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The researcher “ Abdollah Adyl ” is a student of MBA Marketing at PAF KIET and carried out this research as a final year project. This research was presented on October 23 rd , 2008 at PAF KIET main campus in 3 rd Project Exhibition and Conference

Background OBJECTIVES : To evaluate the effectives and efficiency of brand activation New emerging tool for target marketing Its role in building brands and its importance in strategic planning

Background Methodology : Instrument:- Questionnaires Type:- Descriptive Research Sample Size:- 300 Observations from marketing and advertising personnel Technique:- Random Sampling

Key Aspects Key Aspects : • Reach and penetration of brand activations • Cost per contact • Advertising VS Brand Activation • Impact on sales • Training & Development of Brand Activation • BTL Agency as Strategic Brand partner

Abstract In an industry well known for trends and buzzwords, the term "brand activation" has entered the vernacular of promotional marketing agencies, who swear it is revolutionizing advertising. Brand activation is not theory; it is a practical and logical form of integration that enables clients and agencies to focus on delivering activities, rooted in the fabric of the brand, that engage with customers. As media has proliferated, products have become more plentiful, competition for time and consumers" cash has grown more fierce, so the need for brands to come out of their rarefied environments, to seek out customers face to face and truly engage with them, has increased. Marketers consider brand activation as a revolutionary way of standing out of the clutter and obtaining differentiation and competitive edge over the competitor brands. There's been a significant shift away from mass media to more tactically driven efforts like promotions, events, digital, PR, packaging and retail point-of-sale, That whole thing used to be called below the line. That's not below the line anymore, and that is why everyone is migrating to brand activation. Brand activation's practitioners contend it can't simply be called "promotions" anymore because the process involves so much more than simply running a contest, live event or special offer.

Whatever I see on the TV is nice to know but its fantasy but what I see and experience myself is real? The result shows that mostly people agree that the reality is what they experience which directly effects believes and perception by either strengthening the image of that particular product or by creating dissonance. It’s hard to believe anything by inspiring and fascinating advertisements 9% 10% 31% 17% 33% 19% 48% Strongly Disagree Disagree No Comments Agree Strongly Agree

Uncertain & volatile nature of advertising has made brand activations more considerable? The result proves that advertisement is very uncertain and volatile in nature nowadays and one can’t say with surely that the message has been communicated effectively if communicated through advertisements 1% 17% 12% 41% 29% 18% 53% Strongly Disagree Disagree No Comments Agree Strongly Agree

Advertising media has now become more fragmented than ever? The result proves that with the expansion in media industry and availability of so many choices for the viewers has made advertisement media more fragmented than ever 8% 9% 51% 14% 18% 17% 65% Strongly Disagree Disagree No Comments Agree Strongly Agree

Advertising reach in Pakistan, can not be assured certainly based on projections of small sample size? The results prove that in Pakistan the exact advertisement reach can’t be ensured just by taking a very small sample size as it is being done in Pakistan. So, no body can claim their reach in advertising industry until & unless the sample size represents the whole population. 12% 11% 33% 16% 28% 23% 49% Strongly Disagree Disagree No Comments Agree Strongly Agree

The advertising agencies are not aware of the ground realities when it comes to brand activations? The results prove that there are so many ground realities which are hidden from advertising agencies so the advertising agencies can be a good creative idea developer but cant be a good execution planner when it comes to BTL. For which we have dedicated brand activation agencies 12% 8% 38% 21% 21% 20% 59% Strongly Disagree Disagree No Comments Agree Strongly Agree

ATL reaches a huge number of people, but it only activates two senses. While activation touches all the 5 senses? The results prove that ATL communications are for masses but they can communicate message to two human senses i.e. Listen & Watch, while through activations message can be communicated to all five human senses i.e. listen, see, taste, smell, & touch or feel the brand 7% 6% 37% 26% 24% 13% 63% Strongly Disagree Disagree No Comments Agree Strongly Agree

Brand Activations delivers complete brand experience while advertising creates awareness and hype? The results prove that ATL communications is all about creating hype and awareness among masses but complete brand experience and message can only be delivered through brand activation 7% 17% 38% 14% 24% 24% 52% Strongly Disagree Disagree No Comments Agree Strongly Agree

Brands which can’t be advertised publicly in Muslim society can be marketed successfully through activations? The results reveal that brands which can’t be advertised in Muslim society publicly, can be or can’t be marketed through brand activation it all depends on the nature of the brand itself that if that brand communication is violating societal values or religious values 11% 24% 19% 18% 28% 35% 37% Strongly Disagree Disagree No Comments Agree Strongly Agree

Activations make the brand more approachable for the consumers? The results prove that brand activation makes brands more approachable for the consumers in the target market by offering ground level marketing at their most convenient place & time 3% 11% 30% 26% 30% 14% 56% Strongly Disagree Disagree No Comments Agree Strongly Agree

Brand experience is highly essential for brand conversion? The results prove that brand experience is the key for brand conversion since its experience that differentiates between reality and myth. 4% 13% 37% 20% 26% 17% 57% Strongly Disagree Disagree No Comments Agree Strongly Agree

Brand activations are more targeted than advertising campaigns? The results prove that activations are more targeted than ATL communication since ATL communication is always for masses but activations are always designed for some particular target market 9% 13% 31% 27% 20% 22% 58% Strongly Disagree Disagree No Comments Agree Strongly Agree

Brand activations give you liberty to execute, more than one activation at a time, each customized according to target audience? The results prove that unlike ATL, brand activations can be designed for the different target classes different set of brand communication at the same time, while in ATL you have to remain consistent with one message since it would be communicated to masses and doing so will create confusion among masses. 4% 10% 33% 22% 31% 14% 55% Strongly Disagree Disagree No Comments Agree Strongly Agree

Activations are costly but much more effective than advertising ? The results prove that cost per message in brand activation is quite high than advertising but the message conveyed through the activation is delivered more effectively since the communication touches all 5 senses of the target consumer. 11% 11% 35% 19% 24% 22% 54% Strongly Disagree Disagree No Comments Agree Strongly Agree

High cost per contact is the main cause, for many marketers to avoid activations? The results prove that many marketers avoid activations because of their high cost per contact since they believe awareness among masses is much more considerable than delivering complete brand experience, but if some how the cost / contact through activations become low they will certainly opt for it. 8% 7% 30% 20% 35% 15% 50% Strongly Disagree Disagree No Comments Agree Strongly Agree

The effectiveness of the brand activations will increase, if the subject is offered in institutes? The results prove that this subject i.e. brand activation should be introduced in colleges & business schools like advertising, brand management and other related subjects. It will help in over all growth of industry and new talent will get chance to come forward and prove their skills 7% 11% 22% 23% 37% 18% 45% Strongly Disagree Disagree No Comments Agree Strongly Agree

People having good brand activations knowledge are more effective in marketing planning? The results prove that marketers having brand activation knowledge are found more effective in marketing planning. 7% 12% 38% 12% 31% 19% 50% Strongly Disagree Disagree No Comments Agree Strongly Agree

Activation companies hire staff on an ad hoc basis having little experience of execution? The results give mixed response but apart from those who gave no comments those who agree to this are more than those who disagree which states that the staff hired on ad hoc basis for some particular project works for their daily wedges and have no or little concern regarding quality of service which effects the activation badly. 8% 9% 23% 19% 41% 17% 42% Strongly Disagree Disagree No Comments Agree Strongly Agree

Activation agencies are involved at the tactical level most of the times and as such are under-utilized? The results prove that apart from those who gave no comments those who agree to this are more than those who disagree which states that the activation agencies are not given their due consideration and mostly involved for some short term projects while these activation agencies are capable of much more great and long term strategically beneficial projects 7% 16% 25% 16% 36% 23% 41% Strongly Disagree Disagree No Comments Agree Strongly Agree

Activations require more involvement of brand team than in advertising ? The results prove that activations need much more brand team involvement at every stage than in advertising campaign since the ground realities are unpredictable. Hence, requires brand team suggestion and approval for smooth execution 3% 28% 22% 28% 19% 31% 50% Strongly Disagree Disagree No Comments Agree Strongly Agree

Activations agencies if treated as strategic brand partners can give much more better results? The results prove that activations agencies are much more stronger and capable of doing strategically important projects, only thing required is appropriate sharing of information and long term plans among agencies and brand 4% 9% 38% 29% 20% 13% 67% Strongly Disagree Disagree No Comments Agree Strongly Agree

Activations can be improved by providing and sharing all the possible details among activation agency and client The results prove that activations agencies can give much more better results and can work more effectively & efficiently if brand shares the all necessary information 7% 8% 33% 23% 29% 15% 56% Strongly Disagree Disagree No Comments Agree Strongly Agree

Brand activations is a short term marketing tactic, so should not be used for long term strategic planning The results prove that activations are not short term marketing tactic and should be used in long term strategic marketing planning 11% 23% 30% 13% 23% 34% 43% Strongly Disagree Disagree No Comments Agree Strongly Agree

A noise about an upcoming activation makes the product placement job easy The results shows mixed response from respondents but those who agree are more than those disagree which states that news of upcoming brand activation of the brand makes the sales easy for the seller. 3% 16% 31% 9% 41% 19% 40% Strongly Disagree Disagree No Comments Agree Strongly Agree

Brand activations always have positive impact on short term sales The results shows that brand activations always have positive impact on short term sales. 4% 14% 39% 22% 21% 18% 61% Strongly Disagree Disagree No Comments Agree Strongly Agree

Brand activations have no impact on long term sales The results prove that activations not only affects short term sales positively but also have great impact on long term sales of brand 13% 39% 10% 7% 31% 52% 17% Strongly Disagree Disagree No Comments Agree Strongly Agree

The report results clearly indicates that advertising is no longer a effective medium for marketing communication and has become fragmented and uncertain than ever, because of rapid proliferation of media now viewer has many choices to change channel in the advertisement breaks. Moreover in Pakistan, it’s also a fact that no one can say it with certainty that what their true viewer ship is and reach because those who monitor and provide such information analyze data of very small sample size which is not even true representative of whole population. These media monitoring should modify the sample size accordingly so that their analysis could show the true picture of the media industry Now brands not only have to be more creative but also more interactive. Since its all about standing out of the clutter and have strong brand differentiation. The best way of ensuring brand loyalty and brand conversion is only brand experience, which is the key concept of brand activation i.e. delivering the brand experience.

Brand activation affects the both short term and long term sales very positively and also makes product placement in market easy for the sales representatives of the company Brand activations and their respective agencies should be given their due consideration and they should not be treated as a third party or simple vendors instead they should be treated as a strategic brand partners. These agencies are much more capable of doing things than they are supposed of. Brand activations may be costly but they are the true marketing communication tool and ensure the exposure to the brand and delivery of true brad experience. In the end, I would like to suggest that this industry is growing with great pace, the market is growing and new opportunities are waiting for us. People having brand activation skills are found more effective in marketing planning so this should also be introduced as a subject in the institutes like advertising, brand management and marketing subjects since it’s a demand of time and market necessity.

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Final Fyp Abdollah L Adyl 51346

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Final Fyp Abdollah L Adyl 51346