Lecture 001 - Introduction to Advertising Strategy.pptx

This is an introductory lecture about Advertising Strategy course for BSMS students.

1. Introduction to Advertising Strategy Lecture 1 – BS Media Sciences, SZABIST University, Islamabad Campus Sayyed Paras Ali 02-13-2025

2. Course Overview: What to Expect in This Course Understanding advertising strategy fundamentals. Exploring the advertising industry and its key players in Pakistan. Learning how to create impactful ad campaigns for local markets. Developing skills for real-world advertising challenges in Pakistan.

3. Learning Objectives: What You Will Learn Today Advertising strategy and its importance. Understand the role of strategy in advertising campaigns. An overview of the advertising industry in Pakistan and its key players.

4. What is Advertising Strategy ? Defining Advertising Strategy A plan to achieve specific advertising goals. A structured plan for promoting a product/service Defines target audience, message, media channels, goals Ensures clear & effective brand communication Increases marketing ROI and brand engagement Combines creativity, research, and media planning. Focuses on delivering the right message to the right audience at the right time .

5. Key Components of Advertising Strategy Building Blocks of a Strategy Target audience identification. Message development. Media planning and selection. Budgeting and performance measurement.

6. Key Components of Advertising Strategy 1. Understanding Your Audience Demographics : Age , gender, income, location Psychographics : Interests , values, behaviors Buying Behavior : Needs , decision-making process

7. Building Blocks of a Strategy 1. Understand Your Audience What It Means: Identifying the specific group of people who are most likely to be interested in your product or service. Why It’s Important: Helps tailor the advertising message to resonate with the right people, ensuring higher engagement and conversion rates. How It’s Done: Demographics:  Age, gender, income, education, occupation. Psychographics:  Interests, values, lifestyle, personality traits. Behavior:  Purchasing habits, brand loyalty, product usage. Geographics :  Location, urban vs. rural, climate .

8. Building Blocks of a Strategy 1. Understand Your Audience Example: For a  Pakistani brand like Shan Foods , the target audience might be: Demographics:  Women aged 25-45, homemakers or working professionals. Psychographics:  Health-conscious, family-oriented, traditional. Behavior:  Regular buyers of spices and cooking products. Geographics :  Urban and semi-urban areas across Pakistan.

9. Building Blocks of a Strategy 2. Message Development What It Means: Crafting the core idea or story that the advertisement will communicate to the audience. Why It’s Important: A strong message captures attention, evokes emotions, and drives action. How It’s Done: Emotional Appeal:  Connecting with the audience’s feelings (e.g., happiness, nostalgia, fear). Rational Appeal:  Highlighting product features, benefits, or value for money. Unique Selling Proposition (USP):  What makes the product stand out from competitors. Tone and Style:  Formal, casual, humorous, or inspirational, depending on the audience.

10. Building Blocks of a Strategy 2. Message Development Example: Jazz Pakistan’s “Jazz It Up” Campaign: Message:  “Experience the fastest 4G network in Pakistan.” Tone:  Energetic, youthful, and aspirational. USP:  Speed and reliability of Jazz’s 4G services.

11. Building Blocks of a Strategy 3. Media Planning and Selection What It Means: Choosing the right channels to deliver the advertising message to the target audience. Why It’s Important: Ensures the message reaches the audience effectively and cost-efficiently. How It’s Done: Traditional Media:  TV, radio, newspapers, billboards. Digital Media:  Social media (Facebook, Instagram , TikTok), search engines (Google), YouTube. Media Mix:  Combining multiple channels for maximum reach and impact. Timing:  Deciding when and how often to run the ads (e.g., during peak hours, festivals, or special events).

12. Building Blocks of a Strategy 3. Media Planning and Selection Example: Coca-Cola Pakistan’s “Share a Coke” Campaign: Media Used: TV:  Ads during prime-time dramas. Social Media:  Interactive posts with personalized bottles. Outdoor:  Billboards in major cities like Karachi, Lahore, and Islamabad. Timing:  Launched during summer to align with high consumption of cold beverages.

13. Building Blocks of a Strategy 4. Budgeting and Performance Measurement What It Means: Allocating resources for the campaign and evaluating its success. Why It’s Important: Ensures the campaign is cost-effective and delivers a strong return on investment (ROI). How It’s Done: Budgeting: Allocating funds for creative development, media buying, and production. Prioritizing high-impact activities within the budget. Performance Measurement: Key Performance Indicators (KPIs):  Metrics like sales growth, website traffic, social media engagement, or brand recall. Tools:  Google Analytics, social media insights, surveys, and sales data. A/B Testing:  Comparing different versions of an ad to see which performs better .

14. Building Blocks of a Strategy 4. Budgeting and Performance Measurement Example: Shan Foods Campaign: Budget Allocation: 40% for TV ads, 30% for digital ads, 20% for outdoor, 10% for promotions. Performance Metrics: Sales Growth:  Increase in Shan Masala sales during the campaign period. Engagement:  Likes, shares, and comments on social media posts. Brand Recall:  Survey results showing improved brand recognition .

15. Key Components of Advertising Strategy Building Blocks of a Strategy: Summary Table : These four components are the backbone of any successful advertising strategy. By understanding and implementing them effectively, brands can create impactful campaigns that resonate with their audience and deliver measurable results . Component What It Is Why It Matters Example Target Audience Identification Defining who the campaign is for. Ensures the message resonates with the right people. Shan Foods targets homemakers aged 25-45 in urban Pakistan. Message Development Crafting the core idea or story of the ad. Captures attention, evokes emotions, and drives action. Jazz’s “Jazz It Up” campaign focuses on speed and reliability. Media Planning and Selection Choosing the right channels to deliver the message. Ensures the message reaches the audience effectively and cost-efficiently. Coca-Cola uses TV, social media, and billboards for its “Share a Coke” campaign. Budgeting and Performance Measurement Allocating resources and evaluating success. Ensures cost-effectiveness and measures ROI. Shan Foods allocates 40% of its budget to TV ads and tracks sales growth and social engagement.

16. Importance of Advertising Strategy Why Strategy Matters? Ensures consistency across campaigns. Maximizes return on investment (ROI). Builds brand identity and loyalty. Helps stand out in a competitive market like Pakistan.

17. Role of Strategy in Advertising Campaigns Strategy in Action Guides creative decisions. Determines media selection and budget allocation. Aligns advertising efforts with business objectives.

18. Role of Strategy in Advertising Campaigns Advertising Mistakes Lack of cultural relevance Poor media selection & budgeting Weak call-to-action ( CTA) Overlooking consumer insights & feedback Not adapting to new media trends

19. Role of Strategy in Advertising Campaigns: Advertising Mistakes Case Study: Pepsi’s 'Live for Now‘ Global campaign but lacked local relevance Featured Western celebrities over local figures Failed to connect with Pakistani audience Lesson : Always align ads with culture & market

20. Steps to Create an Advertising Strategy 7 Thumb rules Define campaign objectives Identify target audience Develop creative message & concept Choose media channels Set budget & timeline Launch & monitor campaign performance Optimize based on analytics

21. Overview of the Advertising Industry in Pakistan

22. Overview of the Advertising Industry in Pakistan The Advertising Ecosystem in Pakistan Top Agencies : JWT, Orient, Adcom , Manhattan Major Brands : Coca-Cola, Nestlé, Unilever, Jazz Popular Ad Platforms : TV, YouTube, Facebook, Billboards Emerging Trends : TikTok & AI-powered ad campaigns

23. Overview of the Advertising Industry in Pakistan Advertising Trends in Pakistan Rise of digital & influencer marketing TV & billboard advertising still dominant Increase in mobile-first advertising Growth in AI-driven & programmatic ads More localized & culturally relevant ads

24. Traditional vs. Digital Advertising in Pakistan Evolution of Advertising in Pakistan Traditional:  TV dramas, radio jingles, billboards. Digital:  Social media campaigns, influencer marketing, YouTube ads. Pros and cons of each in the Pakistani context .

25. Class Activity Memorable Pakistani Ads Discussion Share your favorite Pakistani ad campaign. What made it memorable? How do you think strategy played a role?

26. Classic Advertising Campaigns That Made History in Pakistan Coca-Cola Pakistan: Share a Coke Campaign Overview: Launched in Pakistan as part of Coca-Cola’s global campaign. Featured Pakistani names on Coke bottles (e.g., Ali, Ayesha, Zainab ). Strategy: Personalized the product to connect with consumers. Encouraged sharing and social interaction. Impact: Boosted sales and brand engagement. Became a cultural phenomenon in Pakistan.

27. Classic Advertising Campaigns That Made History in Pakistan Shan Foods: Har Kam Ka Masala Campaign Overview: A long-running campaign celebrating Shan Masala as the secret ingredient for every dish. Focused on traditional Pakistani recipes and family values. Strategy: Highlighted the brand’s role in everyday Pakistani life. Used emotional storytelling to connect with homemakers. Impact: Established Shan as a household name in Pakistan. Reinforced the brand’s association with quality and tradition .

28. Classic Advertising Campaigns That Made History in Pakistan Jazz: Jazz It Up Campaign Overview: Launched to promote Jazz’s 4G services in Pakistan. Featured catchy jingles and vibrant visuals. Strategy: Targeted youth and tech-savvy consumers. Emphasized speed, connectivity, and innovation. Impact: Increased brand awareness and 4G subscriptions. Positioned Jazz as a leader in Pakistan’s telecom industry.

29. Assignment # 1 Deadline: 02-18-2025

30. Assignment Overview Your First Assignment Write a one-page analysis of an iconic Pakistani advertisement. Focus on its strategic impact and effectiveness. Due: 02-18-2025.

31. Quiz # 1 02-13-2025

32. Quiz # 1 02-13-2025 1. What is the primary purpose of an advertising strategy? To create a product To achieve specific advertising goals To increase production cost To remove competitors 2. Which of the following is NOT a key component of an advertising strategy? Target audience identification Message development Office location selection Media planning and selection   3. What does "target audience identification" involve? Choosing the best advertising platform Identifying the group of people most likely to be interested in a product Selecting the most expensive media channel Deciding the advertisement budget   4. Why is message development important in advertising? It helps in increasing product prices It creates confusion among customers It captures attention, evokes emotions, and drives action It is only required for social media ads

33. Quiz # 1 02-13-2025 5 . Which of the following is an example of rational appeal in advertising? A brand emphasizing emotions like nostalgia A company highlighting the cost-benefit of its product A commercial featuring a celebrity A humorous social media campaign 6. Which company’s campaign focused on the message “Experience the fastest 4G network in Pakistan”? Ufone Zong Jazz Telenor   7. What is the main purpose of media planning in advertising? To select the right media channels to reach the target audience To reduce production costs To avoid using digital media To increase the number of employees in a company   8. Which of the following is an example of digital media for advertising? TV and newspapers Billboards and radio Facebook, Instagram , and TikTok Brochures and pamphlets

34. Quiz # 1 02-13-2025 9 . Coca-Cola’s “Share a Coke” campaign in Pakistan used which media strategy? Only TV ads Only billboards TV, social media, and outdoor advertising Direct selling    10. What is the purpose of budgeting in advertising? To allocate resources and measure campaign effectiveness To increase expenses unnecessarily To reduce employee salaries To focus only on TV advertising 11. What does ROI stand for in advertising strategy? Return on Investment Rate of Influence Range of Information Revenue of India     12. Which Pakistani brand’s campaign focused on the slogan “Har Kam Ka Masala”? National Foods Shan Foods Knorr Dalda

35. Quiz # 1 02-13-2025 13 . Why did Pepsi’s “Live for Now” campaign fail in Pakistan? It had no advertising budget It used only traditional media It lacked cultural relevance and featured Western celebrities It was never launched in Pakistan   14. What are KPIs used for in advertising? To develop product packaging To measure the success of an advertising campaign To hire employees To increase production costs     15. What is an example of an emotional appeal in advertising? A detergent brand showing a mother and child bonding A laptop brand listing technical specifications A smartphone ad displaying its battery life A newspaper advertisement showing a price list 16. What factor is most important in message development? The company's CEO name The use of complex and difficult words The connection with the target audience Avoiding creativity in the advertisement

36. Quiz # 1 02-13-2025 17 . What does A/B Testing mean in advertising? Running an ad campaign in two different countries Comparing two versions of an ad to see which performs better Launching an advertisement without any strategy Advertising on TV and social media at the same time   18. Which brand in Pakistan ran the "Jazz It Up" campaign? Telenor Ufone Jazz Zong   19. What was a key feature of Shan Foods’ marketing strategy? It focused only on social media It targeted Pakistani homemakers and used emotional storytelling It only advertised on billboards It didn’t use any marketing strategy   20. Which of the following is NOT a role in the advertising industry? Media planner Advertising strategist Civil engineer Brand manager

37. Quiz # 1 02-13-2025 – Answer B ) To achieve specific advertising goals C ) Office location selection B ) Identifying the group of people most likely to be interested in a product C ) It captures attention, evokes emotions, and drives action B ) A company highlighting the cost-benefit of its product C ) Jazz A ) To select the right media channels to reach the target audience C ) Facebook, Instagram , and TikTok C ) TV, social media, and outdoor advertising A ) To allocate resources and measure campaign effectiveness A ) Return on Investment B ) Shan Foods C ) It lacked cultural relevance and featured Western celebrities B ) To measure the success of an advertising campaign A ) A detergent brand showing a mother and child bonding C ) The connection with the target audience B ) Comparing two versions of an ad to see which performs better C ) Jazz B ) It targeted Pakistani homemakers and used emotional storytelling C ) Civil engineer

38. Why Study Advertising Strategy?

39. Why Study Advertising Strategy in Pakistan ? Career Opportunities in Pakistan Roles: Advertising strategist, media planner, creative director, brand manager. Skills gained: Strategic thinking, creativity, data analysis, communication.

40. Real-World Applications in Pakistan Advertising in Action in Pakistan Case studies of successful campaigns: Jazz:  “Digital Pakistan” campaign. Shan Foods:  “Har Kam Ka Masala” campaign. How strategy drives real-world results in Pakistan.

41. Challenges in Advertising Strategy in Pakistan What Makes It Tough in Pakistan? Changing consumer behavior in a diverse market. Limited budgets for small businesses. Balancing cultural sensitivity with creativity.

42. Future Trends in Pakistani Advertising What’s Next in Pakistan? Growth of digital advertising and e-commerce. Rise of influencer marketing and TikTok ads. Ethical advertising and sustainability in Pakistan.

43. Recap and What Next?

44. Recap of Key Points What We Covered Today Definition and importance of advertising strategy. Role of strategy in campaigns. Overview of the advertising industry in Pakistan.

45. Looking Ahead Next Week: Understanding the Consumer Topics: Consumer behavior, audience segmentation, decision-making. Activity: Developing an audience persona for a Pakistani product.

46. Thank you Sayyed Paras Ali Editorial Board Member, COMSTECH Journal of Science Communication and Diplomacy Permanent Member, Science Communication Advisory Committee, COMSTECH - OIC Email: [email protected] WhatsApp : [phone]