Advertising Campaign Report of Deawoo Bus Lahore City Tour

8/10/2019 Advertising Campaign Report of Deawoo Bus Lahore City Tour

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ADVERTISING CAMPAIGN REPORT

TOPIC: LAHORE TOUR SERVICE OF DAEWOO CITY BUS

SUBMITTED TO:

FAIZA LATEEF

SUBMITTED BY:

I.S.K

I.T

BS (Hons) Mass Communication

DEPARTMENT OF MASS COMMUNICATION

LAHORE COLLEGE FOR WOMEN UNIVERSITY


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Advertising Campaign Report 2

PREFACE

This Advertising Campaign report is about the new Lahore Sunday Tour service initiated

by Daewoo City Bus Service. It has been taken as a topic of Ad campaign that is conducted as

the final specialization project for the specialization sequence of Advertising and Public

Relations. This report contains an overview of the Ad Campaign done by the students Iqra Sajid

Khan and Iqra Tehleel on the subject of Sunday Tour by Daewoo City Bus Service and has

thrown light on its all basic and required aspects.


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TABLE OF CONTENTS

Acknowledgement i

Table of Contents ii

Chapter1: Introduction OF Advertising

1.1 Background of Advertising

1.2

Function of Advertising

1.3 Role of Advertising

1.4 Significance of Advertising

1.5 Advertising Agency

1.6 Role of Advertising Agency

Chapter2: Introduction of Organization

Chapter 3: SWOT Analysis of Advertising Campaign

Chapter 4: Tools and Tactics used during advertising Campaign

Chapter 5: Budget Report of Advertising Campaign

Chapter 6: Conclusion


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ACKNOWLEDGMENT

We are grateful to Almighty Allah Lord of Universe, and source of wisdom whose

guidance enabled me to complete this project and report. All respects to His Holy Prophet

HAZRAT MUHAMMAD (Peace be upon him) who brought the light of knowledge when the

humanity was wandering in the desert of ignorance.

We acknowledge our heartily thanks and gratitude to MAM FAIZA LATEEF who

provided us with the encouragement and support we wanted throughout our Advertising

Campaign project and for her kind guidance as well. We are also grateful to Daewoo City Bus

Service for providing us the information about their service of Lahore Tour.


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Chapter# 1

Introduction of Advertising

Advertisingis mass media content intended to persuade audiences, viewers or listeners to

take action on products, services and ideas.

Advertising is the method used by businesses, companies and other organizations to

promote their goods and services to the public. The ultimate aim of advertising is to increase

sales by showing these goods and services in a positive light.

It is a non-personal form of promotion that is delivered through selected media outlets that,

under most circumstances, require the marketer to pay for message placement. Advertising has

long been viewed as a method of mass promotion in that a single message can reach a large

number of people.

The marketing mix consists of several tools including conception of the product, pricing of

the product, promotion and distribution of the product, service of person. Advertising is only

ONE of the promotional tools relied on in the marketing mix. Advertising communicates the

value of a product or service. Marketers must determine which marketing mix ingredients to

emphasize and how to blend the elements to attract and serve customers. This is referred to as

integrated communication, which is an effort to complement the overall marketing strategy.

Advertising has communication objectives designed to accomplish certain tasks within the

total marketing program and is a marketing tool that is more effective when used to sole

narrowly defined communication issues (i.e., create brand awareness which is a preferencefor

a brand that leads to an increased share of the market, which in term increases profitability).


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To be successful, advertising must exhibit a creative executive to gain the consumers

attention and reach potential customers in an appropriate environment at a proper time. If the

message is received when the target market is busy or not available, it makes no impact.

Advertising is a non-personal form of promotion that is delivered through selected media

outlets that, under most circumstances, require the marketer to pay for message placement.

Advertising has long been viewed as a method of mass promotion in that a single message can

reach a large number of people.

Objectives

Advertising has following objectives:

To provide information

Detail information is given to prospective buyers in respect of particular product or service

through advertising.

To Remind the public

Advertisement reminds the public about the existence of products in the market. It is a

continuous process of persuading the prospective customers which the by results in purchase of

goods.

To change social attitude

Attempts are made to change the social attitude by advertising in order to sell products never

sold before. So it facilitates to create market attitude in a public.


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To induce the public

It aims to induce the public to purchase advertised products as against competing products.

To convince customers for direct purchase

Mail order business may be made popular by advertising. Under this arrangement, the buyers get

goods through the post office. No personal contact is made between the buyers and sellers. So it

convinces customers for direct purchase.

To encourage salesman

Salesman generally finds ready buyers at his business centre which are convinced by advertising.

So it assists the Salesman greatly and he has not to face any problem in realizing the goods.

Functions

Advertisement performs following functions:

Identifying Brand

Information

Persuasion

Previewing New trends

Demand

Customer Base

Pricing


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In its simplest terms, advertising:

1. Identifies a current problem / opportunity for a product, service or corporate brand.

2.

Identifies the consumers who can best solve / create that problem / opportunity.

3. Creates the most relevant and distinctive way of communicating to them in creative &

media terms

Types of Advertisements

Advertisements are of following types:-

Out-Door Advertisement

In-Door Advertisement

Non-Product Advertisement

Radio Advertisement T.V Commercial

National Advertisement

International Advertisement

Retail Advertisement

Classified Advertisement

Local Advertisement

Brand Advertisement

Covert Advertisement

Infomercials Advertisement

Celebrities Advertisement


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Online advertising

Surrogate Advertising

Broadcast advertising

Public Service Advertising

Local Advertisement

Retail Advertisement

It emphasizes the specific retail outlet as the place to buy a specific range of brand. It can be

local store advertising in local newspaper.

Classified Advertisement

Is a product or services advertising that appears in specific section of newspaper under the

heading classifying the product or service being offered?


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Non-Product Advertisement

This kind of advertisement is advertised from political parties trade fraternal and social. Group

for the purposes of safeguard ideologies, social betterment and institution.

Public Service Advertisement

The same advertisement techniques use to promote commercial goods and services can be used

to inform, educate and motivate the public about non-commercial issues such as HIV/AIDS,

Political ideology and Energy conservation

Out-Door Advertisement

Bill-board and message painted on the side of buildings are common forms of out-door

advertising, which is often used when quick, simple, ideas are being promoted.

Covert advertising

Covert advertising is a unique kind of advertising in which a product or a particular brand is

incorporated in some entertainment and media channels like movies, television shows or even

sports.


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Brand Advertising

It is advertising with a strong emphasis on the company brand (logo and/or company name) also

known as integrated marketing communications (IMC).

Broadcast advertising

Broadcast advertising is a very popular advertising medium that constitutes of several branches

like television, radio or the Internet. Television advertisements have been very popular ever since

they have been introduced. The cost of television advertising often depends on the duration of

the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of

the television channel on which the advertisement is going to be broadcasted.

International advertising

Advertising a product or service in a country other than where it originates.

National Advertisement

It geographically speaking national advertisings range is extended to the territorial limits of the

country. The advertiser uses the national media to inform the consumer about the product.The

advertiser uses the national local or regional language but prefers the national language. It can be

available in everywhere of country and easily purchased it.


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Celebrities Advertisement

Although the audience is getting smarter and smarter and the modern day consumer getting

immune to the exaggerated claims made in a majority of advertisements, there exist a section of

advertisers that still bank upon celebrities and their popularity for advertising their products.

Infomercials Advertisement

There are two types of infomercials, described as long form and short form. Long form

infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2

minutes long. Infomercials are also known as direct response television (DRTV) commercials or

direct response marketing.

Local Advertisement

Any advertising placed by a company, organization, or individual operating in a limited

geographical area such as a city or within a state.

Surrogate Advertising

Surrogate advertising is prominently seen in cases where advertising a particular product is

banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath

are prohibited by law in several countries and hence these companies have to come up with


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several other products that might have the same brand name and indirectly remind people of the

cigarettes or beer bottles of the same brand.

Online advertising

Online advertising is the newest and fastest growing way to advertise. The Internet now provides

everything from links on sites, to banner ads on sites, to small ads on sites, to pay per click

advertising.

Professional advertising

Advertising directed toward professionals such as doctors, dentists, and pharmacists, etc., who

are in a position to promote products to their patients or customers.

Industrial Advertising

Advertising directed at commercial business customers. The advertised products are raw

materials, components, or equipment needed in the production or distribution of other goods and

services.


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In-Door Advertisement

This kind of advertisement provides the best opportunity of putting over a reasoned selling

argument. The advertisement is addressed to the reader, listener and viewer at a time of leisure

when he or she can observe the message.

Mobile Advertisement

Is a form of advertising via mobile (wireless) phones or other mobile devices? It is a subset of

mobile marketing.

Radio Advertisement

It is small business advertising. Radio advertising can be a very effective means to attract

customer to some business.

T.V Commercial

Is a generally considered the most effective mass-marketing advertising format as is reflected by

the high prices. T.V network charge for commercial airtime during popular events.


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HOW ADVERTISING IS DIFFERENT FROM PUBLIC RELATIONS?

One simple answer is the advertiser has full control of the message all the way to the

audience while the public relations professional has control only until the message is released to

media gatekeepers who make decisions about whether to pass it on to the audience and in what

form.


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Chapter# 2

History & Background

Ancient Times.Egyptians wrote sales messages on papyrus wall posters. Political

campaign ads were on the walls of Pompeii. Rudimentary commercial advertising existed in

Greece, Rome, Arabia, Asia, Africa and South America.

The Middle Ages.Most people were unable to read, but images of clothing, shoes, horse

shoes or bags of flour on signs pointed out the tailor, cobbler, blacksmith or miller.

17th century. As reading spread, advertising was printed on handbills. Advertisements

promoting medicines and books were printed in weekly newspapers.

In 1836 in France,the newspaperLa Presseprinted paid advertising on its pages. Because

of the money it received for advertising, the paper was able to lower the price it charged readers

for a copy. That let it extend its readership which increased its profitability.

The beginnings of an advertising agency were conceived by Volney B. Palmerin Philadelphia.

The first true advertising agency wasN.W. Ayer & Sonin Philadelphia in 1869. Ayer planned,

created and placed complete advertising campaigns for its customers


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19th century.Advertising grew as the relative wealth of nations expanded. Advertising

developed with the rise of mass production from the late 19th century. Advertising arrived on the

air with radio in the 1920s and the practice of sponsoring programs became popular. With the

coming of television in the 1940s, the networks sold ad time on the air to sponsors. Cable

television wired the country from the 1980s and satellite TV emerged from the 1990s. They

brought new advertising opportunities on the expanded number of channels. Marketing on

Internet websites opened new frontiers for advertisers from the mid-1990s.

20th century. Advertising became a profession with agencies as the focal point of creative

planning.

21st century. Advertising continues in all mass media including newspapers, magazines,

radio, television, billboards, classified advertising in print and online, in-store advertising and

websites.


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Some Key players in Advertising process

An advertising agencyis a service business that helps clientbusinesses sell goods and

services by producing and placing advertisements.

A clientis a customer who buys and receives services, help and advice from an advertising

professional. Ad agency clients include businesses and corporations, non-profit

organizations, educational institutions, government agencies and others.

Non-commercial advertisers, such as charities, political parties, interest groups, religious

organizations, governmental agencies and other non-profits, also use advertising to sell their

causes and services.

Non-profit or not-for-profit organizationsare agencies, institutions or organizations that are

not commercially motivated and have no interest in profit. They rely sometimes on paid

advertising and most heavily on free messaging, such as public service announcements,

which are not considered to be advertising.

Free mediais persuasive information produced by advertising and public relations

professionals for publicity purposes and placed in mass media at no cost to the originator.

Such PR messaging is not advertising. While there may be production costs, the advertising

or public relations professional and the client do not pay a fee for placement of their publicity

information in media.


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Chapter#3

Ad Campaign

Idea: Daewoo Sunday Tour Service

Introduction

This year, after Eid-ul-Azha, Daewoo introduced a new type of one day city tour bus

service for the recreation of Lahore citys passengers. It is a tourism oriented service. Every

Sunday, the city tour bus starts at 9.30am and takes passengers to the historical places. The tour

includes the visit to the LAHORE MUSEUM, LAHORE FORT, BADSHAHI MASJID,

MINAR-E-PAKISTAN, SHALAMAR GARDEN and WAGAH BORDER for the parade with

the ticket for only Rs. 600. Passengers are also offered free lunch during their tour.

Objectives

The objectives of this service are:-

To generate Daewoo bus services revenue along with providing people travelling

opportunities.

To promote this service and increase its usage.

To create more inclination from passengers part towards Daewoo bus services.

To indirectly promote the tourism of Lahore city and its culture.


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Significance

Tourism is a crucial part of human life. Due to the tension arising in our country because

of the various national issues, the general public of Pakistan, the common man, is under stress.

They are 24 hours a day reminded of the critical situation of Pakistan which results in creating

distress and insecurity in them. For providing a relief to the general public of our country,

recreational activities should be arranged. Talking about the citizens of Lahore, who are famous,

worldwide for their liveliness, too equally deserve relaxation and recreational opportunities and

Daewoos Lahore city one day tour bus service is one of them. By conducting an Ad campaign

on this reasonable charged service, citizens and visitors of Lahore city will be aware about this

service and will get the chance to have a break from their daily routines and the tense situation in

our country. As a result tourism, which is a basic element for increasing a countrys economy, of

Lahore city will be promoted resulting in increasing Pakistans economy indirectly and people

will also get to know about the heritage and culture which this city has. Along with this, the most

important point is that the Daewoo bus service will get the opportunity to generate revenue and it

will increase the usage of the services it provides. So, by conducting an Ad campaign on

Daewoos Lahore city one day tour bus service many broad spectrum advantages can be attained.

Rationale

Major part of Pakistani population especially in Lahore city travel by bus and Daewoo

Express is the one of the most famous bus services in Pakistan. Although the bus services offered


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by Daewoo Company are fully utilized by Pakistanis but this new service which is especially for

the people of Lahore is somehow still unknown.

For giving awareness to the citizens and visitors of Lahore city about this particular

service and for highlighting this exciting opportunity for their enjoyment and for promoting the

tourism of Lahore city, along with increasing the revenue generation and the use of Daewoo city

bus services, this particular service is chosen for the Ad Campaign Project. As it is in the interest

of both of the parties, the Daewoo city bus service as well as the passengers.

Target Audience

Citizens of Lahore.

Tourist from other cities and from other parts of the world who will visit Lahore.

Families

University going Students.

Lahore and other cities School children.

Aims of the Ad Campaign

To publicize and highlight the service.

To make it successful.

To attract more passengers.

To give passengers a good travelling experience with Daewoo.


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Duration

The duration of this ad campaign is 1 month during the time of summer vacations. As the

target audience of this campaign will be more available during this period.


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In minimum amount of time, the service enables the tourists to visit maximum locations.

The journey is comfortable and safe in comparison to the ones of Daewoo city bus services

competitors.

Due to the co-operation of Daewoo city bus Service travellers dont have to get involved in

the checking and clearing process involved at the border.

Weaknesses

It is also important that the organization identify all of the weaknesses of their offerings.

While corporate pride may make this step difficult, it is important that the organization fully

understand what the competition, or its customers, may say about its product or service. Perhaps

the product is cheaper because it is made from less durable materials. A consulting report might

be more comprehensive but would provide less detail on individual aspects. Every weakness

needs to be itemized in order for the company to best position its offering as part of an ad or a

marketing campaign.

The service has following weaknesses:-

Due to the lack of proper advertising campaign, the service isnt well-known not even

amongst Daewoos own employees.

It lacks the service of a guide.


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Opportunities

This segment of the analysis examines all the possibilities and markets that the company

is poised to capture. Perhaps the organization's offering is less expensive, placing it within the

reach of more consumers. A competitor might not have a presence in a particular area, making it

easy for the organization to expand into that region. Perhaps another company's service is not

well respected, or its sales staff not liked by retailers, creating a great sales angle. Identifying the

opportunities for the company and its offerings as part of this exercise is vital to planning an

effective marketingstrategy.

Following opportunities provide this service benefit over its competitors:-

Due to economical rates this service surpasses the different tourism services of Lahore

offered by different organizations and clubs such as Tonga Tours etc. The service can be

further improved by including a guided tour, adding new destinations in its tour plan such as

River Ravi and other prominent Lahori food spots such as Food streets, taking the

responsibility of ticket buying for passenger and by attracting more tourists by revising its

already existing package and introducing more new economical packages for this particular

service.

As the mode of travelling is comfortable tourists can prefer this service much more than

other ones.

It considers tourists need of appetite and thus provides them lunch as well.


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Threats

Just as identifying the company's weaknesses was not fun, identifying its threats can be

equally demoralizing. Stepping outside the company's public face, it is important to examine all

the factors that could cause the strategy to fail. If selling a product at a cheaper price is an

opportunity, it is important to examine what happens if the competitors lower their prices. If the

organization sells itself on offering great customer service, consideration must be given to the

possibility that higher sales may affect customer interactions. By clearly identifying each threat,

the organization has the opportunity to address these areas prior to their becoming tangible.

The service doesnt as such have threat in terms of competition but the possible competitor can

be:-

Tonga Tour service by Adil Lahori Cultural.

Tour Packages offered by Walled city of Lahore Authority.


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Chapter # 5

Campaign Design and Media Planning

This Ad Campaign will make use of the tools which will be most reachable to the citizens

of Lahore in terms of conveying the message of this campaign and for attracting them towards

this service. The tools which are serving this purpose and are most suitable for this campaign

include:-

Print Media Ads

Print ads will contain:-

o Newspaper Ads

Placement: This ad will be placed on the metropolitan page of Express Newspaper and on

the classified page of Jang newspaper.

Duration: Both for two times in a month on every Saturday.

o Magazine Ads

Placement: The magazine ad will be placed in Weekly Akhbar-e-Jahan and in Urdu

Digest.

Duration: For Two weeks in a month for weekly Akhbar-e-Jahan and for Once in a

month for Urdu Digest.

Electronic Media Ads

Among electronic Media ads this campaign will contain:-

o T.V Ads (for Channel as well as for the T.Vs in Daewoo bus),


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Placement: The T.V ad will be aired on City 42 every Saturday in a month.

Duration: Once during evening Prime time.

For T.Vs in Bus

Placement: This ad will be aired on the T.Vs of Daewoo buses every time theywill be

turned on during their routes.

o Radio Ad

Placement: The radio ad will be aired on FM 103 on every Saturday in one month.

Duration: Twice during Evening prime time.

o

Online Ads.

Placement: One ad will be placed on tune.pk

Duration: For one month.

Outdoor Advertisement

The outdoor advertisement tools that this campaign will utilize will be:-

o

Banner

Placement: Banners will be placed on the first point, terminal and at 10 main stops.

Duration: for one month.

o Flex

Placement: Flex will be placed on the first point, terminal and in 5 market areas.

Duration: for one month.

o Standee

Placement: Standee will be placed on the main point.

Duration: For one month.

o Posters


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Placement: Posters will be attached within the buses.

o Streamers

Placement: Streamers will be placed on overall 30 main and crowded stops of different

routes.

Duration: For one month

o Audio ads to be played within Daewoo buses

Placement: Audio ads will be played within Daewoo buses every day during their

travelling.

Duration: 12 times a day.

Other Ads

Among other ads there will be:-

o Flyers

Placement: They will be distributed to the travellers, along with the tickets, according to

their degree of being useful and suiting best when it comes to the publicity of this service

and promoting its sales.

Duration: Four times a month on Saturday and sometimes Friday.

o Ads on tickets

Placement: The ad on ticket will get disseminated as the tickets will be distributed.

o

Mobile Ad

Placement: Mobile ads will be distributed on Friday and sometime Saturday.

Duration: For a month.


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Budget

Newspaper ad of 10 cm 4 columns on the metropolitan page of Express newspaper =

66,000 Rs

For two times in a month= 266,000= 1,32,000 Rs

Classified ad of 3 lines in Jang Newspaper = 750 Rs

For two times in a month= 2750= 1500 Rs

Magazine ad of Half Page in weekly Akhbar-e-Jahan= 30,000

Twice in a month= 230,000 = 60,000 Rs

Magazine ad of Monthly Urdu Digest= 12,000

For once= 12,000 Rs

Radio Ads one spot in evening drive time of 2:30 to 8 pm of Fm 103 = 2400 Rs

For four times during evening drive time= 42400= 9600 Rs

T.V ad of 30 seconds in evening prime time of City 42 = 6,000 Rs

Four times during a month= 46000= 24,000 Rs

Online ad on local site for one month= Rs 50,000

Mobile ad for 50,000 numbers for a month = Rs 3000

One Streamer = 5,000

For thirty crowded spots= 5,00030= 1,50,000 Rs

Poster = 90 Rs


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For thirty buses= 3090=2700 Rs

Banner= 100 Rs

On first point, terminal and ten main points= 12100= 1200 Rs

Flex 25 = 200

On first point, terminal and five market areas= 2007= 1400 Rs

Standee= 1000 Rs

For first point and Terminal=21000= 1000 Rs

Flyer= 10 Rs

For hundred flyers= 10400= 4000 Rs

___________________________________________________________________________

Total Budget of one month campaign= 33, 4300 Rs

____________________________________________________________________________

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Advertising Campaign Report of Deawoo Bus Lahore City Tour

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