Promotional Contents and Media Used in Pakistan 2003

8/6/2019 Promotional Contents and Media Used in Pakistan 2003

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Promotional Contents and Media

used in Pakistan.

By

Awais Azhar Hussain


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Marketing Mix

4 Ps

3 Ps

+ = 7 Ps


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Promotional Contents

Advertising.

Personal Selling.

Public Relations. Sales Promotion.

Sponsorship.

Direct Marketing.

Branding.

Promotional

Mix


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Advertising

Starts from Egyptian Times.

17th century advertisements starts on newspaper

in England.

1840 and 1869 advertisement agencies appears.

1920s, advertisement trend move towards the

radio.

1940s and early 1950s practiced on TV.

1950s online advertising was started.


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Branding/Brand.

Originated in 19th centaury. Introduced by soap making companies in USA


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Direct Marketing.

Introduced in 1867.

In 1930 diverted to telephone.

Personal selling.

Face to face communication.

Through presentation.Using Push and Pull promotional strategy.

Sales promotion.

Increase short term sales.

Started in 18th centaury.

19th included in promotional mix.


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Promotional Media

Print Media Electronic Media


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Other promotional media

Promotional items imprinted with your company name andlogo.

Outdoor billboards.

Movie and theater advertising.

Bus bench, bus shelter.

Mobile advertising (trucks, taxis, buses).

Airport advertising.

High school/college campus advertising.

Hotel advertising. Supermarket entrance advertising (community bulletin

boards).

Town festival programs.


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Literature Review (Introduction)

Marketing planning is important for the

business.

D

efine target market. Move into creating a marketing mix program.

Promotion efforts are focused on the sales

approach. Determine which approach, or combination of

approaches, works best and is most effective.


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Literature Review(Conclusion)

Companies are using different promotional

methods but they have to work on brandingthere goods and companies logo.

Advertisement should be placed at the

reasonable time so it can affect more.

Firms are not working on corporate

sponsorship.


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Hypothesis.

Null hypothesis: promotional budgeting and

lack of awareness is not effecting promotional

contents and media in Pakistan.

Alternatives: promotional budgeting and lack

of awareness is affecting promotional



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SWOT Analysis.

Strengths.

Good for building awareness.

Effective at reaching a wide audience.

Repetition of main brand and product positioning helpsbuild customer trust.

Highly interactive - lots of communication between thebuyer and seller

Excellent for communicating complex / detailed productinformation and features

Relationships can be built up - important if closing the salemake take a long time

Cheap way of reaching many customers


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SWOT Analysis.

Weakness.

Impersonal - cannot answer all a customer'squestions

Not good at getting customers to make a finalpurchasing decision.

Costly - employing a sales force has many

hidden costs in addition to wages Not suitable if there are thousands of

important buyers


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SWOT Analysis.

Opportunities.

Assess customer needs and become market

leader. Expansion in product line.

Increasing customer loyalty.

Threats. Too much promotion may damage the brand

imaging.

Influence investors decisions.


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Research Methodology

Research Design:

Population and Sample:

population Sample size

professionals 10

Teachers 10

Students 10

Total 30


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Hypothesis

Null hypothesis: promotional budgeting and

lack of awareness is not effecting promotional


Alternatives: promotional budgeting and lack

of awareness is affecting promotional

contents and media in Pakistan


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Chi-square

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

lack of awareness and promotional

budgeting is affecting promotional contents

and media in * promotional content and

media used in is affected due to traditional

concept

30 100.0% 0 .0% 30 100.0%


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Chi-square

lack of awareness and promotional budgeting is affecting promotional contents and media in Pakistan * promotional content and media used

in Pakistan is affected due to traditional concept Cross tabulation

Count

promotional content and media used in Pakistan is

affected due to traditional concept

Totalno yes

lack of awareness and promotional budgeting

is affecting promotional contents and media inPakistan

No12 4 16

yes

9 5 14

Total21 9 30


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Chi-square

Chi-Square Tests

Value df Asymp. Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided)

Pearson Chi-Square

.408a 1 .523

Continuity Correctionb

.057 1 .811

Likelihood Ratio.408 1 .523

Fisher's Exact Test.694 .404

N of Valid Casesb

30

a. 2 cells (50.0%) have expected count less than 5. The minimum expected count is 4.20.

b. Computed only for a 2x2 table


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Chi-square


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Research processResearch

processintroduction Literature

reviewvariables

Hypothesisdevelopment

Data collection

Data analysis &

interpretation

SPSS Working

Chi-Square


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Findings

Companies are focusing only on advertisement.

Promotional budgeting is one of the major hurdles fororganizations.

Public relationing is kept behind by the companies. Some companies are doing too much promotion that can

be harmful.

Personal selling advertisement is an expensive source ofpromotion.

Companies do not brand there products.

Some companies use famous personalities in there adssometimes it has bad impact on customer.


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Recommendations

Companies are focusing only on advertisement

that needs a high amount to be spent. Companies

had to consider other factors of promotion that

are cheap and will help to expand market share.

No doubt today is a war of competition among

businesses; companies have spent much amount

for promotion. They should spent reasonableamount on it so earnings will be less affected, it

help to attract investors


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Recommendation

Companies have to follow one the most

important content that is public relationing. It will

help to develop and maintain professional and

long lasting relations with the key partners of thecompanies.

While promoting the brands, it should be

considered that how frequently its made becausesometimes companies promote too much there

brand that may damage the image of brand.


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Documents

Promotional Contents and Media Used in Pakistan 2003