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    Lecture Notes

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    Muhammed Briyani
    Here are 5 reasons for using an advertising campaign for the new Proton X50: 1. Build brand awareness - Advertising can help introduce the new Proton X50 model to the target audience and build knowledge of what the brand offers. Over time, this repeated exposure will increase familiarity and recognition of the Proton brand. 2. Change perceptions - The advertising campaign can work to change pre-existing perceptions about Proton and promote the new features and benefits of the X50 model to give it a more premium image. Positive messaging and visuals will aim to shift perceptions around quality, technology and design. 3. Influence considerations - By getting the Proton X50 in front of potential customers, the advertising increases

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    Lecture Notes

    Uploaded by

    Muhammed Briyani
    85 views10 pages
    Here are 5 reasons for using an advertising campaign for the new Proton X50: 1. Build brand awareness - Advertising can help introduce the new Proton X50 model to the target audience and build knowledge of what the brand offers. Over time, this repeated exposure will increase familiarity and recognition of the Proton brand. 2. Change perceptions - The advertising campaign can work to change pre-existing perceptions about Proton and promote the new features and benefits of the X50 model to give it a more premium image. Positive messaging and visuals will aim to shift perceptions around quality, technology and design. 3. Influence considerations - By getting the Proton X50 in front of potential customers, the advertising increases

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    Lecture IMKTC

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    Here are 5 reasons for using an advertising campaign for the new Proton X50: 1. Build brand awareness - Advertising can help introduce the new Proton X50 model to the target audience and build knowledge of what the brand offers. Over time, this repeated exposure will increase familiarity and recognition of the Proton brand. 2. Change perceptions - The advertising campaign can work to change pre-existing perceptions about Proton and promote the new features and benefits of the X50 model to give it a more premium image. Positive messaging and visuals will aim to shift perceptions around quality, technology and design. 3. Influence considerations - By getting the Proton X50 in front of potential customers, the advertising increases

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    85 views10 pages

    Lecture Notes

    Uploaded by

    Muhammed Briyani
    Here are 5 reasons for using an advertising campaign for the new Proton X50: 1. Build brand awareness - Advertising can help introduce the new Proton X50 model to the target audience and build knowledge of what the brand offers. Over time, this repeated exposure will increase familiarity and recognition of the Proton brand. 2. Change perceptions - The advertising campaign can work to change pre-existing perceptions about Proton and promote the new features and benefits of the X50 model to give it a more premium image. Positive messaging and visuals will aim to shift perceptions around quality, technology and design. 3. Influence considerations - By getting the Proton X50 in front of potential customers, the advertising increases

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 10

    Lecture 25/1 Advertising

    There is one imc that involves personal media communication. Which one?

    - Personal selling

    There is objective for advertising

    Which imc tool can give you immediate result? Coz advertising will take time to give awareness. So
    which imc tool today you can use and after 3 days you will get the result?

    - Sales Pormotion (short term result!)

    Advertising is long term, and need investment. Ad takes long time.

    Repeat advertising

    Advertising function – inform, educate, tell them difference whats the difference between your and
    other product.

    Products like milo and nescafe already in the market for long time, but they still need to advertise to
    remind people.
    We will learn the one by one, we now focus on the 2 nd box

    After you set marketing objective, then only you look for advertising agency
    Collateral – like printing services

    Full service agency – example: Big Tree (the one you used to see on billboards)
    Tutorial 25 Jan

    The marketer will have 3 important options. So if choos in house agency. Justify it why

    In house, full service are the choices, one more?


    Third option: Creative Boutiques

    Confirm back!

    Like facebook advertising


    Lobbying with government – when gov comes with new policy

    To influence gov decision. You cant tell/negotiate with gov


    For internet

    Assignment – the whole report is your suggestion. Brand recognition after you advertise

    Can you listen back to this tutorial again? 25/1 at 32 mins of recording. Around 2.25 pm . go to
    Summary of Main Points slide in video

    USP can come from experience also. Not necessary feature of the car. If you see the proton ad
    video, they show a person driving a car – this is showing experience, highlighting the technology and
    safety featres.
    Assume that you are the marketing manager for Proton Malaysia, and you would like to appoint a
    full-service agency in charge of advertising and promotional activities for the new Proton X50. 
                                                                                                                                 
    a) Critically discuss and justify your choices with reference to the functions, strengths and
    weaknesses of the agency that you going to choose.  
     
    It’s hard these days for clients to have expertise across all marketing disciplines, but this is where a full service
    agency can help in advertising and handle promotional activities for the new Proton X50. They will have an
    overarching planning department, fuelled by media-neutral data insight, to help them formulate the strategy and
    then call upon the appropriate specialists in-house to implement the resulting campaigns. This joined up thinking
    also then comes back full circle in terms of tracking and analysing activity to understand exactly what’s happening
    across the whole campaign and the whole customer journey. It’s only by working with this 360 degree view on a
    business that you can create a true culture of continuous learning and improvement and ultimately maximise
    your return on investment.

    https://www.marketingweek.com/why-clients-need-a-full-service-agency/

    Strengths
    One-Stop Shop
    The premise of a full-service ad agency is that it is a one-stop approach to hiring professional advertisers. This
    means the client only has to worry about managing a relationship with one main agency versus trying to
    coordinate relationships with multiple agencies. One account executive usually manages the relationship, and a
    team of advertisers collaborates with each client's campaigns from beginning to end.

    https://smallbusiness.chron.com/role-full-service-advertising-agency-10610.html

    Weakness
    Limited Focus
    Though full-service agencies do offer collaboration throughout the entire ad process, they may not offer a wide
    array of unique vantage points and ideas that you may get with specialized agencies. For instance, a small
    business that uses a creative boutique, interactive agency and event marketing agency could get distinct message
    ideas from each that are weighed to find what ultimately amounts to the best idea. In a full-service agency, team
    members may latch on to one idea and not explore others.

    https://smallbusiness.chron.com/role-full-service-advertising-agency-10610.html

    LECTURER HIGHLIGHTING TO FOCUS ON THE MAIN FUNCTIONS OF FULL SERVICE AGENSCY!


    B) You would like to adopt advertising campaign for the new Proton X50. Evaluate the FIVE (5)
    reasons of  using advertising campaign. 
      
    Lecturer answer

    Q1

    - Focus on the functions, strengths and weksnesses


    - Don’t put irrelevant point
    - Refer slide
    - Explain the 4 main function first.

    Q2

    - You give point then explain it!

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