to advertise it properly as well as make a good impression through introductions and graphics to attract more customers. so we use value based pricing strategy.
VARIETY BOOK IQBAL BOOK CENTER OLD BOOK SHOP .
Chapter 5 Advertising Plan .
or disseminated without approval from the author or publisher Screen glare and eyestrain are a serious concern for many potential users of edigital-book technology. From our product we will help our consumers to get rid of burden of tons of book. digital books reading devices are surely more expensive than printed books All devices of digital books require power. Many people misuse the efficiency of Digital Communication From a publisher’s point of view. cut down their cost of purchasing the books II. The purpose behind this product is to facilitate user. SWOT ANALYSIS: Strengths: Portability Convince Cost effective Storage capacity Excess to internet Selection of operating system Weakness: Expansive than books. BACKGROUND RESEARCH As we are initiators in Pakistan that are launching this product.Situation analysis I. . and help them to cope with this changing world. e-books THan in some cases be hacked. add connivance in their life.
Threats: Acceptability of idea Opportunities New product Less or nill competition Have the opportunity to become pioneer and market leaders III. KEY STRATEGIC DECISION I. As its new idea so the objective set are: . KEY ADVERTISING PROBLEMS Our main issues related to our product is Awareness Usage problem of equipment But advertising deals with only issues related to perception in the minds of the consumer so awareness is the main issue that we cater in this section. The display resolution of computer screens and electronic devices is considerably less than the print quality produced by a printing press. A major worry of reading from an e-book reader could hurt the eyes. clear and measurable objectives. As every advertising campaign is directed by specific. Advertising objective and strategy Objectives We cannot overstate the importance of delineating specific advertising objective.
TARGET AUDIENCE: As market segment is group of consumers having similar characteristics on basis of these segments target audience are selected. strategies After the analysis of situation and definition of critical area the need to be addressed is making of specific strategies to overcome the problems and meet the objectives Strategies that made in order to meet these objectives are: Campaigns in universities for awareness Information is tagged on internet also Provide brochures on book stores Adds on television to craft significance regarding the digital books II. Specifically defined are: Students age (15 years above) Teachers Researchers Executives People having habit of reading . For our product the segment that is directly or indirectly link with book reading is target audience.
We are on first step of brand posting.III. As we are launching new idea and in initial stages. These three branding strategy work together development of brand posting strategy is not done by mere consensus it requires thorough data analysis. Therefore we have defined our strategies on basis of these characteristics Product feature: Portability Convince Cost effective Storage capacity Excess to internet Selection of operating system Competitive advantage: Multiple books in one gadget Easy to carry Internet excess . We don’t have any direct competitors but have indirect competitors. BRAND POSTING Determining what place our product has in comparison with our competing brand is brand positioning.
“To provide convince in your life” Brand personality: Human traits that brand portrays to consumer.000 . sharing. provide convince” Brand affiliation: Brand affiliation answers the question “how other people perceive me as a result of using this brand?” Digital books answer this question as: “I don’t mind paying a little more because it’s worth it. To fulfill this objective we have to spend ample amount of money on advertisement and awareness campaign. In our product these are: “Care. Brand positioning: Determining what place our product has in comparison with our competing brand is brand positioning.00---100.000 Broadcast 100. The budget we have plan for advertisement is: Print media (magazine broachers’) 80. Appreciate this nicer better idea like the product that cares for us and bring convenience in our life” IV.000 Internet 100. BUDGET: We will use” objective task method “we have chosen this strategy because one of our main objective is to create awareness in the minds of the consumers. genuine.00-150.
000 4 2 160. Create highly visible launch platform: through media. broachers’ for promotion of new product II.000 .000 100. Media objective Establish digital books presence: create top of mind advertisement. III.Media strategy Through media strategy we wil determine the most cost-effective media mix that will reach the target audience and satisfy media objectives.000 200. Exposure Media vehicle Target impression # of message Total impression Print media Broadcast 40. I. II.000 360. Media objectives Exposure Vehicle selection budgeting I. IV. magazine.
Sales promotion Personal selling partnership .linked IV. Geo news Internet: tagged with Face book Google . Vehicle selection: Print: spider magazine.III. Scheduling: Duration (how long): initial duration is of 4 weeks Continuity (how often): Twice a week Message Strategy: Promotional line “Book in your pocket” Other Tools: I. III. broachers Broadcast: GEO TV. Sunday magazine. II.
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