ADVERTISING (& DEVELOPING AD COMPAIGNS)

'Any paid Iorm oI non personal presentation and promotion oI ideas, goods, or services by an identiIied sponsor
ADVERTISING OBJECTIVES:
UIone use advertisements when.
It has to inIorm the customers about new or available services
It seeks to persuade people to purchase their service or switch to their connection Irom any
other connection
ADVERTISING BUDGET
UIone is a heavy spender on advertising in electronic media as well as other media. Recently UIone invested a huge
amount on mass advertising. It was deIinitely a risk to take such decision. They are developing and playing new
advertisements on electronic media not even with a month`s gap or so.
A single UIone advertisement played 15-20 times per day on a TV channel costs millions varying with the time oI
day when it is played. UIone spends 20 oI its proIit on advertising and sales promotion.
ADVERTISING STRATEGIES
Advertising strategy consists oI two major elements: Advertising Message & Advertising Media. UIone has the
Iollowing strategies regarding the Message and Media oI advertising:-
ADVERTISING MESSAGE:
Message Content --The very Iirst content oI UIone`s advertising message was humor, and then in its blooming
stage it shiIted its message content to youthIul excitement. Recently UIone has again adopted humorous theme Ior
its message content. This time UIone is winning the hearts oI people through humor and it has increased RPI oI
UIone. UIone has already generated much revenue through it.
Message Format --The Iormat oI UIone`s advertisements has always been very colorIul and eye catching. The
shocking Orange & Green colours used by UIone have always attracted people. These colors look beautiIul on wall
printing oI UIone.
Message Source --The very Iirst UIone advertisements had Faisal Qureshi as its message source. AIterwards UIone
hired non-celebrity young models Ior its youthIul message theme. UIone also hired three lollywood queens i.e.
Meera, Jia Ali and Veena Malik with Mikaal in an advertisement oI 'Baat Ban Jaye. This advertisement created a
big controversy regarding the erotic and sexually attracting acts by the three Iemale models. Due to negative
response by people UIone had to vacate its billboards and eradicate its banners, posters etc overnight, as directed by
CEO and CMO oI UIone.


But now UIone has again hired a comedian trio Ieaturing Faisal Qureshi, Mikaal & Hammad. The strategy behind
hiring this trio is that they are economical and are personal Iavorites oI people. UIone always hire endorsers in group
OMr.Waqas Anjum (Senior Marketing Executive-Multan) is oI view that you must bring changes
in marketing to attract customers. For this purpose UIone is re-launching itselI under the name oI
one single brand called 'UFONE. This brand would have Orange & Black as its corporate color
instead oI conventional Orange & Green color.
ADVERTISING MEDIA: To increase the reach and Irequency oI advertisement UIone is using repetitive strategy
Ior its advertisements. And the humorous theme always makes the ads more appealing and engaging the minds oI
customers. UIone advertise in the Iollowing media types:-
Print Media --UIone tries and print ads in all leading newspapers including The Dawn, Jung, Nawa-i-Waqt,
Khabrain and local Sindhi newspapers as well. UIone place its ads in all leading magazines as well i.e. Sunday
magazine, akhabr-e-jahan, Libas, Mag etc
Broadcast Media -- It is the prior choice Ior UIone. It includes the electronic media television and radio. UIone is
advertising in all Pakistani channels including GEO, Hum, ARY, Indus, TV one, HBO, Cartoon Network etc (except
MTV Pakistan). UIone also plays its ads on local channels like WASEB and Punjab TV.
Display Media --This type oI media is the second choice oI UIone where it carries out its most oI sales promotion
and advertising. UIone advertise using billboards, hoardings, signs (on Shop boards etc), posters, wall paintings etc.
SME Multan has used a new and innovative vehicle in display media i.e. UIone`s painted rickshaws
Online Media -- Internet is the online media. UIone places Ilashing ads on Iamous portals like coolbuddy.com,
pakIellows.com etc. But UIone is not carrying out direct mail or direct e-mail advertising
Events -- UIone has sponsored many events in the past and holds Iuture plans concerning it. The Iamous event
sponsored by UIone in 2006 was a series oI musical concerts did all over Pakistan, Ieaturing Mikaal Hassan and
Junoon, it named UROCK
AD SHOOTS: The ads oI UIone are shot mostly within Pakistan. But the PostPay ads are shot in Ioreign locations.
Recently UIone shot in the picturesque locations oI northern areas oI Pakistan in its advertisement oI UWON 'sabse
sasti call