Prema Narian has been assigned the job of dealing with the media group to prepare an advertising program for brand ‘N’ of ,. The advertising executive from Technical Adverts. (the media group) is one Mr.Ganguli.
Mr.Ganguli (Entering Prema’s office) Good morning Miss Narian. I am advertising executive Ganguli. I believe you wanted to see me?
Prema Good morning, Mr.Ganguli. Yes, we are keen to open the advertising program for our electric bulbs and fluorescent bulbs.
Mr.Ganguli I see we’ve been working on the advertising program for nearly two months now.
Prema Have you brought the new media plan with you this morning?
Mr.Ganguli Yes, I have the whole lot of our recommendations here. Here is our report on how your product stands vis-à-vis your competitorsof electric bulbs and fluorescent bulbs.in the market.
Prema Have you worked out the new media plan, that will be inserted in the national newspapers?
Mr.Ganguli Yes. We have made a series of three advertisment, to be released in national newspapers and magazines. My media group advertising Agency feels that you should advertise heavily not only in the national newspapers but also plan a Blog for free advertising, mail advertising,window advertising.
our Media plan also put up hoardings and neon light sign. We also suggest that you make counter displays for dealers to exhibit in their shops. Cinema advertising would be an effective medium for you to use as well. Bus backs too attract attention.
Prema All this sounds very interesting. Of course, we would like to use all the media planavailable. But how much would all this advertising program cost?
Mr.Ganguli We have worked out a advertising budget too for you. We have suggested a breakdown of expenses, distributed over the media plan , over a period of three months. You will notice that radio commercials is one of the most popular methods.
hoardings and neon light sign
Prema (Looking at the budget proposals). Good Lord! You’ve worked on a advertising program budget of Rs. 5 crore to be spent in three months! That is a huge sum of money. I’m not sure that the Directors will agree to spend this enormous sum of money.
Mr.Ganguli Look here, Miss Narian, you are marketing new product in the market which has three best brands of electric bulbs and fluorescent bulbs already selling. To make any headway or impact on sales. Your advertising program has to be intensive and concentrated one. If you spend a small amount of money and an ad appears once a month, it will make no impression what-so-ever on the readers and consumers.
electric bulbs and fluorescent bulbs
Prema You mean to say that unless we make repeated insertions which will be noticed by the readers, the money spent will be wasted.
Mr. Ganguli Precisely. You’ve hit the nail on the head.
Prema I’ll have to discuss your media and budget proposals with the marketing Manager. Perhaps, for the beginning we might decide to going for heavy newspaper advertising, bus backs and hoardings.
Mr.Ganguli Mind you, though the decision is yours, but I must point out that the initial advertising campaign must be a hard hitting one, if you want to introduce your product effectively. Perhaps, you could afford to drop radio advertising for the time being.
Prema I’ll talk this matter over with you next week, after I have had consultations with our higher management and financial departments. I have to check on the percentage of the manufacturing cost that has been allocated for the promotional advertising products.
radio advertising
Mr.Ganguli Here are the layouts for the ads for newspaper advertisments. What do you think of them? If you were to approve them, then we can go ahead with the final artwork.
Prema Not so fast. Mr.Ganguli. Please give me time to study these layouts. Have you stressed the point that we are the only company producing bulbs and tubes made from wholly indigenous parts?
Mr.Ganguli Yes and we have added other selling points too.
Prema These ads are too big. We can save money by reducing the size of the ads. Don’t you think so?
Mr.Ganguli No. No. No. By putting in a small advertisment which many people miss seeing, what do you gain?
Prema All right. Don’t get excited Mr.Ganguli, Let me study all this advertising program and we’ll finalize everything at our next meeting Thank you for coming to see us to-day.
7777777777777777777777777777777777777777777777777777777777777777777
Small Advertiment
Posts
No comments:
Post a Comment