University Of Dhaka

Assignment On Criticism of an Advertisement (Course Name: Promotional Management)

Submitted to: Prof. Syed Rashidul Hasan Ph.D

Dept. of THM (EMBA) University of Dhaka.

Submitted by:
Kanchan Barua ID : 071107010

Submission Date: 18/04/2013

Advertising is known to perform three main functions, that is, inform, persuade and remind. However, in doing so, it attracts a lot of criticism especially in a society which would be resistant to part ways from its cultural norms or orthodox behavior. As the Advertising is economically beneficial, it helps the businessmen to increase the demand of particular goods or services. It can search the new market and target their customers. Advertising also helps in distribution of goods and services and also reduces dependence of customer and businessmen on the middlemen or intermediaries by providing economies of scale. Advertising attracts customers for a new product and increase its sales also.

Criticism of the Advertisement : And how to get better results For years, regional destinations and regional tourism businesses have asked constantly how they can get better results from their advertising. Limitation and Reasons for the advertisement to fail: The main reasons why this advertisement wont be successful are as follows

Advertisements do not convey the message that customers want to read about the destination or product. It expresses what the seller wants to say rather than provide the information that customers are seeking.

Format of the advertisement fails to attract the attention of customers Advertisement is too small Advertisement is a one-off - these advertisements only succeed in exceptional circumstances Advertisement appears in a newspaper or magazine which is not read by the target market or target market segment Advertisement is in a publication with poor distribution.

How to improve: Advertising is used to provide information and influence attitudes amongst customers. Advertising can be directed at customers in either a targeted narrow way or in broad geographic applications. Above Advertisement has to provide its three basic objectives

To inform customers services and other information that they need to be know, like hotel and room facilities, ticket price single or double, transport from airport to hotel, food (lunch, dinner, breakfast) if they will provide or not. To persuade customers to purchase a destination or product, to perhaps change a customers preference for a destination or change of accommodation at a destination. To remind customers about a destination or product, where it may be purchased or how it may be purchased (booked).

Why I like it: The advertisement attracts me only because of its message it provided in the beginning that one will get two nights free in a destination like Malaysia, which is unbelievable and the price if it is for double (two tickets).However the source advertisement is also authentic and dependable to me as it is provided by Tourism Malaysia.