Assignment No.

2 MGT301 Principles of Marketing

TOPIC: 4th P of Marketing Mix: Promotion

Submitted to: Dr. Mukhtar Ahmed

Submitted by: Name: Syeda Siddra Sumreen Zahra Student ID: DS120400737 Subject: Principles of Marketing

Virtual University of Pakistan

Question 01: What advertising objectives WALL'S are applying to increase its customer base and stimulate more usage? (10 marks) Answer:
Due to the advancement of technology WALLS is using every possible mode of advertisement and one to one bases. WALL'S use different mediums in their promotional activities which are TV, billboards, newspapers, magazines, radio, banners, pamphlets, sponsorship of pop stars, actors, models, event arrangements, bus stop board and fun carnival carried out in different parks such as Racecourse Park in Lahore.

WALLS are applying two most common advertising objectives to increase its customer base
and stimulate more usage. These advertising objectives are: 1. Persuasive Advertisements 2. Reminder Advertisements Persuasive Advertisement attempts to increase the demand for existing products. Reminder Advertisements strives to reinforce previous promotion by keeping the name of product in the market.

Question 02: Let's suppose that WALL'S is going to launch a new Ice-cream to capture the rural areas of Pakistan. How WALL'S could modify its promotional or advertising campaigns, keeping in mind the conservative and orthodox culture of the rural areas. (10 marks) Answer:
Villages develop slowly and have a traditional outlook. Change is a continuous process but rural people accept change gradually. This is gradually changing due to literacy especially in the youth who have begun to change the outlook in the villages.

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So, WALL'S would have to determine its advertising objectives, according to which they would plan to use the possible helpful media tools for their products promotion. WALLS has to adopt Informative advertising in initial phase of its campaign and then ultimately shift towards its traditional advertising style. The most common Promotion tools are: Advertising Personal selling Sales promotion Public relations Direct marketing

WALLS can also use the traditional tools of promotion mostly people use in rural areas e.g.,
Wall Painting, Audio-Visual Van Campaigns, Banners, Contests to promote the products etc.

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