ATL Promotion:Above the line promotion is that which is created to reach the mass audience at a go. It does not see to the personal needs of the varied customers.
Types of ATL:
1. Sales Promotion:
Kiryana stores, Medical and General Stores), Local modern trade (super stores such as Aghaz, Naheed, D-Mart), and International Modern trade (Large houses such as Makro.
Outdoor Media Agency is appointed for the advertising campaigns via billboard and signboards.
These OMA classify different regions under Strata, ranging from 1 to 6. Strata 1 include cities
like Karachi and Lahore, Strata 2 includes cities with comparatively less density and so on. They may select sites as per the following example:
Strata 1 would have 60% advertising sites.
Strata 2 would have 20% advertising sites.
Strata 3 would have 20% advertising sites.
Types of ATL:
1. Sales Promotion:
Sales Promotion is increased by 10% this year.
Sales Force in Surf Excel is divided into 3 types: General Trade (general stores,Kiryana stores, Medical and General Stores), Local modern trade (super stores such as Aghaz, Naheed, D-Mart), and International Modern trade (Large houses such as Makro.
Outdoor Media Agency is appointed for the advertising campaigns via billboard and signboards.
These OMA classify different regions under Strata, ranging from 1 to 6. Strata 1 include cities
like Karachi and Lahore, Strata 2 includes cities with comparatively less density and so on. They may select sites as per the following example:
Strata 1 would have 60% advertising sites.
Strata 2 would have 20% advertising sites.
Strata 3 would have 20% advertising sites.
They may book the site either for 30, 60 or 90 days depending upon the nature of the product, budget of the campaign, and rent of the site selected. The most effective advertising site in Pakistan is Shahrah-e-Faisal. The effective billboard which is displayed on the left of the driver and is at a height of 40 to 50 feet, with an exception of flyovers, bridges, and high altitudes road.
2. Advertising:
HUL initially launched the Lalitaji campaign who did not approve of the "dirt is good" quip. Today HUL has gone a long way in presenting to the audience the concept of a detergent and its capabilities through its variety of new products in the family as well as the new campaign.
They have worked with a set of human values, including forgiveness, with a sack race, and empathy, with a mud-soaked young student mimicking his favourite teacher's dog that has just died," says Arun Iyer, national creative director with Lowe Lintas.
"These are the values that parents (a key constituent for Surf) like to see in their children." In an area of 24/7 television and violence all around, the latest badappan campaign also drags viewers back to a simpler time of playing outdoors and frolicking with friends. Despite being a seven year old campaign in essence, Iyer thinks this has the legs to run for a while longer.
These advertisements provide a sense of freedom to you and do not restrict you to try something only because your clothes may not look the same anymore!
2. Advertising:
HUL initially launched the Lalitaji campaign who did not approve of the "dirt is good" quip. Today HUL has gone a long way in presenting to the audience the concept of a detergent and its capabilities through its variety of new products in the family as well as the new campaign.
They have worked with a set of human values, including forgiveness, with a sack race, and empathy, with a mud-soaked young student mimicking his favourite teacher's dog that has just died," says Arun Iyer, national creative director with Lowe Lintas.
"These are the values that parents (a key constituent for Surf) like to see in their children." In an area of 24/7 television and violence all around, the latest badappan campaign also drags viewers back to a simpler time of playing outdoors and frolicking with friends. Despite being a seven year old campaign in essence, Iyer thinks this has the legs to run for a while longer.
These advertisements provide a sense of freedom to you and do not restrict you to try something only because your clothes may not look the same anymore!
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