Promo Plan
description
Transcript of Promo Plan
Submitted to: Submitted By
Mr. Baber Wahab Hafsa Siddiqua
Sp12-MB-0038
Submission Date
30-April-2013
2
Content
Acknowledgement…………………………………………………………………………..……3
Abstract……………………………………………………………………………………...........4
Summary of Drama……………………………………………………………………………….5
Situation Analysis…………………………………………………………………………..….....6
Executive Summary………………………………………………………………...6
SWOTs analysis…………………………………………………………………….7
Key Promo problem(s) to be solved………………………………………………...7
Key Strategic Decisions…………………………………………………………………………..8
Promo Objectives & Strategies……………………………………………………...8
Target Audience……………………………………………………………………..9
Promo position : product features & competitive advantage………………………..9
Promo Theme……………………………………………………………………...9
Promo Image & personality………………………………………………………....9
Budget……………………………………………………………………………….9
Media Strategy……………………………………………………………………………………10
Media Objectives……………………………………………………………………10
Vehicle selection & Budget allocation…………………………………………........10
Scheduling…………………………………………………………………………...10
Message Strategy…………………………………………………………………………………. 11
Key consumer Insight………………………………………………………………..11
Selling premise……………………………………………………………………….11
Big Idea………………………………………………………………………………11
Executions……………………………………………………………………………11
Other tools
Integration Strategy…………………………………………………………………..12
Print Advertisement…………………………………………………………………..13
Evaluation of effectiveness…………………………………………………………………………17
Communication Brief……………………………………………………………………………….18
3
Acknowledgment
Working on this project was an interesting and informative experience. Thank you very much to
Mr. Baber Wahab for providing this opportunity to experience the professionalism of
Advertisement Plan as an instructor & many thanks to Mr. Ghazanfar Ali Siddiqui (Sr.
commercials transmission system officer) in GEO for provide me enough guidance about the
Promo.
4
Abstract
Report shows the Plan of Promo of the Geo TV Soap “Kash Ma Teri Beti Na Hoti”
which is the real life story of lower-class Females.
5
Summary of Drama (Soap)
Allah does not allow us to choose the family we want to be the part of, it is all by faith, where we
born. But children are certainly the responsibility of parents. No matter how poor are the parents
they try their best to feed their children. Some times circumstances become so worst that they
cant help it and even have to sacrifice their children unwillingly.
„Kaash Mein Teri Beti Na Hoti‟ is a story of a young, innocent girl, who belongs to a very poor
family which can hardly afford the living. In this serial society‟s very bitter face is shown
bluntly; How a mother is ready to trade her daughter? How the vulnerable and rich families
subjugate the poor ones and use their poverty for their own sake?
The story‟s main character „Khushi‟ is a fun loving girl, who lives in the world of fantasy. She is
famous with the name of „PAGLI‟ in her locality because of her childish acts. She has a younger
sister „Bano‟ and a brother „Amu‟. Her father Akber Ali sells news papers on streets, gets
paralyzed resultantly all the financial responsibilities falls on her mother Zulekha who is maid by
profession. Her monthly income hardly fulfils the needs of the family.
Their financial circumstances get so worst that she gets ready to trade her eldest daughter
„Khushi‟ with a rich, vulnerable family, who needs a son for their future generation. Khushi has
to marry a guy „Junaid Ali Shah‟ only for a year, who is already married to „Shanze‟ but are
unable to produce any offspring. Khushi has to deliver a baby for the family and then has to get
divorce leaving the baby with that family and in return Khushi‟s family will be given 20 lacks.
This is how elite society exploits poor segments of the society.
Soups are plays on-air four days in a week for 30minutes
http://geovision.geo.tv/2011/10/kash-main-teri-beti-na-hoti/
6
Promo Plan
Situation Analysis
Promo Executive Summary (Generic Promo)
The story highlights the concept of living conditions of a very poor family in Pakistan and the
hardships and difficulties they have to face daily to earn their living & Selfish intentions of rich
people. It will show you how the elite rich class manipulates the poor class for their own motives
and then discard them off once they are no longer needed. You will also get to see that money is
such a powerful force which can force parents to take certain steps which are unethical. See how
things turn out to be as this amazing story develops depicting the reality of our and other third
world countries.
http://www.tv.com.pk/tvshow/Kash-Mai-Teri-Beti-Na-Hoti/42/story
Promo Links:
www.youtube.com/watch?v=ovnvsbpV_rU
www.youtube.com/watch?v=eUUn3mWOd74
www.youtube.com/watch?v=agcOV7fc30c
www.youtube.com/watch?v=wCoIvAkzABI
www.youtube.com/watch?v=dpAg3hV9qpo
www.youtube.com/watch?v=iqN4txStyMM
Generic Promo includes all highlights of soap.
7
SWOTs analysis
Strengths
Promo highlights the basis of real story while other following fantasy stories
Weakness
It couldn‟t be promote on other GEO TV subsidiaries
Opportunity
The story highlights by promo can create great hype because promo has strong features to gain
viewers attention by suspense which is different from competitors because it shows the reality
Threats
Viewers already follow the soap on ARY Digital i.e BULBULY on the same of the soap.
Key problem to be solved
Promo shows struggling life of girl belongs to the lower-class family to the GEO audience.
8
Key Strategic Decisions
Objectives & Strategies
Perception
Six different promos represent the different highlights of the drama having different message to gain
viewers attention. Promo designs by choosing the major scenes, which are directly related to the problem
showing in the drama to gain the interest of the target viewer‟s, i.e.: 25-35 female (belonging to lower
class, unmarried struggling female). Promo plays in a prime time (high rating time) to aware viewers
about the story and timings of the play.
Cognition
Geo Tv recognized that lower class families prefer to see dramas based on their problems. By seeking
high rating of yeh zindagi hai, prmo for Kashi ma teri beti na hoti drama also produces for the same
locality. Promo gives the full information about the story just in a six clips showing two lower & high-
class families & their problems & attitudes. Target viewers can easily get the idea of the story from the
promo. This promo is different from the competitors by showing the real problems of life of the lower
class families.
Affective
Promo designs to create curiosity in viewers so that they attract & start to follow the drama by showing
love, innocence, fear, cruel behavior, compulsion & some sadness touch and these highlights in promo
touch the target viewers at personal level.
Association
Promo associates the story with reality.
Perception
Promo features create a positive attitude of the viewers towards the drama story & motivate them to think
about the problem. Due to this emotional attachment with the promo highlights which represent almost
whole story, viewers start to watch drama.
9
Target Audience
Promo targets the viewers of age 25-35 years female belonging to lower-class struggling families because
they like to see their problems on TV & also the families belong to other classes because they realize the
difficult life of those people,
Promo position
Promo Features
Promo highlights the real problem of poor people in Pakistan & the selfishness of rich people.
Theme of the Promo
When a woman is sold to a family just to give birth to their heir….
A poor family reaches a point where they become helpless due to their economic condition and eventually
sold their daughter to a rich family as a contract of one year marriage with their son till she gives birth to
their heir.
What happens when the girl gets married unaware of the entire situation and her parents deal….
Competitive Advantage
This promo has strong side because other competitors promos relate to the romantic/comic dramas while
this promo describe the real issues of Pakistan
Differentiation
Promo promotes the real life story
Positioning
Promo positions the lower-class family problems.
Promo Image & Personality
A girl belongs to lower-class family and her struggling life.
Budget
Promos do not have budgeting because promo based on the clips taking from the serial
10
Media Strategy
Media Objectives
Promo frequency: 26 weekly promos to excite the viewers about the new drama with 5 second tail of
branding & Co-sponsorship. (This type of branding & co-sponsorship is free of cost)
Vehicle Selection & Budget Allocation
Media Use: Geo Tv itself
Budget
Not applicable for promo
Scheduling
Geo TV has 17 minutes capping in each break it depends on the availability of slot to play promo in a
whole day.
11
Message Strategy
Key Viewers Insight
Research Shows that People belongs to lower class families have a mindset to see problems related to
their lives on TV. That is why promo message touch the souls of the targeted viewers & motivate them to
watch drama.
Follow Soap premise
Promo aware Pakistani people about the problems of lower-class People by showing reality base
clips in promo, which itself describe the whole theme of Soap. Viewers must watch this soap
after watching promo because on the on the same soap time competitors (ARY) play comic show
(Bulbuly). Promo can attract people because it caters the real story which has a new theme
among all TV channels.
Unique selling proposition
Promo‟s Content/Story.
Emotional selling proposition
A girl story Character
12
Integration Strategy
Five billboards
II chundrigar Road
M.A Jinnah
Reagent Plaza
Shara-e-Faisal
MPA Chaowrangi
Vehicle
Using their own vehicle
Newspaper
Jang Once in a two week
BUDGET: 15Lac for all type of print advertisement
13
Print Advertisement
14
15
16
17
Evaluation of effectiveness
In Pakistan, centralized rating agency named media logic monitor ratings for all TV channels
unbiased. Promo promoted the drama with great result due to high rating of soap, its timing
was changed from 7.00 PM (pre-primetime) to 8:00PM (prime time).
18
Communication Brief
1. Problem:
To show the audience about the problems of lower-class families which is unfortunately mostly
daughters face those problem
2. Target Audience:
25-35 female belong lower & middle class families
3. The promo position:
A poor family reaches a point where they become helpless due to their economic condition and
eventually sold their daughter to a rich family as a contract of one year marriage with their son
till she gives birth to their heir. Competitive advantage is promo shows the strong reality base
clips of soap while competitor‟s promos promote fantasies of life.
4. Brand Imperatives:
A girl belongs to lower-class family
5. Communication Objectives:
Awareness for non-lower class families about the poor people problems & motivation for lower
– class family to show them this promo cater their problems.
6. Consumer Insight:
The clips create feeling of sympathy with the girl character. It is the true story of the targeted
audience.
7. The proposition & Promo Idea:
Real life problems of Lower-class families
8. Support:
Reality of promo clips
19
9. Creative Direction:
We can make it stronger by including the best clip which can help to create a 90% story in a
viewers mind. We can promote it on the subsidiary channels of GEO TV.
10. Media Imperatives:
26 times in a week, wherever slots are available in 24 hours.