Presented to: Dr.

Marwa Nabil Presented by: Hadeer Rabiee

Q1: Does an ad need to be entertaining to work? Discuss in your own point of view. The advertising has different themes that give different

promotional strategies, as: Positioning is a more fo !sed approa h of b!ilding the brand e"!ity. #t refers to the way advertisers try to get ons!mers to onte%t thin$ or feel abo!t their prod! ts in relations to some for the prod! t. Then reating or e%e !ting the position in the ad: ). Positioning by product attribute/benefit*setting a prod! t apart by stressing a spe ifi +want satisfying "!ality, -. Positioning by price/quality*in this strategy pri e."!ality hara teristi s are stressed. /or e%ample, some prod! ts set themselves apart by ass!ming a very high pri e."!ality asso iation, while others be ome 0pri e prod! ts.0 1. Positioning by use or application*how a prod! t is to be !sed may in itself lead to a positioning strategy. The shoe ind!stry e%ample offered in the te%t, and prod! ts s! h as 2rm and Hammer ba$ing soda and 3la $ 4 De $er have apitali5ed on this strategy. 6r showing how people an !se the ele troni is. igarettes in detailed bro h!re or how they an !se the #phone and that it is not ompli ated as they thin$ it hara teristi or benefit offered.

s! h as an emotion or e%perien e& $ind of b!ilding an 'identity(

7. Positioning by product class*the 2mtra$ e%ample refle ts this strategy in whi h the prod! t is positioned against others that, while not e%a tly the same, provide the same is another e%ample that might be ited. 5. Positioning by product user*in this strategy the prod! t is positioned at a parti !lar gro!p of !sers. Mona 8a$i and 2hmed Helmi !sing the ar or Ah waffle ho!se targeting people. 9. Positioning by co petitor*in many ases the ompetition may be !sed to define the positioning strategy. :ompanies an position their prod! ts to set themselves apart from the ompetition, show s!periority, et . ;. Positioning #Al by cultural sy bol*!sing a "!ote by ofatesh $oro bo% in the ad, or some famo!s <o$e a'el (assen%& !lt!re that is ed !"" driving r!ise. 6r lass lassy o!tgoing yo!th and 2 lass of benefits. The !rrent por$ ampaign +0The other white meat0,

!sed to be said by #&s

disting!ished by =gyptian mainly. Th!s, the given positioning depends on the message that the advertising is sent thro!gh the ad itself. That>s why it doesn>t need to be entertained ad.

Q): *hoose a ca

paign for a consu

er product and create

its creative brief outline. :o a :ola is one of the pioneer sin the media strategy te hni"!es, they yo!th, the always pla e advertising messages in media where ons!mers are most e%posed, Television attra ting families, hildren, they fo !s on mass mar$et in general, street ommer ial, as on the Mehwer road, they pla e a an and it drops o$e in a glass, between movies in television, to remind o$e time and they will en<oy the movie arbonated drin$s and ons!mers? that it?s the

more, and in radios, where it attra ts drivers who are waiting in r!sh ho!rs and might thin$ of drin$ o a nowadays, :o a :ola,. The s! essf!l branding programs that :o a :ola follows lead to onse"!ently transfer the loyalty. /or its !stomers brand preferen es and ola sponsors programs at Nogom /M)@@.9 and

Mega /M A-.;, as a program starts at ;PM its name is +=frah maa

website, :o a :ola website is wor$ing very well, there are banners that prod! e the ads, n!trition information, omplains, information abo!t the poli ies. Advertise mar$et ents: ompany mission, vision, and

Positioning of the different brands in the =gyptian soft drin$ an be analy5ed by the way vario!s brands have been

advertised by their per eived by the "!en hers.

ompanies and the manner how they are

ons!mers. Bome drin$s are meant for health,

some for yo!thf!lness, some as fashionable, and some as thirst

+,-D++. AD/!.-&0!1!2-: ). Hoarding -. 3!s shelters 1. 3anners 7. Tr! $ ba $ 5. Posters :o a :ola advertisements are lear and des ribe the emotional and f!n tional benefits that :o a :ola drin$ers per eive& all ons!mers got the message lear. :o a :ola ads a hieve higher ease of pro essing. :o a ola !tili5es stim!l!s hara teristi s by its bright red olor that attra ts ons!mers? attention. :o a :ola ads are available at different hannels, whether on the satellite hannels, or the governmental television. Most of the ads fo !s on the <oy, rela%ation that ons!mers ta$e thro!gh drin$ :o a :ola, as mentioned earlier :o a :ola drin$s are onvenient, th!s ons!mers drin$ it fre"!ently. :o a :ola !se pro%imity stim!li that positions itself :ola and 6lympi s. losed together are :o a