Advertising and Promotion

Advertisement Campaign On Environmental Pollution In Capital

Group Members

• Osman Hasan• Hassan Akber

Table of contents

• Situation analysis• IMC performance• Advertising appeals • Marketing communication budget• Schedule• Evaluation

Ch.1 Situation analysis

• Current market situation• Communication history

• Pakistan is among the top 10 countries of the world listed to be environmentally vulnerable.

Demographic segmentation Market segmentation and target market

• 2 million in 2012 • Highest literacy rate 87%(Population Census Organization, Govt. of Pakistan.

"Population by Level of Education".)

Ch. 2IMC* Performance

• Develop IMC performance Advertising Objectives Message Media strategies Internet marketing

*Integrated Marketing Communication

Promotion mix

Promotion mix (cont.)

• Advertising• Public relations• Internet marketing

Advertising message

• Advertising

• “Don’t be a litterbug” campaign

Media strategies

• Coverage Whole population of Islamabad city

Objectives

• SMART • Our objective is to achieve the plastic free human friendly

environment for the citizens of Islamabad by mid 2015

Media Plan

• Electronic• Print• Support media

Electronic Media

• TV Govt. Channels +private channels

MEDIUM MEDIA VEHICLE

Print

• Newspaper National local

• Magazines• Weekly• monthly

• Display ads • Hoardings • Underpasses

• Limitations • Target market interest

Internet marketing

• Social media Facebook Twitter Instagram

Ch 3

• Creative strategyI. Product conceptII. Advertising appeals

Advertising appeals

• Appeals are aligned with the objectives of campaign

Inform news + benefits

Persuade Safety

Fear

Ch 4

• Marketing communication budget Budget adjustments Method of buying time

Budget adjustments

• W.r.t TV(Govt. channels)(private channels)• W.r.t Print

• Environment Protection Agency (EPA)

• United Nations Environment Programme (UNEP)

• World health organization (WHO)

Methods of buying time

• Participation (sponsoring programs)

• Spot announcements

Ch 5 Schedule

• Continuity Internet /Print

• Flighting TV

MEDIUMFREQUENCY METHOD

Support media

• Transit advertising CDA buses Metro Buses Station, terminals

• Movie theatres

Non traditional support media

• Bathroom ads

Complete elimination of plastic bags

Collaboration

• Civil society• Islamabad Green Movement• SPARC

Public relations

• Anti-litter car drives• Anti-litter walks• Sponsoring events holding for environmental

cause

Ch 6. Evaluation

• Searching the trends(go through the insights)

• Analyzing the feedback(Type)

Thank you