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With
mobile phones fast becoming a hot sartorial accessory, phone aesthetics are
playing a crucial role in luring customers. Red, blue, chrome, black, with
ring tones ranging from Mission Impossible to Dil to Pagal Hai - the new
generation of mobile phones are slick and very much a statement about
who you are. So if you're a young, twenty-something executive, your
mobile will say a lot about how successful you are perceived to be. For
older and more serious users, there is a range of higher priced, high-power
phones. The preferred brand of power executives, according to sales
figures is Samsung or Motorola. Young, school going, hip and aspiring
trendsetter? A Nokia phone is as essential as good grades.
The industry has come a long way since its lackluster debut in the
nineties. For Instaphone, Mobilink, Ufone and Paktel - the four service
providers in Pakistan - this has meant a huge increase in research and
development. The stakes are high, with each service jostling to entrench its
position in an ever-expanding market. Investment has been heavy in
network expansion, with million dollar deals being cut with international
companies. This is good news for customers. A new world of competition
in pricing and technology has opened up, with a number of value added
services on offer, designed to lure a particular niche market. Whether in
the form of a chat club service for the young and trendy, or corporate club
discount options, the wonders of the latest mobile phones can include
options such as mobile banking, fax and information services, internet
access, instant updates, conference calling and g_mail.
About Mobilink
Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, is the market
leader in providing state-of-the-art communications solutions in Pakistan.
We can proudly boast of being the first cellular service provider in
Pakistan to operate on a 100% digital GSM technology
Mobilink GSM started operations in the year 1994, from then on it has
shown enormous growth. At the time when it entered the market it was a
small player in the cellular market of Pakistan it is now the market leader
both in terms of growth as well as having the largest subscriber base in
Pakistan.
About Paktel
Welcome to the second generation of mobile communication. Welcome
to the next domain. Welcome to the most affordable GSM connection
available in Pakistan. Welcome to Paktel GSM.
Paktel GSM has ensured the most aggressive rollout ever. We could have
launched in one city or two months back. But the philosophy of
convenience, connectivity, coverage and clarity forced us to wait and come
out with a BIG BANG.
History of Ufone
Ufone started its operations from Islamabad on 29th January 2001 as the
youngest entrant in the cellular market. Ufone, a subsidiary of PTCL, is the
only Pakistani-owned cellular service operator in Pakistan.
a written message. . .
a spoken word. . .
Or an idea.
What is advertising?
"Advertising is the nonpersonal communication of information usually paid
for and usually persuasive in nature about products, services or ideas by
identified sponsors through the various media."
The objectives of advertising is met by promoting are to move the target
market through the following phases:
Unawareness -> Awareness -> Beliefs/Knowledge -> Attitude ->
Purchase Intention -> Purchase
It is believed that consumers cannot skip over a phase, but they need to
move through them. Promotion is used to move the target market from
one phase to another to finally purchase.
Any paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor.
There are three goals of advertising. These goals are to: Inform, Persuade,
and Remind.
There are many medias used for advertisement, they include television,
radio, newspapers, magazines, brochures, by creating websites, and by
sponsoring different programme on TV. Now a days television is
considered as the most strongest media for advertisement, because a single
television commercial can be broadcast repeatedly over the course of
week, to make people better aware about their product and to attract the
people because in today‟s life TV. Take the shape of the necessities instead
of luxury and children and housewife spend their free time in watching
television. Many television commercials feature catchy jingles (songs or
melodies) or catch-phrases that generate sustained appeal, which may
remain in the minds of television viewers long after the span of the
advertising campaign and others endeavour to strike the emotions of the
people.
Like other companies advertisement also has a great worth for the
cellular industry, and as the war to get the more and more customers,
advertisement‟s value rises, if we have a deep look, we will found that
every commercial is communicating something, has a theme behind it,
some focused on the young generation, some on the price and few on the
culture of the country.
From Toward
Media Advertising Multiple Forms of Communication
Now days there are so many ways of advertising from a simple brochure
to internet. Although in our country about 10 million people have internet
access but there are also a lot of ways in which communication through
advertising takes place.
Mediography
Media Audit
Direct Newspaper
Radio Mail Video Game
Television
Ev ent
Trade Magazine
Property Music Cinema
Merchandise Outdoor
Home Communications
Shopping Feature Film
Channels
CD Rom
Kiosks
On-line Transit
Internet Virtual Reality
Multimedia Cross- Street
Promotion F ur niture
Trade Incentives Books
Theme Videos Sal es
Park (Promotion)
Now after talking about this another question automatically arises in the
minds that what sort of advertise will attract the consumer and what
message will be in the advertise?
Advertising Creativity
Now in this scenario different slogans are raised which will become the
barnd identity but being the students of marketing and business
communication we must desctibe what elements should make an ad so
that people attract towards our product and can‟t resist to the product.
Transformational Ads
Feelings Images
The ads
create . . .
Meanings Beliefs
Mobilink‟s new vibrant, rich and unique brand colours signify their re-
birth and their unique stature in the Pakistan telecom landscape and they
resolve of becoming a total communications‟ solutions provider. The rich,
vibrant colours are a reflection of the vast portfolio of new concepts and
superior services that they stand committed to bring to their customers
and enrich their lives.
Today they are confident that they have all the essential building blocks
in place to take the dream forward and to play a leadership role in the
rapid growth and development of telecommunications in Pakistan. Their
new look and feel is reflective of their new vision and thinking. In 2003
they invested upwards of US$ 200 million in improving their network and
services. They have already put in 7 switches, over 820 cell sites and new
IN platforms for better coverage and connectivity. In 2004 they were
committing more than US$ 250 million in technological upgrades,
superior customer services, improved coverage, 85 new cities and a
portfolio of value added services including 2.5G services and multi media
messaging amongst a host of other exciting offerings.
Life whispers, life talks, life walks with indigo. Mobilink Indigo is the
new complexion of the communication. Unlike the other commercials of
the cellular companies Mobilink Indigo‟s commercial emphasize on the
family relations, because indigo is a family package in which a same bill
but can enjoy two numbers. Indigo is the same package which was firstly
introduced with the name Star, why they change the color? Just to show
the rebirth of the brand. The huge publicity of the ad is Shan who is
famous film star. The ad highlighted that wherever you are and your any
family member, there is no value of distance, when you want you can talk
with them very easily, it makes life of a person very easy and because it is
a postpaid package, it also charges less than the prepaid what you do is to
just pay the line rent and other ting will adjusted automatically.
It also shows that if a person changes its lifestyle, shifting from one place
to another and also at the same time they have an urgent work then he can
give instruction on the phone. In the commercial they captured the
attention of the corporate sector, in the countries like Pakistan status
matters and if you have an Indigo then it makes your rank and people
respect you, it also symbolize that people will inspire from the person who
has Indigo. One most important and different thing is that it gives the
concept of the mobile banking which is only offered by Mobilink for its
Indigo‟s customers.
Colours has great impact on the life of the person, Indigo mono has the
combination of purple and white, purple colour is the colour of pride,
dignified, immoral, arrogance, cleverness and mysterious, and white
colour depict the perfection, peacefulness, innocence, and bride. These two
colours can be called as the eye catching and cool colours and describe the
personality of the person in a very pleasant way.
Colour
Colour is second in sequence; colour can trigger an emotion and evoke
brand associations. Paktel GSM. It is the colour of the unlimited
dimensions, colour of reliability, colour of dreamers, fidelity, confidence,
colour of longing.... Blue : colour of relaxing, retiring, "feeling blue"
To think on the colour blue causes a longing, dreamy feeling and at the
same time safety and calmness, leads to a serious view of things inside
yourself. Blue stands for emancipation: greetings to all bluestockings. The
blue of the "blue letter" should make it easier to accept the message...
Many companies use this colour in their logos. So blue colour has its own
uniqueness in a manner that it is serious, sophisticated. Blue shows
loyalty, peace, self-reliance. So Paktel is a brand on which you can trust,
you can depend, it gives you liberty to talk to your loved ones, every one
has the desire to talk to others
Communication of Paktel
The Paktel immense advertisement communicates that you can talk to
anyone any time from your Paktel connection .You can say others the
secrets of your heart and the voice of your heart and for this purpose you
don‟t need to wait. Anytime anywhere you can talk to them by using your
Paktel GSM. When we belong to one nation, one country, one land and one
sky then why you wait to talk to your love ones. Our soul is one our heart
is one and we have only one body. Whenever the memory and
reminiscences of our loved one disturb us we can talk to them. Now
distance and boundaries doesn‟t matter. You can love of your loved ones
from all over the country. Although our destinations, aims and goals are
separate. But come and finish these distances and come close to each other.
And this is the voice of millions of Pakistanis
Tango
The communication of tango when compared to other products is very
poor. but there was a time when tango„s slogan “is say sastee sirf
khamoshee” attract a lot of clients towards them and Paktel earn quite a
large number of revenue from this but now this product completes its life
cycle and Paktel decided to finish this product from the market. The total
share of tango in the prepaid customers of GSM is about 3 to 4%.
Communication of U-Fone
Story of our Brand
Whoever you are
Where ever you are
Whatever you say
However you say it
Says a lot about you
What you feel
How you feel
Our focus is U.
Whatever you wish
However you wish
Because it’s all about U
Ufone says in the story of its brand that regardless of any cast, sect, or
gender Ufone serves you everywhere. Ufone does not discriminate among
persons. So it says, “ Whoever you are, wherever you are”. Ufone
communicates that anything a person says and how a person says it, it
“says a lot about you”. Ufone pays more attention to its customers. It
addresses to its customers directly and also those people that are not its
customers. It means that Ufone addresses both its current customers and
its potential customers. Ufone says that we communicate your feelings to
your loved ones and even we communicate through our services how you
feel. It says in its brand story that our focus is “you”. You mean their
valued customers.
Brand Positioning
Ufone positions its brand very nicely. It says that because we understand
the needs and wants of our customers so we want to provide them the best
possible value for the money they are paying in terms of using our
connection. It undertakes that Ufone understands the4 wishes and the
feelings of its customers and the words they speak. So they communicates
the precious words and feelings of their customers in such a way they
want. They say that Ufone does all this because their customers matter
“more” to them than any other thing. It provides the best value to its
customers and it has developed such services only for its valued
customers, because its customers are its main focus. It provides a lot of
exciting value added services like SMS, MMS, WAS and international
roaming in such a way as to satisfy its valued customers.
T.V Commercial
Ufone has the best advertisement as compared to other companies because
it directly addresses its customers which it says “ Our valued customers “.
Ufone has advertised using all types of media like T.V, newspapers,
billboards, and brochures etc. But as we know that T.V is the most
attractive and most powerful source of advertisement, so Ufone also has
developed several attracting and fascinating T.V commercials.
In almost all of its T.V commercials it has taken young people. The main
theme of its commercials is “ Its all about U “. The basic colour scheme it
has used in all its advertisement including T.V ads is bright orange and
green colours. The combination of green and orange colours depicts
livelihood of people using Ufone. It means that people using Ufone enjoys
more exciting services like MMS and SMS and become more cheerful and
lively. It shows enthusiasm in its ads by casting young, energetic and
enthusiastic people. And its ads have a great positive impact on the young
generation because a lot of young people are using Ufone as compared to
the people of other age groups.
In its slogan “It‟s all about U”, that also remains the main part of its
T.V commercials, it directly addresses the people specially its customers.
The customers are more valuable for Ufone, and it wants to communicate
this thing through its commercials. It has adopted U- attitude in its
advertisement by directly hitting the customers in its slogan “ It‟s all about
U”. They are not concerned about the revenue generation rather their main
focus is their customers. They very nicely understand the needs and
feelings of their customers and very beautifully provide their customers
the opportunity to communicate these feelings by using exciting value
added services.
In its name “Ufone” the word “U” can be taken to have two meanings.
The first meaning may be taken as by using “U” it is addressing the
customer directly and Ufone means that it is customer‟s own phone, which
he can use in the way he likes without any hesitation. This is the meaning
that is generally taken by a lot of people, the second meaning may be that
“Ufone” is a brand name and it‟s slogan “It‟s all about U” means that all
the exciting and excellent services are provided by Ufone and all the
qualities that are described in any type of its advertisement belongs to
Ufone. But this second meaning is not much fascinating and important
than the first one. Because every one in this world wants to be given some
importance and Ufone people also understands it very well. So giving
importance to their customers, they want to win their loyalty.
In its slogan “It‟s all about U”, that also remains the main part of its T.V
commercials, it directly addresses the people specially its customers. The
customers are more valuable for Ufone, and it wants to communicate this
thing through its commercials. It has adopted U- attitude in its
advertisement by directly hitting the customers in its slogan “ It‟s all about
U”. They are not concerned about the revenue generation rather their main
focus is their customers. They very nicely understand the needs and
feelings of their customers and very beautifully provide their customers
the opportunity to communicate these feelings by using exciting value
added services.
In its name “Ufone” the word “U” can be taken to have two meanings.
The first meaning may be taken as by using “U” it is addressing the
customer directly and Ufone means that it is customer‟s own phone, which
he can use in the way he likes without any hesitation. This is the meaning
that is generally taken by a lot of people, the second meaning may be that
“Ufone” is a brand name and it‟s slogan “It‟s all about U” means that all
the exciting and excellent services are provided by Ufone and all the
qualities that are described in any type of its advertisement belongs to
Ufone. But this second meaning is not much fascinating and important
than the first one. Because every one in this world wants to be given some
importance and Ufone people also understands it very well. So giving
importance to their customers, they want to win their loyalty.
Comparison of Advertising of Mobilink & Paktel
The commercial of Paktel is quite attractive when compared to Mobilink.
The whole advertisement campaign is given to “Red Communications”.
Its T.V commercial of Paktel GSM has the budget about 10 million in
which different cultures and people are shown. But the slogan of Paktel
does not give any specific meaning .People can‟t understand what they
want to say until you will hear the whole song then you will able to get
some meaning. The ad has only colours but it is senseless. Paktel is
spending enormous money on its advertisement.
They telecasted the Paktel song on GEO T.V before 8 O‟ clock news
which is one of the most favourite T.V Channels for about one month. On
Eid-ul-Fitar Paktel commercial is repeated after every 5 minutes .It looked
that there was a competition and a tussle between U-Fone and Paktel and
each one try to dominate other .They sponsored the transmission of many
T.V channels as I.M. On Eid-ul-Azha Paktel sponsored many T.V
programmes on ARY and Indus Vision. But the question arises that is all
this create enough revenues? Is their advertisement budget is more then
the revenues they get? Is it effecting people decision making? Is Paktel
succeeding in snatching customers from the market leader? If yes then
why the customer base just increases from 351,170 to 488,343 in three
months? The difference is 137,173 averages of 45,724 and average sale of
connections per day is only 1,524 and Paktel according to market share is
still on 4th position.
The new T.V commercial of Mobilink Reshaping communication ad now
a days is very attractive. Now a day new Jazz ads are on air and new Jazz
ad is without any sense. They just want to glamorise the ad through the
presence of Emaan Ali which is also useless. Jazz is only brand in market
which attract the customer just by name it create its market so it does not
require such type of material. If they show the features of jazz then it will
be good idea but they haven‟t show any such thing . About a week a new
offer of Jazz is presented in newspaper of Rs 100 card which is also
preented by the same models of the new Jazz commercial. There was a
time when Mobilink T.V ad of Mobilink star was the most favourite T.V
commercial of many people. Its commercial of Mobilink Indigo is also very
attractive but Mobilink is penetrated and has made its position in the
market that it does not require a massive advertising. Its brand has made
position on the minds of people now every cell phone user is well aware of
Mobilink. The slogans of Mobilink are very popular, well known and well
understand. Mobilink is doing its advertising in a very systematic manner
so that its message has been given very quickly to different segments of the
society. Its market share has grown very significantly and captures about
60% of total Market share.
Comparison of Billboards of
When you will outside, you will see a lot of ads in the form of banners
and huge and gigantic billboards at many places attract your attention
automatically. There is huge billboard on the top of a century tower at
Kalma Chowk, which is one of the top places of advertisement in Lahore
where the view of the board is made from 4 sides. Mobilink occupy this
silver place from a long time whenever any new offer is given it is put over
there. Paktel is also not behind you will see there billboards at many places
as on Canal at Barket chowk, at Town ship entrance and at so many places.
Another huge billboard of Jazz is placed on Feozepur road. Ufone‟s
colourful billboard is placed at Mozang which is also one of the busiest
roads of Lahore .This billboard is about MMS services. A small look of that
gigantic board is shown below
Print Ad Components
Headline:
Words in the Leading Position of the Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Body Copy:
The Main Text Portion of a Print Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Layout:
How Elements Are Blended Into a Finished Ad
Comparison of Print Media and Brochures
Mobilink advertises its various ads and slogans in routine in many
famous newspapers; now a days its very sentimental ad of reshapping
communication automatically attract the attention of the readers on the
front page of newspaper the new Jazz ad of Mobilink is coming in many
newspapers on front paper Paktel is not behind from Mobilink in any way.
Whenever any offer is given in the newspaper on the front paper and
sometimes full-page ad is given which automatically attract the attention
of people. . But about 15 to 20 days Paktal is out from newspaper and
Ufone when reduces its rate .They publish their ads on front page but
Mobilink is at the top as it never move its eyes form this important media.
And almost its adds are font page and occupy about ¼ of the page.
Sometimes Mobilink also advertise its full page ads in many famous
newspapers
Full page ads attract 6.3 times as much attention as half page ads
Full page ads attract 11.9 times as much attention as double half column
ads
Full page ads attract 71.4 times as much attention as double quarter
column ads
In its name “Ufone” the word “U” can be taken to have two meanings.
The first meaning may be taken as by using “U” it is addressing the
customer directly and Ufone means that it is customer‟s own phone, which
he can use in the way he likes without any hesitation. This is the meaning
that is generally taken by a lot of people, the second meaning may be that
“Ufone” is a brand name and it‟s slogan “It‟s all about U” means that all
the exciting and excellent services are provided by Ufone and all the
qualities that are described in any type of its advertisement belongs to
Ufone. But this second meaning is not much fascinating and important
than the first one. Because every one in this world wants to be given some
importance and Ufone people also understands it very well. So giving
importance to their customers, they want to win their loyalty.
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